Updated June 30, 2026 · Pricing and features verified 2026
Key takeaways
- Klaviyo wins for ecommerce, with deep store data, segmentation, and SMS.
- Mailchimp wins for general newsletters and ease of use.
- Both have free tiers; Klaviyo prices by active profiles, Mailchimp by contacts.
- Choose by use case: online store (Klaviyo) versus general email marketing (Mailchimp).
The short version: choose Klaviyo if you run an ecommerce store and want email and SMS driven by purchase data; choose Mailchimp if you want an easy, general-purpose email tool for newsletters and campaigns.
Klaviyo vs Mailchimp at a glance
| Klaviyo | Mailchimp | |
|---|---|---|
| Starting price | $20/mo (Email) | $13/mo (Essentials) |
| Free plan | Yes (250 profiles) | Yes (250 contacts) |
| Ecommerce focus | Deep (Shopify, flows) | General |
| SMS | Yes (native) | Add-on |
| Best for | Ecommerce brands | General newsletters |
Pricing
Klaviyo is free up to 250 profiles, then $20/month for the Email plan (500 contacts), priced by active profiles and billed monthly. Mailchimp is free up to 250 contacts, then $13/month for Essentials, priced by total contacts including unsubscribed. Both climb with list size; model yours before deciding.
Verdict: Comparable entry pricing; Klaviyo’s value shows in ecommerce, Mailchimp’s in general sending.
Ecommerce features
This is the decisive difference. Klaviyo is built for ecommerce, with deep Shopify and store integrations, behavioral segmentation, and pre-built revenue flows. Mailchimp has ecommerce features but is general-purpose, not store-first.
Verdict: Klaviyo for ecommerce; Mailchimp for general marketing.
Automation and SMS
Klaviyo offers strong flows and native SMS in the same platform. Mailchimp covers core automations and offers SMS as an add-on, with less ecommerce depth.
Verdict: Klaviyo for ecommerce automation and SMS; Mailchimp for simpler needs.
Ease of use
Mailchimp is easier for beginners and general campaigns. Klaviyo is more powerful for stores but has a steeper learning curve.
Verdict: Mailchimp for ease; Klaviyo for ecommerce power.
Choose Klaviyo if…
- You run an ecommerce store (especially Shopify).
- You want email and SMS driven by purchase behavior.
- Revenue flows like abandoned cart are a priority.
Choose Mailchimp if…
- You send general newsletters and campaigns.
- Ease of use matters most.
- You do not need deep ecommerce features.
Frequently asked questions
Is Klaviyo better than Mailchimp for Shopify? Yes. Klaviyo’s deep Shopify integration and behavioral flows make it the stronger ecommerce choice.
Which is cheaper, Klaviyo or Mailchimp? Entry pricing is similar. Costs depend on list size and usage; Klaviyo prices by active profiles, Mailchimp by total contacts.
Does Mailchimp do SMS? Mailchimp offers SMS as an add-on; Klaviyo includes native SMS in its Email + SMS plan.