What is Klaviyo?

In brief

• What is Klaviyo? A relational marketing platform and B2C CRM designed for e-commerce, which unifies customer data and automates email, SMS, and notifications.
• What is it for? To transform store data into personalized and automated messages (welcome, abandoned cart, post-purchase) to increase revenue without manual effort.
• How much does it cost? Free up to 250 active profiles, then the Email plan starts at around $20 per month, billed by the number of active profiles.
• For whom? E-commerce brands, especially on Shopify, that want to industrialize their emailing and SMS marketing.
• Its strength? A native customer data layer (CDP) that makes segmentation and personalization much more refined than traditional emailing tools.

What is Klaviyo?

Klaviyo is a relational marketing platform and B2C CRM designed for e-commerce, which centralizes customer data and automates communication via email, SMS, and push notifications. Specifically, Klaviyo collects everything your customers do on your store (pages viewed, products added to cart, purchases, email opens) and transforms this data into personalized messages sent at the right time, automatically.

Founded in 2012 in the United States and listed on the stock exchange in 2023 (NYSE: KVYO), the company has established itself as the benchmark for email and SMS marketing for online brands. While a classic emailing tool simply sends newsletters to a list, Klaviyo relies on a unified customer data layer, similar to a CDP (Customer Data Platform), to understand the behavior of each contact and trigger the right action.

This difference explains its success with e-merchants: Klaviyo is not just for sending emails; it's for growing revenue by intelligently leveraging data. For a complete overview of the platform, its advanced use cases, and how to get started, consult our ultimate guide to Klaviyo.

How does Klaviyo work?

Klaviyo works in three stages: collecting data, segmenting it, and then activating it in automated messages. This logic distinguishes it from a simple email sending software.

1. Data collection and unification. Once connected to your store (Shopify, for example), Klaviyo synchronizes all events in real time: browsing, carts, orders, customer lifetime value, engagement history. Each contact has an enriched profile that is continuously updated. This live database is the heart of the system.

2. Dynamic segmentation. From this data, you create segments that update automatically: VIP customers, inactive buyers for 90 days, people who viewed a product without buying it, first-time buyers. A contact enters and exits a segment according to their behavior, without manual intervention.

3. Activation via automated flows. These segments then feed into flows (automated scenarios) and one-off campaigns. A visitor abandons their cart: they receive a personalized reminder a few hours later. A customer has just made a purchase: they enter a post-purchase sequence. It is this automation engine, coupled with data, that generates most of the revenue attributed to Klaviyo.

The platform covers several channels in a single interface: email, SMS, mobile push notifications, and capture forms (pop-ups, banners). Everything is managed from the same customer profile, ensuring message consistency from one channel to another.

Key Klaviyo features

Klaviyo brings together in a single tool what many brands previously managed with three or four distinct software. Here are the essential building blocks:

• Email marketing: drag-and-drop editor, responsive templates, and dynamic personalization (first name, products viewed, recommendations) based on profile data.
• SMS marketing: natively integrated, on the same customer profile as email, for consistent cross-channel campaigns without juggling between two tools.
• Flows and automations: behavior-triggered scenarios (welcome, abandoned cart, post-purchase), with conditional branches and A/B tests.
• Segmentation and CDP: the major differentiator, a data layer that combines behavioral, transactional, and predictive signals (customer lifetime value, churn risk).
• Forms and pop-ups: targeted lead capture by behavior to grow the list, with native A/B tests.
• Reporting and benchmarks: measurement of revenue attributed to each campaign and flow, and comparison with brands in the same sector.
• Artificial intelligence: writing assistance, optimized sending times, predictions, and segment creation in natural language.

For details on each feature and its configuration, refer to our dedicated page on Klaviyo features.

The Klaviyo flows that generate the most revenue

Klaviyo's true value lies in a handful of automated scenarios. Once configured, they run continuously and often generate the majority of the revenue attributed to the tool. Here are the essential flows for an e-commerce brand.

• The welcome flow. Triggered when a visitor signs up via a form, it introduces the brand, highlights bestsellers, and often offers a first-time purchase discount. This flow converts the most new subscribers into first-time buyers.
• The abandoned cart reminder. When a customer adds a product but leaves the store without paying, Klaviyo automatically sends a reminder by email and then, if necessary, by SMS. This is one of the scenarios with the best return on investment in all of e-commerce.
• The abandoned browse reminder. More subtle, it targets visitors who viewed a product without even adding it to their cart, and brings them back to the relevant product page.
• The post-purchase sequence. It accompanies the customer after their order: confirmation, usage tips, review requests, then encourages repeat purchases. It fosters loyalty and customer lifetime value.
• The reactivation (winback) flow. It targets customers who have been inactive for several months to try to win them back before they are permanently lost.
• The VIP and birthday flow. It rewards the best customers and maintains the relationship with personalized attention at the right time.

The art is to articulate these flows together and continuously optimize them through A/B testing. This architectural and management work is precisely what separates a dormant Klaviyo account from a performing one. To learn more about configuration, our ultimate guide to Klaviyo details the implementation of each.

Klaviyo, for whom?

Klaviyo is primarily aimed at e-commerce brands, and particularly Shopify stores, that want to professionalize their relational marketing. It is the tool of choice for DNVBs (digitally native vertical brands), SMEs, and scale-ups where a significant portion of revenue comes from customer retention.

It is relevant as soon as you have a contact base to leverage and behavioral data to activate: fashion, beauty, cosmetics, food, furniture, accessories. Conversely, for a purely showcase project without online sales logic, or for very specific B2B with long cycles, other solutions may be more suitable. Klaviyo shines when there is transactional volume and a real ambition for personalization.

Brands that get the most value from it are those that go beyond simply sending newsletters to build real automated journeys. This is where the performance gap with a classic emailing tool becomes obvious.

How much does Klaviyo cost in 2026?

Klaviyo offers a free plan, then pricing starts at around $20 per month and varies depending on the number of active profiles. Since 2025, billing is based on active profiles (contacts likely to receive your messages) and no longer on the total list size. Billing is monthly and denominated in dollars.

Plan	Starting Price	What's included
Free	$0	Up to 250 active profiles, 500 email sends per month, 150 mobile message credits
Email	around $20/month	From 251 to 500 active profiles, approximately 5,000 monthly sends, email and chat support
Email & SMS	around $35/month	Email plus SMS and MMS credits, mobile push notifications
SMS Credits	from around $15/month	1,250 credits, billed per usage depending on the country

As your list grows, the price increases: the Email plan, for example, reaches around $130 per month for about 10,000 active profiles. SMS is billed separately, in the form of credits consumed per send. For the complete grid, detailed tiers, and method to estimate your actual budget, consult our dedicated analysis: how much Klaviyo costs.

Klaviyo vs Mailchimp vs Brevo

Klaviyo, Mailchimp, and Brevo are three email marketing platforms, but they don't target the same audience. Klaviyo is the most e-commerce and data-oriented, Mailchimp remains a generalist for the wider public, and Brevo appeals with its value for money and European roots. Here's a summary.

Criterion	Klaviyo	Mailchimp	Brevo
Positioning	B2C CRM and e-commerce marketing	Generalist email marketing	All-in-one marketing and CRM
Ideal Target	E-commerce and DTC brands	Small businesses, blogs, various projects	SMEs, tight budgets
Data and segmentation	Very advanced (native CDP)	Decent	Good
E-commerce integration	Excellent (native Shopify)	Average	Good
Pricing	Per active profile, in dollars	Per contact	Per send, in euros
Origin	United States	United States	France

In summary: if your priority is e-commerce performance and fine personalization, Klaviyo has the advantage. If you are primarily looking to control your budget, Brevo is worth considering. To delve into each comparison with pricing and feature details, we have two comprehensive comparisons: Klaviyo or Mailchimp, which to choose and Klaviyo or Brevo, which to choose.

Klaviyo and Shopify

Klaviyo and Shopify form one of the most powerful duos in e-commerce. The integration is native and bidirectional: Klaviyo retrieves products, orders, carts, and browsing behavior in real time, and sends segments and performance data back to Shopify. No complex development is needed to get started.

This coupling explains why most ambitious Shopify brands adopt Klaviyo as soon as they want to structure their retention efforts. Abandoned cart, welcome, and post-purchase flows are directly fed by Shopify data, maximizing the relevance of messages. For step-by-step instructions, consult our guide on integrating Klaviyo with Shopify, and discover our Klaviyo support for Shopify.

Klaviyo, GDPR, and deliverability

For a French or European brand, two questions often arise before adopting Klaviyo: GDPR compliance and email deliverability. On both points, the tool offers a solid framework, provided it is used correctly.

Regarding GDPR, Klaviyo allows managing explicit consent (double opt-in), tracking the origin of each registration, and processing data deletion requests. Data collection via forms can be configured to comply with consent requirements. Since data transits through a US entity, it is advisable to document these processing activities in your register and privacy policy, as with any equivalent tool.

Regarding deliverability, landing in the inbox rather than spam largely depends on the hygiene of your list and your sender reputation. Klaviyo provides the necessary tools: sending domain authentication (DKIM, SPF), cleaning inactive contacts, and tracking complaint and bounce rates. A brand that segments properly and only sends to engaged contacts protects its deliverability in the long term. This is a technical subject where expert support helps avoid costly mistakes.

Klaviyo review: strengths and limitations

After dozens of Klaviyo accounts deployed and managed for our clients, here is our honest assessment of the tool. Klaviyo is rated 4.6 out of 5 on G2 (over 1,300 reviews), which reflects real satisfaction, but the tool is not perfect.

Its strengths. The depth of data and segmentation is unmatched in the e-commerce segment. Shopify integration is exemplary. The flows and industry benchmarks save considerable time. And revenue-oriented reporting allows for proving ROI, which is rare in this market.

Its limitations. The price quickly increases as the list grows, and billing in dollars exposes to exchange rate fluctuations. The learning curve is real: the power of the tool must be earned, and many brands only use a fraction of it. Finally, phone support is not available for smaller plans. It is precisely on these points that expert support makes a difference.

Do you need a Klaviyo expert or agency?

Klaviyo is accessible for self-starters: creating an account, connecting your store, and launching a first welcome flow is within reach of any e-merchant. The question arises as soon as you want to truly leverage the platform: segmentation strategy, flow architecture, deliverability, A/B testing, and continuous revenue optimization.

This is where an expert makes a difference, transforming an underutilized tool into a real retention engine. Our Klaviyo for Shopify agency supports brands in the setup, configuration, and management of their relational marketing. You can also contact us to discuss your project.

Frequently asked questions

Klaviyo, what is it in a nutshell?

Klaviyo is a relationship marketing platform and a B2C CRM for e-commerce. It centralizes customer data from a store and automates the sending of personalized emails, SMS messages, and notifications to increase revenue. Its strength lies in its customer data platform (CDP), which allows for very granular segmentation.

Why use Klaviyo instead of a classic email tool?

Because Klaviyo doesn't just send newsletters: it leverages the real behavior of each customer (browsing, carts, purchases) to trigger the right message at the right time. This data-driven personalization generates significantly more revenue than mass mailings, especially in e-commerce.

Is Klaviyo free?

Yes, Klaviyo offers a free plan for up to 250 active profiles and 500 email sends per month, with 150 mobile messaging credits. This is sufficient to test the tool. Beyond that, the Email plan starts at around $20 per month, depending on the number of active profiles.

Is Klaviyo better than Mailchimp?

For an e-commerce brand, Klaviyo is generally superior due to its advanced segmentation, native Shopify integration, and conversion-oriented flows. Mailchimp remains a good generalist for simple needs. More details can be found in our Klaviyo vs. Mailchimp comparison.

How many emails can be sent with Klaviyo?

The free plan allows for 500 sends per month. Paid plans include a send volume proportional to the number of active profiles (for example, around 5,000 sends on the entry-level plan), and this volume increases with the plan.

Does Klaviyo work with Shopify?

Yes, the integration between Klaviyo and Shopify is native and bidirectional. Klaviyo synchronizes products, orders, carts, and browsing in real-time, making it the go-to duo for retention for Shopify brands.

Is Klaviyo available in French?

Klaviyo's interface has been progressively translated, and the official website offers a French version. Your emails and SMS messages are, of course, written in the language of your choice. However, the ecosystem of resources and support remains richer in English.

Who is Klaviyo for?

Klaviyo is primarily aimed at e-commerce brands, especially on Shopify: DNVBs, SMEs, and scale-ups where a significant portion of revenue relies on customer retention. It is relevant as soon as you have a contact base and behavioral data to leverage, in sectors such as fashion, beauty, food, furniture, or accessories.

How to measure performance with Klaviyo?

Klaviyo measures the revenue attributed to each campaign and each flow, with reports on open rates, click-through rates, conversion rates, and revenue per recipient. The platform also provides industry benchmarks that compare your results to similar brands, allowing you to prove ROI and identify areas for optimization.

Conclusion

Klaviyo has established itself as the leading e-commerce relationship marketing platform because it does one thing better than others: transforming customer data into automated revenue. For a brand that sells online, especially on Shopify, it is a major growth lever, provided its power is exploited.

Do you want an end-to-end managed Klaviyo integration? Our expert Shopify agency connects your CRM, flows, and store to transform email into a recurring revenue channel.

Read also

• The ultimate Klaviyo guide
• How much does Klaviyo cost?
• Klaviyo or Mailchimp?
• Klaviyo or Brevo?
• Klaviyo's features
• Integrate Klaviyo with Shopify