In brief
- What is Klaviyo? A relational marketing platform and B2C CRM designed for e-commerce, unifying customer data and automating email, SMS, and notifications.
- What is it used for? Transforming 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 based on the number of active profiles.
- Who is it for? E-commerce brands, especially on Shopify, that want to industrialize their email and SMS marketing.
- Its strength? A native customer data platform (CDP) layer that makes segmentation and personalization much more refined than classic emailing tools.
Summary
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. Where a traditional emailing tool merely sends newsletters to a list, Klaviyo relies on a unified customer data layer, similar to a CDP (Customer Data Platform), to understand each contact's behavior and trigger the right action.
This difference explains its success among e-merchants: Klaviyo isn't 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, check out our ultimate guide to Klaviyo.
How does Klaviyo work?
Klaviyo works in three steps: collecting data, segmenting it, then activating it in automated messages. It is this logic that 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: navigation, carts, orders, customer lifetime value, engagement history. Each contact has an enriched profile that updates continuously. This living 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 leaves a segment according to their behavior, without manual intervention.
3. Activation through 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 the majority of revenue attributed to Klaviyo.
The platform covers multiple 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 across channels.
Key Klaviyo features
Klaviyo brings together in one tool what many brands previously managed with three or four distinct software solutions. Here are the essential components:
- Email marketing: drag-and-drop editor, responsive templates, and dynamic personalization (first name, viewed products, 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: scenarios triggered by behavior (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: measuring revenue attributed to each campaign and flow, and comparing it to brands in the same sector.
- Artificial intelligence: writing assistance, optimized sending times, predictions, and natural language segment creation.
For details on each feature and its configuration, refer to our page dedicated to Klaviyo features.
The most profitable Klaviyo flows
The real value of Klaviyo 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-order 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 supports the customer after their order: confirmation, usage tips, review request, then encouragement to repurchase. It fosters loyalty and customer lifetime value.
- The winback flow. It targets customers who have been inactive for several months to try and win them back before they are definitively lost.
- The VIP and birthday flow. It rewards the best customers and maintains the relationship with personalized touches at the right time.
The art lies in articulating these flows together and continuously optimizing them through A/B testing. It is precisely this work of architecture and management that separates a dormant Klaviyo account from a high-performing one. To delve deeper into configuration, our ultimate guide to Klaviyo details the implementation of each.
Who is Klaviyo for?
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 exploit and behavioral data to activate: fashion, beauty, cosmetics, food, furniture, accessories. Conversely, for a purely showcase project without an 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.
The brands that derive 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 glaring.
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 in dollars.
| Plan | Starting Price | What's included |
|---|---|---|
| Free | $0 | Up to 250 active profiles, 500 email sends per month, 150 mobile messaging credits |
| around $20/month | From 251 to 500 active profiles, around 5,000 monthly sends, email and chat support | |
| Email and 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, as credits consumed per send. For the complete price list, detailed tiers, and method for estimating your actual budget, consult our dedicated analysis: how much does Klaviyo cost.
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 general-purpose mass-market tool, and Brevo appeals with its value for money and European roots. Here's the summary.
| Criterion | Klaviyo | Mailchimp | Brevo |
|---|---|---|---|
| Positioning | B2C CRM and e-commerce marketing | General 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 personalization finesse, Klaviyo has the edge. 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 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. Abandoned cart, welcome, and post-purchase flows directly leverage Shopify data, maximizing message relevance. For step-by-step instructions, consult our guide to integrating Klaviyo with Shopify, and discover our Klaviyo for Shopify support.
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 explicit consent management (double opt-in), tracking the origin of each registration, and processing data deletion requests. Data collection via forms can be configured to respect consent collection. Since data transits through a US actor, these processing activities must be documented in your register and privacy policy, as with any equivalent tool.
Regarding deliverability, landing in the inbox rather than spam largely depends on the health of your list and your sender reputation. Klaviyo provides the necessary tools: sending domain authentication (DKIM, SPF), inactive contact cleaning, and tracking complaint and bounce rates. A brand that segments properly and sends only 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), reflecting genuine 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. 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 dollar billing exposes to exchange rates. The learning curve is real: the tool's power must be earned, and many brands only exploit 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 agency for Shopify supports brands in the setup, configuration, and management of their relational marketing. You can also contact us to discuss your project.
Frequently Asked Questions
What is Klaviyo in a nutshell?
Klaviyo is a relationship marketing platform and B2C CRM for e-commerce. It centralizes a store's customer data and automates the sending of personalized emails, SMS, and notifications to increase revenue. Its strength lies in its customer data platform (CDP), which allows for very fine-grained 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 higher 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 message credits. This is enough 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. The details are in our Klaviyo vs Mailchimp comparison.
How many emails can be sent with Klaviyo?
The free plan allows 500 sends per month. Paid plans include a volume of sends proportional to the number of active profiles (for example, approximately 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 Shopify brand retention.
Is Klaviyo available in French?
Klaviyo's interface has been progressively translated, and the official website offers a French version. Your emails and SMS can obviously be 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, particularly 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 levers for optimization.
Conclusion
Klaviyo has established itself as the leading platform for e-commerce relationship marketing because it does one thing better than others: it transforms customer data into automated revenue. For a brand selling online, especially on Shopify, it is a major growth driver, provided its power is exploited.
Do you want end-to-end Klaviyo integration? Our expert Shopify agency connects your CRM, your flows, and your store to transform email into a recurring revenue channel.
Read also
- The ultimate guide to Klaviyo
- How much does Klaviyo cost?
- Klaviyo or Mailchimp?
- Klaviyo or Brevo?
- Klaviyo's features
- Integrate Klaviyo with Shopify