Klaviyo

Email and SMS marketing built for ecommerce revenue.

Overview

Klaviyo is the marketing platform built for e-commerce: email, SMS, push and now a customer data platform and service tools, all keyed to the order and browsing data it pulls from Shopify, WooCommerce and others. Its flows — abandoned cart, browse abandonment, post-purchase, win-back — are where stores make money, and its reporting attributes revenue to each one.

Where it fits in my work

On a store build, email is usually the second-biggest revenue channel after the storefront, and Klaviyo is what I recommend when the store is on Shopify : the integration syncs every customer, order and product, so segments like "bought twice, not in 60 days" are one click. The first week is flows — cart, browse, welcome, post-purchase — and they run forever. Campaigns come after. For a newsletter business or a non-commerce client, it is more platform than they need; that is where Mailchimp fits. Product email stays on Resend .

Key features

Flows triggered by store events with revenue attribution per flow Segmentation on purchase, browse and predictive data (CLV, churn risk) Email, SMS, push and WhatsApp in one customer profile Deep Shopify, WooCommerce, BigCommerce and Magento integrations Klaviyo Data Platform, reviews, forms and a growing service suite Benchmarks and reporting built around e-commerce metrics

Best for

Online stores that want email and SMS to be a measured revenue channel. It is the wrong tool for a simple newsletter, and the cost is hard to justify until the list has real buyers on it.

Where it fits in my stack

Klaviyo → Shopify or WooCommerce for the store data, n8n for anything custom, Hotjar when a flow's landing page underperforms.

Pros

Flows and segmentation built on real order data — this is the whole point Revenue attribution per email and per flow Shopify integration is the best in the category Free tier to set everything up before paying

Limitations

Pricing by active profiles climbs steeply with list size SMS is billed separately on top of email More platform than a small newsletter needs Deliverability and compliance setup takes real care

Pricing

Klaviyo prices by active profiles. As listed on klaviyo.com/pricing, the Free plan covers up to 250 active profiles, 500 emails a month and $5 of mobile messages a month; paid email and SMS plans scale with profile count and are quoted through the pricing calculator rather than a fixed table, with SMS priced separately. Build an estimate on the official pricing page with your real profile count.

Verdict

If a store sells online and has buyers on its list, Klaviyo pays for itself through the flows alone. I recommend it for exactly that case, and steer newsletter-only clients away — the bill only makes sense when email is a revenue channel.