Klaviyo

Klaviyo is a marketing platform — it now calls itself a B2C CRM — built for e-commerce brands. It collects data about every shopper, from what they browsed and bought to how they engage with your emails, and uses it to send targeted email, SMS and other messages that drive repeat sales.

It's the most popular email and SMS platform among Shopify stores, and it integrates just as closely with WooCommerce, BigCommerce, Wix, Adobe Commerce and Shopware, plus more than 400 other apps. That data connection is what makes Klaviyo different from general email tools: abandoned-cart emails, browse-abandonment reminders, back-in-stock alerts and win-back campaigns work out of the box because Klaviyo already knows what each customer did.

Klaviyo has grown well beyond email. The platform now covers SMS, RCS, WhatsApp, mobile app push, social marketing, product reviews, a customer hub, a helpdesk and Customer Agent, an AI agent that answers shoppers' questions. Composer, its AI marketing agent, can audit your account and build flows and campaigns from a prompt.

How Klaviyo works

A typical setup is:

1. Connect your store — Shopify, WooCommerce, BigCommerce or another platform — so customer, product and order data syncs automatically.
2. Add sign-up forms to your site to grow your list.
3. Turn on core automated flows: welcome series, abandoned cart, browse abandonment, post-purchase and win-back.
4. Build segments based on behaviour, such as VIP customers, lapsed buyers or people interested in a category.
5. Send campaigns to those segments, A/B test subject lines and content, and add SMS where it makes sense.
6. Measure revenue by flow and campaign, then let Composer suggest improvements.

Key capabilities

Email marketing — Campaigns and automated flows with a drag-and-drop editor, templates and A/B testing on paid plans.

Segmentation — Build audiences from any combination of browsing, purchase and engagement data.

Automated flows — Welcome, abandoned cart, browse abandonment, back-in-stock, post-purchase and win-back sequences triggered by real customer behaviour.

SMS, MMS and mobile — Text messaging, RCS, WhatsApp and mobile app push. Since 13 July 2026, mobile messaging is priced per message in dollars rather than credits, with rates by channel and region.

Composer — An AI marketing agent that audits your account and creates flows and campaigns from a prompt.

Customer Agent and Helpdesk — An AI agent that answers and resolves shopper questions, plus a helpdesk for support tickets.

Reviews — Collect and display product reviews tied to customer data.

Customer Hub — A self-service area where shoppers can see orders, recommendations and more.

Social marketing — Use customer data to target social audiences.

Analytics — Revenue attribution by campaign and flow, with customisable analytics and attribution on custom plans.

Integrations — More than 400 apps, plus Shopify, WooCommerce, BigCommerce, Wix, Adobe Commerce, Shopware, ChatGPT and Claude integrations.

Klaviyo plans explained

Klaviyo prices its email plans by active profiles — contacts you can market to. Unsubscribed and suppressed contacts don't count. Each tier includes a monthly email send allowance, and prices are shown in US dollars.

Free — $0. Up to 250 active profiles and 500 emails a month, plus $5 of Composer usage, $5 of mobile messages, social marketing and Customer Hub for 250 profiles, reviews for 50 orders a month, Customer Agent with 10 resolutions a month and Helpdesk with 10 tickets a month. Email support is included for the first 60 days only.

Email — from $20 a month for 500 active profiles and 5,000 emails a month. Adds A/B testing; mobile messages, Composer, Customer Agent and Helpdesk become add-ons. Price rises with list size: roughly $100 a month at 5,000 profiles, $150 at 10,000, $400 at 25,000 and $720 at 50,000, with sends scaling to about 10 emails per profile per month.

Marketing — from $25 a month at 500 profiles (recently with a first month for $1 for up to 5,000 profiles). Everything in Email, plus social marketing and Customer Hub for your full profile count and reviews with no order limit.

Custom — for more than 150,000 active profiles or several brands: volume pricing across products, custom analytics and attribution, advanced data management, enterprise security, data warehouse sync, a dedicated customer success manager, SLAs, SSO and multi-account billing.

How Klaviyo billing works

Plans renew monthly. On paid plans, if your active profiles exceed your plan limit, Klaviyo automatically moves you to a tier that covers them for the next billing cycle. On the free plan, sending is blocked until you reduce your profiles or upgrade. Downgrades take effect at the next billing cycle, and Klaviyo doesn't offer refunds for mid-cycle downgrades. Optional flexible sending lets you buy extra capacity for a busy month without changing plan.

Who Klaviyo is for

Shopify and other e-commerce stores — the deepest store integration and pre-built revenue flows.

Brands that want to grow repeat purchases — segmentation and automation based on real behaviour.

Stores adding SMS — email and text in one platform with shared data.

Fast-growing brands — enterprise features available on custom plans.

Getting the most out of Klaviyo

Set up the core flows first — welcome, abandoned cart, browse abandonment and post-purchase usually drive the most revenue.

Clean your list regularly: suppressing unengaged contacts keeps your active profile count, and your bill, down.

Watch the price steps — crossing a profile threshold moves your whole list to the next tier.

Use Composer for ideas, but review AI-generated campaigns before they send.