Grow your ecommerce store · Email marketing · 2 min read
Klaviyo vs Mailchimp: Which Is Better for Ecommerce?
Short answer
For most Shopify and ecommerce stores, Klaviyo is the stronger choice thanks to its deep store data integration, ecommerce flows and segmentation. Mailchimp is cheaper to start, easier for simple newsletters and better suited to non-ecommerce businesses. Both offer free plans, with Klaviyo's covering 250 profiles and Mailchimp's 250 contacts.
Klaviyo and Mailchimp are the two names most store owners consider first. They overlap on the basics (campaigns, automations, signup forms) but were built for different customers, and that shows in daily use.
The short version
- Choose Klaviyo if you run an ecommerce store, especially on Shopify, and want revenue-driving automations based on browsing and purchase behavior.
- Choose Mailchimp if you send newsletters, run a service business or need a low-cost tool with a gentle learning curve.
Pricing in 2026
Both price by audience size. Figures below come from each company's pricing page at the time of writing.
| Klaviyo | Mailchimp | |
|---|---|---|
| Free plan | Up to 250 active profiles, 500 emails/month | Up to 250 contacts, 500 sends/month |
| Entry paid plan | Email from $20/month (500 profiles, 5,000 emails) | Essentials, introductory price from $13/month |
| Mid tier | Higher tiers as profiles grow; SMS as add-on | Standard from $20/month (intro price) |
| Top tier | Custom/enterprise | Premium from $350/month (intro price) |
Mailchimp advertises introductory prices for the first 12 months, so check the regular price before committing. Klaviyo charges based on active profiles, so cleaning out unengaged contacts keeps costs down.
Ecommerce integration
This is the biggest difference.
Klaviyo syncs deeply with Shopify: orders, products, browse behavior, cart contents, predicted next order date and customer lifetime value. That data drives flows and segments without much setup.
Mailchimp connects to Shopify and other platforms, pulling in customers and purchase data, and supports abandoned cart emails. It's capable, but less granular for complex ecommerce segmentation.
Automations
Both offer prebuilt automations. Klaviyo's library is focused on ecommerce: welcome series, abandoned cart and checkout, browse abandonment, post-purchase, win-back, back in stock and price drop. Branching by behavior or customer properties is straightforward.
Mailchimp's Customer Journey builder handles welcome sequences, abandoned carts and date-based emails. Advanced branching is reserved for higher plans.
For a store doing meaningful volume, a well-built set of Klaviyo flows often generates a large share of email revenue. See our guide to email automation for ecommerce.
Segmentation
Klaviyo lets you build segments like "bought twice, spent over $150, hasn't ordered in 90 days, opened an email in the last 30 days." Mailchimp offers segments and tags, with predictive features on higher plans, but the depth is lower for purchase behavior.
Templates and design
Mailchimp is often easier for beginners, with a friendly editor and lots of templates. Klaviyo's editor is solid and has improved, with product blocks that pull from your catalog. If design is your priority, both work; neither will replace good copy.
SMS
Klaviyo includes SMS and MMS in the same platform, with the free plan including a small monthly messaging credit. Mailchimp offers SMS in supported countries as an add-on. If you plan to run email and SMS together for a store, Klaviyo is more integrated.
Reporting
Klaviyo attributes revenue to campaigns and flows by default and shows benchmarks against similar companies. Mailchimp's reporting covers opens, clicks and ecommerce revenue for connected stores. Attribution windows differ, so don't compare numbers across tools directly.
Who should pick which
| Your situation | Pick |
|---|---|
| Shopify store, growing revenue | Klaviyo |
| Blog, creator or service business | Mailchimp |
| Very small list on a tight budget | Either free plan; Mailchimp is simpler |
| Need email + SMS in one tool | Klaviyo |
| Non-technical team, simple newsletters | Mailchimp |
If neither feels right, look at the best Klaviyo alternatives or ActiveCampaign vs Klaviyo. Whichever you choose, the tool matters less than consistently sending useful emails and building the core flows.
Frequently asked questions
Is Klaviyo more expensive than Mailchimp?
Usually, yes, at the same list size. Klaviyo's paid email plan starts at $20 a month for 500 profiles, while Mailchimp's Essentials plan has a lower introductory price. The gap widens as lists grow.
Does Mailchimp still integrate with Shopify?
Yes, through Mailchimp's Shopify app, though Klaviyo's integration is generally considered deeper for ecommerce events and product data.
Can I switch from Mailchimp to Klaviyo later?
Yes. You can export contacts from Mailchimp and import them into Klaviyo, then rebuild flows. Bring consent status across carefully.
Sources and further reading
Platform features, prices and policies change. Check the official help pages linked above before you act on a detail that matters to your store.