Klaviyo is the better choice for e-commerce brands, especially on Shopify, because its automations, segmentation and revenue tracking are built around store data. Mailchimp is the better choice for service businesses, creators and small teams that want simple newsletters at a lower cost. Both are strong tools; the right one depends on how you make money.
Quick Comparison
| Feature | Klaviyo | Mailchimp |
|---|---|---|
| Best for | E-commerce and DTC brands | Service businesses, newsletters, small teams |
| Store integration | Very deep (Shopify, WooCommerce, BigCommerce) | Good, less detailed |
| Segmentation | Advanced, based on purchases and behaviour | Solid basics, advanced on higher plans |
| Automations | Powerful flows with branching and predictions | Simpler customer journeys |
| SMS | Built in | Available in limited regions |
| Ease of use | Moderate learning curve | Very beginner-friendly |
| Cost | Higher as your list grows | Usually cheaper for small lists |
Pricing Model
Both tools price mainly by the number of contacts and offer limited free plans. Klaviyo tends to cost more as your list grows, but e-commerce brands usually recover that cost through automated revenue. Mailchimp is often cheaper for lists that receive a newsletter rather than complex behaviour-based flows. Always remove inactive contacts, as you pay for every profile.
E-Commerce Automation
This is where Klaviyo leads. It pulls product views, cart activity, order history and predicted next order dates from your store, so you can build flows like:
- Browse abandonment (viewed a product, did not add to cart)
- Abandoned cart and abandoned checkout
- Post-purchase thank-you, review request and cross-sell
- Win-back for customers who have not ordered in 90+ days
- VIP flows for high-value customers
Mailchimp supports abandoned cart and basic product recommendations, but with less detail and fewer conditions.
Segmentation and Personalisation
Klaviyo lets you segment by almost any behaviour, for example "bought twice, spent above your average order value, has not opened in 30 days." Mailchimp's tags and groups are easy to use and fine for interest-based lists, while its advanced segmentation sits on higher plans.
Ease of Use
Mailchimp is one of the easiest email tools to learn, with a friendly editor and templates. Klaviyo has more settings and data, which is powerful but needs a clear setup plan. Many brands hire an agency for the initial Klaviyo build, then manage campaigns in-house.
Deliverability
Both platforms deliver well when you follow good practice: authenticate your domain (SPF, DKIM and DMARC), avoid bought lists, clean inactive contacts and keep a steady sending schedule. Since 2024, Gmail and Yahoo require authentication and easy unsubscribe for bulk senders.
Which Should You Choose?
Choose Klaviyo if you:
- Run a Shopify or WooCommerce store
- Want automated flows that drive a large share of revenue
- Plan to use email and SMS together
Choose Mailchimp if you:
- Run a service business, agency, school or nonprofit
- Mainly send newsletters and announcements
- Want the lowest cost and easiest learning curve
Switching from Mailchimp to Klaviyo
Many growing stores start on Mailchimp and move to Klaviyo. The switch involves exporting contacts with consent status, rebuilding flows, warming up your sending domain and recreating templates. Plan two to four weeks to do it without losing revenue.
The 5 Flows Every Online Store Should Run
| Flow | Trigger | Emails | Goal |
|---|---|---|---|
| Welcome series | New subscriber | 3–5 | First purchase |
| Abandoned cart / checkout | Cart or checkout left | 2–3 | Recover lost sales |
| Browse abandonment | Product viewed, no cart | 1–2 | Bring visitors back |
| Post-purchase | Order placed | 2–4 | Reviews, repeat purchase |
| Win-back | No order in 90+ days | 2–3 | Reactivate customers |
These flows run automatically every day and are where Klaviyo's e-commerce data makes the biggest difference.
Metrics to Watch
- Revenue per recipient: the clearest sign of email value for stores.
- Click rate: more reliable than open rate since Apple Mail privacy changes.
- Conversion rate from email to purchase.
- Unsubscribe and spam complaint rates: keep complaints well below 0.1%.
- List growth from pop-ups, checkout and social.
Other Platforms Worth Knowing
Omnisend (e-commerce focused, good SMS), Brevo (budget-friendly, transactional email) and HubSpot (CRM-led B2B marketing) are common alternatives. The right choice depends on whether your revenue comes from a store, a sales team or a content audience.
Email Marketing with TechSmiths
TechSmiths sets up and manages email marketing on Klaviyo and Mailchimp, including automated flows, designed templates and monthly campaigns. We also build the stores they connect to through our e-commerce development team.
Turn your email list into revenue
We set up Klaviyo or Mailchimp, build your automated flows and design emails that sell.
Get My Email AuditFrequently Asked Questions
Is Klaviyo better than Mailchimp?
For e-commerce brands, Klaviyo is usually better thanks to deep store integration and advanced automation. For newsletters and service businesses, Mailchimp is often simpler and cheaper.
Is Klaviyo more expensive than Mailchimp?
Typically yes as your list grows, but stores often earn back the cost through automated flows such as abandoned cart and win-back emails.
Does Klaviyo work with WooCommerce?
Yes. Klaviyo integrates with WooCommerce, Shopify, BigCommerce and other platforms.
Can I move from Mailchimp to Klaviyo?
Yes. You can export contacts with consent status, rebuild your flows and templates, and warm up your sending domain over two to four weeks.
Which email automations should an online store set up first?
Start with welcome series, abandoned cart, browse abandonment, post-purchase and win-back flows.
