Klaviyo vs Omnisend

Klaviyo and Omnisend are the two platforms most online stores consider for email and SMS marketing. Both connect directly to Shopify, WooCommerce and other store platforms, both sync orders and browsing behavior, and both ship with pre-built automations for abandoned carts and post-purchase follow-ups. Klaviyo is the larger and more powerful of the two. Omnisend is simpler and usually cheaper.

At a glance

• Klaviyo is best for stores that want deep segmentation, predictive analytics and a large integration ecosystem. It is free up to 250 active profiles, and the Email plan starts at $20 a month.
• Omnisend is best for small and mid-sized stores that want effective automation at a lower price. It is free up to 250 contacts, and the Standard plan lists at $16 a month for up to 500 contacts.

Where Klaviyo is strong

Klaviyo's advantage is data. Every event from your store, and from hundreds of integrated apps, is available for segmentation and for triggering flows. You can build a segment of customers who bought a particular product twice, have not opened in 60 days, and have a predicted next order date this month.

Predictive analytics, product recommendations, detailed revenue attribution and a strong library of templates and benchmarks make it the default choice for brands with a dedicated retention marketer.

Pricing is based on active profiles. The free plan covers 250 profiles and 500 emails a month. Paid email plans are reported at around $30 a month for 1,000 profiles, $100 for 5,000 and $150 for 10,000, with SMS available at a higher tier. Since 2025, Klaviyo has billed on all active profiles in the account, not only the ones you email, so list hygiene has a direct effect on your bill.

Where Omnisend is strong

Omnisend covers the features most stores actually use, and it is quicker to set up. Email, SMS and web push sit in the same automation builder, and the pre-built workflows for welcome, cart recovery and order follow-up need little editing.

The free plan includes the full feature set for 250 contacts and 500 emails a month. Standard allows emails up to twelve times your list size each month. Pro, which lists at around $59 a month for 2,500 contacts, includes unlimited email sends and adds advanced reporting and personalization tools. Support is available around the clock on every plan, including free.

Billing counts subscribed contacts, plus non-subscribers who received automated messages. Unsubscribed contacts are not billed.

Key differences

• Depth. Klaviyo offers more advanced segmentation, analytics and integrations. Omnisend offers a shorter learning curve.
• Price. Omnisend is generally cheaper at the same list size, particularly as lists grow.
• Billing basis. Klaviyo bills on active profiles. Omnisend bills on contacts, with send limits tied to list size on Standard.
• Channels. Both support email and SMS. Omnisend includes web push in the same builder.
• Support. Omnisend offers 24/7 support on all plans. Klaviyo's support level depends on the plan.

Deliverability notes

Both platforms send from shared infrastructure by default, and both let you authenticate with your own domain. Do that before your first campaign. A branded sending domain with aligned DKIM is required to meet Gmail and Yahoo's bulk sender rules.

In ecommerce, sending behavior does more damage than platform choice. The usual cause of spam placement is mailing the entire list several times a week, including people who have not opened in a year. Both tools make engagement-based segmentation easy: build a segment of subscribers active in the last 90 days and send most campaigns only to them.

Profile-based billing gives you a second reason to prune. Suppressing long-inactive profiles improves your reputation and lowers your bill at once.

Which should you choose?

• Choose Klaviyo if email and SMS are a major revenue channel, you have someone to manage it, and you want the most capable segmentation available.
• Choose Omnisend if you want strong results from standard automations without paying for depth you will not use.

Omnisend pricing was checked on the vendor's pricing page in October 2026. Klaviyo's tier prices come from third-party pricing guides, because Klaviyo's own page did not display them when we checked. Confirm current rates with both vendors before you buy.