Disclosure: This article contains affiliate links. If you sign up through our links we may earn a commission at no extra cost to you. Read our full Affiliate Disclosure.
If you sell products online, you have probably heard that Klaviyo is the email platform to beat. It is built around online stores and the data they produce, such as who bought what and who left a cart behind. But it is also a bigger, pricier tool than a simple newsletter service. This review looks at what Klaviyo does, what it costs, and who should choose it.
Quick Verdict
Klaviyo is a strong choice for online store owners who want email and text messages driven by store data. If you only send newsletters, it is more than you need, and the price climbs as your contact list grows. The free plan is a good way to try it, but its limits are small.
| At a glance | Details |
|---|---|
| Best for | Online stores that want automations based on customer behavior |
| Free plan | Up to 250 profiles and 500 email sends per month |
| Paid plans | From about $20/month at 500 profiles (rises with list size) |
| Main trade-off | Powerful, but pricier and more complex than simple newsletter tools |
What Is Klaviyo?
Klaviyo is a marketing platform for email and SMS. Reviewers describe it as built around integrations with store platforms such as Shopify and WooCommerce, which lets it use purchase and browsing data to decide who gets which message. That is the main difference from simpler tools that mostly manage lists and newsletters.
Klaviyo Pricing 2026
Klaviyo prices by the number of active profiles you have, meaning contacts you can reach. As your list grows, you move up a tier.
| Plan | Approximate price | What it includes |
|---|---|---|
| Free | $0/month | Up to 250 profiles, 500 email sends per month |
| Email, 500 profiles | About $20/month | Up to 5,000 emails per month |
| Email, 1,000 profiles | About $30/month | Up to 10,000 emails per month |
| Email, 5,000 profiles | About $100/month | Up to 50,000 emails per month |
| Email, 10,000 profiles | About $150/month | Up to 100,000 emails per month |
Klaviyo’s own pricing page lists the free plan but shows paid prices only through its plan calculator. The paid figures below are a third-party snapshot from May 2026 and are approximate. Check Klaviyo’s calculator for your list size before you buy.
SMS is sold separately, so budget extra if you plan to text customers. Klaviyo’s help documents explain how unsubscribed and suppressed contacts are counted, so it is worth cleaning inactive contacts out of your list to avoid paying for them.
Key Features
Store Integrations
Klaviyo connects to major store platforms, so customer and order data flows into your email tool without manual exports. Check Klaviyo’s integration list to confirm your platform is supported.
Segmentation and Automations
You can group customers by behavior and build automated sequences, such as a welcome series or a message that reminds shoppers about items left in a cart. Klaviyo’s pricing page says free accounts can build automations.
Reporting and Revenue Tracking
Built-in reports show how campaigns perform, and the free plan includes revenue attribution, so you can see which emails are linked to sales.
Email Builder and Forms
A drag-and-drop editor with templates, web sign-up forms and an AI subject line generator are listed on the free plan.
Klaviyo Pros and Cons
Pros
- Designed around online store data
- Free plan to test with
- Segmentation and automations that use customer behavior
- Revenue reporting on the free plan
Cons
- Price rises quickly as your list grows
- Free plan is small: 250 profiles and 500 sends per month
- Reviewers report a learning curve and slower support. Klaviyo’s page lists email support for the first 60 days, then community and help-center resources on the free plan.
- SMS costs extra
Klaviyo vs MailerLite
For simple newsletters, MailerLite is far cheaper at small sizes. Its free plan covers up to 1,000 subscribers and 12,000 emails per month, compared with Klaviyo’s 250 profiles and 500 sends. See the full breakdown in our Klaviyo vs MailerLite comparison and our MailerLite review.
Who Should Use Klaviyo?
- Choose Klaviyo if you run an online store and want automations based on what customers buy and browse.
- Choose something simpler if you mainly send newsletters or announcements, or your budget is tight. See our best email marketing tools roundup.
Frequently Asked Questions
Is Klaviyo free?
There is a free plan for up to 250 profiles and 500 email sends per month. Beyond that you move to a paid plan.
How does Klaviyo pricing work?
Paid plans are priced by active profiles, so your bill grows with your list. Use Klaviyo’s calculator for an exact quote at your list size.
Does Klaviyo work with my store?
Klaviyo is built around store integrations, with Shopify and WooCommerce commonly mentioned. Check its integration directory for your platform.
Final Verdict
Klaviyo is a great fit for online stores that want to turn customer data into automated emails and texts, and the free plan lets you try it with a small list. If your needs are simpler, a lighter tool like MailerLite will cost much less. Start with Klaviyo’s free plan if you run a store, and upgrade when your list outgrows it.
Ready to try Klaviyo? (Affiliate links: we may earn a commission at no extra cost to you.)
