Brevo vs. Klaviyo 2026: Which is better for your business?

Brevo is the better fit if you want value across email, SMS, and general marketing with email pricing based on monthly send volume. Klaviyo’s the pick if you want an ecommerce-first tool whose predictive data and segmentation are built around store and purchase behavior.

Each has strengths to weigh up, but also limitations around pricing, per-tier feature gating, and capabilities. Below, we compare Brevo vs. Klaviyo’s plans, ease of use, features, automations, and integrations to help you match the best tool to your business.

Brevo vs. Klaviyo overview

Klaviyo is a more data-rich, ecommerce-first tool. Brevo suits general marketing with ecommerce and sales tools, a fit if your business has a B2B and B2C crossover.

Email and SMS are available as channels in all Brevo plans. You pick a monthly email volume rather than a contact count to access different plan tiers. The send-based pricing works best for large contact databases with modest sending requirements.

These are Brevo’s most appealing features vs. Klaviyo from our review:

• 100,000 contacts in the free plan. Store them without paying, up to this limit.
• Multichannel. Across email, SMS, WhatsApp, and web push notifications.
• Built-in CRM. Including deal pipelines and lead scoring.
• Predictive analytics. See CLV, churn, purchase-count forecasting, and more on Professional plans and above.
• Aura AI. Use four agents in your workflow: Marketing Agent, Sales Assistant, Data Analyst, and Conversations Agent.

Klaviyo is an ecommerce automation and B2C CRM tool that builds detailed customer profiles from your store’s data.

Pricing is based on active profiles. These are any contacts with a valid email you haven’t suppressed or unsubscribed. It works out best when you send frequently to the contacts you pay for.

With Klaviyo, you get:

• $5 of monthly mobile messages. Even the free plan includes them.
• Predictive analytics. Forecasts churn risk, CLV, and next order date from your order history.
• Advanced flow logic. Re-evaluates conditions at every step for appropriate targeting.
• Industry benchmarking reports. Compare your performance against similar businesses.
• K:AI. 40+ built-in AI tools and two agents to automate and analyze your workflow.

If you like Klaviyo’s email automation features but want to compare your options first, these three Klaviyo alternatives are worth a look:

Brevo vs. Klaviyo pricing: Which is cheaper?

Brevo is cheaper than Klaviyo, with its cheapest plan undercutting it by $11/month for 500 contacts. Its billable tiers use monthly email volume and assign a contact storage limit per tier.

Klaviyo prices its plans by active profiles, so anyone on your list who is considered active counts toward your quota. Your costs grow with your list.

Brevo’s Free plan supports 100,000 contacts and 300 emails/day, equating to approximately 9,000 sends/month. There are four paid plans, three with disclosed pricing: Starter, Standard, and Professional.

Starter is Brevo’s entry plan at $9/month for 5,000 emails and 500 contacts. The next tier is 10,000 emails at $17/month, with storage for 1,500 contacts.

The next plan is Standard. It’s $18/month for 5,000 emails and 500 contacts, increasing to $35/month for 10,000 emails and 1,500 contacts.

There’s a large increase in pricing and sends for the Professional plan. $499/month is your starting point for 150,000 emails and up to two million contacts.

Enterprise is Brevo’s custom plan for companies with over one million contacts.

Moving on to Klaviyo, its Free plan is good for 250 contacts and 500 emails/month, with $5 of mobile messages included too.

Klaviyo then offers one paid plan: Email. Email starts at $20/month for 500 contacts and 5,000 emails/month, with that 10x send limit applying across other tiers. The next tier is 1,000 contacts for $30/month.

Brevo vs. Klaviyo: Pricing comparison table

Brevo’s Starter plan undercuts Klaviyo’s Email plan by more than half. All of Brevo’s plans use send-based pricing and assign a 500,000-contact limit above 15,000 emails/month.

We’ve prepared two tables below comparing the plans per comparable contact tier, accurate as of August 2026. First, Klaviyo Email vs. Brevo Starter:

And now, Klaviyo Email vs. Brevo Standard:

Moving on to a higher tier than 15,000 emails in Brevo’s Starter and Standard plans provides a 500,000 contact count that Klaviyo can’t match without contacting sales.

Klaviyo uses active profile billing; you select your list size and purchase an Email plan based on that. The table below shows Klaviyo’s prices from 500 to 100,000 contacts as of August 2026: 

Check out our email tool price comparison page to see how Brevo and Klaviyo stack up against other popular platforms.

AI features: Aura AI vs. K:AI in 2026

Klaviyo has the more capable AI stack in 2026 with K:AI’s predictive analytics and two agents: Composer for building launch-ready campaigns from a prompt, and Customer Agent, which resolves customer service issues autonomously.

Brevo’s Aura AI is lighter on prediction and autonomy, with four AI agents capable of generative content tasks, sales support, data queries, and chat replies.

Brevo’s Aura AI

Aura is Brevo’s AI-powered assistant with four agents for generative content tasks and marketing workflows, such as building automations.

Brevo also provides the Brevo MCP Server, which lets you connect a supported AI assistant to your account and manage it with natural language.

Klaviyo’s K:AI

K:AI mixes mature tools with newer ones still in beta. It’s Klaviyo’s umbrella brand for its AI, trained on your brand, website, catalog, and profiles, with 40+ features.

Its predictive analytics are the established side, forecasting customer lifetime value, churn risk, and when a customer will next order. For now, this is where most customers get value from K:AI, rather than the newer agent still in beta.

Two agents headline Klaviyo’s AI: Composer (beta) audits your flows and can build segments and campaigns from a prompt, and Customer Agent provides AI support for customers.

Klaviyo also offers an MCP server, connecting your account to AI assistants like Claude and ChatGPT for natural-language querying and campaign drafting.

Which is easier to use, Brevo or Klaviyo?

Brevo is easier to use than Klaviyo because there are fewer screens and settings for standard features, such as the campaign builder. Klaviyo requires additional configuration and learning to optimize its flows and segments.

Both Klaviyo and Brevo’s pre-built flows, segments, and forms get you doing the email marketing basics within a few minutes. Anything created from scratch, such as a flow, takes more time in Klaviyo and may require training and technical support to configure.

After signing up for Brevo, you’re taken to its dashboard. It has a calendar to show today’s date and prompts you to start with tasks, such as creating a campaign:

The time to get started creating an email automation or campaign is around 10 minutes, including syncing your contacts and adding them to segments:

You can then head to Marketing > Campaigns in the sidebar navigation to open up the campaign creator. Clicking Create campaign opens a popup box to select a channel for a standard campaign or an automation:

You can then design an email from scratch or use a template. There’s a small learning curve, but the menu and navigation take very little time to master.

Klaviyo’s going to have you spending considerably more time learning features, a by-product of its more complex flow builder, analytics, and audience segmentation.

It’s a good thing, then, that Klaviyo saw fit to add a Get started tab in the sidebar, which reveals a setup guide with steps to connect, turn on tracking, add your list, and more:

Working your way through those steps will give you a basic Klaviyo configuration that lets you build campaigns, automations, and forms.

Another helpful feature is the Grow with Klaviyo tab. It has built-in resources for learning Klaviyo’s features via the Klaviyo Academy:

The time to build your first campaign or flow is around the same as Brevo, but you’ll spend more time configuring them with complex filters and triggers.

What users say about Brevo and Klaviyo’s ease of use

Brevo

Klaviyo

Email marketing features

Klaviyo wins. Its library of 160+ email templates outnumbers Brevo’s 48 pre-built and five basic templates. Both help you design professional emails with pre-built blocks. Names, dates, and other standard personalization work across both, but only Klaviyo lets you A/B test on all plans.

Email editor

Brevo has a drag-and-drop email editor with blocks, such as title, text, and image, and pre-built sections for content grids, quotes, and promo codes:

Clicking an element reveals an action menu with a Move button, up and down buttons, and generative AI features, which are available across all plans:

After your edits, you can preview and send a test email, or save and exit, which returns you to the settings menu.

Klaviyo’s email editor also includes a drag-and-drop system with Basic elements (akin to Brevo’s blocks) and pre-built elements. A notable improvement over Brevo is that you can drag and move text elements from anywhere, instead of having to select a Move button:

There are also more blocks in Klaviyo vs. Brevo, 15 versus 13, including social links and coupon blocks. Additionally, there’s a layout option for columns and sections.

The Reviews block is another element unique to Klaviyo. It pulls customer reviews into your emails for social proof. The Klaviyo Reviews app, a separate installation alongside Klaviyo Email, is necessary for this feature, and it’s for Shopify and WooCommerce only.

Templates

Klaviyo has significantly more templates, 160+, whereas Brevo only provides 48 pre-built templates within its selection. The quality of their libraries is similar.

Klaviyo’s email templates are not only more numerous, but also easier to sort, thanks to dropdown menus to filter by basic layout, deals, confirmation, outreach, reminders, sales, and Shopify. That’s in addition to being able to filter by seasons and holidays:

Personalization

Brevo lets you personalize emails with contact attributes (names, dates), event data, product feeds, and coupon codes. Its Dynamic content block lets you use conditional content, which shows or hides sections based on recipient data and preferences:

Klaviyo also lets you personalize emails with profile properties (names, addresses), event data from customer actions, and custom properties you collect. 

Advanced personalization uses if/elif/else statements to show different content based on conditions (such as loyalty points) and for loops to generate dynamic product lists. 

The Product block in Klaviyo lets you show dynamic content using a product feed, or you can pick static products for your campaigns:

A/B testing

A/B testing is available only on the Standard and Professional plans in Brevo. Klaviyo lets you run A/B tests across all plans, including the free plan, a key point in our Brevo vs. Klaviyo comparison.

To create an A/B test in Klaviyo, you create a campaign, add your subject line and email content, then click Create A/B test above the subject line field. It then generates a second variation to test subject lines, content, or send times:

Klaviyo’s A/B test lets you select open rate, click rate, or placed order rate as the winning metric, and select a test size for the number of recipients that will randomly receive a variation.

In Brevo, you navigate to Marketing > Campaigns > Create campaign, click Email, then select the A/B test tab. You can choose to test either subject lines or email content, set your test group size, select winning criteria (open or click rate), and define the test duration.

Brevo vs. Klaviyo: Feature comparison table

The table below compares Brevo vs. Klaviyo’s email marketing features:

What users say about Brevo and Klaviyo’s email features

Brevo

Klaviyo

Which platform offers better marketing automation?

Klaviyo wins for automation. It has more pre-built flows and allows 20 paths in a single split on all plans, versus Brevo’s 10 branches restricted to Professional and Enterprise plans. Brevo does support multiple triggers per flow, though; Klaviyo’s flows only support one trigger.

In practice, Brevo can reduce the need for duplicate workflows, while Klaviyo can simplify the management of highly segmented customer journeys.

Both tools will automate your customer experience across marketing and transactional flows. Pre-built flows are present for standard ecommerce scenarios, or there’s the option to build from scratch using their editors.

There’s an ecommerce focus to Brevo’s pre-built automations, and you can create multichannel flows by dragging the Send an email or Send an SMS action into them.

Pre-built email automations in Brevo include a welcome message, abandoned cart, anniversary date, product purchase, and page visit, with 14 email flows in total.

Brevo’s flow builder lists steps to help you complete your flow, with the Settings page providing options for contact re-entry, exit, and restart conditions.

Klaviyo’s flow builder lists all items in one view and lets you drag them into the editor. By default, its pre-built automations have more elements, such as conditional splits and delays:

You can also click the Audit flow button in Klaviyo’s flow builder, and Composer will review it for improvements and provide feedback.

There are more pre-built flows in Klaviyo: 60+ versus Brevo’s 14. These cover most of your customer journey, including a welcome series, browse, checkout, and cart abandonment, review requests, winbacks, and replenishment reminders.

Automation comparison table 

The Klaviyo vs. Brevo comparison table below reveals more about their automation differences:

What users say about Brevo and Klaviyo’s automation

Brevo

Klaviyo

Omnichannel marketing: which platform reaches more channels?

Klaviyo and Brevo cover the same number of native channels, and they overlap for email, SMS, MMS, WhatsApp, and mobile push notifications. But only Klaviyo supports RCS, and only Brevo supports web push. The table below shows their channels:

SMS and MMS are supported by both, but offer different coverage. Klaviyo SMS is available in 22 countries, while MMS is available in the United States, Canada, and Australia; Brevo lets you send SMS to 180+ countries and only supports MMS in the United States.

CRM and sales pipeline: does either platform have one?

Yes, Brevo has a CRM and a kanban-style sales pipeline for deals and cycles. Klaviyo doesn’t have sales pipelines; it’s a B2C-only CRM for customer profiles based on purchase behavior.

Brevo’s Sales Free tier, included in all email plans, provides 50 open deals, revenue and sales cycle reports, forecasting, live chat, and the AI conversations agent.

Add-ons include the $31/month Sales Essentials with unlimited open deals, sales automation, stage rules, workflows, and real-time event triggers. Sales Advanced at $65/month adds phone VoIP, outreach sequences, and 1:1 SMS and WhatsApp messages.

These sales features matter if your store has B2C and B2B overlap, such as selling services with products, or running an ecommerce store adjacent to your business site.

Integrations and platform compatibility

Klaviyo lists 350+ apps and Brevo around 140, but with both covering the same major platforms, the deciding factor is whether each connects to the tools you already use.

The Brevo App Marketplace contains approximately 140 apps, including Zapier, for thousands of additional connections. The built-in CRM integrates with Pipedrive, HubSpot, and Zoho, and natively syncs with Shopify, WooCommerce, and BigCommerce.

Brevo’s Shopify App, Brevo PushOwl, creates an account for you if you’re a new customer. The integration for existing customers requires installing the same app and then going through guided integration steps, which overwrite Brevo contact attributes with Shopify data.

There are 20 categories in the Brevo App Marketplace for all your other apps, spanning AI and analytics to lead generation and payment services.

Klaviyo offers 350+ pre-built integrations via its App Marketplace. You can search through 27 categories (versus Brevo’s 20), and you’ll find more choices for accounting, advertising, direct mail, data warehouse, and donations.

Like Brevo, Klaviyo natively connects to Shopify, but its Shopify app supports both new and existing accounts without additional migration steps. To be plain: Klaviyo is the easier tool to install to Shopify for existing account holders.

Integrations comparison table

The Brevo vs. Klaviyo comparison table below details some of their integrations from their marketplaces. The totals reflect the marketplace count as of August 2026:

What users say about Brevo and Klaviyo’s integrations

Brevo

Klaviyo

Deliverability performance

Brevo wins on simplicity and ease of setup for smaller or less technical senders. Klaviyo wins on deliverability, tooling, diagnostics, and control.

Klaviyo offers monitoring and diagnostics through its Deliverability Hub; Brevo has the Deliverability center and provides a deliverability score with analysis. Both give per-campaign data and operate infrastructure with shared and dedicated IPs.

Brevo asks little for domain setup. You add three DNS records: a Brevo code, DKIM, and DMARC. A basic setup needs no SPF or MX. DKIM alone satisfies DMARC.

Skip authentication, and your mail still goes out on Brevo’s shared domain, holding deliverability in the meantime. Senders who want to manage their own reputation can pay for a Dedicated IP on the higher tiers.

EmailTooltester rates Brevo’s deliverability well with a 4.5/5 score, praising its authentication wizard and deliverability dashboard. It’s marked down for lacking built-in list cleaning.

Klaviyo authenticates domains with SPF, DKIM, DMARC, and BIMI. It offers branded sending domains and dedicated IPs, with automatic IP warming that ramps volume gradually to build reputation. 

Domain engagement analysis diagnoses deliverability issues at the root, and it tracks open rates, click rates, bounces, and spam complaints at the account level. Klaviyo also recommends Google Postmaster Tools for monitoring Gmail sender reputation.

What users say about Brevo and Klaviyo’s deliverability

Brevo

Klaviyo

Analytics and reporting

Klaviyo has better reporting with predictive analytics, peer benchmarking, and geographic activity maps that provide insights that Brevo can’t match.

Brevo and Klaviyo give you oversight over open rates, click rates, bounce rates, spam rates, unsubscribe rates, delivery rates, conversion rates, and revenue tracking. You can drill down into campaign performance and see what’s working.

The Free, Starter, and Standard Brevo plans provide standard statistics pages for both marketing and transactional emails. These show sent, recipients, opens, clicks, soft and hard bounces, replies, and more on one screen:

Only the Professional and Enterprise plans have the Analytics dashboard, which gives you default automation, emails, SMS, revenue, and deliverability reports, with a built-in Business Intelligence tool for building custom ones on top. 

You can ask questions of Aura’s Data Analyst in plain language and get real-time answers, then turn those queries into reusable dashboard tiles. Schedule reports for automated delivery, and set real-time alerts on the metrics you choose.

Weighted average calculations stop large campaigns from skewing your aggregate results, and dashboards can be shared across your team.

Klaviyo’s reporting comes with business review and text message dashboards by default and lets you build custom reports combining different views.

You can filter data points by date range, campaign, or individual flow. Klaviyo also benchmarks you against similar businesses with Excellent, Good, Fair, and Poor ratings, and provides cohort reports tracking customer behavior patterns over time.

Predictive analytics in Klaviyo spans predicted CLV, churn risk, expected next order date, and average time between orders, all of which are useful for ecommerce. They become available in your standard Email plan once your account collects enough data. 

Brevo restricts predictive scores to Professional and Enterprise and is less suited to building campaigns based on customer behavior as a result.

Analytics comparison table

Check out the table below for a comparison between Brevo vs. Klaviyo’s analytics, accurate as of August 2026. It shows Klaviyo’s reports are more granular:

What users say about Brevo and Klaviyo’s analytics

Brevo

Klaviyo

Customer support

Klaviyo wins for customer support on paid plans because it’s the only tool to provide live chat and email, whereas Brevo only offers email support and tickets. Klaviyo restricts its free plan to email support for 60 days, whereas Brevo offers it indefinitely.

Brevo includes email support in Free, Starter, and Standard, as well as Aura AI, which you can chat with and submit support tickets through. Professional plans also get phone support, and Enterprise customers receive a customer success manager.

Klaviyo lets you email support for 60 days on the Free plan and access the virtual assistant. On a paid plan, it provides 24/5 live chat without weekend coverage, and 24/7 email support.

What users say about Brevo and Klaviyo’s customer support

Brevo

Klaviyo

Brevo vs. Klaviyo: Pros and cons

Klaviyo vs. Brevo’s pros and cons come down to feature depth versus cost. You pay less for Brevo, but get a more capable tool in Klaviyo.

Brevo’s pros suit small-to-mid senders who want an affordable email marketing tool without building complex customer journeys based on behavior:

Klaviyo’s pros appeal to fast-growing stores with more data. Its B2C CRM and customer profiles can feed segments and flows. The table below provides more detail:

Who should choose Brevo?

Brevo works best if you’re a growing ecommerce or service business or if you have an enormous contact list and want to organize it. Pick Brevo if:

• You’re a small ecommerce store: You can create campaigns, flows, and segments for appropriate targeting
• You’re a service business: Brevo’s email templates include plenty of newsletters and outreach templates, and you can add your brand assets
• You want a sales CRM tool: Pipelines, deals, and company information are available in Brevo
• You’re new to email marketing: Brevo walks you through steps in its flow builder and provides fewer screens to task completion in most cases
• You need a large contact limit: Brevo charges by emails sent, or your expected send quota, so your costs increase as you send more emails

Brevo is not right for you if:

• You have complex customer journeys: Such as customers who change their behavior regularly and need multiple follow-up messages
• You need predictive analytics in low-tier plans: Brevo doesn’t cover predictive analytics unless you’re on the Professional plan or above
• You need peer benchmarking: Brevo lacks comparison against similar businesses to gauge your performance

Who should choose Klaviyo?

Klaviyo suits you if you’re a mid-to-large ecommerce store or business collecting significant data around customer behavior and preferences. Pick Klaviyo if:

• You have complex customer journeys: Its flows support multi-path customer journeys which adapt to behavior, engagement, and timing
• You want complete insights into your performance: All plans include industry benchmarks, customizable attributes and metrics, and predictive analytics
• You have a multichannel strategy: You can send messages across email, SMS/MMS, mobile push notifications, and WhatsApp
• You have a marketing team: Configuring and managing Klaviyo takes more time than Brevo and requires dedicated people to get the most from it
• You have lots of data: The Advanced Klaviyo Data Platform starts from $500/month, letting you sync data to warehouses and other platforms

Klaviyo is not right for you if:

• You’re new to email marketing: Its feature set is complex for most beginners, and you could end up paying for features you don’t use
• You want to get started quickly: Klaviyo has loads of pre-built flows, forms, and email templates, but setting everything up takes a few days at least
• You want a cost-effective tool: $20/month is the minimum spend on Klaviyo’s Email plan, you’ll then pay a minimum of $15/month for mobile message bundles

Omnisend as an alternative

Omnisend is an alternative to Brevo for advanced ecommerce features such as AI RFM-based customer lifecycle stages and more pre-built flows.

All the data your Shopify, BigCommerce, or WooCommerce store collects from signups and purchases is fed into Omnisend, enabling you to trigger similarly complex, revenue-generating flows to those in Klaviyo.

Here’s where Omnisend vs. Klaviyo vs. Brevo fit in:

• Klaviyo positions itself as a B2C CRM and email + SMS automation tool. It’s the most expensive option and best suited for data-driven businesses.
• Brevo handles email and SMS marketing for basic stores, and provides sales tools for B2B. It’s the cheapest tool on a monthly basis.
• Omnisend is an omnichannel marketing automation platform, suitable for ecommerce stores of all sizes. Its pricing sits in the middle.

Watch this video for a comparison of Klaviyo with Omnisend:

What Omnisend offers

• A/B testing, forms, landing pages, email flows, and email campaigns have no feature restrictions across plans
• Support is available by live chat and email 24/7 regardless of spend, with a customer success manager provided when your plan exceeds $400/month
• Lifecycle maps based on AI RFM analysis show whether customers need winback messages or VIP treatment
• Automations can combine email, SMS, and push in one sequence; email and web push in Free Forever and Standard, with SMS in Pro plans
• AI handles the grunt work by building segments, writing subject lines, and generating email copy
• Scalable pricing, you’ll pay $16/month for 500 contacts and a 12x contact send limit on Standard, or $59/month for 2,500 contacts with unlimited sends on Pro

Who Omnisend is for

Omnisend is best suited for ecommerce stores that want to own their customer experience across transactional and marketing messages and combine email and SMS in flows.

Final verdict

Brevo is a top Klaviyo alternative for multichannel marketing on a budget and pipeline features for longer sales cycles. Klaviyo is better than Brevo when you’re an ecommerce store with enough data for its behavioral flows and segments and predictive analytics. 

Omnisend provides similar depth to Klaviyo with lower costs per contact tier. It’s better when your store is focused on revenue and retention and wants deep ecommerce integration. The team will also handle the migration from Klaviyo for free if you have 250 or more contacts.

FAQs