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See FeaturesShopify Email vs. Klaviyo: An in-depth comparison (2025)
Shopify Email vs. Klaviyo looks like a battle for the ages, but these two Shopify apps take very different approaches to email marketing.
Shopify Email integrates directly into your Shopify dashboard, providing seamless access to data and familiar interfaces. While Klaviyo integrates with Shopify, it operates as a separate platform with its own dashboard, login, and management tools.
Klaviyo’s separate dashboard enables a broader feature set and customization. Omnisend shares this advantage, providing extensive tools to help you create and refine your email marketing campaigns.
Of course, that doesn’t make Shopify Email the worst of the bunch — it simply means that it might be a better fit if you want to manage email marketing campaigns alongside other Shopify apps installed in your store.
In this article, we dive deep into Klaviyo vs. Shopify Email to help you determine the most suitable app for your needs.
Shopify Email vs. Klaviyo: Quick overview
Comparison point | Shopify Email | Klaviyo |
Ratings | 4.6/5 (based on 1,900+ reviews) | 4.6/5 (based on 2,900+ reviews) |
Cost in 2024 (basic plan) | $1/1000 emails/month after the first 10,000 emails | $20/month |
Free version | Yes | Yes, but less generous |
Pros | – Seamless integration with Shopify dashboard – Free for the first 10,000 emails/month – AI-generated subject lines and body copy – Familiar interface for existing Shopify users | – Advanced segmentation and personalization options – Extensive template library with greater design flexibility – Powerful automation features, including SMS workflows |
Cons | – Limited template selection – Limited reporting – Basic automation capabilities | – More expensive pricing structure – Steeper learning curve due to extensive features |
Best for | Shopify store owners only, beginners, and budget-conscious marketers on Shopify | Growing ecommerce businesses, marketers seeking advanced automation and segmentation |
Shopify Email pros and cons
Shopify Email provides native email marketing capabilities directly within your Shopify admin panel. Klaviyo, on the other hand, syncs with your Shopify store with a separate dashboard.
Your first 10,000 emails/month come at no cost with Shopify Email, making it budget-friendly for small businesses. Plus, the AI-powered content generation helps you craft engaging subject lines and copy without marketing expertise.
You’ll also appreciate the seamless product integration, letting you drag and drop items from your store directly into emails.
However, the limited template selection and basic automation features might constrain your creativity. For instance, while reporting tools cover essential metrics like clickthrough rates and purchases, you won’t find the depth of analytics available in Klaviyo.
Klaviyo pros and cons
Klaviyo lets you send highly personalized emails and texts based on how customers interact with your store.
The platform connects with your Facebook Ads, TikTok, and helpdesk tools to create a complete view of each customer’s journey. The AI suggests subject lines and analyzes past open rates to recommend optimal send times.
What’s more, you can launch advanced multi-step campaigns in minutes using pre-built templates for cart recovery, VIP rewards, and restock alerts.
The visual editor lets you create different message paths, such as sending a special offer if they don’t open the first email or a thank you when they purchase.
The downside is that the powerful features require more setup time and come at a higher cost than Shopify Email. However, the ability to convert customer behavior data into targeted campaigns makes Klaviyo a revenue-generating investment.
Shopify Email vs. Klaviyo
Shopify Email integrates with your store dashboard and provides free initial sends for basic email marketing requirements.
Klaviyo is a more sophisticated email automation and personalization platform for ecommerce, with multi-channel SMS and push message capabilities.
Features
Shopify and Klaviyo each offer email marketing tools to help you create, automate, and track promotional campaigns.
Shopify Email

Shopify Email integrates into your Shopify store’s dashboard, providing a straightforward experience for managing your email marketing directly within the platform you already use to run your online business.
That tight integration allows you to access customer data, product information, and sales metrics without switching between tools or platforms (unlike Klaviyo).
You can create, send, and analyze email campaigns using familiar Shopify interfaces, making it easier to align your email marketing efforts with your store management.
Here’s a rundown of Shopify Email’s features:
- Drag-and-drop email editor
- Sales-focused templates with product and price display
- AI-generated content (subject lines, body copy, send times)
- Direct checkout links from emails
- Pre-built automation templates
- Customer list segmentation
- Campaign tracking and analytics
- Seamless Shopify admin integration
- Multi-language support (20+ languages)
- Customizable branding options
Klaviyo

Klaviyo integrates with your Shopify store but operates as a separate platform with its own dashboard. You’ll need to log into Klaviyo separately to access its full features rather than managing everything directly within your Shopify admin.
Despite being a separate platform, Klaviyo syncs extensively with your Shopify store. It pulls in customer data, order history, product information, and website activity, ensuring that your email and SMS marketing efforts have the most up-to-date information from your store.
Klaviyo’s feature list includes:
- Unified email, SMS, and mobile push notification marketing
- Customer data centralization with 350+ integrations
- AI-powered tools and automation templates
- Real-time revenue tracking and analytics
- Advanced segmentation and targeting
- Omnichannel automated flows (e.g., welcome, abandoned cart)
- Product reviews and feedback collection
- Forms and popups for customer capture
- A/B testing capabilities
- 24/7 email and live chat support
Pricing
Shopify Email is offered for free with every Shopify plan. You get a monthly email allowance of 10,000 emails and are only charged $1 per additional 1,000 emails.
In contrast, Klaviyo lets you use its email platform for free, but that plan limits you to 250 contacts.
Beyond those limits, you need a paid plan, which starts at $20/month for email and an additional $15/month for SMS.
Here’s a pricing table to give you a good idea of how much it will cost to use Klaviyo email marketing for Shopify based on your subscriber count:
Max. subscriber count | Klaviyo monthly cost for emails |
250 | Free |
500 | $20 |
1,000 | $30 |
2,500 | $60 |
5,000 | $100 |
10,000 | $150 |
25,000 | $400 |
50,000 | $720 |
For more information, use our email pricing calculator below to quickly compare price rates and features with Klaviyo. Simply input your desired number of contacts, select Klaviyo from the list, and see how Omnisend stacks up against it.
Quick email provider pricing comparison
Quickly and easily compare the top email marketing providers so you can find the best platform for your ecommerce store needs.
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You can compare Omnisend and 2 more providers at once.
- Omnisend
- Klaviyo
- Mailchimp
- Drip
- Moosend
- Active Campaign
- Get Response GetResponse
- MailerLite
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Try out the full version of this calculator
Ease of use

The Shopify Email app has over 1,900 reviews and a rating of 4.6/5 in 2024. Users consistently praise its user-friendly interface, with many reporting it as one of the most intuitive email marketing solutions for Shopify stores.
The advantage of using Shopify Email is that it already works similarly to the rest of the Shopify platform, so you don’t need to spend additional time learning something new.
Additionally, it has more basic email marketing functionality than Klaviyo, making it easier for beginners to set up and manage.
The Klaviyo app boasts many reviews (more than 2,900) and has a 4.6/5 rating. Like Shopify Email, many satisfied users say Klaviyo is easy to use.
However, you should bear in mind that Klaviyo’s extensive feature list naturally makes it more difficult to use, but the added effort pays off with the platform’s ability to create highly effective and sophisticated email marketing campaigns.
Design and templates
Shopify Email and Klaviyo differ significantly in their scope of templates and email designs.
For instance, Shopify Email offers a limited selection of pre-built templates focusing on simple, commerce-oriented designs. They’re deeply integrated with Shopify product data, making it easy for you to showcase store items.
While this approach is more accessible for beginners, it has fewer customization options and limits your campaign types.
On the other hand, Klaviyo provides a much more extensive library of pre-built templates, catering to a broader variety of marketing scenarios. It offers greater design flexibility and advanced customization options, allowing for simple and complex email designs.

Klaviyo’s templates also support more sophisticated personalization in email designs, and you can create and save custom templates.
Overall, Klaviyo offers a broader scope of templates and more advanced design capabilities, appealing to marketers who want more control and variety in their email designs.
Automation

Shopify email automation is a feature that many look for. Here’s what Shopify Email can offer:
- Back-in-stock email
- Post-purchase upsell
- Abandoned checkout/cart/product browse
- Welcome email
- Welcome series
- Post-purchase thank you email
- First-purchase upsell
- Customer win-back emails
The best part is that Shopify Email provides suggested copy for all emails, allowing you to launch workflows in just a minute.
Meanwhile, Klaviyo excels in email marketing automation and allows SMS to be included in workflows.
Automations are a huge part of marketers’ willingness to pay for Klaviyo. You can build your own automated workflows or use any of the ones already built into the app, such as post-purchase follow-ups (e.g., asking for reviews, providing personalized recommendations, etc).
Segmentation and personalization
Shopify segments update automatically with customer actions. You can segment your customers by demographics, purchases, and engagement, then email targeted campaigns to specific groups.
You’ll need third-party apps for more advanced personalization beyond Shopify Email’s basic filters. For instance, Shopify’s native segmentation can filter by demographics and purchase behavior, but you’ll need apps to collect customer preferences.
With Klaviyo, you can use one platform to target specific audiences, such as VIP customers, coupon-only buyers, and product-specific shoppers.
You can segment customers using predicted lifetime value, purchase behavior, engagement tiers, and location-based conditions. It also offers cross-selling segments, churn risk predictions, and integration with forms and social media advertising for deeper personalization.
Analytics and reporting

Shopify Email offers analytics directly integrated with your store data, tracking metrics like open rates, click rates, and conversion data. Its dashboard shows order information, total sales, and email performance metrics, with UTM tracking available for third-party analytics integration.
Klaviyo provides more comprehensive analytics through customizable dashboards that track multiple channels (email and SMS). Its features include detailed funnel analysis, form performance tracking, flow conversion monitoring, and deliverability metrics by email domain.
While Shopify Email focuses on core campaign metrics and sales data, Klaviyo’s analytics suite allows for deeper insights through customizable dashboards, granular flow analytics, and cross-channel performance tracking, making it better suited for complex marketing strategies.
Forms

Email capture forms don’t exist on Shopify Email, but you can install Shopify Forms to add the functionality to your store.
In contrast, Klaviyo offers more than 50 pre-built templates for different types of opt-in forms. All are easily customizable to reflect your brand, message, and preferred fields.
Klaviyo’s UX-driven email capture forms are similar to those that Omnised provides, although some functionality comes from integrations. For example, Omnisend’s Wheel of Fortune is built in, while Klaviyo requires Wheelio integration.
Customer support
Shopify has a community forum, extensive documentation for the Shopify Email app, and an AI chatbot within its help center. Here it is in action:

Shopify also runs the Shopify Academy, which offers various lessons on setting up Shopify Email and managing campaigns. However, all the live support for Shopify Email users comes from general Shopify support. There’s no dedicated chat for Email users.
Klaviyo offers a similar level of support for its tools, including a community forum, an academy, and an excellent help center. However, this platform offers limited support for free users, chat support works only on working days, and to qualify for a dedicated success manager, you have to pay $3,000+/month for at least three months.

Third-party integrations

Shopify Email is meant to work on the Shopify Ecommerce platform. Technically, other services that integrate with Shopify can work alongside the email marketing features.
Klaviyo works seamlessly with a host of other services. Not only can you use it on other ecommerce platforms (e.g., WooCommerce, BigCommerce, and Magento) but also alongside other tools like payment software (e.g., Strip, Chargebee, and ReCharge) and logistics services (e.g., ShipStation and AfterShip).
Shopify Email vs. Klaviyo: Which one should you choose?
Shopify Email offers a perfect starting point for email marketing with its simple interface and 10,000 free monthly emails. Its hassle-free integration with your store dashboard and AI-powered features make it ideal for beginners.
If you’re looking to build more sophisticated marketing campaigns and have greater control over customer experience, Klaviyo may suit your needs better. It delivers more advanced segmentation and automation across email, SMS, and push message marketing.
However, Klaviyo isn’t the only email marketing tool that offers these advanced capabilities. Omnisend is a direct competitor of Klaviyo, with lower paid plan pricing for most users and a generous free plan with 500 emails/month.
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