We spoke to a few friends running e-commerce stores across different niches, and every single one was using Klaviyo for their email flows. At this point, it's basically become part of the default e-commerce tech stack.
Review Summary
Review SummaryTrending Right Now
Trending Right NowWhat is Klavyio?
What is Klavyio?Klaviyo is one of the best email marketing tools for e-commerce stores, especially if you want to build out things like different sales sequences, upsells, or abandoned cart flows.
Klaviyo gives you templates that are based on best practices from across the e-commerce space, which is why they tend to perform well. When speaking to friends in the e-commerce space, they said they use Klavyio, it’s pretty much become the default tool e-commerce stores rely on.
While Klaviyo started as only email marketing flows, they now call themselves a B2C CRM where your customer data, messaging, and automation all live in one place. That’s what allows you to personalize flows based on real behavior (e.g. you can email someone if they added a product to their cart and didn't check out, or send them an email sequence if they haven't re-purchased in the past 60 days. Klaviyo also seems to be better than Shopify for A/B testing these flows.).
Who is Klavyio for?
Who is Klavyio for?Scaling e-commerce brands
Scaling e-commerce brandsIf you’re doing under about $10k-$20k per month and not growing much, it can feel like overkill for what you actually need, although if you're scaling rapidly now would be the time to implement it.
Once you’re in the $30k to $50k per month range and especially scaling toward $100k+ per month, Klaviyo becomes a no-brainer because even small improvements in retention or repeat purchases can drive a meaningful increase in revenue.
Key Features
Key FeaturesAutomated email flows
Automated email flowsIf someone visits your store, looks at a product, adds it to their cart, but doesn’t check out, Klaviyo can automatically trigger an abandoned cart flow that reminds them, adds urgency, and even includes that exact product they were looking at.
If they end up buying, you can immediately move them into a post-purchase flow that recommends complementary products based on what they just purchased.
And if they haven’t bought again after 30 or 60 days, you can trigger a win-back campaign with a targeted offer. All of this happens automatically based on real customer behavior, which is why these flows tend to generate a significant portion of revenue for e-commerce brands.
Pricing
PricingKlaviyo’s pricing is quite complex because it’s not just an email tool anymore. You're paying across multiple layers like email, SMS, data, and customer profiles, which is why costs can scale quickly as your business grows.
- Free: $0/month. Best for beginners or small e-commerce stores just getting started. Includes up to 250 profiles, 500 emails per month, and limited SMS credits.
- Marketing (Email + SMS): Starts around $20/month and scales based on your number of contacts and send volume. Best for e-commerce stores building flows like abandoned cart, upsells, and retention campaigns. Most growing brands end up paying between $100 and $1,000+ per month.
- Mobile Messages (SMS/WhatsApp): Usage-based pricing. Typically around $0.009 per SMS in the US, plus carrier fees. Best for brands layering in SMS alongside email for higher conversion flows.
- Data + Analytics: Add-on pricing depending on usage and features. Best for brands that want deeper customer insights, segmentation, and predictive analytics as they scale.
- Service (Customer Support Tools): Add-on pricing. Includes helpdesk and AI customer support features. Best for brands that want to unify support and marketing in one platform.
- Enterprise: Custom pricing. Best for larger brands that need advanced data infrastructure, higher sending limits, and dedicated support.
Final Verdict
Final VerdictIs it worth it? Yes, Klaviyo is what shop owners tend to move to once they actually want to take email seriously. It’s a lot more powerful than other tools (including Shopify's own email flows) when it comes to segmentation, automations, and personalization, but it’s also more expensive and takes more effort to use properly.
Categories
CategoriesKlaviyo fits into multiple categories based on what it actually helps you do. Each category highlights a different strength and the efficiency points it earned, helping you compare tools not just by features, but by how well they actually perform.
Keep exploring the best software across categories
