Klaviyo alternatives are searched for by two groups: small stores whose per-contact bill has outrun what their flows earn, and senders with no store at all who are paying for an ecommerce data model they never use. The first group moves to lighter ecommerce tools, the second to general-purpose email platforms.
Niels AbrahamsenAnalyst, Security & Infrastructure
Sebastiaan Smits
Hannah ReiterVendors can pay for visibility on this site; it never changes what we say about a product. How that works.
Klaviyo is built for ecommerce and priced for it. The free tier stops at 250 contacts and paid plans are per contact. While revenue per email justifies that, nobody questions it; once the list grows faster than the orders it generates, the subscription becomes the line under review.
Its strength is that browse history, order value and product affinity sit natively in segmentation. A B2B newsletter or a publisher has none of that data, and setup assumes it exists. Away from ecommerce the value collapses while the per-contact premium stays.
The depth pays off when a catalogue has real structure and the store segments on product affinity. A shop with a handful of products mostly needs abandoned-cart, win-back and post-purchase flows, and a cheaper tool in this category ships those already built.
| Alternative | Country | Pricing | Our rank | Switch if |
|---|---|---|---|---|
| Omnisend | United Kingdom | Free tier to 250 contacts; paid per contact, published | #4 | you run a small store that wants the standard flows working today for less |
| ActiveCampaign | United States | Per contact band per month, published; 14-day trial | #3 | your automation is about leads and lifecycle stages, not products and orders |
| Brevo | France | Free tier; paid plans by monthly send volume, published | #1 | list size, not send frequency, is what drives your current bill |
| MailerLite | Lithuania | Free to 250 subscribers; paid per subscriber, published | #2 | there is no catalogue behind the list and you need campaigns and basic sequences |
| Mailchimp | United States | Free tier to 250 contacts; paid plans per contact per month, published | #9 | whoever runs email is not a specialist and needs integrations above all |
| Kit | United States | Free to 10,000 subscribers; paid per subscriber, published | #7 | you sell a few digital products or a subscription directly to readers |
United Kingdom · Free tier to 250 contacts; paid per contact, published
Aims at the same stores with prebuilt abandoned-cart, browse-abandonment, win-back and post-purchase flows, email and SMS in one builder, and a smaller bill. Segmentation is where it trails Klaviyo, noticeably so once product affinity across a structured catalogue matters.
Switch from Klaviyo if you run a small store that wants the standard flows working today for less.
United States · Per contact band per month, published; 14-day trial
Comparable to Klaviyo in automation depth, but built around general lifecycle logic and an attached CRM instead of a store's order data. Multi-branch journeys and conditional content are the draw. It is per-contact too, and rewards setup effort.
Switch from Klaviyo if your automation is about leads and lifecycle stages, not products and orders.
France · Free tier; paid plans by monthly send volume, published
Prices on monthly send volume instead of contacts, so a big, quiet list costs far less than on a per-contact plan like Klaviyo's. Transactional email shares the account. It is not for deep segmentation or revenue reporting; analytics are the weak point.
Switch from Klaviyo if list size, not send frequency, is what drives your current bill.
Lithuania · Free to 250 subscribers; paid per subscriber, published
A low-cost generalist: clean editor, landing pages and forms included, free to 1,000 subscribers. It has none of Klaviyo's store data model, and its automation handles sequences but not complex conditional branching.
Switch from Klaviyo if there is no catalogue behind the list and you need campaigns and basic sequences.
United States · Free tier to 250 contacts; paid plans per contact per month, published
The general-purpose default, easier to hand to a non-marketer than a store-centred tool like Klaviyo, with the largest integration list here. It is also per-contact, and our data warns stores that every euro of send cost will not earn its keep.
Switch from Klaviyo if whoever runs email is not a specialist and needs integrations above all.
United States · Free to 10,000 subscribers; paid per subscriber, published
Built for people who sell what they write: free to 10,000 subscribers, with commerce tools for courses and subscriptions. Where Klaviyo segments on a product catalogue, Kit deliberately does not, and its reporting is thin by ecommerce standards.
Switch from Klaviyo if you sell a few digital products or a subscription directly to readers.
Klaviyo is the right tool while the list is attached to a store doing meaningful revenue. Order, product and browse data arrive in segmentation without a connector, the Shopify link is deep, and revenue is attributed per message. General-purpose platforms cannot build the same flows. If those flows demonstrably earn more than the contact bill, replacing Klaviyo trades a visible cost for an invisible loss.
Klaviyo segments read order, browse and product data directly. Before moving, list each live flow and the data it branches on, then check the replacement receives the same events from the store. A flow rebuilt without its trigger data is just a scheduled email.
Klaviyo attributes revenue to each message. The replacement may report less, or count differently; Brevo's analytics, for instance, are its weakest part. Agree one measure outside either tool, such as store orders from email traffic, so the comparison after migration is honest.
Export profiles with their opt-in dates and sources, not just addresses, and check the file. Authenticate the sending domain on the new platform before the first campaign. Move in a quiet month instead of ahead of a sale, because a new sender needs time to warm up.
For a small store, yes. Omnisend ships abandoned-cart, win-back and post-purchase flows already built and combines email with SMS. It trails Klaviyo on segmentation once the catalogue becomes complex, so larger stores segmenting on product affinity will notice the difference.
Generally not. Our data describes Klaviyo as expensive for a list not attached to a store, because the premium pays for a data model that goes unused. ActiveCampaign suits lifecycle automation and MailerLite suits straightforward newsletters.
Brevo, if the list is large but mailed infrequently, since it charges by monthly send volume and not per stored contact. MailerLite is the low-cost per-subscriber option. Neither offers Klaviyo's product-level segmentation or per-message revenue reporting.
A store that wants revenue per email and segments built on orders and browsing is better on Klaviyo. Mailchimp is easier for a non-specialist and integrates with more tools, but it lacks the native store data and bills per contact as well.
