Klaviyo vs Omnisend for Shopify in 2026

Why This Comparison Matters

Klaviyo and Omnisend are the two most commonly used email marketing platforms for Shopify stores (beyond Shopify Email itself). They target the same audience, offer similar features, and both integrate deeply with Shopify. But their pricing models and feature depth differ in ways that matter depending on your store size and needs.

This isn't a case where one tool is clearly better. It's a trade-off between power and price.

Pricing Comparison

This is where Omnisend makes its strongest case. At every subscriber tier, Omnisend is significantly cheaper.

See how Klaviyo and Omnisend pricing compares at your list size — our calculator also shows MailerLite, Mailchimp, ActiveCampaign, and Sendlane for full context.

Automation & Flows

Both tools offer pre-built ecommerce automation workflows (abandoned cart, welcome series, post-purchase, win-back). The difference is in the depth and flexibility of the flow builder.

Klaviyo's edge

• Conditional splits: More granular split conditions based on customer properties, purchase history, and engagement data.
• Branching logic: More complex multi-path automations with nested conditions.
• A/B testing in flows: Test different email variants within an automation flow, not just in campaigns.
• Predictive analytics: Predicted next order date, customer lifetime value, and churn risk as flow triggers.

Omnisend's approach

• Pre-built workflows: More ready-to-use automation templates that work out of the box. Less customization needed.
• Multi-channel flows: Email + SMS + push notifications in the same automation flow. Klaviyo requires SMS add-on.
• Simpler builder: Less powerful but faster to set up. Good enough for 85% of use cases.

“I just started a small Shopify store and have been trying to figure out my email marketing setup. I looked into Klaviyo, and honestly... it kinda feels like too much for me right now... both in terms of complexity and cost.”— Shopify Community thread

Verdict: Klaviyo wins for advanced automation. If you're building complex, multi-branch flows with A/B testing and predictive triggers, Klaviyo is the better tool. If you want solid automations that work out of the box without heavy customization, Omnisend is sufficient.

Shopify Integration

Both integrate well with Shopify, but Klaviyo's integration is deeper:

• Klaviyo: Real-time sync of orders, browsing behavior, catalog data, and customer profiles. Shopify's officially recommended partner. Predictive analytics based on Shopify data.
• Omnisend: Syncs orders, customer data, and products. Good but not as granular — browse abandonment data can lag slightly compared to Klaviyo.

Verdict: Klaviyo wins, but the difference matters mainly for advanced use cases like browse abandonment flows and predictive segmentation.

SMS Marketing

This is where Omnisend has a structural advantage. SMS is built into Omnisend's Standard and Pro plans. With Klaviyo, SMS requires an add-on ($15/mo+) on top of your email plan.

• Klaviyo SMS: Add-on from $15/mo for 1,250 credits. Powerful segmentation but costs add up, especially for international sends.
• Omnisend SMS: Included in Pro plan ($59+/mo). Credits equal to your plan price each month. Easier to get started with SMS.

Verdict: Omnisend wins on SMS value and accessibility. If SMS is important to your marketing, Omnisend's bundled approach saves money.

Deliverability

Both platforms have good deliverability. Klaviyo has a slight edge in deliverability infrastructure and dedicated IP options at higher volumes, but for most stores under 50,000 subscribers, the difference is negligible.

Verdict: Tie for most stores. Klaviyo has a marginal edge at very high volumes.

Reporting & Analytics

• Klaviyo: Revenue attribution per flow and campaign. Predictive analytics (CLV, churn risk). Cohort analysis. Custom dashboards.
• Omnisend: Revenue attribution. Campaign and automation performance. Standard reporting. Advanced reporting on Pro plan only.

Verdict: Klaviyo wins clearly. If data-driven decision making is central to your email strategy, Klaviyo's analytics are worth the premium.

What Users Say After Switching

Klaviyo to Omnisend

The most common switch direction. Users typically report:

• Saved 30-45% on monthly costs
• Lost some advanced flow customization but not enough to impact revenue significantly
• Free migration made the switch painless
• Appreciated having SMS built in rather than as an add-on

“I switched from Mailchimp and Klaviyo to Omnisend and it's been a great decision. Price is lower and features are much more easier to use.”— Omnisend migration page (merchant testimonial)

Omnisend to Klaviyo

Less common, but it happens. Users who switch to Klaviyo typically:

• Outgrew Omnisend's automation capabilities
• Needed predictive analytics for segmentation
• Wanted more granular A/B testing in flows
• Were willing to pay more for the additional features

Our Recommendation

Looking at more options beyond Omnisend and Klaviyo? See our full guide to the best email marketing tools for Shopify — including MailerLite, ActiveCampaign, Sendlane, and Shopify Email.