Klaviyo
Free / paid scales with contacts (from ~$20 per mo)
Mailchimp
Free / paid from ~$13 per mo
Klaviyo is a data-driven marketing platform built for e-commerce, with deep segmentation and revenue attribution. Mailchimp is an approachable, all-purpose platform for small businesses. Klaviyo wins for e-commerce power; Mailchimp wins on ease and general-purpose use.
Pick Klaviyo if you run an e-commerce brand and want deep segmentation, powerful automations, and revenue attribution.
Pick Mailchimp if you want approachable, all-purpose email marketing that is easy to start for a general small business.
Klaviyo and Mailchimp are both email marketing platforms, but they fit different businesses. Klaviyo is purpose-built for e-commerce, with tight integrations to stores like Shopify, deep customer segmentation, powerful automations, and revenue attribution that ties campaigns directly to sales — ideal for brands that want to squeeze the most from their customer data. Mailchimp is the approachable, all-purpose option, easy to start with, broad in features (email, landing pages, basic automations), and popular with small businesses across many industries.
On price, both have free tiers and scale with your contact list; Klaviyo's paid plans start around $20 a month and Mailchimp's around $13. The choice is mostly e-commerce power and segmentation (Klaviyo) versus approachable, general-purpose marketing (Mailchimp).
We compare e-commerce fit, segmentation, automations, pricing, and ease of use.
| Quick facts | Klaviyo | Mailchimp |
|---|---|---|
| Free plan | Yes | Yes |
| Starting paid price | From ~$20/mo | From ~$13/mo |
| E-commerce focus | Best-in-class | Good |
| Ease of use | Good | Best-in-class |
| Best for | E-commerce brands | General small business |
Each row reflects the feature on each product's current public release.
| Feature | K Klaviyo | M Mailchimp |
|---|---|---|
| E-commerce integrations | Best-in-class | Good |
| Deep segmentation | Best-in-class | Good |
| Automations / flows | Best-in-class | Strong |
| Revenue attribution | Best-in-class | Limited |
| Approachable for beginners | Good | Best-in-class |
| Landing pages & broad tools | Good | Best-in-class |
| SMS marketing | Strong | Good |
| Free tier | Yes | Yes |
Pricing and features change often. Always verify the current details on each product's official site. Last reviewed 2026-06-26.
Things neither product's marketing page leads with.
Klaviyo is far more powerful for e-commerce data and automation, but it costs more and is overkill for simple newsletters.
Mailchimp is easier and broader for general use, but its segmentation and revenue attribution trail Klaviyo for online stores.
For e-commerce Klaviyo wins; for general-purpose simplicity Mailchimp wins.
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