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Quick answer: If you run an online store, especially on Shopify, Klaviyo is usually the better choice: its segmentation, store data and automations are built for e-commerce, and independent testers rated its deliverability higher. Mailchimp is the easier, more general tool, better suited to businesses that aren’t primarily online stores or want a quicker setup. Both have free plans capped at 250 contacts and 500 emails a month.
How we put this guide together: We have not run our own long-term test of either platform. We compared each company’s published plans (checked October 10, 2026) with the findings of EmailTooltester, which tested both tools side by side, including support tickets and deliverability checks. Where a claim comes from one of them, we say so.
Mailchimp vs Klaviyo at a glance
| Klaviyo | Mailchimp | |
|---|---|---|
| Best for | E-commerce stores, especially Shopify | Small businesses of all kinds, newsletters |
| Free plan | Up to 250 active profiles, 500 emails a month | Up to 250 contacts, 500 emails a month (250 a day) |
| How paid pricing scales | By number of profiles; billed once per contact even if they’re on several lists (EmailTooltester) | By number of contacts, across Essentials, Standard and Premium plans |
| Segmentation | No condition limit, real-time segments (EmailTooltester) | More limited |
| Ease of use | More to learn | Cleaner dashboard, quicker setup (EmailTooltester) |
| Deliverability (EmailTooltester’s rating) | 5 out of 5 | 3 out of 5 |
| SMS | Built in, with a small monthly mobile messaging credit on the free plan | Check Mailchimp’s current SMS options for your country |
Sources: Klaviyo pricing, Mailchimp pricing (checked October 10, 2026) and EmailTooltester’s comparison.
Where Klaviyo comes out ahead
- Built for online stores. Klaviyo pulls in store data such as orders and browsing, so you can send flows like abandoned-cart, browse-abandonment and post-purchase emails based on what customers actually do.
- Segmentation. EmailTooltester found Klaviyo’s segments have no condition limit and update in real time, which matters when you target customers by purchase history.
- Deliverability. In EmailTooltester’s testing, Klaviyo scored 5 stars against Mailchimp’s 3, and the reviewers said Klaviyo “wins this round comfortably”.
- Support. When EmailTooltester opened support tickets with both, Klaviyo answered faster and with better answers.
- Fairer contact counting. Klaviyo charges per contact rather than per list placement, so the same subscriber on several lists isn’t counted more than once.
Where Mailchimp comes out ahead
- Easier to get started. EmailTooltester found Mailchimp’s dashboard cleaner and its setup quicker.
- Design help. Its Creative Assistant builds a brand kit for you, which helps if you don’t have a designer.
- Pre-built journeys and integrations. Mailchimp offers a large library of ready-made automation journeys (on paid plans) and connects to widely used apps such as Canva and Google Analytics.
- Broader use. It suits businesses that aren’t online stores: service businesses, creators, non-profits and newsletters.
Which is cheaper?
Both are free up to 250 contacts and 500 emails a month. Above that, both charge by list size, and both regularly run introductory discounts, so the only reliable comparison is to enter your own contact count into each pricing page. Plans and promotions change often, so check the figures for your list on the day you decide.
For a store, the more useful question is revenue, not price: if Klaviyo’s e-commerce automations recover more abandoned carts or bring customers back more often, a higher monthly bill can still pay for itself. Its free plan is a low-risk way to find out.
Which should you choose?
Our verdict: Choose Klaviyo if you sell online, particularly on Shopify, and want automations and segments driven by what customers buy and browse. EmailTooltester’s overall verdict was that “Klaviyo emerges as the winner, especially for ecommerce store owners.”
Choose Mailchimp if you’re not primarily an online store, want the simplest setup and design tools, or mainly send newsletters and announcements.
Not sure? Both free plans let you connect your store or import a small list and build your first automation before you pay anything.
Frequently asked questions
Is Klaviyo better than Mailchimp for Shopify?
For most Shopify stores, yes. Klaviyo uses store data for segments and automations such as abandoned-cart and post-purchase flows, and independent testers rated its deliverability and support higher.
Is Mailchimp still free?
Yes. Mailchimp’s free plan covers up to 250 contacts and 500 emails a month (250 a day), with one seat and one audience. Features such as email scheduling and removing Mailchimp branding need a paid plan.
Does Klaviyo have a free plan?
Yes. Klaviyo’s free plan covers up to 250 active profiles and 500 email sends a month, plus a small monthly allowance for mobile messages. You need to upgrade once you go over those limits.
Can I move from Mailchimp to Klaviyo?
Yes. You can export your contacts from Mailchimp and import them into Klaviyo. You’ll need to rebuild your automations and templates, so plan the switch for a quieter sales period.
Further reading
Sources
- Klaviyo, “Pricing” (checked October 10, 2026). klaviyo.com
- Mailchimp, “Marketing plans and pricing” (checked October 10, 2026). mailchimp.com
- EmailTooltester, “Klaviyo vs Mailchimp” (Sarah Baxter and Inka Wibowo, updated 2026). emailtooltester.com
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