Choosing the right email automation tool can make a huge difference to your Shopify store’s growth.
Two of the biggest names in the game are Klaviyo and Mailchimp — both popular for different reasons.
Klaviyo is packed with advanced features built for scaling fast, while Mailchimp keeps things simple and budget-friendly for smaller businesses. In this post, we’ll break down the key differences between Klaviyo and Mailchimp, looking at features, pricing, and integrations to help you figure out which one suits your business best.
Here's a quick comparison:
- Klaviyo: Best for Shopify stores with advanced needs like predictive analytics, AI product recommendations, and multi-channel automation.
- Mailchimp: Ideal for startups or small businesses prioritizing ease of use, affordability, and basic email marketing.
Core Features: Klaviyo vs Mailchimp
Feature Comparison Table
| Core Capability | Klaviyo | Mailchimp |
|---|---|---|
| Segmentation | Unlimited conditions, real-time updates | Max 5 conditions, static lists |
| Automation Templates | 60+ retail-specific workflows | 20+ generic templates |
| Product Recommendations | AI-driven, automatic Shopify sync | Basic, requires third-party apps |
| SMS Integration | Native multi-channel support | Premium plan required ($299+/month) |
| Analytics | Revenue attribution, predictive CLV | Basic open/click rates |
These features play a key role in improving Shopify store performance, especially when it comes to recovering abandoned carts and retaining customers.
Platform Interface and Setup
Mailchimp is designed for ease of use, offering a drag-and-drop interface and pre-built templates that make launching campaigns quick and straightforward. You can even create campaigns directly from their mobile app. However, it lacks advanced tracking for deeper metrics.
Klaviyo, on the other hand, offers more advanced features but requires some technical setup. For example, setting up tools like RFM (Recency, Frequency, Monetary) analysis can be complex. That said, they provide guided walkthroughs to help users navigate workflows like win-back campaigns.
Ecommerce Tools and Functions
Klaviyo excels in ecommerce features, with dynamic content blocks that adjust based on customer data. For example, it can automatically show location-specific products from Shopify catalogs. Its abandoned cart recovery system works across email, SMS, and push notifications, even pulling live product images from Shopify.
Mailchimp includes features like native video embedding and survey blocks, which Klaviyo requires third-party apps to achieve However, Mailchimp's personalization options are limited to basic merge tags unless you create custom-coded templates. Their abandoned cart recovery is email-only unless you upgrade to the Premium tier.
Integrations are another area where Klaviyo stands out. It offers over 300 commerce-focused integrations, while Mailchimp includes more general-purpose options like Canva.
Klaviyo also surpasses Mailchimp with its AI tools. It provides predictive analytics for customer lifetime value and AI-powered subject line optimization, benchmarking against industry standards. Mailchimp's AI tools are simpler, focusing on basic email copy suggestions without tracking revenue or offering insights tailored for Shopify stores.
These differences in functionality can have a big impact on long-term costs, which we’ll explore next in Pricing.
Pricing Analysis: Klaviyo vs Mailchimp
SMB Pricing Guide
When comparing pricing structures, Klaviyo and Mailchimp take very different approaches, which can significantly affect costs as businesses grow. Klaviyo uses a contact-based billing system, while Mailchimp relies on a tiered audience model. These differences are especially important for Shopify merchants running campaigns like abandoned cart flows or product recommendations, directly influencing their return on investment (ROI).
| Contact Level | Klaviyo (Email Only) | Mailchimp Essentials | Key Differences |
|---|---|---|---|
| 500 contacts | Free (500 emails/mo) | Free (1,000 emails/mo) | Klaviyo includes all features |
| 1,500 contacts | $45/month | $26.50/month | Mailchimp limits automation |
| 5,000 contacts | $110/month | $75/month | Klaviyo supports unlimited segments |
| 10,000 contacts | $325/month | $135/month | Mailchimp charges per audience |
Mailchimp’s model charges per audience list, which can quickly increase costs for businesses employing multi-segment strategies.
Additional Costs and Growth Pricing
Both platforms come with additional expenses that businesses need to account for, especially as they scale. Klaviyo’s 2025 pricing includes a 25% monthly scaling cap [2]. On the other hand, Mailchimp introduces extra fees that can add up:
- $0.002 per email exceeding the monthly limit
- $299 setup fee for dedicated IPs
- $0.25/GB for file storage
While Mailchimp may seem like the cheaper option at first glance, its audience-based fees often end up costing more than Klaviyo for businesses implementing advanced Shopify workflows. These hidden fees can make Mailchimp’s initial affordability misleading, particularly when scaling operations or leveraging Shopify integrations.
Shopify Connection Features
Built-in Shopify Tools
When it comes to Shopify integration, the depth of connectivity can significantly influence how effective your campaigns are. Klaviyo and Mailchimp take very different approaches to Shopify integration, especially in how they handle data synchronization. Mailchimp, for instance, depends on manual processes or third-party tools to manage product data effectively.
Here’s how these differences affect performance:
| Feature | Klaviyo | Mailchimp |
|---|---|---|
| Abandoned Cart Response | Within 1 hour | Up to 24 hours (standard plan) |
| Data Sync Frequency | Real-time | Daily batches + 5-15 min API delays |
Klaviyo’s seamless Shopify integration is a key reason why 68% of Shopify merchants prefer it for recommendation engines. Real-time syncing not only simplifies workflows but also supports better revenue tracking, as highlighted earlier in this discussion.
Setup Steps and Technical Help
Klaviyo’s setup is simple, with automatic data mapping and guided steps. Mailchimp requires manual configurations, which can slow down Shopify integration.
Klaviyo also monitors API connections, retries failed syncs, and keeps profiles up to date. Mailchimp users may face reauthorization issues and more rigid audience management.
For support, Klaviyo offers fast, Shopify-focused help for paid plans, while Mailchimp’s support is limited to the first 30 days.
Platform Selection Guide
Small Business Options
If you're running a Shopify store with basic automation needs and a smaller product catalog, Mailchimp could be a great starting point. For businesses managing under 1,500 contacts, Mailchimp provides an affordable option.
Its Essentials plan, priced at $26.50/month, offers essential tools for startups, including basic automation and list management. According to 2025 data, Mailchimp delivers a $29 ROI for every dollar spent.
Here’s a quick breakdown of Mailchimp's features for small businesses:
| Feature Category | Mailchimp Offering | Best Suited For |
|---|---|---|
| Contact Management | Up to 500 free contacts | New startups |
| Email Sending | 2,500 monthly emails (free tier) | Monthly newsletters |
| Basic Automation | Essential triggers | Welcome sequences |
Mailchimp is particularly useful for businesses that want built-in tools like video embedding and surveys without needing additional plugins or integrations.
Growth Business Options
As your business grows and attracts more than 10,000 monthly visitors, Klaviyo becomes a better fit. Mailchimp's pricing can get less competitive at this stage, and Klaviyo’s advanced tools make it a smarter choice for scaling businesses.
Klaviyo offers several growth-focused features that justify its higher pricing:
- AI-optimized send timing, which can boost open rates by 35%.
- Shopify-synced product recommendations, making personalized emails seamless.
- Multi-channel abandoned cart recovery, helping recover lost sales.
For businesses using hybrid communication strategies, Klaviyo really shines. For example, one apparel brand reported a 19% increase in click-through rates by combining email and SMS flows - a feature included in all paid plans with 150 monthly SMS credits.
Another advantage? Klaviyo uses a unique contact counting system. Unlike Mailchimp, which charges per list, Klaviyo only counts unique active profiles. This approach is especially helpful for Shopify-focused workflows, as highlighted in our integration analysis.
Final Decision Steps
After reviewing features, pricing, and integrations, use this framework to guide your choice:
Cost Structure Considerations
Look beyond just the base pricing when calculating total ownership costs. Consider factors like your expected contact growth and engagement trends to gauge the long-term value of the platform.
Technical Implementation Path
Klaviyo is a strong choice for brands requiring a deep Shopify integration. For example, one apparel brand achieved a 37% increase in revenue by leveraging Klaviyo's AI-driven recommendations and post-purchase workflows. On the other hand, Mailchimp works well for simpler setups. Its broader marketing toolkit is especially useful for service businesses that rely on tools like Google Analytics and Canva.
Decision Validation Steps
Test the platform's specific features against your business growth goals and technical requirements. Here are some points to consider:
- Does Klaviyo's 42% average cart recovery rate make its steeper learning curve worthwhile for your team?
- Do you need automated post-purchase surveys for your business?
- How well does the platform integrate with your existing marketing tools?
Mailchimp vs Klaviyo for Startups
