Klaviyo vs Mailchimp: E-commerce Email Marketing Compared

Platform Focus

Klaviyo was built specifically for e-commerce. Every feature is designed with online stores in mind, from product recommendation blocks in templates to abandoned cart flows that integrate directly with your store data.

Mailchimp serves a broader audience, from bloggers to nonprofits to e-commerce stores. This generalist approach means e-commerce features exist but are not the primary focus.

Template Building for E-commerce

Klaviyo Templates

Klaviyo's template editor includes e-commerce-specific blocks: dynamic product recommendations, cart contents, order details, and personalized offers based on browsing history. Templates are designed for online stores, with layouts optimized for showcasing products.

Mailchimp Templates

Mailchimp offers product blocks that pull from connected stores, but the integration feels less native. General-purpose templates require more customization for e-commerce use. The editor is capable but not specifically optimized for online retail.

E-commerce Integration

Klaviyo: Deep, bidirectional integration with Shopify, WooCommerce, BigCommerce, and others. Syncs customer data, browsing behavior, purchase history, and predictive analytics. Product catalogs update automatically.

Mailchimp: Connects with major e-commerce platforms but with less depth. Product syncing works but lacks the behavioral tracking sophistication that Klaviyo offers.

Automation for E-commerce

Segmentation

Klaviyo: Extremely powerful segmentation based on purchase behavior, browsing history, predicted lifetime value, and more. Segments update in real-time. This depth enables highly targeted campaigns.

Mailchimp: Good segmentation capabilities that have improved over time, but lacks the e-commerce-specific dimensions that make Klaviyo segments so actionable.

Pricing Comparison

Klaviyo: Free up to 250 contacts, then pricing scales with contacts. Starts around $20/month for small lists. Gets expensive at scale but the e-commerce revenue it drives often justifies the cost.

Mailchimp: Free tier available with more generous limits. Paid plans start lower but can also become expensive at scale. Generally cheaper than Klaviyo at equivalent list sizes.

AI and Automation

For e-commerce businesses wanting AI-powered email template creation alongside advanced automation, Sequenzy offers an interesting alternative. Sequenzy generates brand-matched templates automatically and includes e-commerce automation capabilities.

The AI can create product-focused emails, abandoned cart sequences, and promotional campaigns without manual template building. For stores that want professional emails quickly, this can be more efficient than either traditional platform.

Recommendation

For serious e-commerce businesses, Klaviyo is the clear choice. The e-commerce-specific features, deep integrations, and sophisticated automation drive measurable revenue improvements. The higher cost is typically offset by better results.

Mailchimp works for e-commerce businesses with limited budgets or those where email is not a primary channel. However, growing stores typically migrate to Klaviyo or consider modern alternatives like Sequenzy that combine AI-powered templates with e-commerce automation.