Klaviyo vs Omnisend for Shopify (2026): Pricing & Features

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Klaviyo and Omnisend are the two email and SMS platforms Shopify merchants compare most often once the built-in tools stop being enough. They look similar on the surface: both connect to Shopify in a few clicks, both ship abandoned cart and welcome flows, both sell SMS, and both have a free plan. The differences show up in price curves, data depth, SMS rules and how much help you get when something breaks.

This guide compares Klaviyo and Omnisend for Shopify stores as of October 2026. If you are still deciding whether you need a third-party tool at all, start with our comparison of Shopify Email vs Klaviyo, then come back here.

How we compared them

Pricing and feature claims come from each vendor’s own pricing and product pages, read on October 6, 2026. We pulled the full list-size price tables from both pricing pages rather than relying on the “starts at” numbers, and we cross-checked the headline figures against both Shopify App Store listings. Review data comes from the Shopify App Store and Trustpilot.

We did not run hands-on tests of either platform for this article, so we do not make claims about how fast a flow loads or how an editor feels. Where a point is a vendor claim rather than something we could verify, we say so. Prices change often, so confirm on the vendor sites before you buy.

Klaviyo vs Omnisend at a glance

Pricing: Klaviyo vs Omnisend by number of contacts

Both platforms price by list size, so the monthly bill climbs as your list grows. Here are the email-only list prices at six common list sizes, billed monthly in US dollars. Klaviyo’s numbers come from the slider on its Marketing pricing tab. Omnisend’s come from the price table that powers its pricing page, which we confirmed by moving its list-size selector to the same bands.

Sources: klaviyo.com/pricing (Marketing tab) and omnisend.com/pricing, read October 6, 2026. Omnisend’s bands are 251-500, 501-1,000, 2,001-2,500, 4,501-5,000, 9,001-10,000 and 23,501-25,000 contacts. Excludes SMS, taxes and promotions.

What the price table tells you

For email alone, Omnisend Standard is cheaper than Klaviyo at every list size in the table. The gap is about $4 at 500 contacts, $16 at 2,500, and $118 at 25,000. That fits Omnisend’s own marketing, which says it can save you up to 35 percent against Klaviyo. Our table is a simple like-for-like check of list prices, and the savings are real, though they shrink or grow depending on the tier you land in.

Omnisend Pro is a different product from Standard. It adds unlimited email sends, the full set of advanced AI tools, and the SMS credits calculator. At 500 to 1,000 contacts, Pro costs $59 against Klaviyo’s $20 to $30, so it is not a budget choice for a small list. By 10,000 contacts Pro matches Klaviyo at $150, and at 25,000 it matches again at $400. At 2,500 and 5,000 contacts it comes in slightly under Klaviyo.

Things that change the real bill

• What gets counted. Klaviyo prices by active profiles, and its FAQ says you move to a larger plan automatically as that number grows and recommends suppressing profiles that no longer add value. Omnisend prices by billable contacts, which per its migration page includes subscribed and non-subscribed contacts but not unsubscribed ones. Importing a big list of non-subscribed contacts can push you into a higher Omnisend tier, so clean the list first.
• Send caps. At 500 profiles Klaviyo includes 5,000 emails a month, which is 10 per profile. Omnisend Standard gives 12 per contact, so 500 contacts get 6,000 emails. If you send daily campaigns plus flows to a small list, check the cap on both.
• AI add-ons. Klaviyo’s free plan includes $5 of Composer AI usage a month, and its pricing page shows Composer as a separate add-on from $20 a month with extra usage in $10 steps. Omnisend bundles two AI tools into Standard and five into Pro.
• Promotions. Omnisend currently shows 30 percent off the first three months if you pay upfront. We left promotions out so the numbers stay comparable.

Email builder and templates

Both tools use a drag-and-drop editor, and either one will let you build a branded newsletter without code. Klaviyo says it offers more than 160 customizable templates and 70+ prebuilt flows, plus an AI image tool that refreshes creative from your product photos. Omnisend offers ready-made templates, a product picker that pulls items from your Shopify catalog into a campaign, and AI-assisted copy.

On free plans, one visible difference is branding. Klaviyo’s free-versus-paid table shows “Klaviyo logo removed from emails” and generative AI for segments, content and flows as paid-only, while flow templates, reports, product recommendations and the 350+ integrations are included on Free. We did not find an equivalent logo line on Omnisend’s pricing page.

Omnisend’s app listing also stresses list-growth tools: exit-intent popups, spin-to-win wheels and signup forms. Klaviyo lists web forms with more than 70 form templates. If a popup is the first thing you need, our guide to adding a pop-up on Shopify covers what to set up either way.

Automation and flows

Automation is where most of your revenue from either tool will come from, so it deserves the closest look. Both include the core flows a Shopify store needs: welcome series, abandoned cart, browse abandonment, post-purchase and win-back. If you want a primer on what those flows should do, see our guides on abandoned cart emails and Shopify marketing automation.

Klaviyo publishes a larger library, with 70+ prebuilt flows, and its guided setup for new stores covers a signup form, a welcome email and an abandoned checkout flow, according to its Shopify App Store listing. It also pitches AI-powered flow triggers that use historical and real-time data.

Omnisend describes multi-channel automations in which email, SMS and push messages sit in one workflow, so you can start email-only and add SMS later without rebuilding. It does not publish a flow count that we could find. One Trustpilot reviewer lists the inability to edit live workflows as a missing feature, which is a single user’s report rather than a confirmed limit, but worth checking in a trial if you edit flows often.

Our read of the published material is that Klaviyo documents more depth and more templates, while Omnisend documents a simpler path to the flows most stores need. If you rely on abandoned cart recovery alone, you can also compare dedicated tools in our roundup of abandoned cart apps.

Segmentation and data

Klaviyo leans hardest on data. Its product page lists predicted customer lifetime value, churn risk and predicted next order date as built-in segmentation signals, and its app listing says it unifies data from 350+ integrations into customer profiles. For a store with a large catalog, many repeat buyers or several data sources, that is the clearest argument for paying more.

Omnisend builds segments from behavior such as purchases, opens, clicks and location, and adds an AI assistant that builds a segment from a plain-language description. It also offers RFM analysis (recency, frequency, monetary value) and, on Pro, product recommendations and dynamic content. Omnisend also says you can connect ChatGPT or Claude over MCP to build campaigns from a chat window, a newer feature we have not verified.

Neither vendor’s public pages that we read describe company-level targeting for Shopify B2B or wholesale accounts. If you sell wholesale, segmenting on customer tags or properties is the usual workaround, and you should confirm how each tool imports those fields before you commit.

SMS and other channels

The SMS models differ more than the headline rates suggest.

On paper, Omnisend’s per-message rate is lower, but SMS credits sit on the Pro plan, whose floor is $59 a month. If you only send a few hundred texts a month, Klaviyo’s add-on model may cost less overall because you can pair SMS with a cheaper email plan. If you send thousands of texts a month, Omnisend’s volume rates may win. Check how each vendor treats carrier fees for your destination countries: Klaviyo’s calculator quotes $0.01 plus carrier fees, and we could not confirm how Omnisend itemizes them. On current Omnisend Pro plans, unused SMS credits expire after 60 days.

If you want a wider view of tools that combine email, SMS and other channels, see our best omnichannel platforms list.

Shopify integration and data sync

Both hold a 4.7 rating on the Shopify App Store. Klaviyo’s listing says new stores get a guided setup and that it syncs real-time Shopify data alongside 350+ integrations. Omnisend’s listing highlights abandoned cart and welcome automation, AI product recommendations and 250+ integrations, and the company says a dedicated Shopify Plus integration is available.

The listings give you the headline claims, not sync details such as how historical orders are backfilled or how fast events arrive. We could not verify those from public pages, so test the first 24 hours after you connect your store before you move your live flows.

Reporting and attribution

Klaviyo promotes built-in reporting and dashboards, revenue attribution for campaigns, quarterly industry benchmarks, and multi-channel last-touch attribution, so a sale is credited to the last engaged channel rather than counted twice. Omnisend lists sales and performance reports with revenue attribution by channel, and says its reporting suite covers campaigns, automations and audience growth. Omnisend’s Standard plan adds an AI reports tool, and Pro adds more advanced reporting.

Both define attribution their own way, so the revenue each dashboard claims will not match your Shopify analytics exactly. Use the platform numbers to compare flows and campaigns against each other, and use Shopify for the store-wide total. Treat vendor ROI claims, such as Omnisend’s $79 return per $1 or Klaviyo’s “63x average ROI”, as marketing figures.

Deliverability

Neither vendor publishes inbox-placement numbers that we could compare directly, and no honest comparison can rank them on this alone. Your results depend more on your setup than on the logo in the footer. Google’s sender guidelines require SPF and DKIM for all senders, DMARC for bulk senders of 5,000 or more messages a day, one-click unsubscribe on marketing mail, and a spam rate below 0.30 percent in Postmaster Tools, with 0.10 percent as the safer target.

Klaviyo lists AI tools aimed at sender reputation and personalized send time. On the Omnisend side, Shopify App Store reviews mention SPF configuration causing spam-folder worries for some merchants, which usually points to domain authentication done late or not at all. Set up your sending domain on day one with either tool, warm it up gradually after a migration, and keep unengaged contacts out of your sends.

Support

Omnisend says it offers 24/7 email and live chat support on every plan, including Free, with replies in about four minutes, and it adds a dedicated account expert once you spend $400 a month or more. Those are vendor claims. Trustpilot shows a 4.4 out of 5 score from 509 reviews, with support the most praised point and response delays during integrations among the complaints.

Klaviyo’s free plan lists email support for the first 60 days, and its FAQ lists chat, a growth success team, a community and an academy. Trustpilot is harsher: a 1.6 score from 369 reviews, with complaints about support behind paid tiers, billing surprises and account suspensions. Klaviyo has not recently asked customers for reviews or replied to negative ones, according to that page, so the score likely over-represents unhappy users. Treat it as a signal to read the billing terms carefully, not as proof of poor quality.

On the Shopify App Store the picture is closer: Klaviyo has 88 percent five-star reviews and 8 percent one-star, and Omnisend has 89 percent and 5 percent. Reviewers of both mention account suspensions over compliance checks, so keep your lists permission-based.

Pricing value: which one costs less for what you get

Value depends on what you actually use. Here is how the numbers play out for three common stores:

• Small store, 1,000 contacts, email only. Omnisend Standard at $20 against Klaviyo at $30. Both include flows and segmentation, and Omnisend is cheaper by $10 a month, or $120 a year.
• Growing store, 5,000 contacts, email plus SMS. Klaviyo Email at $100 plus an SMS add-on, against Omnisend Pro at $90 with SMS credits on top. This is the zone where the plans are closest, so features should decide.
• Large store, 25,000 contacts. Klaviyo at $400 and Omnisend Pro at $400 are identical on price. Omnisend Standard at $282 is lower, but caps sends at 12 per contact and leaves out Pro’s advanced AI and SMS. At this size, your data needs and SMS plans matter more than the sticker price.

Choose Klaviyo if…

• You want predicted lifetime value, churn risk and next order date available for segments and flows.
• You pull data from many tools and value a larger integration library (350+ listed).
• You want a deeper library of prebuilt flows and templates to start from.
• You plan to run SMS from a small base and prefer to add it without moving up to a higher email tier.
• You want WhatsApp, RCS or mobile app messaging in the same platform.

You can start on Klaviyo’s free plan and see how its flows and segments work with your catalog before you commit to a paid tier. Its free tier is capped at 250 active profiles and 500 emails a month, and it stops sending when you hit either limit.

Choose Omnisend if…

• Email is your main channel and you want the lowest bill on a list under about 10,000 contacts.
• You want free help moving from another platform (migration of contacts, workflows, matching segments, up to five forms and one template).
• You want a simpler path to the core flows, with popups and signup forms in the same app.
• You value 24/7 chat support on every plan, including Free, and accept that this is the vendor’s own claim.
• You expect to add SMS at volume later and want lower listed per-message rates on Pro.

A good first step is to open Omnisend’s free plan, which allows 250 contacts and 500 emails a month, and rebuild your welcome and abandoned cart flows there.

Verdict by store type

If none of these fits and you also want to compare Mailchimp, read our Shopify Email vs Mailchimp guide, or browse the broader best email marketing apps for Shopify list.

Migrating between Klaviyo and Omnisend

Moving from Klaviyo to Omnisend

Omnisend runs a free migration service. You create an account, connect your store, grant access to your Klaviyo account, and its team recreates your setup. According to its migration page, the service moves contacts, subscription status and custom properties, rebuilds every live workflow, migrates segments that can be matched in Omnisend, creates up to five signup forms or popups, and recreates one master template. Contact import takes 1 to 24 hours, and the full job takes about five business days.

Plan for these points:

• Flows cannot be imported directly. They are rebuilt by hand, either by the Omnisend team or by you from its templates.
• Historical campaign reports and revenue data do not carry over. Export them as PDFs from Klaviyo before you cancel.
• Keep Klaviyo active until you confirm automations fire correctly in Omnisend.
• Clean the list first. Billable contacts include non-subscribed contacts, so a bloated import can raise your tier.

Moving from Omnisend to Klaviyo

We found no vendor-run migration service from Omnisend to Klaviyo on the pages we read, so assume a do-it-yourself move. A sensible sequence is to export your contacts with consent status and custom properties, import them into Klaviyo, connect Shopify so order history syncs, and rebuild your flows from Klaviyo’s prebuilt templates. Authenticate your sending domain, send to your most engaged contacts first, and run the old flows in parallel for a week or two before you switch them off. Confirm the exact import steps in Klaviyo’s help center, since we did not verify them for this article.

Frequently asked questions

Is Klaviyo or Omnisend better for Shopify?

Neither wins for every store. Omnisend is the better fit when you want the lower email price, simple automation and migration help. Klaviyo is the better fit when you need predictive analytics, a larger integration library and more documented flow depth. Both are rated 4.7 on the Shopify App Store.

Which is cheaper, Klaviyo or Omnisend?

For email only, Omnisend Standard is cheaper than Klaviyo at every list size we priced, from 500 to 25,000 contacts. Omnisend Pro costs about the same as Klaviyo from 10,000 contacts up. Your SMS volume, send frequency and how each tool counts your contacts can change the final bill.

Do Klaviyo and Omnisend both have free plans?

Yes. Klaviyo’s free plan covers up to 250 active profiles and 500 emails a month, plus $5 of mobile messages. Omnisend’s free plan covers 250 contacts and 500 emails a month, plus 500 web push notifications. Both stop or prompt an upgrade when you pass the limits.

How does SMS pricing compare?

Omnisend lists US SMS from $0.007 at high volume and about $0.0085 at $50 of monthly spend, and sells credits on the Pro plan. Klaviyo shows $0.01 plus carrier fees per US toll-free send and lets you add SMS to any plan. The cheaper option depends on your monthly volume and destination countries.

Can I switch from Klaviyo to Omnisend without losing my flows?

Flows cannot be imported automatically, but Omnisend’s free migration service rebuilds your live workflows by hand. Contacts, subscription status and custom properties transfer, and historical reports do not, so export those first.

Which has better deliverability?

We found no independent, like-for-like inbox placement data for the two. Authenticating your sending domain with SPF, DKIM and DMARC, warming up after a switch and keeping your spam rate below 0.30 percent matter more than the platform you pick.

Which is better for B2B or wholesale Shopify stores?

We could not verify company-level segmentation for Shopify B2B on either vendor’s public pages. Run a trial with a sample of your wholesale customers and check whether tags and custom properties import into segments the way you need.

How is Klaviyo’s profile-based pricing different from Omnisend’s contact-based pricing?

Klaviyo bills by active profiles and moves you to a larger plan automatically as that count grows. Omnisend bills by billable contacts, which includes subscribed and non-subscribed contacts but not unsubscribed ones. In both cases, pruning inactive contacts keeps the bill down.

Sources

• Klaviyo pricing, Marketing tab and free plan: klaviyo.com/pricing (accessed October 6, 2026)
• Klaviyo SMS marketing page: klaviyo.com/products/sms-marketing (accessed October 6, 2026)
• Klaviyo email marketing features: klaviyo.com/products/email-marketing (accessed October 6, 2026)
• Omnisend pricing: omnisend.com/pricing (accessed October 6, 2026)
• Omnisend pricing plans help article: support.omnisend.com (accessed October 6, 2026)
• Omnisend migration from Klaviyo: omnisend.com/migrate-from-klaviyo (accessed October 6, 2026)
• Omnisend features and Shopify pages: omnisend.com/features, omnisend.com/shopify-email-marketing (accessed October 6, 2026)
• Shopify App Store listings: Klaviyo and Omnisend (accessed October 6, 2026)
• Trustpilot: Klaviyo and Omnisend (accessed October 6, 2026)
• Google email sender guidelines: support.google.com/a/answer/81126 (accessed October 6, 2026)