Klaviyo vs Omnisend: Which Email Tool Fits Your Shopify Store?

Pick OmnisendOmnisendEmail and SMSOmnisend is an email, SMS and web push marketing tool built for online stores, with signup forms, pre-built ecommerce automations and campaign templates. Free plan, paid from $16/mo.Click for Scout's full analysis if you want ecommerce email automation at a lower starting price, with unlimited segmentation on every plan. Pick KlaviyoKlaviyoEmail and SMSKlaviyo is an email and SMS marketing platform that pulls in store data from Shopify and 350+ other apps to build segments, automated flows and campaigns. Free plan, paid from $20/mo.Click for Scout's full analysis if you want predictive analytics, send time optimization and SMS without being pushed onto a top-tier plan first.

This is a head-to-head. If you are still deciding whether you need either one (or whether free Shopify Email is enough), start with our roundup of email marketing tools for Shopify.

Quick comparison

Ratings as listed on the Shopify App Store in November 2026.

The short version of the difference

Both tools cover the basics a Shopify store needs: signup forms, welcome, abandoned cart and post-purchase flows, campaigns, segmentation and A/B testing. The real differences are in three places.

1. How the price grows. Omnisend publishes a clear entry price for both paid plans and a discount for new subscribers. Klaviyo publishes only its entry tier ($20/month for 251–500 contacts) in a form we could confirm. Above that, you need its pricing calculator.
2. Where SMS lives. At Klaviyo, SMS is its own plan from $15/month. At Omnisend, for subscriptions started on or after May 4, 2026, SMS is only available as a paid add-on on Pro.
3. How much data work you want to do. Klaviyo's paid features lean toward customer data: predictive analytics, send time optimization, personalized product recommendations and AI-built segments and flow triggers from historical and real-time data. Omnisend's lean toward ready-made ecommerce workflows and making segmentation easy for everyone.

Klaviyo: who it fits

KlaviyoKlaviyoEmail and SMSKlaviyo is an email and SMS marketing platform that pulls in store data from Shopify and 350+ other apps to build segments, automated flows and campaigns. Free plan, paid from $20/mo.Click for Scout's full analysis is built for stores that expect email and SMS to be a main sales channel and want to target customers by behavior and purchase history.

What the paid Email plan includes (from its Shopify App Store listing): multi-channel segmentation and flows, personalized product recommendations, "reputation repair AI for deliverability," email AI for campaign creation, send time optimization, predictive analytics, multi-channel A/B testing and 160+ campaign templates.

What the SMS plan includes: up to 1,250 SMS/MMS credits a month with carrier fees included, SMS AI for campaign creation, automated two-way conversations, transactional SMS, branded SMS links and customizable multi-channel attribution.

The listing also says Klaviyo pulls data from 350+ integrations, and that its AI tool, Composer, can build campaigns across channels.

Watch out:

• Klaviyo's pricing page did not show tier prices above the entry point in a form we could confirm. Run your own list size through its calculator before you commit.
• Price rises with your active profile count, and each tier comes with a monthly send cap.
• The free plan stops sending at 500 emails a month, and free accounts get email support only for the first 60 days.

Skip Klaviyo if you send a couple of campaigns a month to a small list and don't plan to use segmentation or predictive data. You would pay for depth you won't use.

Omnisend: who it fits

OmnisendOmnisendEmail and SMSOmnisend is an email, SMS and web push marketing tool built for online stores, with signup forms, pre-built ecommerce automations and campaign templates. Free plan, paid from $16/mo.Click for Scout's full analysis suits small and mid-size stores that want proven ecommerce automations and simple, published pricing.

Plans (from Omnisend's help center and Shopify App Store listing):

• Free: $0. You can upload any number of contacts, but campaigns reach only a 250-contact segment, and you can send 500 emails a month. Includes popups and forms, abandoned cart and welcome emails, and 24/7 live support. No credit card needed.
• Standard: from $16/month for up to 500 contacts. Your email limit is billable contacts × 12 per billing cycle (6,000 emails at 500 contacts). Unlimited web push. Personalized Content, Personalized Sending Time and Forms Plus are paid add-ons.
• Pro: from $59/month for up to 2,500 contacts. Unlimited emails (fair use), advanced reporting and "advanced AI features," with Personalized Content, Personalized Sending Time and Forms Plus included. SMS is sold here as a separate credit subscription.

Starter discount: if you pay three months upfront on your first paid upgrade, you get 30% off those three months: $11.20/month on Standard ($33.60 total) or $41.30/month on Pro ($123.90 total). After that you pay the regular price.

Plans of $400/month or more on Standard or Pro also get an account expert. The listing says you can build campaigns and segments from ChatGPT or Claude through Omnisend's MCP connection, and that it has 250+ integrations, including Shopify Flow, Gorgias and Yotpo.

Watch out:

• If you want SMS and started after May 4, 2026, you must be on Pro. SMS credits expire after 60 days.
• Billable contacts include non-subscribers, not just people who opted in to email. Your bill can change month to month as that count moves.
• Like Klaviyo, Omnisend points you to its calculator for prices above the starting tiers.

Skip Omnisend if SMS is central to your plans but you don't want to pay for Pro, or if you specifically want predictive analytics.

What it costs at two store sizes

These use only published prices. Where a vendor doesn't publish the number, we say so.

Small store: 500 contacts, about 4,000 emails a month, no SMS

• OmnisendOmnisendEmail and SMSOmnisend is an email, SMS and web push marketing tool built for online stores, with signup forms, pre-built ecommerce automations and campaign templates. Free plan, paid from $16/mo.Click for Scout's full analysis Standard: $16/month, or $11.20/month for the first three months if you prepay. The 6,000-email limit covers 4,000 sends.
• KlaviyoKlaviyoEmail and SMSKlaviyo is an email and SMS marketing platform that pulls in store data from Shopify and 350+ other apps to build segments, automated flows and campaigns. Free plan, paid from $20/mo.Click for Scout's full analysis Email: $20/month, its listed price for 251–500 contacts.

Omnisend is $4/month cheaper here, and $8.80/month cheaper for the first three months with the prepay discount.

Growing store: 2,500 contacts, weekly campaigns, plus about 3,000 SMS a month

• OmnisendOmnisendEmail and SMSOmnisend is an email, SMS and web push marketing tool built for online stores, with signup forms, pre-built ecommerce automations and campaign templates. Free plan, paid from $16/mo.Click for Scout's full analysis: Pro at $59/month covers up to 2,500 contacts with unlimited emails. SMS is extra. At $10–$49.99 of monthly SMS spend the US rate is $0.009, so 3,000 messages cost $27. Total: about $86/month, before any rate differences for non-US numbers.
• KlaviyoKlaviyoEmail and SMSKlaviyo is an email and SMS marketing platform that pulls in store data from Shopify and 350+ other apps to build segments, automated flows and campaigns. Free plan, paid from $20/mo.Click for Scout's full analysis: the Email plan price at 2,500 profiles isn't published in a form we could confirm. The SMS plan starts at $15/month for up to 1,250 credits, so 3,000 messages would need a higher SMS tier, whose price we also couldn't confirm. Use Klaviyo's calculator.

The takeaway: Omnisend's math is easier to do in advance. Klaviyo may still be the better buy if you will use its data features, but you need a quote at your list size to compare fairly.

Which one should you choose?

• Choose OmnisendOmnisendEmail and SMSOmnisend is an email, SMS and web push marketing tool built for online stores, with signup forms, pre-built ecommerce automations and campaign templates. Free plan, paid from $16/mo.Click for Scout's full analysis if you have a few hundred to a few thousand contacts, want pre-built ecommerce workflows and unlimited segmentation on any plan, and like knowing the price up front.
• Choose KlaviyoKlaviyoEmail and SMSKlaviyo is an email and SMS marketing platform that pulls in store data from Shopify and 350+ other apps to build segments, automated flows and campaigns. Free plan, paid from $20/mo.Click for Scout's full analysis if email is a core revenue channel, you want predictive analytics and send time optimization, or you want SMS without moving to a top-tier email plan.
• Choose neither yet if your list is tiny. Shopify Email's free allowance may cover you for now; see our email roundup.
• Leaning toward SMS-first? Compare dedicated texting apps in our guide to the best SMS marketing apps for Shopify.

Common questions

Is Omnisend cheaper than Klaviyo? At the entry level, yes. Omnisend Standard starts at $16/month for up to 500 contacts, and Klaviyo's Email plan is $20/month for 251–500 contacts. Above that, neither publishes every tier, so compare both calculators at your list size.

Do both have a free plan? Yes. Both free plans cap you at 500 emails a month and 250 contacts or active profiles. Klaviyo's free plan also includes $5 of mobile messages a month; Omnisend's free plan has no SMS for new accounts.

Can I send SMS on Omnisend Standard? Not if you subscribed on or after May 4, 2026. Omnisend's help center says SMS is only available as a paid add-on on Pro for new subscriptions. Older accounts with an active SMS subscription may keep it at legacy rates.

Which has better ratings on the Shopify App Store? They are tied at 4.7, as listed on the Shopify App Store in November 2026. Klaviyo had 3,427 reviews and Omnisend 3,199.

Is it hard to switch between them? Both install as Shopify apps, so your store data is available to either one. None of the pages we read promised to carry over flows or templates from the other tool, so plan to rebuild those and switch at a quiet time of year. If neither fits, see our list of Klaviyo alternatives.

How we put this together

We did not test Klaviyo or Omnisend hands-on. Every price and feature here comes from the companies' own pages: Klaviyo's Shopify App Store listing and pricing page, and Omnisend's Shopify App Store listing and its "Pricing plans 2026" help center article, all read in November 2026, plus our tracked fact sheets for both tools (checked November 2, 2026). Prices scale with your contact count and change over time, so confirm the current numbers for your list before you sign up.