Brevo vs Klaviyo: Which is better in 2026?
A side-by-side comparison of pricing, features, and use cases to help you decide between Brevo and Klaviyo.
Email, SMS, and CRM platform for growing businesses
Marketing automation platform built for e-commerce
Head-to-head comparison
| Feature | Brevo | Klaviyo |
|---|---|---|
| Starting price | $9/mo ✓ Cheaper | $20/mo |
| Free plan | ✓ Yes | ✓ Yes |
| Pricing model | freemium | freemium |
| G2 rating | 4.5/5 | 4.6/5 ↑ |
| Capterra rating | 4.5/5 | 4.6/5 |
| Founded | 2012 | 2012 |
Brevo: pros & cons
- ✓Pricing based on emails sent, not contacts
- ✓All-in-one platform
- ✓Good free tier
- ✓Transactional email included
- ✗Automation less powerful than ActiveCampaign
- ✗Template editor can be clunky
- ✗Deliverability varies
Klaviyo: pros & cons
- ✓Best-in-class e-commerce features
- ✓Deep Shopify integration
- ✓Powerful segmentation
- ✓Revenue attribution
- ✗Expensive at scale
- ✗Overkill for non-e-commerce
- ✗Learning curve for automations
Choose Brevo if...
- →You have a large contact list and are paying too much on Mailchimp — Brevo charges per email sent, not per contact stored
- →Your marketing mix includes email, SMS, and WhatsApp and you want all three managed in one platform
- →You need transactional emails (order confirmations, password resets) bundled with your marketing emails under one account
Choose Klaviyo if...
- →Your Shopify store needs abandoned cart, browse abandonment, and post-purchase flows that trigger from real-time storefront behaviour
- →You want to segment your email list by purchase history, predicted lifetime value, or product category to send genuinely relevant campaigns
- →Your brand does both email and SMS and wants both channels running from a single automation flow with unified revenue attribution
Our verdict
Brevo and Klaviyo are closely matched on user ratings. Brevo is the more affordable option. The right pick depends on your team size and workflow.
Brevo vs Klaviyo: frequently asked questions
Is Brevo better than Klaviyo?
Klaviyo has a higher G2 score (4.6/5 vs 4.5/5). The best tool depends on your specific use case and budget.
Which is cheaper, Brevo or Klaviyo?
Brevo is cheaper, starting at $9/mo.
What is the main difference between Brevo and Klaviyo?
Brevo focuses on email marketing, sms & whatsapp, marketing automation. Klaviyo focuses on email marketing, sms marketing, advanced segmentation. Both serve similar use cases but differ in approach and pricing model.
Can I migrate from Brevo to Klaviyo?
Most teams migrate between Brevo and Klaviyo within a day or two. Export your data from Brevo (typically as CSV or via API), then use Klaviyo's import wizard to bring it across. Check each tool's help centre for a step-by-step migration guide before switching.