Klaviyo vs Brevo: Which is better in 2026?
A side-by-side comparison of pricing, features, and use cases to help you decide between Klaviyo and Brevo.
Marketing automation platform built for e-commerce
Email, SMS, and CRM platform for growing businesses
Head-to-head comparison
| Feature | Klaviyo | Brevo |
|---|---|---|
| Starting price | $20/mo | $9/mo ✓ Cheaper |
| Free plan | ✓ Yes | ✓ Yes |
| Pricing model | freemium | freemium |
| G2 rating | 4.6/5 ↑ | 4.5/5 |
| Capterra rating | 4.6/5 | 4.5/5 |
| Founded | 2012 | 2012 |
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
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
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
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
Our verdict
Klaviyo and Brevo are closely matched on user ratings. Brevo is the more affordable option. The right pick depends on your team size and workflow.
Klaviyo vs Brevo: frequently asked questions
Is Klaviyo better than Brevo?
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, Klaviyo or Brevo?
Brevo is cheaper, starting at $9/mo.
What is the main difference between Klaviyo and Brevo?
Klaviyo focuses on email marketing, sms marketing, advanced segmentation. Brevo focuses on email marketing, sms & whatsapp, marketing automation. Both serve similar use cases but differ in approach and pricing model.
Can I migrate from Klaviyo to Brevo?
Most teams migrate between Klaviyo and Brevo within a day or two. Export your data from Klaviyo (typically as CSV or via API), then use Brevo's import wizard to bring it across. Check each tool's help centre for a step-by-step migration guide before switching.