Klaviyo vs Mailchimp: Which Has Better Ecommerce for 2025?

Both make campaign management pretty straightforward, but they go about it differently. Klaviyo’s all about precision through data. You can filter campaigns using custom metrics, predictive scores, and real-time ecommerce behavior. Testing subject lines, content, and send times happens simultaneously through Smart Send Time, which figures out the best hour to reach each person in your audience. 

One thing I really like: you can A/B test inside automated emails, which is rare and saves you from jumping between tools when you’re optimizing lifecycle emails or creating personalized campaigns.

Mailchimp takes a wider approach. Ease and scale are the priorities. The campaign builder’s flexible—multivariate tests across subject lines, sender names, and design if you’re on Standard or Premium. 

Their Send Time Optimization engine looks at past open behavior to auto-schedule sends. Tags, folders, and comparative reporting make it easier to stay organized when you’re managing lots of campaigns. 

When I’ve tested large lists, Mailchimp integrates well with its infrastructure and handles batch delivery more smoothly than Klaviyo’s, though you lose some of that event-level control.

Winner: Klaviyo—better for precision testing and behavioral optimization; Mailchimp—superior for multivariate testing at scale.

Klaviyo’s drag-and-drop builder connects directly to your ecommerce data. You can drop in dynamic product feeds, pricing, personalized blocks—all without leaving the email editor.

Their Universal Content feature’s pretty handy. Edit a footer or brand section once, and every email picks it up automatically. If you know HTML, you can embed custom code with data binding. Conditional visibility rules let you show or hide entire sections based on who’s receiving the email.

Mailchimp’s builder puts ease and visual flexibility first. There’s a Creative Assistant that uses AI to generate branded assets, and Dynamic Content rules let you control what shows up based on subscriber tags or groups. Product sync works in real-time for connected stores, but the product block’s got limits—you can’t edit variants or add complex logic without getting into the code. 

That said, the pre-styled templates and responsive layouts, plus the brand kit, make it fast to create something polished. The user-friendly interface makes it one of the popular tools for marketers who don’t want to mess with code.

Winner: Klaviyo—unmatched for dynamic, data-driven design; Mailchimp—faster for polished visual creation.

This is where they really split off from each other. Klaviyo’s Flows are built for ecommerce from the ground up—they run on metrics and customer behavior, not just static triggers. You can kick off automations from events such as “Viewed product,” “Started checkout,” or “Predicted churn,” and then personalize everything using purchase history or predicted lifetime value. 

A/B testing within flows, conditional branches by SKU, dynamic time delays based on what someone does—it makes lifecycle marketing automation feel surgical and enables truly individualized campaigns.

Mailchimp’s Customer Journeys have gotten better since 2023. You can map out sequences visually, set delays, split paths based on clicks or purchases. But the triggers are broader. You can’t really target by individual product details unless you bring in integrations. STO and multivariate testing enhance performance, but you’ll require Premium plans for more in-depth personalization. 

Mailchimp offers better accessibility and cross-channel journey visualization. Klaviyo offers superior behavioral automation depth.

Winner: Klaviyo—far more advanced for data-triggered ecommerce automation.

Klaviyo’s form builder is built around conversions and granular targeting. You can target by device, location, traffic source, or segment, and test multiple versions of the same popup to see what converts best. 

Every form submission becomes a trackable event, so you can segment people by exactly which form or offer they signed up through. Forms come in embedded, flyout, and full-screen formats with behavior triggers like exit intent, time-on-page, or scroll depth.

Mailchimp’s landing page builder looks good and it’s intuitive, but it’s more about branding than optimization. Drag-and-drop assembly with blocks for products, promo codes, media—works well for quick campaign pages or gated offers. 

No native A/B testing, though, and the targeting rules are pretty basic audience filters. It connects seamlessly with Mailchimp stores, but if you need detailed targeting, you’ll need to bring in other tools.

Winner: Klaviyo—for marketers focused on form performance and segmentation depth.

Klaviyo’s segmentation updates in real time, which I’ve found really useful. You can combine behavioral, transactional, and predictive data—things like churn risk or CLV—to build precise audience groups with advanced segmentation features. 

The advanced segmentation capabilities and smart segmentation let you create highly targeted groups. Segments are dynamic. The moment someone’s status changes, they are automatically in or out. You can nest AND/OR conditions, pull in historical data, or even trigger automations directly when segment membership changes.

Mailchimp goes the traditional route. Lists (they call them Audiences) are static by default, but you can build tags, groups, and advanced segments if you’re on Standard or Premium. Their Predicted Demographics feature guesses gender and age for demographic targeting, but it doesn’t update in real-time and you won’t get event-level triggers. 

The interface does make segmentation more approachable if your team’s not super technical, though both Klaviyo and Mailchimp require some learning to get the most out of segmentation. Note that Mailchimp works with multiple lists, which some teams prefer for organizational purposes.

Winner: Klaviyo—superior for dynamic, event-driven segmentation.

Klaviyo’s purpose-built for ecommerce. The Shopify and WooCommerce integrations give you back-in-stock, price-drop, and browse abandonment flows right out of the gate. Product blocks update automatically from your live catalog, and you can generate unique discount codes per recipient straight from Klaviyo. 

Predictive analytics like “Expected next order date” make the automation feel commercially smart, helping you generate more revenue from the same contact. It’s particularly good at helping you recover abandoned carts with detailed behavioral triggers.

Mailchimp connects fine with major ecommerce platforms, but the store automation stays lighter. You can embed product blocks and promo codes into campaigns, send cart reminders or post-purchase sequences, but there’s no one-click dynamic coupon generation and product targeting’s not as detailed. 

Their commerce dashboard does a solid job tracking total store revenue and customer lifetime metrics though. You can also find it easily in the Shopify App Store if that’s your ecommerce store platform.

Winner: Klaviyo—best-in-class ecommerce integration and predictive tools.

Deliverability’s strong on both, but they handle it differently.

Klaviyo has Smart Sending, which prevents you from over-emailing and automatically skips contacts who’ve engaged recently elsewhere. You can warm new domains manually or request a dedicated IP if you’re sending high volume.

Real-time reports break down opens, clicks, and bounces by domain, providing visibility into deliverability health for those who care about the technical aspects.

Mailchimp focuses on systemic optimization. Delivery Insights (Premium only) tracks bounces, spam complaints, and inbox placement trends. Reputation management is automated—you can’t manually tweak a lot of the technical stuff, but the infrastructure’s really stable.

Winner: Klaviyo—for advanced send control and frequency protection.

Klaviyo has become a real omnichannel tool. Native SMS/MMS for the US, UK, EU, and AU. AI-assisted copywriting, link shortening, A/B testing, and two-way messaging, where available. You can integrate SMS messages directly into flows alongside email or push notifications—useful for things like shipping updates or flash sales. 

One thing to note: Klaviyo dropped 10DLC numbers in the US, so they’re focusing on toll-free or short codes for compliance and better throughput.

Mailchimp’s SMS add-on is newer and still somewhat limited. Credit-based pricing, works in select countries (US, UK, CA, AU) and doesn’t have advanced automation triggers for SMS campaigns. It integrates with promo codes and lets you schedule around quiet hours, but no two-way conversations. 

The main upside is having unified reporting in Mailchimp’s dashboard, which works well if you’re a small team testing SMS on the side.

Winner: Klaviyo—more advanced, compliant, and automation-ready SMS marketing.

Klaviyo’s reporting centers on revenue attribution. Each campaign and flow shows sales impact, order count, per-message ROI. Dashboards are customizable—filter by channel (email, SMS, push) or predictive metrics like CLV and churn.

Flow analytics visualize entire sequences with conversion rates at every step. For ecommerce teams, it means you can turn data into clear visibility about which automations are profitable and driving customer engagement.

Mailchimp’s reporting suite is broader but not as detailed. Comparative Reports (Standard and up) let you look at multiple campaigns across 18 months to track campaign performance. Ecommerce dashboards show total revenue, customer value, and product performance. 

The visuals look good in presentations and integrate well with Google Analytics, but Mailchimp doesn’t give you per-email revenue attribution inside automations, so deeper ROI tracking’s harder to trace.

Winner: Klaviyo—deeper attribution and profitability insights.

Klaviyo integrates with over 350 tools, with really deep data sync for ecommerce stacks—making it work well as a customer data platform. The APIs (Profiles, Events, Catalogs, Universal Content) let developers push and pull real-time data across CRMs, CDPs, stores. You can build triggers from any external event using webhooks or APIs. 

Both platforms integrate with most major email service providers and marketing tools, though Klaviyo’s connections tend to be deeper for ecommerce-specific needs. While Klaviyo has fewer features for general marketing, its ecommerce tools are more specialized.

Mailchimp offers Marketing and Transactional (Mandrill) APIs, good for sending, tracking, and syncing campaigns at scale. They’re also solid for transactional emails like order confirmations. Integration library is huge—300+ apps including Shopify, Squarespace, Zapier, plus additional tools for social media and ads. 

However, the API is batch-oriented, not as event-driven as Klaviyo’s. Segmentation updates might lag a bit behind real-time activity, which matters less if you’re not running time-sensitive ecommerce flows.

Winner: Klaviyo—superior real-time and event-driven API ecosystem.

Klaviyo gives you 24/7 email support for all users during the first 60 days, 24/5 live chat support for paid plans. The documentation is really good, and Klaviyo Academy has structured learning paths for ecommerce marketers—solid support resources if you’re willing to self-learn. No phone support though, and I’ve heard response times can drag during busy periods.

Mailchimp provides 24/7 chat and email for all paid plans, and adds phone access for Premium users. Onboarding’s more guided, especially if you’re a small business, and response times are generally faster.

The knowledge base is extensive, but the technical depth can get shallow when you hit complex issues. Both Mailchimp and Klaviyo offer solid support, just through different channels depending on your plan tier.

Winner: Mailchimp—broader support access and phone availability.

Klaviyo doesn’t have a full mobile admin app. You can access analytics or campaign monitoring through mobile web, but editing campaigns or flows isn’t supported. They’ve focused on mobile messaging (SMS and push) instead of mobile administration. Makes sense for larger teams managing campaigns from desktops anyway.

Mailchimp’s mobile app (iOS and Android) is a full marketing companion. You can create and send campaigns, manage audiences, monitor reports, get push alerts about performance spikes or weird patterns. Works well if you want visibility without being chained to a laptop.

Winner: Mailchimp—superior for on-the-go campaign control.

Klaviyo’s ratings on G2 consistently mention the segmentation, intuitive interface, and ecommerce focus. One reviewer notes that “advanced segmentation and automation tools … seamless integration with ecommerce platforms like Shopify and WooCommerce,” are the reasons they prefer it. 

Users often praise the platform’s clarity and responsive support, which make building campaigns simpler. Flip side: some mention steeper learning curves since more advanced features like predictive analytics or dynamic feeds need setup and familiarity—not exactly plug-and-play.

Mailchimp’s G2 reviews emphasize ease of use, clean design, broad capabilities for non-technical users. One reviewer notes: “Mailchimp has been such an easy tool to onboard, learn, and implement.”

However, Mailchimp receives criticism for its SMS support and customer service. One user reported waiting “over a month” for a resolution to their SMS issues. Another common complaint is the creeping complexity over time. As features pile up, navigation gets harder, and users feel overwhelmed.

Klaviyo gets praise on Capterra, especially for intuitive automation and ecommerce tailoring. One reviewer noted, “I’ve really enjoyed Klaviyo and think that it is the strongest ecom email platform on the market for Shopify merchants.” Reviews also mention ease in customizing emails, strong SMS support, flows that generate passive revenue.

Others highlight Klaviyo’s clean interface and template flexibility, although some caution that it can become expensive as lists grow.

Mailchimp’s Capterra reviews emphasize usability, template variety, and audience segmentation. Users frequently comment that Mailchimp is “very easy to use” and allows smooth campaign creation, even for non-technical folks.

Critics flag rising costs and rigidity in free or lower-tier plans, though. One meta-review notes users feel pressured to upgrade earlier than expected because of plan downgrades and shifting limits.

On Reddit, users generally praise Klaviyo for strong automation and ecommerce focus, with caveats around cost and UX quirks. In one thread, someone described it as “jet fuel for growing or established ecommerce stores,” noting deep Shopify integration and advanced flows—but warned it’s “not suitable for shops still figuring out product-market fit.”

Some praise segmentation and automation capabilities (strong workflows), while others push back on the steep learning curve for beginners.

Mailchimp reviews on Reddit tend to highlight simplicity and cost advantages—until scale or complexity becomes painful. One commenter in r/ecommerce said: “Mailchimp works fine … it might be worth it” for beginners, while noting Klaviyo’s behavior tracking was more capable.

Another user raised concerns about growing constraints: “Automation workflows that should be simple end up being a hassle … I’ve run into weird limits” especially as lists grow. In r/Emailmarketing, one user was blunt: “Mailchimp is terrible. Their layout and UI is all over the place.”

Depends on what you’re trying to do. In the Klaviyo vs. Mailchimp debate, Klaviyo outperforms Mailchimp for ecommerce brands that need deep segmentation, automation, and predictive insights. Mailchimp wins on ease of use, multichannel features, and affordability for general marketing. For ecommerce growth, Klaviyo is stronger. For simplicity and versatility, Mailchimp is more practical.

When evaluating Klaviyo vs. Mailchimp for Shopify specifically, Klaviyo’s purpose-built for Shopify—native integration, real-time order syncing, dynamic coupons, product recommendations. Mailchimp’s Shopify app works smoothly now, but the ecommerce triggers and personalization are lighter. For serious Shopify stores, Klaviyo is still the better choice.

Yes, but not automatically. You can copy HTML templates from Mailchimp and upload or rebuild them in Klaviyo’s editor. Some design adjustments might be needed since custom merge tags and styling differ between the two.

Thinking about Mailchimp or Klaviyo for your small business? Mailchimp’s cheaper at smaller list sizes. Plans start around $13–$20/month for 500 contacts, while Klaviyo starts near $20–$25. But Klaviyo includes ecommerce automations and SMS tools that Mailchimp often locks behind higher tiers.

Migration’s pretty straightforward in the Klaviyo vs. Mailchimp switch. Klaviyo provides a guided importer to transfer contacts, tags, and templates. Most Shopify and WooCommerce stores finish setup within a day. The main challenge is rebuilding automations and flows to match Klaviyo’s more advanced logic.