What is Klaviyo? (Complete Guide + 2025 Reviews)

Klaviyo is a marketing automation platform designed specifically for businesses in e-commerce, SMEs and startups. It is aimed at those who seek to centralize their marketing actions and obtain a complete vision of their customer data. Its promise is simple: to help you build stronger and more profitable customer relationships through ultra-personalized communication across multiple channels. In 2025, Klaviyo is positioned as a reference tool for transforming customer data into memorable and growing experiences for your business.

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What is Klaviyo for? (Use case)

Klaviyo is a unified customer platform that allows you to manage and optimize your emailing campaigns, text messages, and push notifications all in one place. The tool excels at collecting and unifying customer data from a variety of sources, such as your e-commerce site or your CRM, to create a 360 degree view of each contact.

With this in-depth knowledge, you can trigger automated and relevant communications. For example, an online store can use Klaviyo to automatically send abandoned cart reminder emails, welcome sequences for new subscribers, product recommendations based on purchase history, or reactivation campaigns for inactive customers.

Key features of Klaviyo

• Advanced segmentation: Create very specific contact segments based on their buying behavior, site navigation, or email interactions. The benefit is surgical targeting for more powerful campaigns.
• Automation (Flows): Build complex automated scenarios with a drag-and-drop visual editor. This allows you to engage your customers at the right time with the right message, without manual effort.
• Email & SMS campaigns: Launch email and SMS marketing campaigns, from simple newsletters to targeted promotional messages. The advantage is being able to reach your customers on their favorite communication channels.
• Registration forms: Expand your contact base with customizable forms and pop-ups to integrate into your site. You thus capture new qualified prospects to feed your campaigns.
• Reporting and Analysis: Track the performance of your marketing actions with detailed dashboards. So you can measure your return on investment and identify what works best to continuously optimize your strategy.
• Klaviyo AI: Take advantage of artificial intelligence to optimize your actions, generate content and anticipate the needs of your customers for smarter and more effective campaigns.
• Customer review management: Collect and highlight customer reviews directly from the platform to build trust and increase conversions.

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Advantages and limitations of Klaviyo

✅ Advantages:

• Power of segmentation and automation: The ability to create very fine scenarios and segments based on real-time data is a major asset.
• Deep integration with the e-commerce ecosystem: Klaviyo connects natively and in a very advanced way with platforms like Shopify, Magento, and BigCommerce.
• All-in-one platform: Centralized management of email, SMS and even customer reviews considerably simplifies the omnichannel marketing strategy.
• Ease of use: Despite its power, the tool remains accessible, in particular thanks to its drag-and-drop editor and its numerous templates.

❌ Boundaries:

• High price: Cost can be a barrier for very small businesses, as rates increase with the number of contacts.
• Learning curve: To fully master the most advanced functionalities, adaptation time is necessary.
• Complexity of rates: The price structure, based on the number of active profiles and shipments, can sometimes be complex to anticipate.

How much does Klaviyo cost? (Prices 2025)

La Klaviyo pricing is flexible and adapts to the growth of your business. It is mainly based on the number of contacts (active profiles) you manage and on the channels you use (Email only or Email and SMS).

• Free Plan: Ideal for getting started, this plan allows you to manage up to 250 contacts and send 500 emails per month. It also includes 150 SMS/MMS credits to test the service.
• Email plan: Starting at $20 per month for 251-500 contacts, this plan includes all the features of the free plan, removes Klaviyo branding, and offers email and chat support. The price then increases in stages based on the number of contacts (for example, around $150 per month for 10,000 contacts).
• Email + SMS plan: This plan combines both channels for an omnichannel strategy. For 251 to 500 contacts, it starts at $35 per month, including 1,250 SMS/MMS credits. As with the Email plan, the cost evolves with your contact base.
• Klaviyo One: For large companies with complex needs in terms of volume, security and support, Klaviyo offers a tailor-made offer, only on estimate.

It is important to note that Klaviyo automatically adjusts your package up or down according to the evolution of your number of active profiles.

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Our opinion on Klaviyo (Test & Recommendations)

After analysis, our opinion on Klaviyo is very positive, especially for e-commerce players. The platform delivers on its promise of intelligent, data-centric marketing automation. The native integration with Shopify is particularly impressive, allowing data synchronization to be almost perfect and in real time. The creation of automated flows (cart reminder, welcome, etc.) is both intuitive and extremely powerful.

The main strength remains its capacity for segmentation, which makes it possible to send messages of great relevance. However, this level of performance comes at a cost that may seem high if one does not fully exploit the capabilities of the tool. We therefore recommend it to e-commerce businesses, from SMEs to large brands, who are ready to invest in a robust solution to accelerate their growth and retain their customers. For beginners or those with a very limited budget, the alternatives may be more suitable at first.

Our final score: 4.5/5

Alternatives to Klaviyo

• Brevo (formerly Sendinblue): An excellent alternative that offers very complete functionalities, including automation and SMS, often at a more competitive price. It is a solid option for those looking for good value for money.
• Mailchimp : Very popular and easy to learn, Mailchimp is a good option for beginners or businesses with less complex automation needs.
• Omnisend: Specifically designed for e-commerce, Omnisend is a direct competitor that stands out for its highly integrated multi-channel approach (email, SMS, push notifications).

Integrations available with Klaviyo

One of the great assets of Klaviyo is its vast ecosystem of integrations. The platform offers over 350 native connections to unify your entire tech stack.

• E-commerce: Deep integrations with Shopify, WooCommerce, Magento, BigCommerce, etc.
• Payment: Connect your payment solutions like Stripe and ReCharge to segment based on transaction data.
• CRM: Connections to CRMs like Salesforce are available to sync sales and marketing data.
• Automation: If a native integration doesn't exist, you can use platforms like Zapier or Make to connect Klaviyo to thousands of other applications.
• Others: Integrations are also available for loyalty programs, customer support, advertising (Meta Ads), and data warehouses (BigQuery, Snowflake).

How do I get started with Klaviyo? (Quick guide)

1. Create your account: Sign up for free to access the platform and start exploring its features.
2. Install tracking: Integrate the Klaviyo code snippet into your website to start collecting data on your visitors' activity.
3. Connect your e-commerce platform: Integrate with your store (e.g. Shopify) in a few clicks to synchronize order history and customer data.
4. Import your existing contacts: Transfer your current contact list to centralize your database.
5. Create your first flow: Get started by setting up simple but effective automation, such as a welcome email or an abandoned cart reminder sequence.

Need help integrating Klaviyo?

Integrating a tool as powerful as Klaviyo into your marketing strategy can be complex. To make sure you get the most out of the platform and adapt it perfectly to your goals, hire experts. The TurnK team can support you in integrating and optimizing Klaviyo for your project. Contact us to discuss it!