What Is Klaviyo? Core Features, Pricing, and Shopify Details

Klaviyo powers roughly 176,000 brands worldwide, with more than a decade of experience helping ecommerce businesses manage their email marketing campaigns. Now, it’s evolving into an even more powerful tool, becoming a comprehensive, AI-driven omnichannel platform. It can orchestrate your entire customer experience across your brand’s website, support channels, and data stack.

Here’s an overview of Klaviyo’s key features and benefits, and how it stacks up against the competition—plus how to connect Klaviyo to your Shopify store in just a few clicks.

What is Klaviyo?

Klaviyo is a US-based customer relationship management (CRM) tool with a special focus on business-to-consumer (B2C) ecommerce brands. It can help you strengthen relationships with current and potential customers, increase customer loyalty, and boost revenue.

Historically, it focused on SMS text messaging and email marketing, but Klaviyo is now expanding into a full-service CRM. Its new tools integrate marketing, customer service, analytics, and customer data storage in one place.

A Shopify Premier Partner and the preferred email provider for Shopify Plus merchants, Klaviyo is trusted by brands like Modern Citizen. The apparel retailer was an early adopter of Klaviyo Email and continues to use it. 

“Klaviyo has become this huge SaaS [software-as-a-service] provider, and it’s still a platform that we use today,” Modern Citizen co-founder Jessica Lee says on an episode of Shopify Masters. “We feel really lucky that our tools really set us up for success and allowed us to kind of scale and grow very quickly.”

What are the main features of Klaviyo?

• Marketing
• Customer data
• Analytics
• Customer service

Instead of offering email marketing plans with feature add-ons, Klaviyo now provides four core platforms: Klaviyo Marketing, Klaviyo Analytics, Klaviyo Service, and Klaviyo Data. Here’s an overview:

Marketing

Klaviyo’s email marketing platform helps you design and run high-performing SMS and email campaigns. 

It offers:

• Customizable email templates

• Audience segmentation tools

• Drag-and-drop marketing automation builder

• Mobile push marketing channel

• Optional SMS marketing add-on

• Artificial intelligence (AI) tools for advanced segmentation

• Content generation

• Campaign testing

Gender-inclusive apparel retailer Dapper BOI uses Klaviyo campaigns to generate more than half of its sales.

“It’s really awesome because we're able to segment all of our customers based on different events, if they’ve shopped with us, and what they've shopped for," says founder Vicky Pasche on an episode of Shopify Masters.

Customer data

The Klaviyo data platform offers more than 350 prebuilt integrations designed to help ecommerce brands consolidate data from multiple sources. It also connects to Klaviyo's marketing and service platforms, letting you activate your data without managing data syncing or cross-plan integrations.

Klaviyo's lifetime customer profiles support real-time audience segmentation, data exports, and no-code data transformations. Consumer packaged goods (CPG) retailer McConnell's Fine Ice Creamuses Klaviyo Data to consolidate customer information, analyze purchase history, and create personalized email campaigns to encourage repeat purchases.

Analytics

Klaviyo’s marketing analytics uses data-driven insights to boost performance. It offers custom benchmarking and attribution modeling, audience and conversion dashboards, and predictive analytics tools. These features can anticipate purchase behaviors, calculate customer lifetime value (CLV), and provide insights into the customer journey.

Klaviyo's AI-powered analytics tools can also generate product recommendations to help you develop personalized messages for targeted campaigns. Boutique tea CPG retailer Harney & Sons uses Klaviyo Analytics to boost marketing performance. One recent re-engagement email campaign generated a 21% increase in average order value (AOV).

Customer service

Klaviyo’s newest feature, Customer Hub, offers a range of customer support tools, including an AI chatbot and a self-service order tracking system. You can also use it to provide personalized shopping and customer service experiences, complete with tailored messaging based on a customer’s purchase history and other data points.

Customer Hub is currently in beta testing and available for Shopify stores. Ecommerce apparel retailer Ministry of Supply used it to create branded customer accounts, which helped it increase revenue per session and earn 2,000 new customer accounts in just four months. 

How much does Klaviyo cost?

Klaviyo pricing is based on the number of user profiles, desired monthly SMS credits, and plan features. Use Klaviyo’s price calculator to estimate your costs. 

As of August 2025, Klaviyo’s pricing consists of three email marketing plan tiers with optional customer data and marketing analytics add-ons.

Klaviyo Marketing plans

Klaviyo offers three email marketing plans. Here’s the cost of each plan for a business based on the number of customer profiles:

Klaviyo Free: $0/month

• 250 customer profiles

• 500 monthly email marketing sends

• 150 monthly SMS marketing credits

• 60 days of email support

• Reporting dashboards

• Mobile push marketing channel

• Access to the Kaviyo Help Center and Klaviyo Academy

Klaviyo Email: $20/month for 5,000 monthly email sends

• Unlimited customer profiles

• Access to all free plan features except for SMS credits

• Email deliverability scores

• Predictive analytics

• Product recommendations

• Automated workflows

Klaviyo Email + SMS Plan: $20/month for 5,000 email sends and 150 SMS marketing credits monthly

• All features of the Klaviyo Email plan

• Multichannel segmentation, A/B testing, and attribution 

Klaviyo add-ons and advanced features

Pricing for advanced capabilities varies by feature type. Here’s an overview:

Klaviyo Analytics: $100/month for businesses with up to 2,500 customer profiles

• Marketing analytics 

• All Klaviyo Email tools

• Cohort reports

• Advanced segmentation and personalization

• Behavioral pattern insights

• Audience dashboards

Klaviyo Data Platform: $500/month for businesses with up to 100,000 customer profiles

• Centralized customer profiles

• All Klaviyo Analytics tools 

• Cross-selling recommendations

• No-code data transformations

• Data exports

Klaviyo Service: Free (for now)

• Currently beta testing and free to Shopify brands 

• Customer Hub with order management, tracking, and an AI-powered customer service 

• Wish lists and browsing history

• Personalized deals and coupons

• Personalized site content blocks

• Recently viewed products, AI-powered recommendations, and targeted win-back campaigns

Klaviyo Reviews: $25/month for 250 monthly orders

• Automated review requests 

• Targeted campaigns highlighting user-generated content (UGC)

• On-site review display

How to connect Klaviyo with your Shopify store

Klaviyo integrates directly with the Shopify ecommerce platform. Here’s how to set it up:

1. Sign in to Klaviyo and click on your company name in the bottom left-hand corner of the screen. 

2. Select “Integrations” from the pop-up menu. 

3. Click the “Add Integration” button in the upper right-hand corner of your screen. 

4. Enter “Shopify” in the search field and select the Shopify icon to navigate the prebuilt Shopify integration. 

5. Enter your store’s web address in the URL field.

6. Scroll down to the “Sync data with Shopify” section and select the box next to “Sync your Shopify email subscribers to Klaviyo.”

7. Select a list name from the dropdown menu or create a name for your synced Shopify subscribers. If you use Klaviyo for SMS, repeat the steps for text message subscribers using the field below. 

8. Scroll down and select the data types you'd like to sync.

9. Scroll to the bottom of the page and click “Connect to Shopify” to return to your Shopify dashboard. Log in if prompted.

10. If you’ve already installed the Klaviyo app, review permissions and click “Update App” to return to Klaviyo. If you haven’t, locate the Klaviyo App on the Shopify App Store and click “Install” to add it to your dashboard. 

11. In Klaviyo, click “Integrate” to confirm your integration. Klaviyo will display a message to indicate success.

How does Klaviyo compare to other tools?

Here's how Klaviyo stacks up against other email marketing platforms:

• Shopify Email. Shopify’s native email marketing service, Shopify Email, offers pre-built email templates, automated emails, AI-powered content generation tools, and a drag-and-drop email builder. It does not include a full-scale CRM or customer service platform. 

• Mailchimp. Mailchimp and Klaviyo offer many of the same email campaign tools, like AI-powered segmentation, pre-built templates for marketing automations, and deliverability and open rate reports. MailChimp can be more affordable depending on your business needs. Klaviyo offers more advanced analytics and reporting tools.

• Active Campaign.Active Campaign offers an email marketing platform and a marketing CRM, but unlike Klaviyo, it doesn't offer a free plan. Klaviyo also offers more advanced ecommerce-specific features.