For an online shop, your store platform and list size decide which Klaviyo alternative fits. Shopify stores often start with Shopify Email or Omnisend, smaller shops with simple needs suit MailerLite or Brevo, and teams that want deep automation look at ActiveCampaign. Pick one, rebuild your five core flows, then move your list gradually.
Klaviyo is popular with online shops because it pulls in your store data and lets you build emails around what people browse and buy. But it isn't the only way to do that, and it isn't always the right fit when your list is small, your plan has grown past your budget, or you just want something simpler.
I'm going to go through this the way I'd talk it through with a shop owner. First, which tool suits which kind of store. Then the five automated flows you should rebuild first, a note on SMS, and how to move without hurting your inbox placement.
Where do you sell? Start there
Most of the wrong choices I see come from picking an email tool before looking at the store platform. Check which tools connect cleanly to the platform you use, then narrow down. Always check each provider's current plans and integrations page before you commit, because both change often.
Shopify Email: the starting point for Shopify stores
It's built into Shopify, so there's nothing to connect. It suits new stores that want to send campaigns and a few basic automations without learning another dashboard. The limit is depth. Once you want detailed segments or longer automated journeys, you'll probably outgrow it.
Omnisend: built for online shops
Omnisend is made with ecommerce in mind and handles email and SMS in one place, with ready-made automations for the common shop flows. It suits growing stores that want something close to Klaviyo's approach. Its main limit is that it's focused on shops, so it's less useful if you also run a service business.
Mailchimp: familiar and broad
Mailchimp is one of the best-known email tools around. It covers campaigns, simple automations, landing pages and store integrations. It suits owners who already use it and want to stay put. The limit is that some shop-specific features feel less focused than in tools made only for ecommerce.
Brevo: email, SMS and a simple CRM together
Brevo (once known as Sendinblue) combines email, SMS and basic contact management. It suits small businesses that want several channels in one tool. The limit is that the interface has plenty of options, so give yourself time to find your way around.
MailerLite: simple and quick to learn
MailerLite is known for being easy to use, with a clean editor and a free plan to start. It suits small shops and creators who want to send good-looking emails fast. Its main limit is that very advanced store segmentation is lighter than in Klaviyo.
Drip: ecommerce-focused automation
Drip is aimed at online stores and brands that want to tailor messages by behaviour. It suits shops that care about segmenting by what customers do. The limit is that it's more of a specialist tool, so a very small store may not need everything it offers.
ActiveCampaign: deep automation
ActiveCampaign is known for its automation builder and its CRM features. It suits businesses with longer customer journeys, such as shops that also sell services or high-value items. The limit is the learning curve. Plan time to set it up well.
Privy: popups and email for small stores
Privy focuses on capturing visitors with popups and then following up by email and text. It suits small Shopify shops that mainly want to grow the list. The limit is that it's lighter on broader marketing features, so many owners pair it with something else.
If you're also weighing general-purpose options beyond shops, my guide to the best email marketing software for small businesses goes wider than this list.
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The five flows to rebuild first
Don't try to recreate everything on day one. Rebuild the flows that bring in the most return, in this order.
- Welcome flow. A short series for new subscribers. Introduce your shop, say what makes it different, and give them a reason to buy.
- Abandoned cart. A reminder for people who added items and left. Keep it helpful, not pushy. Show the product and make it easy to go back.
- Browse abandonment. For people who looked at products but never added anything. It needs good store tracking, so test it carefully.
- Post-purchase. Thank the customer, set delivery expectations, and ask for a review a little later.
- Win-back. A gentle message to customers who haven't bought for a while. Ask what they'd like to see, rather than only offering a discount.
Once these five are live, check the numbers against what you had before. If something is worse, fix it before building more. For ideas on how these automations fit together, read how email marketing supports lead nurturing.
A note on SMS
Several of these tools offer text messaging as well. Rules on consent differ between countries and even between states, so check with the provider and, if you're unsure, a legal adviser before you send. Collect clear permission, keep it occasional, and let people opt out easily. If you only send email today, you don't need to add SMS just because a tool offers it.
Warming up your sending when you move
A new tool means a new sending setup, and mailbox providers like Gmail and Outlook take notice of sudden big volumes. Here's the sensible way to handle it.
- Set up your sending domain authentication in the new tool before you send anything. Your provider will explain the steps.
- Start with your most engaged subscribers, such as people who opened or clicked recently.
- Increase your volume gradually over a few weeks rather than sending to everyone at once.
- Clean out addresses that bounce. Don't import people who asked to leave your list.
- Keep your old tool running until the new flows are tested, then switch off the old ones one at a time so nobody gets doubled up.
If you want AI help with subject lines and copy once you've moved, have a look at my round-up of the best AI email marketing tools.
Klaviyo alternatives at a glance
| Tool | Suits | Main strength | Main limit |
|---|---|---|---|
| Shopify Email | New Shopify stores | Built into Shopify | Limited depth |
| Omnisend | Growing online shops | Ecommerce flows with email and SMS | Shop-focused |
| Mailchimp | Owners who know it already | Broad features | Less shop-specific |
| Brevo | Small multi-channel teams | Email, SMS and CRM together | Many options to learn |
| MailerLite | Small shops and creators | Easy to use | Lighter segmentation |
| Drip | Behaviour-led stores | Ecommerce automation | Specialist tool |
| ActiveCampaign | Longer customer journeys | Automation depth | Learning curve |
| Privy | Small Shopify shops | Popups plus follow-up | Narrower marketing set |
Make an email marketing tool? See how to get it featured on this list.
Frequently asked questions
What is the best Klaviyo alternative for Shopify?
There's no single winner. Shopify Email suits new stores, Omnisend suits growing shops that want email and SMS together, and Privy suits stores focused on list growth. Check how each connects to your store before you decide.
Is Mailchimp a good alternative to Klaviyo?
It can be, especially if you already use it and your needs are fairly standard. Compare how it handles shop data and automations against what you do today, and check its current plans.
Which flows should I rebuild first when I switch?
Start with the welcome flow and abandoned cart, then add browse abandonment, post-purchase and win-back. These tend to matter most for an online shop.
How do I move my email list without landing in spam?
Set up domain authentication, start with your most engaged contacts, and raise your volume gradually over a few weeks. Don't import anyone who has unsubscribed.
Do I need SMS to replace Klaviyo?
No. Many shops do well with email alone. If you add SMS, check the consent rules where your customers live and ask your provider or a legal adviser if you're unsure.
