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

Klaviyo powers over 205,000 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 three core platforms: Klaviyo Marketing, Klaviyo Data and Analytics, and Klaviyo Service. 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 Cream uses 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 offers customer support tools, including Customer Agent, a personalized AI assistant, and Helpdesk, an AI-powered workspace.

Use Klaviyo 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 Klaviyo's customer experience tool. Ecommerce apparel retailer Ministry of Supply used Customer Hub 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 and plan features. Use Klaviyo’s price calculator to estimate your costs. 

As of September 2026, Klaviyo’s pricing consists of an email marketing plan priced by the number of active profiles and email sends per month, with optional mobile messaging, customer data, marketing analytics, and customer service add-ons.

Klaviyo Marketing plans

Klaviyo offers an email marketing plan with Mobile messages, Composer, Customer Hub, Social marketing, and Reviews available as add-ons. 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
  
• $5 of mobile messages per month
• Reporting dashboards
• Mobile app marketing
• Access to the Klaviyo Help Center and Klaviyo Academy

Klaviyo Email: Starting at $20/month for 5,000 monthly email sends and 500 active customer profiles

• Unified customer profiles
• 350+ built-in integrations
  
• Predictive analytics and reporting
• AI-generated segments, content, and images

Klaviyo Mobile messages: $20/month for 5,000 email sends; SMS priced by volume and destination

• Klaviyo email 
• Campaigns with A/B testing

Klaviyo Composer: $20/month; additional usage available in $10 increments

• Scheduled and recurring tasks
• Use AI to analyze performance
• Create flows and on-brand campaigns faster

Klaviyo Customer Hub starts at $30/month for 500 active profiles, Klaviyo Social marketing starts at $50 for 10,000 active profiles, and Klaviyo Reviews pricing starts at $25 for up to 250 orders/month. 

Klaviyo analytics and customer service features

Pricing for data and analytics and customer service varies by feature type. Here’s an overview:

Klaviyo Personalization: Starting at $100/month for businesses with up to 500 customer profiles

• Predictive analytics
• Multi-touch and omnichannel attribution
  
• Cohort reports and customer behavior funnels
  
• Advanced purchase pattern and catalog insights
• AI-optimized targeting, timing, and product recommendations

Advanced Klaviyo Data Platform (CDP): Starting at $500/month for businesses with up to 100,000 customer profiles

• Unified lifetime customer profiles
• Real-time customer segmentation
• Predictive analytics powered by Klaviyo AI
• No-code data transformation capabilities

Klaviyo Customer Agent: Starting at $75/month for 75 conversations

• First 50 AI conversations are free
• Dynamic product recommendations
• Routing and escalation 
• Real-time analytics and conversion insights

Klaviyo Helpdesk: Starting at $15/month for 50 support tickets per month 

• Full customer context 
• AI ticket tagging and skills-based routing
• Multi-channel support
• Team collaboration tools 
• Performance insights 
• Control marketing campaigns or flows from a support ticket

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 to 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 Messaging. Shopify’s native email marketing service, Shopify Messaging, 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.

• ActiveCampaign. ActiveCampaign 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.