Brevo vs Klaviyo: Pricing, Features & Verdict [2026]

While not exactly direct competitors, Brevo and Klaviyo are two popular names in email marketing. Both have loyal user bases and are strong options for email marketing in 2026, with modern feature sets, extensive use of AI, and regular product updates. So, which one should you choose? That’s exactly the question we’re trying to answer with this comparison.

TL;DR Brevo vs Klaviyo comparison at a glance

Short answer: Klaviyo (8.6/10) is the better fit for eCommerce brands that want deeper Shopify integration, more advanced automation, and conversational SMS. Brevo (8.5/10) costs less and makes more sense if you want email, SMS, and a built-in CRM in the same platform. At 10,000 contacts and four campaigns a month, that works out to $46 on Brevo’s Starter plan versus $150 on Klaviyo’s Marketing plan as of October 2026.

Here’s a quick comparison of the key features and aspects we evaluated for this article. If any category is particularly important to your decision, click on it to jump straight to the section where we explore it in detail.

That’s almost a tie! Not exactly an easy decision. To see where the differences lie and what makes each platform distinct, continue with our comparison.

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Brevo vs Klaviyo pricing and feature differences

To prepare this comparison, we spent several weeks working with both platforms and exploring their features, including some less obvious ones that might be interesting to real users. We created email campaigns, built automations, segmented our contact lists, created signup forms, and checked the platforms’ deliverability tools, so you don’t have to. These are the results of our hands-on testing of Brevo and Klaviyo.

Pricing plans

⭐ Brevo: 8.5/10 | Klaviyo: 7/10

Disclaimer: Pricing changes frequently. All prices in this comparison were verified against Brevo’s official pricing and Klaviyo’s official pricing as of October 9, 2026. Always confirm current costs on the official pages.

Comparing Brevo and Klaviyo pricing in a single table is almost impossible because each platform builds its plans around a different main limit. Brevo prices plans by monthly email volume, and the number of contacts you can store depends on that volume. Klaviyo prices plans by active profiles, and each paid tier includes a monthly email allowance of 10 times that number. To keep things clear, we compare them in two separate pricing tables.

Brevo has four paid plans and a free one, although the free plan is quite limited – it allows only 300 emails per day, while marketing automation is capped at 2,000 contacts (the same automation cap applies to Starter). Brevo also offers a customizable Enterprise plan with unlimited contact storage, custom email volume, and advanced reporting, support, and sales features.

All other plans cap how many contacts you can store: up to 100,000 on Free and 2 million on Professional. On Starter and Standard plans, the cap depends on your monthly email volume: 500 contacts at 5,000 emails, 1,500 contacts at 10,000 emails, 2,500 contacts at 15,000 emails, and up to 500,000 contacts from 20,000 emails. So with 2,000 contacts, you’ll need at least the 15,000-email tier ($25/month on Starter), even if you send less.

If you outgrow your plan, you can raise your monthly email volume at any time (charged pro rata) or buy one-time packs of 5,000 to 1 million email credits that never expire. On the first three Starter and Standard tiers, reaching the contact cap automatically moves you to the next tier.

Klaviyo isn’t particularly affordable. It also has a free plan, although it’s even more limited than Brevo’s – you get only 250 active profiles and 500 email sends per month. Klaviyo essentially has one main paid Marketing plan, which is billed based on the number of active profiles in your account and the emails you send. An active profile is any profile that can be emailed through Klaviyo, regardless of consent status, so contacts who never subscribed still count unless you suppress them. Each paid tier’s email allowance is 10 times its profile limit, and you can split those sends however you like.

You can expand the plan with various add-ons for personalization, advanced support, AI assistance, and other capabilities. Below, we’ve compared Klaviyo’s pricing at different list sizes, including the Personalization add-on (formerly Marketing Analytics).

Here’s what happens when you outgrow your plan:

• Too many active profiles. Klaviyo moves you to a plan that covers your profile count at the start of the next billing cycle. To stay on your current plan, you need to get back under the limit at least 24 hours before the cycle ends.
• Too many emails. You can buy a one-time overage (the profiles and sends of the next tier), upgrade automatically to the next tier, or stop sending until the next billing cycle.
• SMS and other mobile messages. These are billed separately as a prepaid monthly spend, with per-message rates that depend on the channel and country.

Larger brands can also add the Advanced Klaviyo Data Platform (KDP), Klaviyo’s customer data platform. Every plan already includes the standard KDP with unified profiles and real-time segments, and paid plans add predictive analytics. The advanced version adds no-code data transformation, custom objects, identity resolution, data warehouse sync with Snowflake, BigQuery, and Redshift, and custom CLV analysis. Unlike the rest of Klaviyo’s pricing, it’s billed by total profiles, not active ones: $500/month for up to 100,000 profiles, scaling at about $5 per 1,000 profiles.

At these prices, the obvious question is whether Klaviyo is really worth it. The rest of our comparison is here to answer exactly that.

Ease of use and interface

⭐ Brevo: 8.5/10 | Klaviyo: 7.5/10

Brevo is easier to understand from the beginning and stays straightforward as you explore more features, so there’s less time spent figuring out how the platform works. Klaviyo takes longer to learn, but that complexity becomes less of a problem with experience. Once you know your way around, it can actually be very efficient, especially with AI helping with routine tasks. Still, if ease of use means getting productive quickly without investing much time in learning the platform first, Brevo has the advantage.

Here’s how much time we spent learning both platforms – this might help you estimate the learning time for your team.

Email builder and templates

Brevo: 8.4/10 | ⭐ Klaviyo: 9.2/10

Klaviyo has stronger email-building capabilities, especially for eCommerce businesses. It helps you create product-focused emails with more control over how campaigns look and behave for different recipients. Brevo is quite nice if you don’t need all that sophistication. Its builder is easier to work with and should be more than enough for newsletters and promotional campaigns.

And here’s what you will have once you open their editors.

Brevo’s email builder is clean and focused on personalization. The block library covers Product and Navigation blocks, and gives you a dedicated Dynamic content block. What impressed us more is that conditional content isn’t limited to that block – you can also add display conditions to regular content and decide whether individual blocks appear on desktop, mobile, or both. There’s also AI writing directly on the canvas, so the builder gives you quite a lot of control without making the interface feel overloaded.

Klaviyo takes things further on the design and eCommerce side. Its block library includes several elements that make particular sense for online stores, including Product, Coupon, Review quote, Table, and Split blocks. Individual elements also come with more detailed styling – for example, we could fine-tune a button’s border, radius, spacing, padding, shadow, and mobile behavior from one panel. The Basic, Pre-built, and Universal tabs also make it easier to reuse branded content across campaigns.

Both editors are nice. However, we’d choose Klaviyo for product-focused eCommerce emails and Brevo when conditional content and personalization matter more than detailed design control.

SMS capabilities

Brevo: 8.6/10 | ⭐ Klaviyo: 9.2/10

SMS is especially useful for eCommerce because it gives brands a quick, direct way to reach customers when timing matters – whether it’s a flash sale, new product launch, abandoned cart reminder, or order update. And it’s even more convenient when SMS and email live in the same platform, since you can use the same customer data and segments, coordinate the two channels, and build workflows where email and SMS work together based on what each customer does.

Here’s what Brevo and Klaviyo offer for SMS marketing:

Brevo wins more rows, but Klaviyo is the stronger SMS platform overall – automation and keyword-driven journeys are where SMS earns the most for online stores.

Marketing automation

Brevo: 8.8/10 | ⭐ Klaviyo: 9.4/10

Klaviyo is one of the strongest marketing automation platforms we’ve ever reviewed. With it, you can create complex customer journeys with plenty of branching and use customer behavior and event data to decide what happens next. And thanks to a large template library, you don’t need to build everything from scratch.

Brevo has its own advantages, though. It gives you more options for starting automations and can connect marketing workflows with CRM activity. It’s also easier to get the hang of.

Both platforms cover the core eCommerce flows: Brevo offers abandoned cart recovery and back-in-stock alerts, while Klaviyo’s flow library includes abandoned cart, browse abandonment, price drop, and back-in-stock flows. And here’s how these builders look and feel in practice.

Brevo’s automation builder is simple, yet it has a variety of events that can start a workflow – there are plenty of triggers across different categories, depending on your plan. They include recurring anniversary dates, website activity, custom API events, coupon delivery, and CRM events. The builder can also go beyond sending messages: workflows can update contact data, work with deals, assign users, and connect different automations. All this makes Brevo a good choice for businesses that want marketing automation to respond to what’s happening across their customer data and CRM, not just email engagement.

Klaviyo pays more attention to what happens after a contact enters a workflow. In the welcome flow we tested, SMS and email work together in the same sequence, while Smart Sending can prevent individual messages from being sent too frequently, and Quiet Hours keep SMS away from inappropriate times. There’s also an Audit flow option, powered by Klaviyo’s AI agent Composer, that reviews the automation and provides recommendations, which is especially useful as workflows get more complicated.

There isn’t a huge gap between these builders, but Klaviyo has the edge for eCommerce automation. Brevo gives you more variety in how workflows can start and what they can connect to, making it particularly versatile for CRM, product events, recurring dates, and other business processes. Klaviyo is stronger once the workflow is running: message timing, frequency control, channel-specific rules, and visible scheduling are handled with more precision, and its flow auditing adds another useful layer.

Contact management

Brevo: 9/10 | ⭐ Klaviyo: 9.5/10

Contact management and segmentation are what make email marketing personal instead of one-size-fits-all. The better you organize your contacts, the easier it is to send different messages to new subscribers, loyal customers, inactive contacts, frequent buyers, or people interested in a particular product. Good segmentation helps keep emails relevant, improves engagement, and prevents you from sending every campaign to everyone. Here’s how Brevo and Klaviyo can help you do all that:

The 9.5/10 for Klaviyo comes down to how precise you can get with your audiences. You can go beyond basic customer activity and create segments around purchasing patterns, timing, frequency, and predicted customer value, which is available on every paid Klaviyo plan once you have enough order data. For eCommerce in particular, that opens up a lot of possibilities for very specific targeting.

Brevo scores an excellent 9/10, and its real-time updates are a nice advantage. But Klaviyo gives you that extra layer of detail that can make segmentation much more powerful.

Signup forms and landing pages

Brevo: 8.5/10 | ⭐ Klaviyo: 8.8/10

Signup forms are essential to email platforms for one reason: before you can send emails, you need to get people onto your list. Having forms inside the same platform makes that much easier – someone signs up, their details go straight into your contact database, and they can immediately enter the right segment or welcome automation.

That’s why most modern email marketing platforms offer signup forms, although what you can actually do with them varies a lot. Here’s how Brevo and Klaviyo help you collect contacts.

The scores are close, but in practice, the signup form builders in Brevo and Klaviyo are quite different.

Brevo’s form building is simple and practical. Its builder covers the standard content and input fields you’d expect, but emphasizes data collection and compliance. GDPR fields have their own dedicated section, CAPTCHA is built directly into the form, and Multi-list subscription lets people choose which lists they want to join. The interface itself is straightforward, with a small block library and a desktop/mobile toggle, so there isn’t much to learn before you can put together a functional signup form.

In Klaviyo, signup forms are more like conversion campaigns. Along with standard input fields, its builder includes coupons, countdown timers, signup counters, reviews, and spin-to-win blocks, giving eCommerce brands many ways to encourage visitors to subscribe. Forms can also have multiple steps, from a teaser through opt-in to the success screen, while desktop and mobile versions can be viewed side by side. Add reusable Universal blocks, publishing controls, and A/B testing, and there’s considerably more room to design, experiment with, and optimize forms.

Klaviyo has the stronger signup form builder overall, especially for eCommerce. Brevo is easier to use and has some genuine advantages for businesses focused on GDPR compliance and straightforward data collection, but its forms are primarily there to collect subscriber information. Klaviyo gives forms a much bigger marketing role, with incentives, urgency, social proof, gamification, multi-step experiences, and testing all built into the process.

Integrations

⭐ Brevo: 8.8/10 | Klaviyo: 8.7/10

We kept Brevo as the very narrow winner, but 8.8 vs 8.7 makes this almost a tie. Klaviyo has a much broader ecosystem, while Brevo offers more flexibility through Zapier and has its own CRM system, and that’s enough for us to give Brevo the extra 0.1 point.

In practice, your store platform will probably decide this one. If you run your business on Shopify, Klaviyo has the more complete integration. It brings in richer event data, which gives you more to work with in flows and segmentation, and you can start using recent customer data straight away. Brevo covers the main Shopify use cases, but contacts created in Brevo won’t automatically show up as Shopify customers. On WooCommerce, Brevo has more going for it. Its plugin is active on 30,000+ stores and lets you handle order emails, SMS notifications, and marketing from the same platform.

AI features

Brevo: 9/10 | ⭐ Klaviyo: 9.2/10

AI can be useful in an email marketing platform when it actually saves you time. Getting a few subject line suggestions is nice, but AI gets more important when it can build an automation, turn a simple request into a segment, translate a campaign, or even predict which customers might leave or buy again.

Klaviyo gets the slight edge here, and we liked how far its AI can take you from a simple idea: it can help create the content, put together workflows, and even build campaigns for you through Composer.

Predictive analytics is more of a tie, just with different requirements. Brevo doesn’t set a data minimum, but predictions are only available on its Professional plan, which starts at $499/month. Klaviyo includes them on every paid plan once your store has enough order history. So a smaller store could technically get predictions sooner with Brevo, but only if that higher-tier plan makes sense for the budget.

Deliverability

⭐ Brevo: 10/10 | ⭐ Klaviyo: 10/10

Both Brevo and Klaviyo offer excellent deliverability, with no major complaints or recurring negative feedback from real users. Here are the key technical deliverability features both platforms offer:

If you’re having deliverability issues, they’re more likely to come from your sending habits or list quality than from the platform itself. Here are some email marketing best practices that will improve your deliverability:

• Keep your contact list clean and remove inactive addresses.
• Never buy mailing lists.
• Use double opt-in to attract engaged subscribers.
• Segment your audience and send relevant content.
• Maintain a consistent sending schedule.
• Avoid sudden spikes in sending volume.
• Monitor spam complaints, bounces, and engagement.
• Avoid spammy subject lines, URL shorteners, and image-heavy emails.
• Warm up new sending domains and IPs before increasing volume.

Reporting and analytics

⭐ Brevo: 9/10 | ⭐ Klaviyo: 9/10

Reporting tells you what happens after you hit Send – who engages, what converts, and which campaigns are actually worth repeating. For eCommerce businesses, it’s even more important because good analytics can connect email activity with purchases and revenue, helping you see what actually contributes to sales.

We don’t have a clear winner in this category. Klaviyo is more useful if you want to see the revenue behind every campaign and flow, compare your performance with similar businesses, and keep a close eye on customer activity. Brevo gives you custom reports and the possibility to work with the data yourself; it also makes reports easier to export, share, and use outside the platform.

Customer support

⭐ Brevo: 7.6/10 | Klaviyo: 7.3/10

Since both platforms offer a lot of features and users sometimes report technical issues, reliable customer support is important. Here’s what Brevo and Klaviyo offer both new customers getting started and existing users who need help:

The scores aren’t high for either platform, yet Brevo wins this category. The reason is simple – real users are more satisfied with its customer support. Here’s what reviewers say about each platform on Capterra:

These are just individual experiences, but the overall Capterra ratings tell a similar story, with Brevo scoring 4.5/5 for customer support compared with Klaviyo’s 4.3/5.

Key differences and plan requirements

Most of the features in this comparison are available on both platforms. The main difference is when you get access to them. Brevo keeps quite a few advanced tools on its higher plans, while Klaviyo puts some of its deeper data and reporting features behind paid add-ons. Here’s how that breaks down.

Brevo’s entry plans are cheap, but many of its most advanced features, including pop-ups, predictive analytics, AI recommendations, and custom reporting, are part of the Professional plan, which starts at $499/month. Klaviyo includes more of these capabilities on all its paid plans and charges extra mainly for deeper analytics and data tools.

So if you’re comparing the two, look at the plan you’d actually need rather than the lowest advertised price. There are also two differences that have nothing to do with pricing tiers: Brevo includes a built-in sales CRM and a dedicated transactional email service, and Klaviyo has neither.

What Brevo and Klaviyo users say

User reviews mostly line up with what we found in testing, but they also highlight a few practical issues that don’t always show up in a feature table.

Pricing is where the feedback differs most. For smaller stores, Klaviyo’s cost can be hard to justify:

Brevo reviewers are more likely to mention value for money:

Where Klaviyo pays off, reviewers credit its eCommerce capabilities:

Brevo’s trade-offs show up earlier in the setup process. New accounts may need approval before they can start sending, and support can be slower on lower-tier plans:

Overall, users see both as strong platforms – Klaviyo for eCommerce depth, Brevo for value. The main trade-off is higher cost on the Klaviyo side and a slower onboarding experience on the Brevo side.

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Your decision checklist

Now that you have all the practical and theoretical information about Brevo and Klaviyo, it’s time to make a choice. Here’s a quick checklist to see which platform suits your business needs better:

If all five answers point to the same platform, congrats – you’ve found your perfect match! But what if only three or four point in the same direction? That means one platform is likely a better fit, but it may not be the perfect one. Check out our recommendations below to see what other platforms are worth considering:

• SendPulse, if you want email, chatbots, and a CRM in one platform, plus subscriber-based pricing that costs less than Klaviyo – from $78/month for 10,000 subscribers.
• ActiveCampaign, if you need sophisticated automation but also want a sales CRM in the same platform.
• Kit, if your email marketing mostly revolves around newsletters and you want a simple, affordable platform for the job.

Final verdict

⚖️ Final scores: Brevo – 8.5/10 | Klaviyo – 8.6/10

Both Brevo and Klaviyo are strong platforms, but neither is perfect. Klaviyo can get expensive as your contact list grows, while Brevo has some feature limitations and a pricing model based on emails sent, with contact storage tied to your email tier. Still, both earned high scores in our comparison, showing that they’re very good at what they were designed to do. Klaviyo stands out for its eCommerce capabilities, while Brevo combines straightforward ease of use with affordable multi-channel marketing.

Even if neither Brevo nor Klaviyo turns out to be your winner, there’s no shortage of alternatives, like the ones above. In 2026, the email marketing market is large enough that you’re sure to find a platform that suits your business.