Brevo or Klaviyo?

Klaviyo vs Brevo for stores and for businesses that live on enquiries: real prices at four list sizes, Shopify, SMS and WhatsApp by country, and where your data lives.

The short answer

Pick Klaviyo if you run a Shopify store with real order history, roughly 500 or more paying customers and repeat buyers, where its browse, cart and predictive flows earn back a bill that grows with every contact. Pick Brevo if your business lives on enquiries and bookings, or you run a store with a large list you mail a few times a month: you pay per email sent, get a deal pipeline, booking pages and transactional email in the same tool, and your data stays in the EU. We run on Brevo ourselves, so weigh that.

By Yannis Spanenburg, founder of Proof of Pixel. Facts checked on 1 October 2026.

Side by side

	Klaviyo	Brevo
How you pay	By active profiles: everyone you can email, opted in or not	By emails sent per month; each volume tier also caps how many contacts you can store
Free plan	250 profiles and 500 emails a month	300 emails a day, with the Brevo logo on every email
5,000 contacts, newsletter plus flows (10 emails each a month)	$100 a month	$97 a month on Standard (€79)
25,000 contacts, one email a week	$400 a month	$139 a month on Standard (€129)
Shopify app	Klaviyo: 4.7 from 3,338 reviews, deep order and catalogue sync	Brevo PushOwl: 4.8 from 2,278 reviews; abandoned cart from the $19 bundle, browse abandonment in the $79 bundle
Deal pipeline and booking pages	No; customer profiles and segments	Yes; the free sales tier has one pipeline and 50 open deals
Transactional email	Paid plans only, sent from flows, approved by Klaviyo	API and SMTP on every plan, including Free
SMS	23 countries, including the US, UK and Belgium. Not the UAE	180+ countries, credits bought per destination
WhatsApp campaigns	From the monthly mobile messaging budget	Professional plan only, $499 (€499) a month
Where data lives	US by default; an EU environment in Germany for eligible new contracted customers since 15 September 2026	EU only: France, Germany and Belgium

Prices checked on 1 October 2026, monthly billing, before VAT and before SMS or WhatsApp spend. Klaviyo prices are read from its pricing calculator. The Brevo prices are our arithmetic on Brevo's published Standard plan: the base price plus the email volume step for that many sends. Brevo takes 10% off for yearly billing; Klaviyo's public plans do not.

Who should pick which

Pick Klaviyo if

You run a Shopify store with 500 or more customers who have ordered, and repeat buyers
Browse abandonment, back in stock and predicted lifetime value would change what you send
You sell in countries Klaviyo SMS covers, and SMS matters to you
Your email budget can grow with your list

Pick Brevo if

You live on enquiries and bookings: a clinic, a practice, an insurer, a local service
You have a large list you mail a few times a month, full of people who have not bought yet
You want the CRM, booking pages, transactional email and SMS in one tool
You have customers in the UAE, or you want your data in the EU

How each one bills you

Klaviyo prices by active profiles. Its own definition: any profile that can be emailed, regardless of consent status, including people who left an email at checkout without opting in. Since 18 February 2025 your plan has to cover your active profile count, and paid accounts over the limit move up a tier at the next billing cycle. Suppressing profiles you no longer mail is the only way to bring the bill down.

Brevo prices by the number of emails you send each month. Since October 2025 the smallest tiers also cap stored contacts: 500 at 5,000 emails, 1,500 at 10,000, 2,500 at 15,000, and up to 500,000 from 20,000 emails a month, with an automatic move up a tier if you go over. Above those first tiers, a big list you mail rarely still costs little. The cheaper Starter plan limits automations to 2,000 contacts, which is why we compare Klaviyo with Brevo's Standard plan.

Our arithmetic at four list sizes, with Brevo Standard mailed weekly or ten times a month: at 1,000 contacts, Klaviyo $30 against Brevo $35 either way, because Brevo's smallest tiers cap stored contacts; at 5,000, $100 against $69 or $97; at 10,000, $150 against $89 or $139; at 25,000, $400 against $139 or $249. All in US dollars a month, monthly billing.

The result: with a small list mailed often, the two cost about the same, and Brevo can even cost more at 1,000 contacts. The gap opens with a large list mailed a few times a month, and with lists full of people who have not bought yet, whom Klaviyo bills anyway.

For a Shopify store

Klaviyo is built around Shopify data: orders, catalogue, consent and markets sync both ways, and it tracks product views and add-to-carts for browse and cart flows. Its predictive analytics, such as predicted lifetime value and expected next order, appear only once you have 500 or more customers with an order, 180 days of history and repeat buyers. For a young store, Shopify's own email, with 10,000 free emails a month, is often enough to start.

Brevo's Shopify app changed. The old Brevo app is no longer in the Shopify App Store; the live one is Brevo PushOwl, with its own bundles inside Shopify: abandoned cart from the $19 a month bundle, browse abandonment in the $79 bundle. Check which bundle and which brevo.com plan you would be paying for before you switch. We are a Brevo PushOwl partner; there is no partner link on this page.

One point for EU stores on either tool: Klaviyo's own documentation says it may not track onsite activity for visitors in the EU, EEA, UK and Switzerland without consent. Browse abandonment audiences shrink accordingly, so a consent banner that works is part of the email setup.

For a business that lives on enquiries

Klaviyo calls itself the B2C CRM, and its customer profiles and segments are excellent for a shop. It has no deal pipeline, though, and its industry pages are retail, restaurants and wellness. A clinic, an insurer or a home services business needs to see each enquiry, who is following it up, and what happens if nobody does.

Brevo has that in the same account: deal pipelines, tasks, booking pages, live chat, transactional email for confirmations, and SMS and WhatsApp for reminders. It is why we run our own follow-up on Brevo and build it for clients who sell a service rather than a product.

Deliverability

We found no independent test that measures both under the same conditions, so we do not rank them on it. What decides whether your email reaches the inbox is mostly in your hands: SPF, DKIM and DMARC set up on your own domain, a list of people who asked to hear from you, and a steady sending pattern. A new account or a new sending domain needs a gradual warm-up on either tool; plan for it rather than being surprised by it.

Questions about Brevo vs Klaviyo

Which is cheaper, Brevo or Klaviyo?

It depends on your list and how often you mail it. At 5,000 contacts mailed ten times a month, Klaviyo costs $100 and Brevo Standard $97. At 25,000 contacts mailed weekly, Klaviyo costs $400 and Brevo Standard $139. At 1,000 contacts Klaviyo is cheaper ($30 against $35). With a large list mailed a few times a month, Brevo is much cheaper.

Why is Klaviyo so expensive, and what is an active profile?

Klaviyo bills every profile it can email, regardless of consent, including people who never opted in to marketing. Since February 2025 your plan must cover that count, and accounts over it move up a tier. Suppressing profiles you no longer mail lowers the bill.

Does Brevo integrate with Shopify?

Yes, through the Brevo PushOwl app, which replaced the old Brevo app in the Shopify App Store and is rated 4.8 from 2,278 reviews. It syncs customers, products, orders and events such as product viewed and checkout started. Abandoned cart sits in the $19 a month bundle and browse abandonment in the $79 bundle.

Can Brevo do abandoned cart, browse abandonment and back in stock?

Yes, all three, plus a welcome series, through the Shopify app or Brevo's own plans. Product recommendations by AI, dynamic coupons and lifetime value scoring are on Brevo's Professional plan only. Klaviyo includes more of the store-specific features on its standard email plans.

What do I get for free on Brevo and Klaviyo?

Klaviyo's free plan covers 250 profiles and 500 emails a month, with email support for the first 60 days. Brevo's free plan sends 300 emails a day and stores up to 100,000 contacts, with the Brevo logo on each email and automations for up to 2,000 contacts.

Can Brevo send SMS and WhatsApp? Does Klaviyo?

Brevo sends SMS to 180+ countries on any plan, with credits bought per destination; WhatsApp campaigns need the Professional plan at $499 a month. Klaviyo takes SMS and WhatsApp from a monthly mobile messaging budget, but its SMS covers 23 countries, not including the UAE.

Is Klaviyo a CRM? Is it good for a service business?

Klaviyo calls itself a B2C CRM: strong customer profiles and segments for shops, but no deal pipeline. A service business that needs to track each enquiry to a booking is usually better served by a tool with a pipeline, such as Brevo's sales features, or a dedicated CRM next to the email tool.

Is Klaviyo worth it?

For a Shopify store with real order history, often yes: its flows and Shopify data earn their price back in repeat orders. For a young store or a business without online orders, you pay for features you will not use. Start simpler and move when the order history is there.

Is Brevo GDPR compliant? Where does Klaviyo store data?

Brevo is a French company and stores all data in the EU, in France, Germany and Belgium. Klaviyo stores accounts in the US by default, under EU standard contractual clauses; since 15 September 2026 eligible new contracted customers can be set up in its German EU environment, and existing accounts cannot move yet.

Which has better deliverability?

We know of no independent test of both under the same conditions. Your own domain authentication (SPF, DKIM, DMARC), list quality and sending pattern decide inbox placement far more than the tool does.

Can I send order confirmations and other transactional email?

On Brevo, yes, through its API or SMTP on every plan, including Free. On Klaviyo, transactional email is for paid accounts only, sent from flows triggered by events such as a placed order, and each one has to be approved by Klaviyo first.

How do I switch from Klaviyo to Brevo?

Export your profiles with their consent status, import them into Brevo, authenticate your sending domain and rebuild the flows: automations do not transfer between tools. Run both in parallel for a few weeks and warm up the new sending gradually, starting with your most engaged contacts.