Omnisend vs Klaviyo for Shopify Stores

What this page helps you decide

You run a Shopify store, and you have narrowed your choice of email and text message tool to Omnisend or Klaviyo. The real question is which one suits your store right now.

We answer that by store situation. We do not rank the two tools, and we do not pick one for every store. We also include a third option, because some stores do not need either app yet.

We have not used these tools ourselves for this page. It is built from each company's published pages and help docs. We do not repeat either company's savings claims, and prices change often, so check each company's own pages before you rely on any number.

Short answer

Both are separate email and text message apps, and both charge mainly by how many people are on your list. They count those people a little differently.

Omnisend may fit if you want automatic emails ready to switch on from any plan, chat and email support at any hour even on the free plan, and a Pro plan whose price stays flat up to 2,500 contacts, with text messages paid for separately.

Klaviyo may fit if you want text messages available on any plan, including a small allowance on the free plan, and you expect to use data features such as predictive analytics, which Klaviyo keeps for its higher Marketing plan.

You may not need either yet if your list is modest and you send a few campaigns a month. Shopify's own tool, Shopify Messaging, gives stores on eligible paid Shopify plans 10,000 free emails a month and may cover you for now.

The two tools, and a third option

Omnisend has a free plan and two paid plans, Standard and Pro. Every plan includes pre-built automatic email workflows, and the paid plans let you design your own. For more on Omnisend alone, see our Omnisend review.

Klaviyo has a free plan and two paid plans, Email and Marketing, and sells text messaging as a separate add-on it calls "Mobile messages". Its pricing page says you can build automations and customer segments on the free plan. Predictive analytics is listed only on the Marketing plan.

A third option: the tool you already have. Shopify's built-in email tool is now called Shopify Messaging, formerly known as Shopify Email (see our review of Shopify's built-in email tool). Shopify Messaging sends text messages as well as email. Shopify makes it, and Shopify's Help docs list it for the Basic, Grow, Advanced and Plus plans.

Who each fits, by store situation

Omnisend may fit you if:

• You want help at any hour. Omnisend offers 24/7 chat and email support on all plans.
• You want the common automatic emails ready from day one. Pre-built workflows come with every plan, including the free one.
• You plan to text customers and are happy to be on Pro. Pro's lowest price covers up to 2,500 contacts, so it costs $59 a month whether you have 500 contacts or 2,500. Email on Pro is unlimited, subject to fair use. Text messages are not included in that price. You buy them as a separate credit subscription, from $10 a month.

Klaviyo may fit you if:

• You want text messages without changing plan. Klaviyo does not tie texting to a particular plan, and Klaviyo's free plan includes $5 of text messaging a month.
• You expect to lean on customer data. Predictive analytics comes with Klaviyo's Marketing plan, not the Email plan, so it suits an owner who is ready for the higher price and has time to set it up and read the results.
• You want to keep sending when you hit your limit. Klaviyo's help docs describe three choices: a flexible overage plan, an upgrade, or pausing sends until the next billing cycle.

Neither yet may fit you if:

• Your list is small and you send about once a week. In our example below, a store with 2,500 contacts sending four campaigns a month stays inside Shopify's free 10,000 emails.
• Shopify's ready-made automatic emails cover what you need. Anything custom is built in Shopify Flow, a separate Shopify app.

Wanting text messages is not, on its own, a reason to switch apps. Shopify Messaging sends them too, and charges per message.

Omnisend vs Klaviyo pricing at three list sizes

Omnisend bills by billable contacts, which include people who have not subscribed but can still receive automatic messages. Klaviyo prices by active profiles (people you can email). Shopify Messaging charges by the email. The Omnisend and Klaviyo figures are full monthly list prices in US dollars, billed monthly. Omnisend's page shows a lower price by default if you pay three months upfront, and Klaviyo shows a first-month discount on its Email plan. We left both out.

Last verified: September 25, 2026.

Klaviyo also lists a Marketing plan, which adds predictive analytics and other features. When we checked, it was $78, $118 and $208 a month at these three sizes. Klaviyo shows introductory pricing for two products inside that plan through September 30, 2026, so this figure may change.

What the table assumes. Each store sends four campaigns a month to its whole list. The Omnisend and Klaviyo prices are plan prices, and by our count four campaigns fit inside each plan's email allowance at all three sizes, with room left for automatic emails. The Shopify Messaging figures count those campaign emails only.

The Shopify Messaging column is our calculation, not a price Shopify publishes. Shopify's help page gives 10,000 free emails a month, with no rollover, then charges $1 per 1,000 extra emails. Four campaigns to 500 contacts is 2,000 emails, and to 2,500 contacts it is 10,000 emails, so both come to $0. Four campaigns to 10,000 contacts is 40,000 emails. That is 30,000 over the allowance, or about $30.

Automatic emails add to that count, so a store with 2,500 contacts would pay for them once its campaigns had used the free 10,000. Abandoned checkout emails are the exception: Shopify says they are always free and do not count toward the 10,000. You also need a paid Shopify plan, which is not included here.

If you send more, say ten emails per contact a month, our calculation comes to $0 at 500 contacts, $15 at 2,500 and $90 at 10,000.

Check each calculator with your own contact count.

The free plans

Both free plans stop at 250 contacts.

Omnisend Free sends up to 500 emails a month to a maximum of 250 contacts, with no credit card required. The Omnisend logo stays on your emails and forms, and there are no text messages.

Klaviyo Free covers up to 250 active profiles and 500 emails a month, plus $5 of text messaging. The Klaviyo logo stays on your emails, and email support lasts for the first 60 days.

Shopify Messaging has no contact-based free plan. The first 10,000 emails each month are free on eligible paid Shopify plans.

Text messages side by side

Omnisend. New accounts need Pro to send SMS, and SMS is bought separately. If you subscribed to a paid Omnisend plan on or after May 4, 2026, you need the Pro plan to buy text message credits. Credit subscriptions start at $10 a month, and credits expire after 60 days. Omnisend lists US SMS from $0.009 per message at the lowest spend level, down to $0.007 when you spend $10,000 or more a month. Canada and the UK cost more. To text customers in the United States or Canada from a toll-free number, Omnisend requires the number to be verified first, which Omnisend says usually takes about five business days and can take up to two weeks.

Klaviyo. Klaviyo now sells SMS as a separate add-on, and you can use it on any plan. When we checked, its calculator showed $15 a month for 1,000 US text messages from a toll-free number, and $125 a month for 10,000. Klaviyo says carrier fees are included where they apply.

Shopify Messaging. Shopify charges per message: $0.012 in the United States, $0.025 in Canada and $0.06 in the United Kingdom. Each toll-free number used in the United States and Canada costs $2.15 a month. Text messages reach only a short list of countries, and Shopify changes that list from time to time.

Rates vary by country and volume, so treat these as starting points. The figures are not quoted the same way. Omnisend and Shopify publish a price per message, while Klaviyo's calculator gives a monthly total that it says includes carrier fees where they apply. We could not confirm from Omnisend's or Shopify's pages whether their rates include carrier fees.

Differences that matter more than price

How your list is counted. Omnisend's help docs say your price can rise even if your subscriber count stays the same, because people who have not subscribed can still count. Klaviyo moves you to a matching plan automatically as your active profiles grow, and auto-upgrade is on by default when you first buy.

What happens at your limit. On Omnisend Standard, you cannot send campaigns once you reach your limit, and contacts are removed from automatic emails until your cycle renews or you upgrade. Klaviyo offers the three choices above.

Personal touches. On Omnisend, some personalisation features are Pro-only or a paid add-on on Standard. On Klaviyo, predictive analytics comes with the Marketing plan only.

We do not compare how often each tool's emails reach the inbox. We have no fair, checkable figures for that.

Signs it is time to switch

From Shopify Messaging to another email app. Look further if you need automatic emails beyond the ready-made set, if sending costs keep growing, or if you rely on big, sudden sends. The same goes if you need more from your reports, or if your customers live where Shopify's texts do not reach.

Between Omnisend and Klaviyo. Compare again if your bill is growing faster than your sales, if you need more customer data than your tool gives, or if you use only a small part of what you pay for.

Back to the built-in tool. If you pay for an app but only send a monthly newsletter, Shopify Messaging may be enough for that job.

Before you move: a short checklist

1. Add up a normal month and a busy month on both tools, with your own contact count.
2. List the automatic emails you rely on, and how long each would take to rebuild.
3. Check how and where each tool will bill you.
4. Set up your own sending domain on the new tool.
5. Keep your old tool running until your new automatic emails are live.

Shopify App Store ratings

On September 25, 2026, the Shopify App Store showed Omnisend at 4.7 from 3,185 reviews, Klaviyo at 4.7 from 3,326 reviews and Shopify Messaging at 4.8 from 4,535 reviews. That is a popularity signal, not proof that a tool fits your store.

How we put this page together

We have not used Omnisend, Klaviyo or Shopify Messaging ourselves for this page, and we have not run a hands-on test. Everything here comes from the vendors' published pages and help docs, including their pricing calculators and Shopify App Store listings. We checked them all on September 25, 2026. You can read more about how we review.

Where a company's own pages disagreed, we used the more careful wording. The Shopify Messaging costs in the table are our own arithmetic from Shopify's published rates. Anything we could not confirm on an official page, we left out.

Where this leaves you

Omnisend may suit you if you want ready-made automatic emails and support at any hour from the start, with a flat Pro price up to 2,500 contacts if you plan to text, plus the separate cost of text message credits. Klaviyo may suit you if you want text messages on any plan, and if you expect to use its data features, which sit on its higher Marketing plan. If neither sounds necessary yet, Shopify Messaging may cover you for now.

Sources

All checked September 25, 2026. Listed by name only.

• Omnisend: Pricing page, including its plan calculator and feature table
• Omnisend: SMS prices page
• Omnisend Help Center: "Omnisend Pricing Plans 2026", "Manage your Omnisend SMS credits subscription" and "Verify your toll-free number for SMS"
• Klaviyo: Pricing page, including its calculator, comparison table and FAQ
• Klaviyo Help Center: articles on billing, sending limits, active profiles, auto-upgrade and text message pricing
• Shopify Help Center: Shopify Messaging email pricing and SMS pricing
• Shopify Help Center: marketing automations, customer segments, analytics and deliverability
• Shopify App Store: listings for Omnisend, Klaviyo and Shopify Messaging