Choosing the right email and SMS platform is a big decision for any DTC ecommerce brand. It affects how well you retain customers, drive repeat purchases, and automate your marketing at scale.

In this blog, we compare Klaviyo vs ActiveCampaign across 8 critical areas—onboarding, automation, CRM, pricing, and more. We’ve aligned this comparison with how each platform is actually built and used, based on official documentation, industry experience, and firsthand client use.

Klaviyo vs ActiveCampaign – Quick Feature Comparison

Onboarding & Ease of Use

Klaviyo:

• Instant Shopify integration pulls in customer, product, and event data in minutes.

• Guided setup dashboard walks users through Flows, Lists, Preferences, and Forms.

• Pre-built ecommerce flows (Welcome, Cart, Post-Purchase) are ready to activate.

• No contracts or locked features—14-day free trial with full access.

• Marketer-friendly UI with drag-and-drop builders and no-code logic.

ActiveCampaign:

• Manual CRM-led setup is better suited for B2B or service pipelines.

• Onboarding calls are often needed due to complexity (tags, fields, deal stages).

• E-commerce requires integration with third-party apps like Shopify or Zapier.

• Support from day one, but full CRM features are unlocked on higher plans.

If you're planning to connect with Shopify, our guide on the Shopify x Klaviyo integration walks you through the fastest setup path.

Automation Power & Flexibility

Klaviyo:

• E-commerce-first triggers: Flows activate from real-time events like product views, checkouts, purchases, or skipped subscriptions—especially seamless with Shopify and Recharge.

• Visual builder: A drag-and-drop canvas supports email, SMS, splits, delays, filters, A/B tests, and predictive logic (e.g., churn risk, next order).

• Pre-built templates: Includes plug-and-play flows such as Welcome, Cart Abandonment, Winback, and Replenishment—ready to launch with your ecommerce data.

• Best for: DTC brands needing fast, data-rich automations that boost LTV and repeat purchase.

ActiveCampaign:

• Logic-heavy builder: Offers IF/ELSE paths, tags, goals, wait timers, and CRM triggers for advanced branching and segmentation.

• CRM integration: Automations can update deal stages, score leads, and notify sales reps—ideal for pipeline-based workflows.

• Best for: B2B or hybrid brands with long sales cycles, where lead nurturing and CRM actions are key.

To see which flows actually drive results, explore the 8 Essential Klaviyo Flows to Boost Customer Loyalty.

Segmentation & Personalisation

Klaviyo:

• Behaviour-based segmentation: Leverages real-time Shopify events—like product viewed, added to cart, checkout started, or discount used. No manual input needed.

• Predictive analytics baked in: Use AI-powered metrics like churn risk, expected next purchase, or predicted LTV to target high-value or at-risk segments automatically.

• Dynamic personalisation: Emails and SMS adapt per recipient using profile data, event triggers, and product preferences. Great for tailoring flows like post-purchase or upsells.

• Smart exclusions and targeting: Combine filters like “last opened >30 days” + “churn risk high” + “has not purchased this SKU” to avoid overlap and fatigue.

• Built for ecommerce scale: Segments auto-refresh in real time, making them perfect for triggered flows, flash sales, and lifecycle automation.

ActiveCampaign:

• Tag- and field-driven logic: Segments rely on user-defined tags (e.g. “VIP Lead”) and fields (e.g. Industry, Subscription Plan), giving control but requiring structured inputs.

• Static lists by default: Lists don't update dynamically unless tied to automations or rules, so they’re better for fixed audiences than reactive campaigns.

• Limited native ecommerce triggers: No out-of-the-box abandoned cart or browse behaviour—must be set up via custom events or external integrations.

• Flexible for multi-niche use cases: Ideal if you're managing different types of leads (e.g. newsletter subscribers, webinar signups, coaching clients) under one roof.

For practical ways to level up your segments, check out our breakdown of 3 Klaviyo Segmentation Strategies to Boost DTC Sales.

CRM & Customer Management

Klaviyo:

• Customer Profiles: Shows order history, product interest, open/click rates, and flow engagement.

• Marketing Focused: Built for retention, not sales—no tasks, pipelines, or deal tracking.

• Segmentation-Driven: Real-time filters power lifecycle campaigns, using behaviour and predictive data.

• Best For: E-commerce brands focused on automated, non-sales-led journeys.

ActiveCampaign:

• Full CRM Suite: Includes contact history, lead scoring, pipelines, and deal stages (from Plus plan).

• Sales Automation: Automates tasks like assigning reps, updating deal stages, and scoring leads.

• Cross-Team Use: Unites marketing and sales in one platform for end-to-end visibility.

• Best For: B2B and service-led businesses needing structured sales workflows.

  
  

Email & SMS Design Capabilities

Klaviyo:

• Unified Campaign Builder: Design email and SMS side-by-side in one flow using the same automation triggers.

• E-commerce-First Templates: Pull in live product data from Shopify with product feed blocks—ideal for dynamic cart, browse, and upsell emails.

• Mobile Previews & A/B Testing: Preview across devices and A/B test subject lines or content blocks directly in flows.

• Native SMS Support: SMS includes opt-out handling, Smart Sending, and quiet hours out of the box—no third-party tools needed.

• Form Integration: Built-in forms for email/SMS capture connect directly to automated flows.

ActiveCampaign:

• Advanced Email Logic: Supports powerful conditional content, letting you show or hide blocks based on tags or deal stages.

• Third-Party SMS: SMS requires tools like Twilio or Plivo, adding complexity and variable compliance features.

• Separated Workflows: Email and SMS are set up and managed in different platforms, without a unified view.

To build a high-converting recovery flow, explore our detailed walkthrough on Klaviyo’s SMS Abandoned Cart strategy.

Reporting, Deliverability & Compliance

Klaviyo:

• E-commerce Reporting: Tracks key metrics like campaign revenue, LTV, AOV, and product performance out of the box—no setup required.

• Flow & Segment Insights: Built-in reports show performance by flow or segment, including revenue attribution and engagement metrics.

• Deliverability Tools: Features Smart Sending, engagement filtering, and domain authentication to protect sender reputation.

• Compliance Built-In: Fully supports GDPR, CCPA, and CAN-SPAM with native consent management and automatic legal footers.

ActiveCampaign:

• Custom Reporting for Leads: Great for tracking pipelines, deal goals, and contact activity via flexible, build-your-own dashboards.

• Email Health Monitoring: Includes spam scoring, domain alignment checks, and reputation tools—best suited for experienced teams.

• Ecommerce Reporting Limited: Lacks native product-level metrics; requires custom events or integrations to surface ecommerce data.

• Basic Compliance Tools: Supports email compliance and GDPR, but SMS and consent tracking may require manual setup.

If you want to master Klaviyo’s analytics, our DTC Reporting & Analytics guide covers key dashboards and decision-making tactics.

Pricing & Plan Comparison

Klaviyo:

• Free Tier: Includes up to 250 contacts and 500 emails/month with full access to all core features—ideal for small or growing brands.

• Flat Feature Access: No feature gating. Flows, segmentation, predictive analytics, and A/B testing are included in every plan.

• SMS Pricing: Billed separately by send volume, with real-time credit tracking and built-in compliance (e.g. Smart Sending, opt-outs).

• Simple Scaling: Costs scale by contact volume, not features, keeping growth predictable and transparent.

  
  

Source: Klaviyo 

ActiveCampaign:

• Tiered Access: Lite plan lacks CRM, advanced automation, and key integrations. These are only available on Plus or higher.

• SMS via Integration: SMS requires third-party tools like Twilio or Plivo. You manage delivery, costs, and compliance independently.

• Scaling Complexity: Pricing increases with both contact size and feature needs—upgrades are often required as you grow.

• Annual Discounts: Cheaper rates are available with annual commitments, but flexibility is limited compared to Klaviyo’s monthly model.

  
  

Source: ActiveCampaign

Pros & Cons Summary

Still deciding which platform fits your brand best? Here's a side-by-side breakdown of the key strengths and limitations of Klaviyo and ActiveCampaign, based on real ecommerce use cases.

Decision Framework – Which Should You Choose?

For Shopify or DTC E-commerce Brands

Pick Klaviyo
Klaviyo integrates directly with Shopify, Recharge, and other e-commerce tools. Its pre-built flows and product-based segmentation are optimised for stores focused on repeat purchases and retention.

For B2B, Services, or Long Sales Cycles

Pick ActiveCampaign
ActiveCampaign’s built-in CRM, deal stages, and lead scoring make it ideal for sales-driven journeys where marketing and sales teams need to track and nurture prospects across longer funnels.

If You Want Full Feature Access from Day One

Pick Klaviyo
No feature gates. Even free users get access to powerful segmentation, flows, and testing tools, with transparent pricing as you scale.

If You Rely on Sales Pipelines

Pick ActiveCampaign
ActiveCampaign’s CRM and pipeline management are native, making it the better choice for teams managing contacts beyond e-commerce use cases.

FAQs

1. Can I use Klaviyo and ActiveCampaign together?

• Technically yes, but it’s not recommended. They serve overlapping functions, and syncing data between two platforms creates duplication, confusion, and extra costs.

2. Does Klaviyo offer phone support?

• No, Klaviyo offers email and chat support. Priority support is available for higher-tier plans, but there’s no standard phone line.

3. Can ActiveCampaign be used with Shopify?

• Yes, but it requires a third-party integration or Zapier. Real-time ecommerce triggers (e.g. cart viewed) are not available natively.

4. Which platform supports multiple brands under one login?

• Klaviyo supports this with account switching, but each brand needs its own workspace. ActiveCampaign handles this better with sub-accounts and shared CRM.

5. Does Klaviyo integrate with offline sales channels or POS systems?

• Yes, Klaviyo integrates with platforms like Square and Shopify POS, allowing in-store data to sync into flows and segments.

6. Which tool is better for international SMS campaigns?

• Klaviyo supports global SMS but has stricter compliance enforcement and pricing per region. ActiveCampaign depends on your Twilio or Plivo setup, offering more flexibility but also more manual responsibility.

Conclusion

Both Klaviyo and ActiveCampaign are powerful, but built for different users. If you're a DTC ecommerce brand focused on automating flows, boosting LTV, and getting insights without technical overhead, Klaviyo is the clear winner. 

On the other hand, if your business depends on structured pipelines, long sales cycles, and lead nurturing across multiple touchpoints, ActiveCampaign’s CRM-first approach delivers the flexibility you need. 

Think about where your revenue comes from—and choose the platform that supports that model best. The wrong fit won’t just slow you down—it’ll cost you growth.

Key Takeaways

• E-commerce Focus: Klaviyo is built for DTC brands with plug-and-play Shopify features.

• CRM Depth: ActiveCampaign offers full CRM with pipelines and deal tracking for B2B.

• Ease of Use: Klaviyo’s setup is faster and better suited to non-technical marketers.

• Automation Power: Both platforms offer strong flows, but Klaviyo leads for e-commerce triggers.

• Pricing Model: Klaviyo includes all features from day one; ActiveCampaign gates key tools behind higher plans.

• SMS Simplicity: Klaviyo has native SMS with Smart Sending; ActiveCampaign relies on third-party setups.

Struggling to decide between Klaviyo and ActiveCampaign? 

Our experts will analyse your tech stack, team structure, and growth goals to provide tailored recommendations. Claim your free audit today and make a confident, data-backed decision!