Choosing the right CRM platform is a big decision for any e-commerce brand. The wrong choice can slow your growth, damage your email deliverability, or waste time managing clunky systems. With so many tools available, it’s easy to feel overwhelmed.

This blog breaks down the two most popular CRM tools for e-commerce—Klaviyo and Omnisend. We’ll cover the key features side-by-side so you can make the best choice for your brand.

What you’ll learn:

• Feature-by-feature comparison

• Real-world brand use cases

• Pricing breakdowns

• Support and migration tips

You’ll also find visuals, links to more in-depth reads, and a final decision matrix to guide you.

Klaviyo vs Omnisend: Quick Comparison Table

Segmentation & Personalisation

Segmentation allows your brand to send relevant emails and texts, not spammy messages. Better targeting leads to more clicks, purchases, and retention.

Klaviyo:

• Real-time data sync means segments update instantly when a customer takes action.

• Predictive analytics allows you to target based on churn risk, expected next purchase date, or lifetime value.

• RFM segmentation breaks down your audience by how recently and often they buy.

• Directly integrates with your Shopify tags, custom properties, and onsite behaviour.

Omnisend:

• Offers basic segmentation using purchase history or signup date.

• Lacks behavioural data depth—e.g., can’t segment based on “viewed but didn’t purchase.”

• No predictive or AI-powered segmentation tools.

Want to see how smart brands are using customer data? Explore these 3 Klaviyo segmentation strategies to boost DTC sales and increase retention with more targeted messaging.

Automation Workflows

Automation saves you time while driving consistent sales. From welcome sequences to post-purchase flows, having the right triggers and logic matters.

Klaviyo:

• The visual flow builder supports advanced logic, delays, and triggers based on customer actions.

• You can A/B test entire flows or individual steps (e.g., different email content or wait times).

• Automate emails, SMS, and push notifications—all in one flow.

• Trigger automations based on events like "Viewed Product but Didn't Buy," making personalisation much easier.

Omnisend:

• Simpler drag-and-drop workflow editor, ideal for quick setup.

• Fewer conditions mean less personalisation.

• It can still automate key events like abandoned carts or birthday emails, but has less flexibility for complex journeys.

To build revenue-driving automations, start with these 8 essential Klaviyo flows to boost customer loyalty, from welcome series to win-back campaigns.

SMS Marketing

SMS is becoming essential for brands, but not every platform offers equal control or compliance tools.

Klaviyo:

• SMS is native, with full integration into your flows and campaigns.

• Smart Sending prevents message fatigue and keeps deliverability high.

• Supports MMS—add GIFs, images, and product cards directly into texts.

• SMS and email can be tested side-by-side in one automation journey.

Omnisend:

• Basic SMS tool included in most plans.

• Can send messages but lacks Smart Sending, reply tracking, or visual flow editing.

• No built-in support for MMS or advanced segmentation.

If you're looking to grow your list, here are 5 proven techniques for increasing SMS opt-ins in Klaviyo that drive more sign-ups and better engagement.

Email Builders Comparison

A good email builder isn’t just about looks—it saves time, boosts conversions, and gives you the flexibility to test and scale your strategy.

Klaviyo:

• Offers a powerful drag-and-drop editor that gives full control over layout, branding, and design.

• Dynamic product feeds allow you to automatically pull in live product data like pricing, images, availability, and product names—ideal for e-commerce brands.

• Built-in A/B testing lets you test subject lines, content, CTAs, or layout variations to optimise performance.

• Advanced users can apply conditional logic and custom personalisation using Klaviyo’s proprietary template language for highly tailored experiences.

• Ideal for brands that want to build emails around real-time customer data and behaviour.

• The platform now also includes generative AI tools to help you write subject lines and email copy in seconds. This speeds up content creation while supporting rapid testing and iteration across campaigns.

Omnisend:

• Provides ready-made templates that are quick to edit and perfect for launching fast without technical skills.

• Includes gamified sign-up forms like "spin-to-win" and scratch cards to boost email list growth and engagement.

• Best suited for teams who prioritise speed and lead capture over advanced customisation or product feeds.

For layout tips and proven CTA formats, explore this email template for product promotion to see what converts best across industries.

Reporting & Analytics

Knowing which campaigns make money is non-negotiable.

Klaviyo:

• Revenue Attribution: Track performance by email, flow, campaign, and segment to see exactly what drives sales.

• Flow & Campaign Dashboards: Visualise opens, clicks, and conversions in real time.

• Predictive Analytics: Forecast churn, customer lifetime value (CLV), and next expected purchase.

• Cohort & Lifecycle Tracking: Understand the customer journey, identify drop-offs, and optimise retention.

• Deliverability Monitoring: Monitor inbox performance, bounce rates, and spam risk to maintain sender reputation.

• Smart Send Time: Automatically sends at each subscriber’s ideal open window.

• LTV Integration: Prioritise top customers and high-value segments for better ROI.

Omnisend:

• Basic reporting: opens, clicks, unsubscribes.

• No direct revenue attribution to flows.

• Lacks advanced metrics like repeat purchase rate or customer value.

To better understand how to read your campaign data, check out our guide to mastering Klaviyo DTC reporting and analytics.

Ease of Use

User experience can make or break platform adoption, especially for lean teams.

Klaviyo:

• Has a steeper learning curve but offers significantly more control.

• Requires some experience with segmentation, flows, or CRM strategy to unlock its full potential.

• Best suited for growing brands with marketing support or agency partners.

• Once set up, it provides powerful long-term insights, customisation, and flexibility that scale with your business.

Omnisend:

• Designed with beginners in mind, making it easy to get started.

• Offers prebuilt templates and plug-and-play automation flows that require minimal setup.

• Ideal for small teams or solo founders without a dedicated marketer or developer.

• The interface is clean, intuitive, and built for speed over depth.

Pricing Breakdown

Pricing can scale quickly, especially as your list grows. It’s not just about the monthly rate, but what you get for it.

Klaviyo:

• Free Plan: Supports up to 250 active profiles with a maximum of 500 email sends per month. Includes 150 SMS credits.

•  Paid Plans: Pricing starts at $20/month for up to 500 contacts.

•  SMS Pricing: SMS is billed separately on a volume-based model, with costs varying by country.

•  Email + SMS (2.5k–3k contacts): $70/month – includes 30k emails & 150 SMS credits

•  Features Included: 350+ integrations, reporting dashboards, email support, and generative AI for fast content creation. Klaviyo

  
  

Omnisend:

• Free Plan: Available for up to 250 contacts with 500 emails/month and 60 SMS credits.
  Paid Plans: Starts at $16/month for 500 contacts with email features included.

•  SMS Pricing: SMS is available in all plans. Global messaging and bonus SMS credits are included in Pro plan.

• Pro Plan (2.5k–3k contacts): $49/month – includes unlimited emails, unlimited web push, global SMS messaging, and $49 in monthly SMS credits

• Features Included: 250+ templates, prebuilt automation, A/B testing, 160+ integrations, sales reports, and 24/7 support. Omnisend

  
  

Deliverability & Support

Deliverability ensures your emails reach the inbox. Strong support helps you fix issues fast, especially when campaigns are on the line.

What This Means:

• Klaviyo is built for growing or complex brands that need access to expert support, troubleshooting, and advanced deliverability tools.

• Omnisend works well for smaller brands with simpler automations and fewer technical needs, where basic support is often enough.

Migration & Setup

Switching platforms doesn’t have to be difficult, especially with the right tools and support.

Klaviyo:

• Seamless Shopify integration for instant sync of products, customers, and orders.

• Prebuilt flows for welcome, cart abandonment, and win-backs.

• Migration support is available via partners like us, ideal for brands scaling with data-driven automations.

Omnisend:

• Fast and simple setup for new stores.

• Includes web push notifications across all paid plans, adding another channel to engage users.

• Great for brands focused on newsletters and basic automations with minimal tech requirements.

Final Verdict & Recommendations

Choose Klaviyo if:

 You’re a growing DTC Shopify brand that wants full control over your customer journey. Klaviyo is built for advanced automation, deep segmentation, and powerful analytics—all in one place.

Choose Omnisend if:

 You’re a small business or solo founder looking for a fast, user-friendly setup to send basic emails and promotions without complexity.

Why Klaviyo wins:

• Predictive analytics, churn tracking, and real-time segmentation

• Email and SMS unified in one powerful platform

• E-commerce-first features with native Shopify integration

• Advanced flows, A/B testing, and reporting dashboards

Why Omnisend is better for some:

• Easy to use and quick to launch, even with no marketing experience

• Great for simple automations like birthday emails or newsletters

• More affordable starting point for small or early-stage brands

FAQs

1. Can I use both Klaviyo and Omnisend at the same time?

• Technically, yes, but it’s not recommended. Running both can create data conflicts and increase your costs.

2. Which platform is better for integrating with paid ads (Meta, Google, etc.)?

• Klaviyo offers stronger ad integration features, including native connections with Meta Ads Manager and Google Ads, enabling automated list syncing, custom audiences, and behaviour-based retargeting. Omnisend’s integrations are more limited and typically require Zapier or third-party connectors.

3. Do both platforms support multilingual email content?

• Klaviyo allows for conditional language blocks using its template language. Omnisend supports basic multilingual templates but with less flexibility.

4. How easy is migrating my data (contacts, flows, templates)?

• Klaviyo supports detailed migration via partners. Omnisend is easier for small lists, but you may need to rebuild complex flows.

5. Which is better for international brands?

• Klaviyo’s predictive tools and smart send time work well for global audiences. Omnisend supports global SMS but may lack advanced scheduling.

Conclusion

Choosing between Klaviyo and Omnisend depends on how complex your marketing strategy is. If you’re looking to grow, want detailed insights, and rely heavily on flows, Klaviyo gives you the depth to scale.

If you’re starting small, need something easy to manage, and just want to send great emails without the tech headache, Omnisend is a smart choice. Either way, the right tool will help you move faster, sell more, and connect with your customers better.

Key Takeaways

• Segmentation Power: Klaviyo offers real-time, predictive segmentation. Omnisend supports basic filters.

• Flow Flexibility: Klaviyo excels at building complex automations; Omnisend is easier for beginners.

• SMS Control: Klaviyo offers full SMS + MMS integration; Omnisend covers essentials.

• Reporting Depth: Klaviyo includes revenue attribution and lifecycle tracking; Omnisend sticks to basics.

• Ease of Use: Omnisend wins on speed and simplicity; Klaviyo delivers long-term control.

• Pricing & Scale: Omnisend is cheaper upfront. Klaviyo delivers more advanced tools as you grow.

• Support & Migration: Klaviyo suits brands that need expert help. Omnisend works for DIY setups.

Still not sure if Klaviyo or Omnisend is right for your brand?

Schedule a free CRM audit with our experts. Click here—we’ll review your goals, flows, and deliverability setup to help you choose the most profitable platform for scale and retention. Let’s simplify the decision and unlock smarter growth.