Klaviyo is the stronger product and most brands on it are using perhaps a third of what they pay for. That is the whole comparison in a sentence, but the detail matters.
Where Klaviyo is genuinely ahead
Segmentation. Build an audience on almost any combination of behaviour, purchase history and predicted value. Omnisend covers the common cases; Klaviyo covers the ones you have not thought of yet.
Flow logic. Conditional splits, waits, and branching that reflects how people actually behave.
Predictive data. Expected date of next order, estimated lifetime value. Useful if you act on it and decorative if you do not.
The ecosystem. Every Shopify app integrates with Klaviyo first.
Where Omnisend is enough
For the flows that produce most email revenue — welcome, browse abandonment, cart, post-purchase, replenishment, win-back — Omnisend does all of them competently. It has SMS and push in the same subscription, which Klaviyo charges separately for.
And it costs substantially less at the same contact count.
| Klaviyo | Omnisend | |
|---|---|---|
| Segmentation depth | Best available | Covers the common cases |
| Flow builder | Deeper branching | Capable |
| SMS | Separate product | Included |
| Shopify integration | Deepest | Good |
| Cost at 20k contacts | Notably higher | Notably lower |
| Agency familiarity | Universal | Lower |
Before comparing price, prune the list. Both charge on contacts, and a large share of a typical list has not opened anything in a year. Removing them cuts the bill and improves deliverability at once — and may remove the reason to switch.
The question that decides it
List the segments you actually send to and the flows actually running. If that list is six flows and three segments, you are buying Klaviyo's ceiling and using Omnisend's.
If you genuinely use predictive segments, complex branching, or you have an agency whose whole process is built on Klaviyo, the difference is earned.
On switching
Flows do not migrate. Rebuilding six flows is a week of work, and the deliverability reputation you have built on a sending domain takes time to re-establish. Factor both in rather than only comparing monthly cost.
Talk it through
Tell us which flows you actually have running.
That plus your list size tells us whether you are on the right platform or paying for a ceiling you are nowhere near.
Ask usA real read within one business day — not a sales call.
About the author
Manpreet Singh
Founder of Proscube. Leads the studio's Shopify, headless and CRO engineering, and works directly with founders rather than through account managers.
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