Klaviyo vs Omnisend (2026): Pricing, Flows, Which to Pick

Klaviyo is the deeper platform: its flow builder, segmentation and predictive data are the benchmark for Shopify stores, and it charges for that depth. Omnisend is the simpler, cheaper one: it covers the core store automations with less setup and costs less at every list size, by a wide margin at 50,000 contacts ($413/month against $720). Pick Klaviyo if you'll use its depth; pick Omnisend if you want the essentials running quickly for less. And if price is why you're comparing, Audienceful costs less than both at every size: free up to 1,000 contacts, $79/month billed yearly at 10,000 and $272 at 50,000, with ready-made store flows and an AI agent that builds them for you.

Both are capable tools with well-rated Shopify apps, and the right answer depends on your list size and how much time you'll put into email. Below we compare them on price, billing, automation, segmentation, editor, ease of use and the Shopify integration, using each vendor's own documentation and independent reviews as of October 2026.

Our bias, up front: we make Audienceful, another email platform for Shopify stores. We've kept the Klaviyo and Omnisend sections to their own documentation and independent reviews, and added Audienceful to the table so you can see where it lands.

Klaviyo vs Omnisend at a glance

	Klaviyo	Omnisend	Audienceful
Price at 1,000 contacts	$30/month	$20/month	Free
Price at 10,000 contacts	$150/month	$132/month	$79/month billed yearly ($99 monthly)
Price at 50,000 contacts	$720/month	$413/month	$272/month billed yearly ($320 monthly)
Free plan	250 active profiles, 500 emails a month	250 contacts, 500 emails a month	1,000 contacts, 2,000 emails a month
What you're billed on	Active profiles (unsubscribed and suppressed excluded)	Billable contacts: subscribers and non-subscribers (unsubscribed excluded)	Subscribed contacts only (unsubscribed, bounced and non-subscribers excluded)
Email sends	A monthly cap that scales with your plan	Standard: 12x your contacts; Pro: unlimited	Unlimited on paid plans
Flow builder	Multi-branch splits, flow preview	Conditional splits, A/B splits, exit conditions	Branching flows, eleven ready-made store flows, and an AI agent that builds flows from a brief
Segmentation	Behavioral, plus predictive data with enough order history	Profile, shopping behavior and engagement; AI Segment Builder	Purchases, products, carts and browsing from Shopify, built by hand or from a plain-language brief
Learning curve	Steep	Gentle	Gentle

List prices as of October 2026, for Klaviyo's Email plan, Omnisend's Standard plan and Audienceful's Essentials plan. Prices change; to compare at your exact list size, use our Klaviyo pricing calculator, which puts Klaviyo, Omnisend and Audienceful side by side.

Pricing: Omnisend vs Klaviyo

Klaviyo is free up to 250 active profiles with 500 emails a month. Its Email plan then costs $30/month at 1,000 profiles, $150 at 10,000 and $720 at 50,000. Since February 2025, Klaviyo bills on active profiles: any profile you can email counts toward your tier, whether or not you email it that month. Unsubscribed and suppressed profiles don't count, so suppressing people you've stopped emailing keeps the bill down. Klaviyo also sells an Email and SMS plan. See our full guide to Klaviyo pricing and the Klaviyo price increases.

Omnisend has a free plan for 250 contacts and 500 emails a month. Its Standard plan starts at $16/month for 500 contacts and gives you 12 emails per contact per month. At 1,000 contacts it's $20, at 10,000 it's $132 and at 50,000 it's $413. The Pro plan starts at $59/month with unlimited email and push notifications. Omnisend's tier is recalculated each billing cycle from your billable contacts, which include non-subscribers (customers who never opted in, for example at checkout), because they can still get automated order-related messages. Unsubscribed contacts aren't counted.

SMS changed in 2026. For brands subscribing on or after May 4, 2026, Omnisend's Standard plan has no SMS and Pro doesn't include SMS credits; SMS is bought separately at volume rates from $0.007 per message, depending on volume and country. The older Pro plan with included SMS credits was set to retire on October 26, 2026.

The verdict on price: Omnisend is cheaper at every size in our table. The gap is small at 10,000 contacts ($18 a month) and large at 50,000 ($307 a month). On both, your bill follows list growth, so a list that grows from checkout sign-ups raises your cost even if you send the same number of emails.

Audienceful undercuts both at every size, and it only counts contacts you can actually email: customers who never opted in, unsubscribes and bounces don't raise your tier.

Automation depth

Klaviyo is the reference point for ecommerce flows. Its multi-branch split, which merged the older conditional and trigger splits, sends profiles down several paths based on what you know about them or the event that started the flow (cart value, products, location), with an "everyone else" path for the rest. A flow preview shows which path any profile would take and why. It has a large library of flow templates for Shopify stores.

Omnisend starts you from pre-built workflows for the store essentials: welcome, abandoned cart, browse abandonment, post-purchase and win-back. You can customize them with conditional splits (yes/no paths based on contact data, events or email engagement), A/B splits to test two paths, and up to four exit conditions that remove contacts from a workflow once they're met. It's enough for most stores. Teams building highly customized logic will find more room in Klaviyo.

Segmentation

Klaviyo segments on purchase and browsing data from Shopify, profile properties and engagement. Once your store meets its thresholds (at least 500 customers with orders, 180 days of order history and recent orders), it adds predicted lifetime value, churn risk and expected next order date to profiles, which you can segment on.

Omnisend segments on profile data, shopping behavior, website interactions and campaign engagement, and segments update in real time. Its AI Segment Builder turns a plain-language description into segment rules and asks follow-up questions when the prompt is vague.

Editor and design

Both use drag-and-drop email builders with ecommerce blocks that pull products from your Shopify catalog, and both work well for promotional campaigns. In both, one person edits an email at a time. Audienceful's editor is real-time collaborative, so a founder, a designer and a copywriter can work on the same email at once.

Ease of use

Reviews generally describe Omnisend as the easier start: a clean interface, quick setup and pre-built workflows you can switch on in minutes. Klaviyo is more powerful and more demanding. It covers email, SMS, reviews and a customer data platform, so there's more to learn, and a small team may use a fraction of it.

Shopify integration

Both integrations are native and well rated. Klaviyo's is widely regarded as the deepest: it syncs your catalog, orders and customer profiles in detail and feeds its predictive analytics. Omnisend's syncs products, orders and customers into its segments and workflows and covers the main Shopify triggers. Omnisend also connects natively to WooCommerce.

AI and MCP

Klaviyo's AI marketing agent, Composer, entered public beta on June 30, 2026. It audits your flows and drafts campaigns and flows for you to approve, and runs on credits (10,000 free for existing customers, valid for 90 days, then paid plans from $14/month). Klaviyo's MCP server connects Claude and ChatGPT for reporting and campaign drafts; see our Klaviyo MCP guide. Omnisend has its AI Segment Builder and a hosted MCP server that can draft and schedule campaigns. Audienceful puts its AI agent on every plan: it writes emails in your voice and builds audiences and whole flows from a brief, and nothing sends until you approve it.

Which to pick

Pick Klaviyo if email is a core revenue channel, you have someone to build and tune flows, and you'll use predictive data. Expect to pay for it, especially past 10,000 contacts.
Pick Omnisend if you want the standard store automations running quickly, a gentler interface and a lower bill as your list grows.
Pick Audienceful if you want the store flows that earn the most running from templates this week, revenue tracked per flow, an AI agent that does the building, and a bill below both.

The third option: Audienceful

If you've read this far because of the price, there's a third option. Audienceful is the email platform we make for Shopify stores: Shopify email marketing, without the Klaviyo bill.

Price. Free up to 1,000 contacts (one automation, 2,000 emails a month). At 10,000 contacts it's $79/month billed yearly ($99 monthly), and at 50,000 it's $272 billed yearly ($320 monthly), with unlimited sends on paid plans.
Installs like a Shopify app. Install it from the Shopify App Store: the account is created from your store and the plan is billed on your Shopify invoice. Customers, orders, refunds, checkouts, carts and products sync in, with consent kept in step both ways.
Eleven ready-made store flows. The Shopify automation templates include browse abandonment, added to cart, abandoned checkout recovery (three emails over about two days, stopped by a purchase), post-purchase, replenishment, VIP and win-back, each paused until you turn it on.
Revenue per campaign and per flow, with last-click attribution within five days and refunds netted out.
An AI agent on every plan that builds audiences, automations and emails from a brief, with your approval, plus an MCP server for Claude and ChatGPT, and a real-time collaborative editor.

Compare it directly: Audienceful vs Klaviyo and Audienceful vs Omnisend. For the wider field, see our lists of Klaviyo alternatives and Omnisend alternatives. Still on Shopify's built-in tool? Read Shopify Email vs Klaviyo.

Audienceful is free up to 1,000 contacts, then paid plans start at $32/month billed yearly ($37.50 monthly) for 3,000 contacts. Install it on your Shopify store and your customers, orders and products sync in a few minutes.

FAQs

Is Omnisend cheaper than Klaviyo?

Yes, at list prices in October 2026. At 1,000 contacts Omnisend Standard is $20/month against Klaviyo's $30; at 10,000 it's $132 against $150; at 50,000 it's $413 against $720.

Klaviyo or Omnisend for Shopify?

Klaviyo if you want the deepest flows, segmentation and predictive data and will use them. Omnisend if you want the core automations with less setup and a lower bill. Both have native Shopify integrations. If cost decides it, Audienceful is cheaper than both, installs from the Shopify App Store, and comes with eleven ready-made store flows.

How do Klaviyo and Omnisend bill differently?

Klaviyo bills on active profiles: anyone you can email, whether or not you email them that month. Omnisend bills on subscribers plus non-subscribers. Neither counts unsubscribed contacts.

Does Omnisend have conditional splits like Klaviyo?

Yes. Omnisend workflows support conditional splits, A/B splits and exit conditions. Klaviyo's multi-branch split can create several paths in one step, and its flow preview shows which path a profile would take.

Is there a cheaper alternative to both?

Audienceful costs $79/month billed yearly ($99 monthly) at 10,000 contacts and $272 billed yearly ($320 monthly) at 50,000, and installs from the Shopify App Store with eleven ready-made store flows.

Klaviyo vs Omnisend for Shopify Stores: Price, Flows and Which to Pick