Klaviyo and Mailchimp both do email marketing, but they're built for different purposes. For eCommerce, the choice is clear. Here's why.

Moving Beyond "Newsletters": Why Logic Matters

Email marketing isn't about sending newsletters—it's about automated, behavior-driven campaigns:

The Newsletter Problem

Traditional email platforms (like basic Mailchimp) are built for:

Broadcast emails (newsletters, announcements)
Simple segmentation (by list, by tag)
Basic automation (welcome series, birthday emails)
Result: Generic emails that don't convert

The Automation Advantage

Advanced platforms (like Klaviyo) are built for:

Behavioral triggers (abandoned cart, browse abandonment)
Product-based segmentation (bought X, show Y)
Revenue-focused automation (win-back, post-purchase)
Result: Personalized emails that drive revenue

Klaviyo's Deep Integration with Shopify

This is Klaviyo's killer feature:

Native Shopify Integration

Product data: Automatically syncs products, prices, inventory
Customer data: Purchase history, lifetime value, preferences
Cart data: Real-time abandoned cart tracking
Event tracking: Views, adds to cart, purchases, refunds

What This Enables

Abandoned cart: Know exactly what they left behind
Product recommendations: "Customers who bought X also bought Y"
Win-back campaigns: Target customers who haven't bought in X days
Post-purchase: Upsell based on what they just bought
Browse abandonment: They viewed but didn't add to cart

Mailchimp's User Friendliness vs. Limitations

Mailchimp is easier to use, but has limitations:

Mailchimp Strengths

Ease of use: Intuitive interface, easy to learn
Design tools: Good drag-and-drop email builder
Free tier: Free for up to 500 contacts
General purpose: Works for any business type

Mailchimp Limitations for eCommerce

Weak Shopify integration: Basic product sync only
Limited automation: Can't do complex product-based flows
No revenue tracking: Can't easily see email-driven revenue
Generic segmentation: Can't segment by purchase behavior easily

Pricing Comparison for High-Volume Lists

For eCommerce stores with large lists, pricing matters:

Klaviyo Pricing

Free: Up to 250 contacts
Email: $20/month for 500 contacts
Email + SMS: $45/month for 500 contacts
Scales with contacts and email sends
Best for: Stores doing $10K+/month in revenue

Mailchimp Pricing

Free: Up to 500 contacts, 1,000 sends/month
Essentials: $13/month for 500 contacts
Standard: $20/month for 500 contacts
Premium: $350/month for 10,000 contacts
Best for: Small stores, non-eCommerce businesses

The ROI Difference:

Klaviyo users report 3-5x higher email revenue per subscriber. The higher cost pays for itself through better automation and personalization.

Migration Guide: Switching to Klaviyo

If you're on Mailchimp and want to switch:

Step 1: Export Your Data

Export contacts from Mailchimp (CSV)
Export email templates (HTML)
Document your current automations

Step 2: Set Up Klaviyo

Install Klaviyo app in Shopify
Import contacts (they'll auto-sync going forward)
Set up product feeds
Configure event tracking

Step 3: Recreate Automations

Start with high-value flows (abandoned cart, welcome series)
Use Klaviyo's templates as starting point
Customize with your brand and products
Test before going live

Step 4: Run Both in Parallel

Keep Mailchimp running for 30 days
Send from Klaviyo to new subscribers
Compare performance
Migrate fully once confident

Conclusion

For eCommerce, Klaviyo wins. Its deep Shopify integration, product-based automation, and revenue focus make it the clear choice. Mailchimp is great for general businesses, but eCommerce stores need Klaviyo's power. The ROI difference makes the higher cost worth it.