Klaviyo vs Braze: Which One Should You Choose in 2026?
Klaviyo
Best for: Shopify brands' email, SMS and CDP Starts at: Free plan 1.6370 reviews Klaviyo review Full profilePick Klaviyo if you need Shopify brands' email, SMS and CDP. Pick Braze if enterprise cross-channel engagement matters more. The table and three-question quiz below show where they differ.
Braze
Best for: Enterprise cross-channel engagement Starts at: Custom quote Braze review Full profileSide-by-side comparison
| Feature | Klaviyo | Braze |
|---|---|---|
| Best for | Shopify brands' email, SMS and CDP | Enterprise cross-channel engagement |
| Pricing model | Freemium, by active profiles | Custom quote |
| Starting price | Free plan | Custom quote |
| Rating | 1.6 / 5 (370 reviews) | – |
| Headquarters | Boston, MA | New York, NY |
| Key features | Email marketing, SMS and mobile messaging, Customer data platform, Segmentation and flows, Reviews, SMS marketing | Cross-channel messaging, Email, SMS, Push and in-app messaging, Customer journey orchestration |
| Our score | 89.1 / 100 | 68.8 / 100 |
From each company's public pricing page and review profiles, checked Oct 27, 2026. Prices change: confirm on the vendor's site before you buy.
Pros and cons
Klaviyo
- G2 4.6 from 1,370 reviews
- Deep Shopify and order data
- Free plan to start
- Costs climb with list size
- Trustpilot 1.6 (370 reviews)
Braze
- Large public company (2,528 customers)
- Strong app push and in-app channels
- No public pricing
- Heavier setup than ecommerce-first tools
Klaviyo vs Braze: the core difference
Klaviyo is built for ecommerce marketers who want email and SMS driven by store data, with setup that a marketing team can handle. Braze is an enterprise customer engagement platform. It shines at mobile push, in-app messages and real-time journeys across apps, websites and other channels, but it usually needs engineering support.
So the choice often comes down to your product. A brand that sells mainly through a website lives in email and SMS. A company with a large mobile app user base needs strong in-app and push messaging.
When each one fits
Most Shopify and DTC brands find an ecommerce-first tool faster to launch and easier to own. Meanwhile, large consumer apps, marketplaces and subscription services with many data sources often choose an enterprise platform for its flexibility and scale.
Contract structure differs as well. Therefore, ask about minimum terms, data limits and implementation fees early in the process.
How to decide
First, map the channels you must reach customers on: email, SMS, push or in-app. Next, list the data sources each message depends on. Then estimate how much engineering time you can give the project. Finally, request a scoped demo using one of your real journeys.
Which should you choose?
Answer three questions. The pick is worked out from the prices, scores and features in the table above.
Alternatives to consider
FAQs: Klaviyo vs Braze
Klaviyo vs Braze: which is better?
Neither Klaviyo nor Braze is better for everyone. The side-by-side table compares them point by point, and the short quiz below it recommends one based on your goal, team size and sales channels.
Klaviyo vs Braze: which is cheaper?
Compare the starting-price rows in the table above, then price Klaviyo and Braze at your real volume (contacts, orders, seats or spend), because entry plans include different limits and features.
Klaviyo vs Braze: which suits Amazon and Shopify sellers?
For Amazon and Shopify sellers, the deciding factors are native integrations, how each handles marketplace data, and reporting. The 'Which should you choose' section maps common seller situations to Klaviyo or Braze.