Klaviyo vs HubSpot: 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 HubSpot if brands unifying marketing and sales matters more. The table and three-question quiz below show where they differ.
HubSpot
Best for: Brands unifying marketing and sales Starts at: Free plan HubSpot review Full profileSide-by-side comparison
| Feature | Klaviyo | HubSpot |
|---|---|---|
| Best for | Shopify brands' email, SMS and CDP | Brands unifying marketing and sales |
| Pricing model | Freemium, by active profiles | Freemium, per seat |
| Starting price | Free plan | Free plan |
| Rating | 1.6 / 5 (370 reviews) | – |
| Headquarters | Boston, MA | – |
| Key features | Email marketing, SMS and mobile messaging, Customer data platform, Segmentation and flows, Reviews, SMS marketing | CRM, Marketing automation, Sales pipeline, Service desk, Commerce integrations, Marketing Hub (email, automation) |
| Our score | 89.1 / 100 | 86.7 / 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)
HubSpot
- Free CRM tier
- 14,000+ G2 reviews (Sales Hub)
- Marketing, sales and service in one
- Professional tiers get expensive
- Less ecommerce-native segmentation
Klaviyo vs HubSpot: the core difference
Klaviyo is an email and SMS platform designed around ecommerce data. HubSpot is a broader customer platform built on a CRM, with separate hubs for marketing, sales, service and content. As a result, one goes deep on store marketing, while the other connects marketing to sales and support.
Your sales motion therefore guides the choice. Checkout-driven brands need purchase-based segments and flows, while companies with sales reps need contact records, deals and tasks.
When each one fits
Online retailers and DTC brands usually get faster results from an ecommerce-first tool. However, B2B companies, wholesale operations and businesses with long sales cycles often benefit from an all-in-one CRM. Some brands even run both, syncing customers between them.
Pricing grows differently. One scales mainly with profiles and messages, while the other scales with hubs, seats and contacts.
How to decide
First, sketch your customer journey from first visit to repeat purchase. Next, mark where a salesperson or support agent steps in. Then trial the platform that covers the most important steps. Finally, check the integration if you plan to connect both systems.
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 HubSpot
Klaviyo vs HubSpot: which is better?
Neither Klaviyo nor HubSpot 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 HubSpot: which is cheaper?
Compare the starting-price rows in the table above, then price Klaviyo and HubSpot at your real volume (contacts, orders, seats or spend), because entry plans include different limits and features.
Klaviyo vs HubSpot: 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 HubSpot.