Email marketing · Head to head
Klaviyo vs ActiveCampaign
Two automation-heavy platforms aimed at different businesses: Klaviyo is built around the online store, ActiveCampaign around the sales pipeline.
Klaviyo
8.8/10vs
ActiveCampaign
8.6/10| Klaviyo | ActiveCampaign | |
|---|---|---|
| Best for | E-commerce brands | B2B and service businesses |
| Core data model | Products, orders, browsing | Contacts, deals, behaviours |
| Automation | Best-in-class commerce flows | Most flexible builder overall |
| CRM | No — commerce CDP instead | Yes, integrated |
| SMS | First-class | Add-on |
| Value when | You sell products online | You sell through people and pipelines |
Where Klaviyo wins — and where ActiveCampaign wins
Klaviyo
- Unmatched for store-driven revenue flows
- SMS and email in one commerce brain
- Predictive analytics on purchase behaviour
ActiveCampaign
- CRM plus automation in one subscription
- More flexible non-commerce journey logic
- Better fit for long, human sales cycles
Our verdict
This one is refreshingly simple: sell products online, choose Klaviyo; sell through relationships and pipelines, choose ActiveCampaign. Buying the other one is where expensive regret lives.
How we compare: assessments draw on vendor documentation, published pricing, product testing where noted, and our published methodology. Prices are indicative entry-level figures — confirm current plans with vendors. We may earn commission from links on this page; it never affects our verdicts.