Omnisend vs. Klaviyo: Top E-commerce Pick in 2025

Choosing the right email marketing platform can make or break your e-commerce growth in 2025. With customer expectations rising and competition intensifying, automation, advanced segmentation, and personalization are no longer optional; they’re essential. 

At Mavlers, we’re witnessing a surge in e-commerce clients seeking more forward-thinking, growth-driven solutions. Their expectations are higher now that platforms are evolving at warp speed. 

Two platforms leading the charge are Omnisend and Klaviyo, each offering powerful features tailored for online stores. 

But which one gives your e-commerce brand the edge this year? 

And this sets the stage for a fresh look at the Klaviyo vs. Omnisend showdown. 

Today, we break down their key strengths, pricing, and performance to help you decide which tool best aligns with your goals. 

Omnisend vs. Klaviyo: TL;DR
1. Ease of use
2. Multichannel marketing
3. Automation & workflows
4. Segmentation & personalization
5. AI capabilities
6. Design flexibility
7. A/B Testing
8. Integrations
9. Analytics & reporting
10. Pricing
Omnisend vs. Klaviyo: Our final verdict

Omnisend vs Klaviyo: TL;DR

Alright, before we get into the details, here’s a top-level overview of our Klaviyo vs. Omninsend review. 

Now, let’s dive into a detailed feature-by-feature comparison of the platforms. We’ll kick off with ease of use. 

1. Ease of use

Omnisend is widely appreciated for its easy-to-use interface and drag-and-drop email builder. It’s designed for marketers of all skill levels, with pre-built templates and intuitive navigation. Even beginners can launch campaigns quickly without a steep learning curve. 

Klaviyo also offers an intuitive platform with customizable content blocks, but its advanced features and deeper customization options can make the initial setup more complex. 

New users may find the learning curve steeper, particularly when building intricate automations. 

Verdict: If your priority is a smooth, intuitive workflow with minimal setup time, Omnisend is better suited for the job. However, if you’re comfortable sacrificing a bit of usability for greater personalization and control, Klaviyo offers more under the hood—albeit with a slightly steeper learning curve.

2. Multichannel marketing

This is a critical factor when assessing Omnisend vs. Klaviyo for e-commerce, especially for brands targeting a global audience with email, SMS, and web push strategies. 

Omnisend supports email, SMS, and web push notifications natively, allowing businesses to orchestrate true omnichannel campaigns from a single dashboard. 

Omnisend’s SMS marketing service is available globally, supporting all country codes for SMS sending. While there are specific regulations to consider in certain countries, like the US, Omnisend has designed different interfaces to ensure compliance. Their pop-ups, landing pages, and signup forms are built with TCPA and GDPR consent checkboxes and opt-in disclosures.

The SMS editor allows for differentiating opt-out instructions for US/CA vs. international audiences, as well.  

Klaviyo supports email and SMS marketing, but its SMS service is not available everywhere. It is limited to 19 countries. 

It does not offer native web push notifications, either, though they can still be triggered via API. But Klaviyo does support mobile app push notifications for both iOS and Android. 

And yes, Omnisend also supports mobile app push notifications. 

Verdict: Go with Omnisend if you need global SMS support.

3. Automation & workflows

Omnisend provides pre-built automation workflows for common e-commerce scenarios (abandoned cart, welcome series, order confirmation, etc.). The workflows also are easy to set up and can include email, SMS, and push notifications. 

Omnisend automation

However, customization options are more basic. 

But Omnisend is improving its automation capabilities. Its recent updates, like retrospective triggers and expanded Shopify events, add flexibility and depth to its automation toolkit.

The list of automations available in Omnisend include:

• Welcome
• Cart abandonment
• Browse abandonment
• Post-purchase
• Transactional 
• Special occasions 

You can also create custom workflows from scratch. 

Klaviyo, on the other hand, excels in automation with its advanced, highly customizable flows. The platform’s wide selection of prebuilt flows is backed by powerful segmentation tools and predictive analytics, allowing you to craft highly individualized campaigns at every stage of the customer lifecycle. 

Segments in Omnisend 

Verdict: If you’re looking for fast, effective automation with a low barrier to entry, Omnisend is a strong contender. But, if you want advanced, precision-targeted automation with richer customer insights, Klaviyo offers a more comprehensive and scalable solution.

4. Segmentation & personalization

Omnisend offers strong segmentation based on demographics, browsing behavior, and purchase history. While its personalization features are robust, they’re not as granular as Klaviyo’s.

Currently, Omnisend offers the following user segments: 

• Contact properties
• Engagement
• Anniversaries
• Orders
• Products
• Custom Events
• Custom Properties

Each of the above segments has its own unique filters, too. Also, Omnisend AI now helps you build targeted segments. 

Simply describe the audience you’re looking to reach, and the AI will automatically generate the right segmentation rules for you. Plus, the process is guided by a built-in chatbot. If your prompt is clear, it instantly shows a preview of your segment. If not, it’ll ask relevant follow-up questions to refine the criteria. 

Omnisend segmentation

Klaviyo leads in segmentation, allowing marketers to create highly detailed segments using real-time customer data. Its predictive analytics further enhance targeting, enabling campaigns based on churn risk, lifetime value, and more, including: 

• Cross sell segment
• Location-based segment
• Item and brand-specific segment
• Engagement tier segment
• Average order value (AOV) segment
• Holiday shoppers segment

Klaviyo also lets you go beyond its built-in segmentation options by adding your own custom profile properties. 

For instance, you might want to track something like a customer’s favorite color — a detail not included by default. So you can gather this type of information through your sign-up forms, enabling you to build even more tailored and precise audience segments.

Klaviyo segmentation

Verdict: Klaviyo leads when it comes to advanced segmentation. It gives you virtually unlimited freedom to create dynamic audience segments using a wide range of data points, e.g. customer behavior, proximity, GDPR status, list activity, and  predictive analytics.

Omnisend offers a more structured,  approachable segmentation experience. While not as flexible as Klaviyo, Omnisend’s segmentation still provides more than enough power for most small-to-medium e-commerce needs. It’s more beginner-friendly. 

5. AI capabilities

This aspect ties directly into any Klaviyo comparison (or Omnisend comparison, for that matter) where AI is central to campaign scalability and customer experience.

Omnisend includes an AI assistant for email generation as well as  a basic subject line generator. It also personalizes product recommendations based on recent customer activity. Notably, all AI features are available on every plan, including the free tier.

Currently, Omnisend AI lets you:

• Instantly pull your logo, brand colors, and fonts from your store to create on-brand email templates.
  
• Sort your audience using RFM metrics.
  
• Identify your most valuable customers and nurture their loyalty with personalized messages and exclusive perks.
  
• Detect churn risks early and win back slipping customers.
  
• Deliver smarter product recommendations by showcasing items based on each customer’s behavior. 

Ominsend AI

Klaviyo offers a broader suite of AI tools: subject line assistant, Email AI for copy and visuals, AI product recommendations, predictive analytics, Segments AI, Flows AI, and review sentiment analysis. These features streamline segmentation, campaign flows, and customer feedback analysis. Most advanced AI tools are available only on paid plans. 

Klaviyo AI

Verdict: If you’re looking for accessible, no-fuss AI tools with great e-commerce relevance, Omnisend delivers excellent value. But if your strategy demands enterprise-level intelligence and automation, Klaviyo leads the way with a more sophisticated and expansive AI offering.

6. Design flexibility 

Omnisend offers a variety of customizable templates for different campaign types. 

You can also upload your own HTML templates for free. Currently, Omnisend offers a breathtakingly diverse library of:

• Email templates
• Popup templates
• Embedded form templates 
• Landing page templates
• Flyout form templates

The templates are very well-designed. They look sleek, modern, and seem to incorporate a lot of emerging design trends into the layouts. Although the welcome email and abandoned cart email templates look dated and bland, generally speaking, the library is a commendable launch pad for non-designers as well as experts.

Klaviyo offers around 100 newsletter templates, providing ample creative options. The templates are diverse and include playful, branded designs. However, some users find Omnisend’s templates easier to customize. Additionally, Klaviyo offers only 3 types of templates, namely email templates, signup forms, and flows. 

Verdict: Both Omnisend and Klaviyo shine when it comes to email design, offering intuitive, drag-and-drop editors that make it easy for beginners and non-coders to create professional-looking campaigns. From usability to visual customization, there’s little that separates them on the surface.

If you’re looking for more playful templates and deep product feed integration, Klaviyo has the edge. But if you value interactive elements and flexible template options, Omnisend is equally good.

7. A/B Testing 

Omnisend offers A/B testing for subject lines and sender names, but testing capabilities are more basic.

Omnisend AI

In their own comparative blog post, Omnisend recommends their A/B testing over Klaviyo’s for being more “straightforward.” “You can test variations of your emails without setting up complicated rules or diving into advanced analytics. That’s why it’s great for marketers who want to quickly find out how well their campaigns are doing,” the author adds. 

And that’s precisely where Omnisend may fall short. 

Its A/B testing features are overly simplistic. As Kath Pay highlights in this podcast, many email marketers don’t take a rigorous, data-driven approach to testing. Instead, they’re constrained by the limitations of the tools they use. Tests are often rushed, sometimes run for as little as four hours, which leads to unreliable results and missed insights. Apparently, a test that’s too “straightforward” to run often fails to deliver meaningful learning.

And from Pay’s observation, “quickly” is NOT an advantage, although an easy setup process isn’t unwelcome. 

Klaviyo provides A/B testing for emails and workflows, allowing for more sophisticated experimentation and optimization. 

Klaviyo AI

Although the limitations Kath Pay mentions can apply to Klaviyo, if not to ESPs in general, Klaviyo still offers a much more robust A/B testing framework than Omnisend. It lets you experiment with a wider range of variables, including placed order rates, click-through rates, send times, etc.

Verdict: When it comes to robust A/B testing, Klaviyo is the better choice by a wide margin.

8. Integrations 

Currently, Omnisend offers 160+ pre-built integrations, including major e-commerce platforms, CRMs, and shipping providers. But, it has fewer native e-commerce integrations than Klaviyo.

Integrating with CRMs allows businesses to centralize customer data and use it to inform marketing efforts. Omnisend integrates with HubSpot CRM, Zoho CRM, and Odoo CRM, among others. 

Many integrations focus on sending shipping updates via SMS, connecting with services like Twilio, MessageBird, ClickSend, and more to ensure timely delivery notifications.

Omnisend integrations

Klaviyo boasts 350+ pre-built integrations, covering a wider range of e-commerce platforms and marketing tools. Its Shopify integration is especially deep, making it a favorite among Shopify merchants. (Shopify holds a partial ownership stake in Klaviyo.)

Klaviyo can access a rich array of data points from Shopify, such as:

• Customer data: Includes purchase history, browse behavior, customer segments, loyalty program status, etc.
  
• Product data: Product details, inventory levels, categories, pricing.
  
• Order data: Order status, shipping information, returns.
  
• Website behavior: Viewed products, search queries, time spent on pages. This depth allows for highly personalized and targeted marketing campaigns. For example, a business can segment customers based on specific products they viewed on Shopify, send automated abandoned cart reminders with dynamic product images, or create win-back campaigns for customers who haven’t purchased in a while, leveraging their full purchase history.

Klaviyo’s integrations with platforms like Stripe, Chargebee, Recurly, and Recharge enable seamless tracking of subscription events. 

Its connections with customer service tools such as Gorgias and Zendesk help unify support insights with marketing strategies. Post-purchase communication is strengthened through integrations with AfterShip and ShipStation, while connections with review platforms like Judge.me make it easy to automate review requests and harness the power of social proof.

Klaviyo integrations

When evaluating an e-commerce ESP, it’s important to look beyond just the number of native integrations and delve into its API documentation, its support for integration tools, and its overall data handling capabilities. In light of that, both Klaviyo and Omnisend do well. The lack of enough integrations in Omnisend is a drawback, but assuredly, more integrations is just a matter of time. 

Verdict: Klaviyo stands out for its deep integration with Shopify and its focus on leveraging customer data for highly personalized email campaigns. It also connects well with advertising and social platforms like Facebook and Google Ads, which is ideal for brands running omnichannel campaigns and retargeting strategies.

Omnisend, on the other hand, takes a broader approach. In addition to e-commerce, it connects with shipping providers, CRMs, customer support tools, scheduling apps, and landing page builders.

9. Analytics & reporting

For e-commerce-focused marketers, comparing Klaviyo features vs. Omnisend features in terms of analytics can reveal which platform offers the most actionable and user-friendly dashboard. 

Omnisend provides advanced reports for email campaigns and automation performance. Its analytics are comprehensive but may lack some of the real-time, visual depth of Klaviyo. The platform reserves its advanced reporting features for users on its top-tier plan. Additionally, data access is capped at 18 months, which is also restrictive. In general, Omnisend offers: 

• Full historic data comparisons 
• Cross-channel performance insights
• Lifecycle stage map
• Forms reports 
• Audience growth insights 
• Channel trends breakdowns 

Klaviyo offers real-time reporting with visualizations, benchmarking, and in-depth insights into customer behavior and campaign performance. Klaviyo’s reporting gives you a comprehensive view of your business from the moment it launched. You can tailor the reports to focus on the metrics that matter most to you and choose the exact time range for analysis. 

It also lets you incorporate data from other marketing channels. 

Verdict: Both Omnisend and Klaviyo offer robust analytics tools, but they cater to different levels of marketing maturity. Omnisend excels in providing intuitive dashboards and visual reports that make it easy to track email and SMS performance, making it a strong choice for marketers who value simplicity and actionable insights. 

Klaviyo, however, goes a step further with its predictive analytics capabilities. By forecasting customer behavior and lifetime value, it empowers more advanced segmentation and strategic planning. This makes Klaviyo the better fit for data-driven teams aiming to maximize long-term customer value and ROI.

10. Pricing

Finally, let’s dig into Omnisend pricing vs Klaviyo pricing breakdown based on real-world use cases and contact list sizes.

Pricing is often considered one of the most significant distinctions between the two platforms, something Omnisend itself frequently highlights. Still, to provide a clear and unbiased comparison, here’s how their pricing structures and plans stack up. 

Klaviyo is geared more toward brands with higher marketing budgets and more advanced needs. While its free plan also includes 500 email sends per month, it allows unlimited subscribers. But the flexibility comes with a caveat. 500 emails don’t stretch far if you’re planning to scale. Klaviyo’s pricing can escalate quickly, especially as your list grows or you begin exploring more robust campaigns.

Verdict: Omnisend wins on affordability and simplicity, especially for growing businesses. Klaviyo justifies its higher cost with power-packed features, ideal for experienced teams ready to go deep with automation and analytics.

Omnisend vs. Klaviyo: Our Final Verdict

Omnisend is ideal for beginners and small to mid-sized brands. If you’re looking for an affordable, user-friendly platform with strong omnichannel capabilities, 24/7 support, and powerful features without the burden of a steep learning curve, Omnisend is a great fit. 

Klaviyo, on the other hand, is suited for experienced marketers and larger businesses, particularly those on Shopify. Teams equipped to manage complex workflows and extract insights from advanced analytics will get the most value from Klaviyo. 

Wrapping up!

In the battle of Omnisend vs. Klaviyo, there’s no one-size-fits-all winner, only the platform that best aligns with your business’s current needs and growth ambitions.

Both platforms are pushing the envelope in 2025. Whether you’re building your first automation flow or crafting AI-personalized omnichannel journeys, the best tool is the one that supports your next leap forward. Pick based on your maturity, resources, and how much complexity you’re ready to harness.

Regardless of your pick in the Klaviyo vs. Omnisend discussion, you’re in expert hands with us.

If you need help with Klaviyo or Omnisend, schedule a call with our team. We’ll guide you through every step of the process with our proven six-step email marketing playbook.