Mailchimp
We Measured 2,897 Switches to Klaviyo in 90 Days: Pricing, Features & Adoption Data (2026)
Compared on our own monthly crawl of 29.9M live business domains, both vendors' pricing pages read on Aug 27, 2026 and 6,789 G2 reviews.
Published Aug 30, 2026Updated Aug 30, 2026August 2026 crawl
Mailchimp
475
domains gained from Klaviyo in 90 days
Klaviyo
2,897
domains gained from Mailchimp in 90 days
Choose Mailchimp if…
- Your list is under 250 contacts and the free plan has to carry a full template library and 300+ integrations
- Ease of getting started decides it: G2 rates Mailchimp above Klaviyo on ease of use (8.7 to 8.6) and ease of setup (8.7 to 8.5)
- You want a published price before you sign up: Mailchimp lists four plans from $13, Klaviyo routes paid tiers through a plan builder
Choose Klaviyo if…
- You sell online: Retail plus Retail Apparel and Fashion is 25.06% of Klaviyo's enriched base against 9.66% of Mailchimp's
- You want email, SMS and push in one flow builder, with the Shopify integration reviewers cite most (255 G2 reviews to 85)
- Segmentation and automation depth matter more than the sticker price, which is how 2,897 domains a quarter are voting
How we collect this data
Every number names its source and the date it was read.
Klaviyo is taking the traffic between these two, and not on price: 2,897 domains dropped Mailchimp and now run Klaviyo in the 90 days to August 27, 2026, against 475 going the other way, a 6.1 : 1 flow. That inverts the usual pattern, because Klaviyo is the more expensive of the two at the entry point ($20 a month for 251 to 500 active profiles against Mailchimp Essentials at $13) and G2 reviewers cite price as a complaint more often for Klaviyo (69 mentions) than for Mailchimp (56). What separates them is who they are built for: Retail is 15.04% of Klaviyo's enriched base and Retail Apparel and Fashion another 10.02%, against 6.98% and 2.68% for Mailchimp. Mailchimp is still the larger platform, 526,676 detected domains to 416,262, and it holds the #1 position in email marketing while rating ahead on ease of use (8.7 to 8.6) and ease of setup (8.7 to 8.5).
At a glance
August 2026 crawlMailchimpMailchimp526,676Klaviyo416,262MailchimpMailchimp21.2%Klaviyo16.8%MailchimpMailchimp#1Klaviyo#2KlaviyoMailchimp475Klaviyo2,897MailchimpMailchimp$13/moKlaviyo$20/moMailchimpYesKlaviyoYesWho is switching between Mailchimp and Klaviyo?
Analysed Aug 27, 20262,897domains moved from Mailchimp to Klaviyo in the 90 days to Aug 27, 2026 · 475 went the other way
Switched = dropped Mailchimp on every host we track since May 22, 2026 and currently runs Klaviyo. A drop is a tag disappearing from our crawl, not a confirmed cancellation. 28,700 domains run both today. Counts are domains, not accounts.
“2,897 domains switched from Mailchimp to Klaviyo in the 90 days to Aug 27, 2026 (TechnologyChecker, https://technologychecker.io/compare/mailchimp-vs-klaviyo)”
2,897 domains switched from Mailchimp to Klaviyo in the last 90 days → See the list
31,680 domains have dropped Mailchimp since we began tracking it in March 2026. Most go to Mailgun.
Mailgun814
Sendgrid530
Amazon SES428
Brevo390At 500 contacts, Mailchimp Essentials is $13 a month and Standard $20; Klaviyo's email tier starts at $20 for 251 to 500 active profiles and $35 with SMS included. Both are free up to 250 contacts with 500 email sends a month, and Klaviyo's free tier adds $5 of mobile messages. (checked Aug 27, 2026)
Mailchimp plans
| Plan | Monthly | Annual (per mo) | Includes |
|---|---|---|---|
| Free | Free | Not published | Up to 250 contacts, 500 sends a month (250 a day)1 seat · 1 audience · Email support for the first 30 days · Sending pauses if the contact or send limit is exceeded |
| Essentials | $13/mo | Not published | 500 contacts included; monthly send limit 10x the contact count3 seats · 3 audiences · Automation flows up to 4 steps · A/B testing included, predictive segmentation not included · $11.05 a month for the first 12 months on the introductory offer · 14-day free trial |
| Standard | $20/mo | Not published | 500 contacts included; monthly send limit 12x the contact count5 seats · 5 audiences · Automation flows up to 200 steps with branching · Predictive segmentation and custom reports included · $17 a month for the first 12 months on the introductory offer · 14-day free trial |
| Premium | $350/mo | Not published | 10,000 contacts included; monthly send limit 15x the contact countUnlimited seats and audiences · Phone and priority support · Multivariate testing · $297.50 a month for the first 12 months on the 15% offer |
Klaviyo plans
| Plan | Monthly | Annual (per mo) | Includes |
|---|---|---|---|
| Free | Free | Not published | Up to 250 active profiles, 500 email sends a month$5 of mobile messages a month · 10,000 Composer credits · Built-in reporting · Email support for the first 60 days, then Community and Help Center |
| Email (entry tier) | $20/mo | Not published | 251 to 500 active profiles, with expanded email send capacityPrice published in the pricing page structured data; the visible page routes to a plan builder · Scales with active profiles and message volume |
| Email + SMS (entry tier) | $35/mo | Not published | 251 to 500 active profiles, email plus SMS and MMS creditsPrice published in the pricing page structured data; the visible page routes to a plan builder · Scales with active profiles and message volume |
| Feature | Mailchimp | Klaviyo |
|---|---|---|
| Visual automation builder | Essentials: 4 steps per flow; Standard and Premium: 200 steps with branching | Flows across email, SMS and push, with pre-built templates and a drag-and-drop builder |
| Segmentation | Advanced segmentation on all paid plans; predictive segmentation on Standard and Premium only | Custom segments on hundreds of data points, with Segment AI building them from prompts |
| SMS marketing | Paid add-on on any paid plan, by application (typically 2 to 5 business days) | Built in; $5 of mobile messages on the free tier, $35 entry tier bundles SMS and MMS |
| Mobile push notifications | Not listed on the plan comparison page | Included in flows and campaigns alongside email and SMS |
| Integrations | 300+ | 350+ |
| Free plan | 250 contacts, 500 sends a month (250 a day), 1 seat, 1 audience | 250 active profiles, 500 email sends a month, plus $5 of mobile messages |
| Seats | Free 1, Essentials 3, Standard 5, Premium unlimited | Not published on the pricing page |
| A/B and multivariate testing | A/B testing on all paid plans; multivariate testing on Premium | Not listed on the features page |
| Predictive analytics | Predictive segmentation on Standard and Premium | Predicted next order date, lifetime value, spending potential, time between orders and churn risk |
| Peer benchmarking | Not listed on the plan comparison page | Benchmarks against 100 peer brands on metrics such as conversion rate and abandoned cart recovery |
| Support | Email for 30 days on Free; email and chat on Essentials and Standard; phone and priority on Premium | Email support for the first 60 days on Free, then Klaviyo Academy, Community and Help Center |
| Published price list | Four plans listed with prices and a contact-count selector | Free tier listed; paid tiers quoted through a plan builder |
Adoption since Jan 2008
Monthly active domains from each technology's profile, starting Jan 2008, the first month both were tracked. The shaded band is a hole in our crawl (Jul 2025 to Jun 2026 has no monthly points); the lines break across it rather than being interpolated, and the months either side of the band are not directly comparable.
Mailchimp31,680Klaviyo18,789Mailchimp328,239Klaviyo165,974Mailchimp+183Klaviyo0Top countries for MailchimpTop countries for Klaviyo- DHL ExpressTransportation, Logistics, Supply Chain and Storage
- University of CaliforniaHigher Education
- Upwork EnterpriseSoftware Development
- Honeywell International, Inc.Appliances, Electrical, and Electronics Manufacturing
- Burger King Company LLCRestaurants
- DHL ExpressTransportation, Logistics, Supply Chain and Storage
- BoschSoftware Development
- General MotorsMotor Vehicle Manufacturing
- Bayer AGChemical Manufacturing
- TiktokEntertainment Providers
Share of each vendor's enriched companies in the segment. A gap is a lean, not a verdict; rows under 30 companies a side or under 5 pp are marked.
By company size
Mailchimp58.0%Klaviyo61.6%Mailchimp23.6%Klaviyo23.4%Mailchimp8.5%Klaviyo7.4%Mailchimp3.5%Klaviyo2.5%Mailchimp1.1%Klaviyo0.7%By industry
Leans Klaviyo (+6.8 pp)Mailchimp6.1%Klaviyo12.9%Leans Klaviyo (+6.3 pp)Mailchimp2.3%Klaviyo8.6%Mailchimp2.1%Klaviyo3.7%How buyers rate Mailchimp and Klaviyo
G2, read Aug 27, 2026- Largest segment
- Small-Business, 72.1% of reviews
- Entry price on G2
- $0.00
- Free trial
- Available
- Plans listed
- 4 on G2
- Largest segment
- Small-Business, 82% of reviews
- Entry price on G2
- Not published
- Free trial
- Available
- Plans listed
- Not published
Mailchimp8.9Klaviyo9.0Mailchimp8.7Klaviyo8.6Mailchimp8.7Klaviyo8.5Mailchimp8.8Klaviyo8.9Mailchimp8.3Klaviyo8.4Mailchimp8.8Klaviyo8.9Klaviyo +0.5· 4,523 / 939 answeredMailchimp8.4Klaviyo8.9Integrations named in G2 reviews
Mailchimp
- Shopify 85
- Canva 19
- OnePageCRM 1
Klaviyo
- Shopify 255
Counts are reviews mentioning the integration, not a catalogue size. A vendor with no count here is one G2 does not report on — never one without integrations.
What else G2 puts on this comparison
| Product | Rating | Reviews | Largest segment |
|---|---|---|---|
| ActiveCampaign | 4.4 / 5 | 14,780 | Small-Business |
| Braze | 4.5 / 5 | 1,689 | Mid-Market |
| GetResponse | 4.3 / 5 | 1,140 | Small-Business |
G2's shortlist and the domains have nothing in common. G2 puts ActiveCampaign, Braze and GetResponse beside this pair. The destinations we measure — Mailgun, Sendgrid, Amazon SES and Brevo — lead with Mailgun, which G2 does not shortlist here.
G2 scores features by category only when both products are rated on a shared feature set, and it publishes none for Mailchimp and Klaviyo. The feature table above is ours, read off each vendor's own pages.
G2 also publishes an AI-generated summary and a set of generated FAQs for this pair. We link rather than reproduce them — they are machine-written, we cannot verify the claims in them, and the verdict and FAQs on this page are the editor's. Read G2's own comparison →
Mailchimp
What people like about Mailchimp. Ease of use is the most-cited strength on G2 (159 mentions), followed by email marketing itself (129), on the larger panel of the two: 5,428 reviews against Klaviyo's 1,361. 72.1% of those reviews come from small businesses, which matches the profile data where 61.31% of enriched companies have 1 to 10 people.
What people do not like. Price leads the complaints (56 mentions of Expensive), followed by limited features (41) and a learning curve (46 all-time). The last one sits oddly beside the ease-of-use praise because the two describe different readers: beginners who find the campaign editor simple, and teams that hit the 4-step automation limit on Essentials or the per-audience contact counting above it.
G2's own summary of the g2.com/products/intuit-mailchimp-all-in-one-marketing-platform listing, with each topic's mention count.
Generated from real user reviews on G2
- Users love the ease of use of Mailchimp, appreciating its flexibility and intuitive design for beginners.(223 reviews)
- Users appreciate the intuitive email marketing features of Mailchimp, which make campaign creation and customer engagement easier.(173 reviews)
- Users appreciate the easy-to-use email design features of Mailchimp, which help them run more effective marketing campaigns.(114 reviews)
- Users appreciate the intuitive and full-featured design of Mailchimp, which makes campaign management and creative work effortless.(114 reviews)
- Users love the easy creation process of Mailchimp, finding it intuitive for building campaigns and designs effortlessly.(109 reviews)
- Users find Mailchimp's pricing steep for larger subscriber lists, though the free plan is generous for small businesses.(69 reviews)
- Users find the limited features of Mailchimp frustrating, particularly with complicated navigation and insufficient customization options.(50 reviews)
- Users find missing features like direct resending and color-coded clickmaps hinder efficiency and add to costs.(50 reviews)
- Users find the learning curve steep, making it challenging to navigate and customize Mailchimp effectively.(42 reviews)
- Users find the limited customization in Mailchimp restricts their creativity and hampers effective email design.(36 reviews)
Klaviyo
What people like about Klaviyo. Ease of use leads here too, and by more mentions than Mailchimp gets (167 to 159) on a panel a quarter the size, then email marketing (123). G2's topic counts put automation at 92 all-time mentions and segmentation analysis at 58, and the Shopify integration is cited in 255 reviews against 85 on the Mailchimp side.
What people do not like. Price is named more often here than on the Mailchimp listing (69 mentions to 56), alongside missing features (56) and a learning curve (63 all-time). Klaviyo also publishes no entry-level price on its G2 listing, and its own pricing page routes paid tiers through a plan builder, so the cost is hard to establish before signing up.
G2's own summary of the g2.com/products/klaviyo listing, with each topic's mention count.
Generated from real user reviews on G2
- Users value the ease of use of Klaviyo, finding it intuitive for email distribution and segmentation.(129 reviews)
- Users love the powerful automation in Klaviyo, which lets them build tailored campaigns that drive engagement and revenue.(105 reviews)
- Users value the smooth integrations Klaviyo offers with platforms like Shopify and Zapier, which improve campaign results.(71 reviews)
- Users value the easy integration of Klaviyo with platforms like Shopify, which simplifies flow setup and campaign execution.(67 reviews)
- Users appreciate the easy creation of campaigns and flows, thanks to Klaviyo's intuitive drag-and-drop interface.(66 reviews)
- Users find Klaviyo too expensive for smaller businesses, making it difficult to access its services effectively.(57 reviews)
- Users are frustrated by missing features in Klaviyo, such as landing pages and improved segmentation tools.(45 reviews)
- Users find the learning curve steep, especially when navigating the flow concepts and segment building in Klaviyo.(43 reviews)
- Users experience painfully slow customer support, often waiting days for ticket responses and follow-ups, causing frustration.(36 reviews)
- Users note the limited features of Klaviyo, particularly for multi-brand management and advanced reporting.(31 reviews)
The reviews and the switching data disagree in a useful way. Price complaints are louder on Klaviyo (69 mentions to 56) and its entry paid tier is higher ($20 to $13), yet 2,897 domains moved to it in 90 days against 475 the other way. Whatever this corridor is, it is not buyers leaving for something cheaper. The satisfaction scores point the same way the domains do: Klaviyo leads on 5 of G2's 7 criteria, widest on product direction (8.9 to 8.4), while Mailchimp keeps ease of use and ease of setup.
The switching number is the part of this page only TechnologyChecker can publish, so it deserves the most scrutiny. 2,897 domains dropping Mailchimp and now running Klaviyo in 90 days is a real flow, but set it against Mailchimp's 526,676 detected domains and it is about 0.55% of the base in a quarter. Read it as a direction, not a collapse. The 475 moving the other way say the door swings both ways.
The interesting part is that the usual explanation does not fit. Buyers leaving a platform normally leave for a cheaper one, and here they are not: Klaviyo's cheapest paid tier is $20 a month for 251 to 500 active profiles against Mailchimp Essentials at $13, and G2 reviewers name price as a complaint more often for Klaviyo (69) than for Mailchimp (56). The segment tables give the better answer. Retail is 15.04% of Klaviyo's enriched base and Retail Apparel and Fashion another 10.02%, against 6.98% and 2.68% on the Mailchimp side. This corridor looks like ecommerce brands moving to the tool built around a catalogue and an order stream, and paying more to do it.
One caveat on the smaller direction. Of the 476 domains counted as leaving Klaviyo for Mailchimp, 126 still run Klaviyo Reviews, a separate Klaviyo product tracked under its own identifier. Those sites moved their email off Klaviyo without dropping the vendor entirely, so read the counter-flow as email platform movement rather than as customers lost.
Who should pick neither: senders whose volume is API-driven rather than campaign-driven. Of the domains that dropped Mailchimp for something other than Klaviyo, the largest destinations measured are Mailgun (814), Sendgrid (530), Amazon SES (428) and Brevo (390). The first three are transactional services rather than marketing platforms. If the mail is receipts and password resets, neither product on this page is the right shape.
How we compared · TechnologyChecker sells access to the switching lists behind this page; the numbers do not change with that.
Where this data comes from
August 2026 crawlOur detection dataFirst-party
The switching corridor, adoption curves, market shares and customer lists come from our own monthly crawl of 29.9M live business domains, detected across the full signal stack: HTTP headers, rendered DOM, JS globals, DNS, TLS and certificate transparency.
A switch is an observed change, not a survey answer: a domain dropped Mailchimp on every host we track and now runs Klaviyo. Counts are domains, not accounts. Company attributes (industry, employee band, country) come from the enriched samples named in each caption (328,239 companies for Mailchimp, 165,974 for Klaviyo).
Full detection methodology →The vendors' own pages
Pricing tables and the feature matrix are read from mailchimp.com and klaviyo.com, entered by hand and checked cell by cell by an editor. Every table names its source URL and the date it was verified.
A verification older than 90 days withdraws the page from search until an editor re-checks it, so a stale price cannot outrank a current one.
G2's published numbers
Star ratings, review counts, the seven satisfaction scores with respondent counts, segment shares and topic mention counts, as read on Aug 27, 2026. Numbers only: no review prose is reproduced, and every figure links back to G2's own comparison.
G2's comparison of this pair →Only the first column is ours alone: no other tracker publishes who is switching between Mailchimp and Klaviyo. Where the sources disagree, the page says so next to the numbers rather than averaging them.
How many companies switched from Mailchimp to Klaviyo?
2,897 domains dropped Mailchimp and now run Klaviyo in the 90 days to August 27, 2026, against 475 that moved from Klaviyo to Mailchimp. Across the whole window this pair has been tracked, since May 22, 2026, the totals are 2,905 and 476. Counts are domains, not companies or contracts, and a drop means the Mailchimp tag disappeared from our crawl.
Is Klaviyo cheaper than Mailchimp?
No, not at the entry point. Klaviyo's cheapest paid tier is $20 a month for 251 to 500 active profiles, or $35 with SMS included. Mailchimp Essentials starts at $13 a month for 500 contacts and Standard at $20. Both are free up to 250 contacts with 500 email sends a month, and Klaviyo's free tier adds $5 of mobile messages. Prices were read from each vendor's own pricing page on August 27, 2026.
Which is better for ecommerce, Mailchimp or Klaviyo?
Klaviyo, on the shape of its base. Retail is 15.04% of Klaviyo's enriched companies and Retail Apparel and Fashion another 10.02%, against 6.98% and 2.68% for Mailchimp. G2 reviewers cite the Shopify integration in 255 Klaviyo reviews against 85 for Mailchimp. That concentration is the most likely reason 2,897 domains moved this way in 90 days despite Klaviyo costing more at the entry point.
Which is more widely used, Mailchimp or Klaviyo?
Mailchimp, by 1.3x: 526,676 detected domains and 21.24% of the email marketing category against Klaviyo's 416,262 and 16.78%, as of the August 2026 crawl. Mailchimp holds the number 1 position in the category and Klaviyo the number 2.
How many websites run both Mailchimp and Klaviyo?
28,700 domains run both at once as of the August 2026 crawl. That is 5.4% of Mailchimp's 526,676 detected domains and 6.9% of Klaviyo's 416,262. Running both is normal during a migration, and it is also a stable arrangement where one platform sends campaigns and the other covers a specific channel or storefront.
Why are people leaving Mailchimp?
Price is the most-cited G2 complaint (56 mentions), but the movement measured here does not go somewhere cheaper. Since March 2026 more than 31,000 domains have dropped Mailchimp. Of those that adopted a rival, Klaviyo is the largest destination, then Mailgun (814), Sendgrid (530), Amazon SES (428) and Brevo (390). The three transactional services in that list suggest part of the movement is senders whose volume is API-driven rather than campaign-driven.
Who is Mailchimp's biggest competitor?
On detected domains, Klaviyo: 416,262 against Mailchimp's 526,676, which is 16.78% of the email marketing category against 21.24%. Klaviyo is also the destination Mailchimp loses the most domains to, ahead of Mailgun (814), Sendgrid (530), Amazon SES (428) and Brevo (390). G2 reviewers name a different shortlist, putting ActiveCampaign (4.4/5 from 14,780 reviews), Braze (4.5/5 from 1,689) and GetResponse (4.3/5 from 1,140) as the top alternatives to the pair.
Is Klaviyo or Mailchimp cheaper?
Mailchimp, at the entry point. Its cheapest paid tier is Essentials at $13 a month for 500 contacts, against Klaviyo's $20 a month for 251 to 500 active profiles. Both are free to 250 contacts with 500 email sends a month. The gap is not what drives the switching measured here: 2,897 domains moved from Mailchimp to Klaviyo in the 90 days to August 27, 2026, and G2 reviewers cite price as a complaint more often for Klaviyo (69 mentions) than for Mailchimp (56).
What are the weaknesses of Klaviyo?
In G2's own topic counts, reviewers most often name price (69 mentions of Expensive), missing features (56) and a learning curve (63 all-time). Klaviyo also publishes no entry-level price on its G2 listing and routes paid tiers through a plan builder on its own pricing page, so the cost is hard to establish before signing up. Against that, it rates 4.6/5 across 1,361 reviews and leads Mailchimp on 5 of G2's 7 satisfaction criteria.
Is there anything better than Mailchimp?
That depends what you are optimising for, and the domains that leave do not all go to one place. Klaviyo is the largest destination, and among the rest the biggest measured are Mailgun (814), Sendgrid (530), Amazon SES (428) and Brevo (390). Klaviyo tends to win ecommerce senders, where Retail plus Retail Apparel and Fashion make up 25.06% of its enriched base against 9.66% of Mailchimp's, while the transactional services win senders whose volume is API-driven. Mailchimp still leads the category at 21.24% and rates ahead on ease of use (8.7 to 8.6) and ease of setup (8.7 to 8.5).
Who does Klaviyo compete with?
Mailchimp first, on both size and movement: 526,676 detected domains to Klaviyo's 416,262, with 2,897 domains moving to Klaviyo and 475 back in the 90 days to August 27, 2026. Behind that, the domains that drop Klaviyo for a different platform most often go to Mailgun (479), Sendgrid (181), Brevo (144) and Amazon SES (118). G2 lists ActiveCampaign, Braze, Dotdigital and Agentforce Marketing as Klaviyo's alternatives.
Includes questions people also ask on Google for this comparison, quoted as Google shows them; the answers are ours, from the data on this page.