Klaviyo vs HubSpot: Which Platform Fits Your Ecommerce Marketing Stack?

Marketing automation delivers $5.44 in ROI for every $1 invested, making it one of the highest-return activities for ecommerce brands and DTC stores.

But choosing between platforms gets complicated when you're comparing a specialist versus a generalist.

If you're evaluating Klaviyo and HubSpot, you're deciding between two fundamentally different tools.

Klaviyo was built exclusively for ecommerce, turning customer data into revenue through email and SMS.

HubSpot built its Marketing Hub as part of an integrated platform combining email with content marketing, landing pages, and CRM.

This guide compares how they stack up for ecommerce email marketing across features, automation, pricing, and integration, so you can choose the platform that fits your online store’s strategy.

Ecommerce Email, Two Ways: Klaviyo vs HubSpot

Klaviyo is built to turn ecommerce data into revenue, while HubSpot is designed to connect email with content, CRM and broader inbound campaigns.

Here is how they compare when you look at them through an ecommerce lens.

Turn Klaviyo or HubSpot into part of a mobile-first growth engine with the mobile marketing for ecommerce brands playbook.

Klaviyo: Purpose-Built for Ecommerce

Klaviyo is an email and SMS platform designed specifically for online retailers, with deep integrations into Shopify, WooCommerce, BigCommerce, and Magento.

Ecommerce-Native Email Features

Klaviyo's email engine syncs product and customer data in real time:

• Abandoned cart flows with dynamic product images and pricing
• Post-purchase sequences adapting to what customers bought
• Browse abandonment triggered by specific product views
• Win-back campaigns targeting predicted churn risk
• Back-in-stock alerts tied to inventory management

Segmented campaigns drive a 760% increase in revenue compared to generic sends. Klaviyo's segmentation layers purchase frequency, lifetime value, product affinity, and dozens of ecommerce-specific attributes updating in real time.

Predictive Analytics and CRM

Klaviyo recently added CRM features focused on ecommerce retention:

• Automated forecasting for next purchase date and lifetime value
• Churn risk flagging before customers go quiet
• Customer profiles unified across email, SMS, and purchase behavior
• Revenue tracking and cohort analysis built for repeat purchases

Klaviyo's CRM answers one question: how do we maximize customer lifetime value through email and SMS for an online store?

Pricing and Learning Curve

Klaviyo's contact-based pricing:

• Free: up to 250 profiles
• 500 contacts: $20/month
• 10,000 contacts: $150/month
• SMS billed separately based on usage

The trade-off is a steeper learning curve. Klaviyo rewards data-savvy marketers but can feel overwhelming for teams new to advanced segmentation and behavior-based flows.

HubSpot: Integrated Marketing Platform

HubSpot's Marketing Hub is a comprehensive platform where email sits alongside content creation, landing pages, and inbound marketing tools.

Email Marketing with Content Tools

HubSpot's email capabilities integrate with broader marketing features:

• Email automation with CRM integration
• Contact personalization using lifecycle stages and properties
• Multi-step workflows combining email with forms and landing pages
• A/B testing with smart send-time optimization
• Ecommerce platform integrations for cart and purchase data

For ecommerce brands, you can capture subscribers through content, segment them, and nurture them with product-focused emails.

HubSpot’s Shopify and WooCommerce integrations cover basics like abandoned cart and post-purchase, but lack Klaviyo’s product-level depth.

Content and Inbound Marketing

Where HubSpot differentiates is connecting email to your entire marketing operation:

• Content management system for blogs and landing pages
• SEO recommendations and optimization tools
• Lead capture forms and pop-ups
• Social media scheduling
• Marketing automation across multiple channels

For ecommerce, HubSpot shines when you’re running content-heavy strategies: blogs, buying guides, comparison pages, and gated resources that feed your list.

You can trigger sequences from content views and downloads, not just orders, with campaigns, content, and email all tied to the same contact record and reporting.

Pricing and Tiers

HubSpot's hub-based pricing:

• Free CRM with basic email tools
• Starter: $20/month (up to 1,000 contacts)
• Professional: $800/month (includes advanced automation)
• Enterprise: $3,600/month
• Professional and Enterprise require onboarding fees ($3,000–7,000)

75% of businesses use marketing automation in 2024, and HubSpot is widely adopted as an all-in-one platform.

From an ecommerce email perspective, that means you’re often paying for a broad set of content, landing page, and CRM capabilities on the Professional tier, which makes sense if you’ll fully leverage those tools, but can be overkill if your primary focus is email and SMS revenue.

How Klaviyo and HubSpot Perform Where It Counts

Once you know the big-picture differences, the next step is seeing how each platform performs in everyday ecommerce use. Here is how Klaviyo and HubSpot compare on the levers that actually move revenue.

Automation Capabilities

Klaviyo excels at ecommerce automation. Flows are real time and behavior based, built around product data and purchase patterns, with splits on cart value, views and predictive signals.

HubSpot’s automation is strong but broader. Templates and workflows are quick to launch, although you get less control for very detailed, product-driven merchandising flows.

Segmentation Precision

Klaviyo’s segmentation is precise and constantly updated. You can mix purchase history, browsing, predicted value and custom fields to build highly targeted audiences.

HubSpot segments contacts using CRM properties and engagement data. It works well for content and lead nurturing but is lighter on ecommerce specifics like product affinity and replenishment timing.

CRM & Data Model

Klaviyo’s CRM is focused on ecommerce. It revolves around orders, products and lifetime value, so campaigns, SMS and segments all tie directly to what people view and buy.

HubSpot’s CRM is broader. It suits teams handling many relationship types, such as partners, wholesale and events, as well as customers, but that breadth matters less for a store that mainly needs tight focus on ecommerce revenue and CLV.

Analytics and Revenue Attribution

Klaviyo centers its reporting on revenue and lifetime value. You can see which emails and segments drive sales and repeat purchases and where people drop out of flows.

HubSpot offers wider marketing analytics across the whole journey. You get email metrics plus attribution for content, forms and landing pages, which is less ecommerce specific but more holistic for inbound-heavy brands.

Integration Strategy

Klaviyo plugs deeply into ecommerce platforms, syncing catalog, inventory, browsing and order data in real time so it behaves like an extension of your store database.

HubSpot connects to more than 1,500 tools across marketing, analytics and operations, ideal for complex stacks with subscriptions, loyalty, reviews and support. Its ecommerce integrations handle the basics but are not as granular as Klaviyo’s product-level sync.

Ease of Use

HubSpot is easier to pick up. The interface is guided and fast, which helps smaller teams or brands new to automation get campaigns out quickly.

Klaviyo takes more learning, especially around segmentation and flow logic, but that extra complexity gives ecommerce teams finer control once they are ready for advanced, revenue-focused automation.

Which Should You Choose?

Choose Klaviyo If:

• You run an ecommerce or DTC business where email and SMS are core revenue drivers
• Advanced product-level segmentation and behavioral triggers matter to your retention strategy
• You want predictive analytics and revenue attribution built in
• Your team is marketing-focused and doesn't need content management tools
• Email automation is your primary retention channel and you want it tightly tied to purchase behavior

Choose HubSpot If:

• You're building a content-heavy marketing strategy alongside email
• You need integrated landing pages, blog tools, and SEO capabilities to attract and nurture subscribers
• Your team wants one platform for all marketing activities and reporting
• You're managing lead generation through content downloads and educational campaigns as well as ecommerce
• You value unified reporting across email, content, social, and ads

Integrating with Your Mobile App

Both Klaviyo and HubSpot plug straight into mobile apps built with MobiLoud. MobiLoud turns your existing ecommerce website into fully featured native iOS and Android apps without redesigning or rebuilding your store.

Because the app runs on your site, everything you already use continues to work, including Klaviyo, HubSpot and the rest of your stack.

Your automations keep running, segments stay intact and flows, campaigns and revenue tracking work just as they do on the web. There is no migration, no duplicate setup and no new reporting layer to maintain.

Klaviyo’s Native Push Integration

Klaviyo adds an extra advantage on top of this. MobiLoud has a native integration with Klaviyo, so you can manage push notifications inside the same flows you already use for email and SMS. You can:

• Add push notifications to existing Klaviyo automations  
• Target the same segments you already use for email and SMS  
• Track revenue from push alongside your other channels  

This keeps your entire retention strategy inside Klaviyo. You can build journeys that combine email, SMS and push based on customer behavior, all from one platform your team already knows.

Together, email, SMS and push create a complete engagement system. Email carries depth and storytelling, SMS cuts through with urgency and push gives you a direct route to the home screen.

Because MobiLoud works with your existing stack, you gain a powerful owned channel without disrupting what already drives revenue.

Ready to line email, SMS, and push up into one retention system? Use this email, SMS and push notifications for ecommerce framework

Final Thoughts

Klaviyo and HubSpot are both strong options, but they serve different ecommerce strategies. Klaviyo is usually the better fit for stores and DTC brands focused on maximizing customer lifetime value, repeat purchases and product-level personalization through email and SMS.

HubSpot makes more sense if your growth is driven by content and inbound. If you rely on blogs, landing pages and lead magnets and want everything, including email, managed in one platform, HubSpot’s broader toolkit is easier to justify.

Whatever platform you choose, a mobile app is a powerful owned channel for retention. With Klaviyo, you can even manage push notifications through your existing flows when you pair it with MobiLoud.

Across brands analyzed in our 2025 Ecommerce Mobile App Benchmark Report, apps typically drive 10–30% of total online revenue and up to 60% for top performers, often from a minority of overall users.

MobiLoud turns your existing website into native iOS and Android apps without rebuilding your stack. Your data and tools stay in sync, and you gain push, app-only experiences and a constant presence on your customers’ devices.

Curious how an app would fit your retention strategy? Request a free preview of your ecommerce app today.