Klaviyo vs ActiveCampaign: E-Commerce Focus vs All-Purpose CRM
Quick Verdict
Klaviyo is purpose-built for e-commerce with deep Shopify integration, predictive analytics, and SMS in one platform. ActiveCampaign is a versatile CRM-first platform that handles e-commerce but excels in B2B, SaaS, and service businesses with its deal pipeline, lead scoring, and 900+ integrations. Choose based on your business type, not just price.
Updated 9 April 2026
Pricing Comparison
| Contacts | Klaviyo | ActiveCampaign Plus | Klaviyo Premium |
|---|---|---|---|
| 1,000 | $30 | $29 | +$1 |
| 5,000 | $100 | $79 | +$21 |
| 10,000 | $150 | $139 | +$11 |
| 25,000 | $400 | $286 | +$114 |
| 50,000 | $720 | $486 | +$234 |
ActiveCampaign Plus plan shown (includes CRM, landing pages, lead scoring). Their Lite plan is cheaper but lacks CRM features that make it competitive with Klaviyo. Prices are close at lower tiers but diverge at 25K+ contacts.
Feature Comparison
| Feature | Klaviyo | ActiveCampaign | Winner |
|---|---|---|---|
| E-commerce integration | Deep Shopify native | Good (plugins) | Klaviyo |
| CRM / sales pipeline | Basic profiles | Full CRM + deals | ActiveCampaign |
| Lead scoring | E-commerce only | Advanced multi-criteria | ActiveCampaign |
| Automation complexity | Advanced e-commerce | Advanced all-purpose | Tie |
| Predictive analytics | LTV, churn, RFM | Predictive sending only | Klaviyo |
| SMS built-in | Yes (credit system) | Limited | Klaviyo |
| Revenue attribution | Detailed per-flow | Basic | Klaviyo |
| Landing pages | Basic | Good (included) | ActiveCampaign |
| Site tracking | E-commerce focused | Any website | ActiveCampaign |
| Integrations | 300+ (e-commerce focus) | 900+ (broad) | ActiveCampaign |
Best Platform by Business Type
E-Commerce (Shopify/WooCommerce)
Winner: Klaviyo. Native Shopify integration, predictive analytics, revenue attribution, and SMS orchestration make it the clear choice for online stores that treat email as a revenue channel.
SaaS / Software
Winner: ActiveCampaign. Deal pipeline, lead scoring, and broad integrations (Salesforce, HubSpot, Calendly) make it ideal for SaaS sales cycles that involve multiple touchpoints and long nurture sequences.
Service Business / B2B
Winner: ActiveCampaign. The built-in CRM with deal stages, task management, and appointment scheduling is purpose-built for service businesses. Klaviyo has no equivalent CRM functionality.
Hybrid (E-Commerce + B2B)
Winner: It depends. If 70%+ of your revenue comes from e-commerce, choose Klaviyo. If your business has a significant B2B or wholesale component requiring CRM and lead management, ActiveCampaign is more versatile.
Where ActiveCampaign Wins
CRM and Sales Pipeline
ActiveCampaign includes a full CRM with deal stages, task assignment, win probability scoring, and reporting. For businesses that manage leads through a sales process, this eliminates the need for a separate CRM like HubSpot or Pipedrive. Klaviyo has contact profiles but no deal management, pipeline visualization, or sales team features.
Lead Scoring for B2B
ActiveCampaign's lead scoring considers email engagement, website visits, form submissions, deal stage, and custom events. You can create multiple scoring models for different products or segments. Klaviyo's engagement scoring is limited to email and purchase behavior, which is fine for e-commerce but insufficient for B2B lead qualification.
Integration Breadth
With 900+ integrations, ActiveCampaign connects to virtually any tool in the modern business stack: CRMs, project management, scheduling tools, accounting software, and more. Klaviyo's 300+ integrations are heavily weighted toward e-commerce platforms and marketing tools.
Where Klaviyo Wins
E-Commerce Intelligence
Klaviyo's predictive analytics (LTV, churn risk, expected next order date, RFM scoring) are built specifically for e-commerce and have no equivalent in ActiveCampaign. These predictions enable segments and automations that directly drive revenue, like targeting high-LTV customers with exclusive offers or re-engaging customers predicted to churn.
Revenue Attribution
Klaviyo tracks revenue down to the individual campaign, flow, and even individual email level. This granular attribution helps you understand exactly which emails and flows generate the most revenue. ActiveCampaign's revenue tracking is basic by comparison, especially for e-commerce where order attribution matters.