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Klaviyo vs Brevo (Sendinblue): Contact-Based vs Volume-Based Pricing

The Key Difference

Klaviyo charges by contacts (how many people are on your list). Brevo charges by volume (how many emails you actually send). For stores with large lists but moderate sending frequency, Brevo can be 80-90% cheaper. For stores with small lists and high send frequency, the gap narrows significantly.

Updated 9 April 2026

The Pricing Model Difference Explained

Klaviyo: Contact-Based

You pay based on your total active profile count. A store with 50,000 contacts pays $720/mo whether they send 50,000 emails or 500,000 emails. Your included sends are 10x your contact count. The advantage: unlimited sending within your tier. The disadvantage: you pay for contacts you never email.

Brevo: Volume-Based

You pay based on the number of emails you send per month. A store sending 20,000 emails pays $25/mo regardless of whether their list has 5,000 or 500,000 contacts. The advantage: no penalty for large lists. The disadvantage: heavy senders pay more per message than Klaviyo users at equivalent tiers.

Real-World Scenario Comparison

ScenarioContactsSendsKlaviyoBrevoSavings
Small store, small list5,00020,000/mo$100$25$75/mo with Brevo
Growing store, active sending15,00060,000/mo$200$65$135/mo with Brevo
Large store, heavy sending50,000300,000/mo$720$65$655/mo with Brevo

Brevo's Starter plan at $25/mo includes 20,000 emails. Their Business plan at $65/mo includes 5,000-100,000+ emails depending on the tier. Pricing is based on volume, so you can have unlimited contacts.

Feature Comparison

FeatureKlaviyoBrevoWinner
Pricing modelPer contactPer email sentDepends
E-commerce integrationDeep Shopify nativeBasic pluginsKlaviyo
Predictive analyticsLTV, churn, RFMNoneKlaviyo
SMS built-inYes (credit system)Yes (pay-per-message)Tie
Automation builderAdvancedGoodKlaviyo
Transactional emailNot includedIncludedBrevo
CRMBasic profilesFull CRM + dealsBrevo
Landing pagesBasicGoodBrevo
Free plan250 contacts300 emails/dayTie
DeliverabilityGoodGoodTie

When Each Platform Wins on Value

Brevo Wins When:

  • You have a large list but send infrequently (newsletters, monthly campaigns)
  • Budget is your top priority and you do not need e-commerce analytics
  • You need transactional email (order confirmations, shipping notifications) included in the same platform
  • You want a CRM with deal pipeline alongside your email marketing
  • You are a non-e-commerce business (SaaS, services, content)

Klaviyo Wins When:

  • You are a Shopify store that needs deep data integration
  • You send frequently (6+ emails/month per contact) and benefit from unlimited-within-tier sends
  • You need predictive analytics to drive advanced segmentation
  • Email + SMS orchestration in one platform is important
  • Revenue attribution per campaign and per flow is a key reporting need

Frequently Asked Questions

Why is Brevo so much cheaper than Klaviyo?
The pricing model difference is the main reason. Brevo charges by email volume (number of emails sent), not by contacts. This means you can have 100,000 contacts and pay only for the emails you actually send. Klaviyo charges for every active contact regardless of whether you email them. For stores with large lists that send infrequently, this difference can be enormous. At 50,000 contacts, Klaviyo charges $720/mo regardless of sends, while Brevo charges based on actual volume.
Is Brevo good enough for Shopify e-commerce?
Brevo works with Shopify through plugins, but the integration is not nearly as deep as Klaviyo's native sync. Brevo does not offer predictive analytics, has limited product recommendation capabilities, and its segmentation for e-commerce behaviors (browse abandonment, cart value, purchase history) is less sophisticated. For basic email marketing and automation, Brevo works fine. For advanced e-commerce personalization, Klaviyo is significantly better.
When should I choose Klaviyo over Brevo despite the higher cost?
Choose Klaviyo when you need deep Shopify integration with real-time data sync, predictive analytics (LTV, churn risk), advanced segmentation by purchase behavior, or sophisticated multi-channel automation. If email is a major revenue channel for your store (generating 25%+ of total revenue), Klaviyo's premium features can generate enough additional revenue to justify the higher cost. Stores under $500K/yr revenue generally do not benefit enough from Klaviyo's advanced features to justify the premium.

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