Klaviyo vs ActiveCampaign
Last updated: February 2026 · By AI-Ready CMO Editorial Team
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Strategic Summary
Klaviyo and ActiveCampaign are both marketing automation powerhouses, but they're built for different business models. Klaviyo is purpose-built for e-commerce — deep Shopify/WooCommerce integration, product recommendation engines, purchase behavior triggers, and revenue attribution per email. ActiveCampaign is industry-agnostic with a built-in CRM, advanced branching automation, lead scoring, and multi-channel messaging (email, SMS, WhatsApp).
Klaviyo's e-commerce features are unmatched — abandoned cart flows, browse abandonment, post-purchase sequences, and predictive analytics about customer lifetime value. ActiveCampaign's automation builder is more sophisticated for complex, multi-step journeys that go beyond purchase behavior. Klaviyo starts cheaper but scales expensively with list size.
ActiveCampaign's pricing is more predictable.
Our Recommendation: Klaviyo
For e-commerce businesses, Klaviyo's native shopping integrations and revenue-focused features deliver measurably higher ROI than ActiveCampaign's more general approach.
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Choose Klaviyo when...
Choose Klaviyo when you're running an e-commerce business on Shopify, WooCommerce, or BigCommerce. The product recommendation engine, abandoned cart flows, and revenue attribution are purpose-built for online retail.
Choose ActiveCampaign when...
Choose ActiveCampaign when you're running a SaaS, agency, or service business that needs sophisticated automation workflows, a built-in CRM, and multi-channel messaging beyond just email and SMS.
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