Brevo vs Klaviyo
They differ on 5 of the 13 things buyers in this category actually ask about. Here is where, and what each one asks you to give up.
Brevo
UsageSend-volume pricing plus SMS, chat and a light CRM, hosted in the EU.
Strongest argument
Priced on emails sent, not contacts stored — a large saving for big lists
Biggest objection
Automation depth trails the specialists
Breadth over depth — each module is capable rather than best in class.
Klaviyo
UsageEcommerce lifecycle marketing with revenue attribution per flow.
Strongest argument
Attributes revenue to individual flows, so spend is defensible
Biggest objection
Expensive at larger list sizes
Built around ecommerce — a poor fit for B2B or content newsletters.
The differences that matter
Where they actually diverge
Only the rows where the two disagree. Everything they both do is listed below.
Cost
What each costs at 50 people
List price only. It ignores add-ons, seat minimums and the cost of the move itself — all of which routinely dwarf the difference below.
Prices are unverified estimates — useful for comparing orders of magnitude, not for budgeting. Confirm the current figure with the vendor before you commit to anything.
Common ground
What both of them do
These will not help you choose — which is exactly why they are worth knowing about before a vendor pitches one as a differentiator.
- Ecommerce integrationYes
- Transactional sendingYes
- Marketer-usable builderYes
- SOC 2Yes
- Self-hostableNo
- Open sourceNo
- Public APIYes
- Native mobile appsNo
In full
Every pro and con, both sides
Brevo
- Priced on emails sent, not contacts stored — a large saving for big lists
- EU-hosted with GDPR posture as a selling point
- Marketing, transactional, SMS and CRM under one bill
- Automation depth trails the specialists
- Interface is less refined than Mailchimp or Kit
- Support response times are a recurring complaint on lower tiers
Klaviyo
- Attributes revenue to individual flows, so spend is defensible
- Behavioural segmentation on real store data
- Email and SMS in one platform with shared profiles
- Expensive at larger list sizes
- Wasted on teams without a store to attribute against
- Steeper learning curve than general-purpose senders
Questions
Brevo vs Klaviyo, answered
Brevo or Klaviyo — which is better?
Neither, in the abstract. Brevo suits you if priced on emails sent, not contacts stored — a large saving for big lists matters most; Klaviyo if attributes revenue to individual flows, so spend is defensible does. The honest trade-offs are: Brevo — Breadth over depth — each module is capable rather than best in class. Klaviyo — Built around ecommerce — a poor fit for B2B or content newsletters.
Is Brevo cheaper than Klaviyo?
At least one of them is priced on usage rather than headcount, so there is no honest like-for-like figure. Model both against your own volume — contacts, events or tickets — before comparing, because the headline numbers measure different things.
Can we migrate from Brevo to Klaviyo?
Usually yes, and the difficulty depends on history, integrations and headcount far more than on the two products. Data export quality is the thing to check first: ask both vendors what you can take with you before you commit to either. Our questionnaire produces a scoped estimate for the move.
What else should we consider besides Brevo and Klaviyo?
In email marketing the other credible options are Kit (ConvertKit), Mailchimp, Resend. Narrowing to two before you have written down your requirements is the most common way to end up with the wrong one.
Do not stop at two