Klaviyo vs HubSpot: B2C Marketing or Full CRM?

Klaviyo and HubSpot both describe themselves as CRMs, but they mean different things. Klaviyo's B2C CRM is built around shoppers, orders and owned messaging channels. HubSpot's customer platform is built around contacts, companies and deals, with Marketing Hub, Sales Hub, Service Hub, Content Hub and Data Hub on one database. That difference drives almost every other point in this comparison.

The short answer

• Choose Klaviyo for ecommerce, retail and other B2C brands where purchases and browsing behavior trigger most messages.
• Choose HubSpot for B2B companies and any business where leads, deals and sales follow-up matter as much as campaigns.
• Use both only with a clear rule for which tool owns consent and sends each message.

Klaviyo vs HubSpot at a glance

Pricing and plans

Klaviyo pricing (as of October 2026)

Klaviyo prices by active profiles and the products you include. The Free plan covers up to 250 active profiles, 500 emails a month, $5 of mobile messages and $5 of Composer usage a month. At 500 active profiles the pricing page estimates the Email plan at $20 a month and the Marketing plan at $90 a month. Marketing adds mobile push and in-app messages, predictive analytics, social marketing tools and Customer Hub features such as onsite personalization, product recommendations, loyalty rewards and order tracking. See Klaviyo pricing.

HubSpot Marketing Hub pricing (as of October 2026)

Marketing Hub has four editions. Free is for up to two users and includes 2,000 email sends per calendar month with HubSpot branding. Starter is priced per seat and includes 500 HubSpot Credits and 1,000 marketing contacts, with email sends of five times your marketing contact tier. Professional includes three core seats, 3,000 HubSpot Credits and 2,000 marketing contacts, and Enterprise includes five core seats, 5,000 credits and 10,000 marketing contacts. HubSpot's product page lists USD prices billed monthly of $20 per seat for Starter, $890 for Professional and $3,600 for Enterprise. For extra core seats on the two higher editions, HubSpot's own pages differ: the Marketing Hub product page lists $45 per additional core seat a month, while HubSpot's product and services catalog lists additional core seats at $50 a month on Professional and $75 on Enterprise, so confirm the seat price in your quote. Professional and Enterprise also require a one-time onboarding fee on top of the subscription. See HubSpot's pricing page for annual terms. HubSpot also offers a 14-day free trial of its marketing software.

Channels

Klaviyo lists email, SMS, RCS, WhatsApp, mobile app push and in-app messages and social marketing as channels, all reading from the same profile. HubSpot Marketing Hub covers email, social, landing pages, chat and ads, and its pricing page lists live chat, social publishing, ad management and a WhatsApp integration with up to 1,000 messages a month on higher editions. SMS for marketers is a paid add-on available only with certain HubSpot plans; messages are sent from US-based numbers. If SMS is central to your program, compare dedicated tools in our roundup of SMS marketing platforms.

Automation and CRM depth

Klaviyo's flows are triggered by profile and store events such as browsing, carts and orders, and its Marketing plan adds predictive analytics and segment performance reports. HubSpot's email automation is limited to one automated action on Free and up to ten on Starter; Professional and Enterprise add unlimited actions and omni-channel marketing automation. Where HubSpot pulls ahead is the CRM: deals, companies, sales sequences, service tickets and reporting such as multi-touch revenue attribution live in one place, so marketing can see what happens after a lead converts. For B2B teams, that link between campaigns and revenue is usually the deciding factor. Our guide to marketing attribution software covers other ways to measure it.

AI features

Klaviyo offers Composer, an agent that audits and creates flows and campaigns from a prompt (with $5 of usage a month on the free plan), and Customer Agent, which supports shoppers and sells using your data. Paid plans add generative AI for content, images and segments. HubSpot powers its AI agents with HubSpot Credits, bought in packs or pay-as-you-go: Customer Agent answers questions across chat, email, forms and calling, Agent Builder creates custom agents, and Content Agent and Nurture Agent are in beta. Each Marketing Hub paid edition includes a credit allowance (500, 3,000 or 5,000). See our list of AI marketing agents for more options.

Limits of each

• Klaviyo: built around B2C shoppers rather than sales pipelines, so B2B teams usually pair it with a separate sales CRM.
• Klaviyo: most multichannel and personalization features sit in the Marketing plan, which costs several times the Email plan at small list sizes.
• HubSpot: email automation is minimal below Professional, and Professional and Enterprise add a required one-time onboarding fee.
• HubSpot: SMS is a paid add-on sent only from US-based numbers, and its channel set for B2C messaging is narrower than Klaviyo's.
• HubSpot: pricing depends on seats, marketing contacts and credits, so model costs as your database grows.

Which should you choose

If a purchase, not a sales call, is the main conversion event, Klaviyo will cover more of what you need for less setup. If leads go to salespeople, deals take weeks and you report on pipeline, HubSpot is the better base. Teams that sell to consumers but also run a sales team for wholesale or enterprise accounts sometimes run both; if you do, document which system owns consent and which one sends each message before you connect them.

Alternatives worth a look

Compare Klaviyo with Mailchimp and Omnisend, or see our list of HubSpot Marketing Hub alternatives and our Klaviyo alternatives.

Frequently Asked Questions

Should an ecommerce brand use Klaviyo or HubSpot?
Most ecommerce and B2C brands are a better fit for Klaviyo, which calls itself a B2C CRM and builds email, SMS, mobile push, WhatsApp and onsite personalization around store data. HubSpot fits brands whose growth depends on a sales team, long consideration cycles or B2B deals, because Marketing Hub shares one CRM with Sales Hub and Service Hub.

How do Klaviyo and HubSpot price their plans?
Klaviyo prices by active profiles and the products you add; at 500 active profiles its pricing page estimates the Email plan at $20 a month and the Marketing plan at $90 a month as of October 2026. HubSpot Marketing Hub lists Free, Starter from $20 per seat a month, Professional from $890 a month (3 core seats, 2,000 marketing contacts) and Enterprise from $3,600 a month (5 core seats, 10,000 marketing contacts), billed monthly in USD, and Professional and Enterprise require a one-time onboarding fee.

Can you use Klaviyo and HubSpot together?
Some teams run HubSpot as the sales CRM and Klaviyo for B2C messaging. If you do, decide which tool owns marketing consent and which one sends each message, so contacts do not receive duplicate or conflicting emails.

Which has more AI features?
Both have agents. Klaviyo offers Composer, which audits and creates flows and campaigns from a prompt, and Customer Agent for support and sales. HubSpot uses HubSpot Credits to power agents such as Customer Agent, the Prospecting agent and Agent Builder, with Content Agent and Nurture Agent in beta.