HubSpot CRM vs Klaviyo: Which Platform Fits Your Business Strategy Best?
Choosing the right platform can transform how a business manages clients, sales, and marketing automation. In 2025, you must have come across two of these platforms: HubSpot and Klaviyo. Both offer powerful solutions for customer relationship management, but they serve slightly different goals and types of businesses.
HubSpot is known as a comprehensive CRM suite that helps businesses centralize data, manage contacts, and automate customer journeys across marketing, sales, and service. Klaviyo, on the other hand, has earned a strong reputation in eCommerce for its advanced segmentation, automation, and email marketing capabilities.
👉 This article provides a detailed comparison of HubSpot CRM vs Klaviyo, from features and pricing to usability and integrations. Whether you run an online store or manage a growing business, this guide will help you identify which CRM platform best supports your marketing strategy, client engagement, and overall performance.
What is HubSpot?
General presentation of HubSpot
HubSpot is an all-in-one customer platform designed to help businesses attract leads, manage clients, and increase sales performance. Founded in 2006, it has become one of the most trusted CRM tools available, integrating marketing, sales, service, and content management into one unified platform.
HubSpot’s main goal is to centralize client data and streamline workflows between teams. Its CRM is known for its intuitive interface, automation capabilities, and wide range of integrations that support both small businesses and large enterprises. Whether it’s managing campaigns, tracking sales pipelines, or improving client engagement, HubSpot delivers a complete solution for growing a business efficiently.
Key features of HubSpot
Before diving into the details, it’s important to understand how HubSpot structures its functionalities. The platform is divided into “Hubs”: Marketing, Sales, Service, Content, Commerce, and Data… each focusing on a specific area of business management.
⚒️ Here are some of HubSpot’s most valuable features:
- Unified CRM system: centralizes all client interactions, contact data, and activity tracking
- Marketing automation: builds personalized workflows, email sequences, and campaigns to improve engagement
- Sales pipeline management: allows businesses to monitor deals, automate follow-ups, and track revenue
- Customer service tools: includes ticketing, live chat, and a knowledge base to enhance customer support
- Integrations and API: connects easily with 2,000+ tools like Mailchimp, Shopify, and social media platforms
- Analytics and reporting: provides detailed performance dashboards for campaigns, sales, and customer service
With its modular structure, HubSpot offers both flexibility and scalability, allowing businesses to start small and expand as their needs evolve.
HubSpot CRM
Pros and cons of HubSpot
Every CRM platform comes with its strengths and limitations. Evaluating the pros and cons of HubSpot helps businesses determine if its pricing, capabilities, and interface match their operational goals.
Understanding these factors is key to making an informed choice, especially when comparing HubSpot with other CRM and marketing solutions like Klaviyo.
✅ Let’s start with what makes HubSpot stand out. This platform has become a favorite among professionals thanks to its wide range of tools and strong usability. Its strengths include:
- User-friendly interface: simple, intuitive, and easy to navigate even for beginners
- Comprehensive CRM features: includes marketing, sales, service, and content tools in one place
- Powerful automation: supports advanced email workflows, lead scoring, and customer journey automation
- Excellent integration ecosystem: connects with major platforms and tools for marketing, eCommerce, and social media
- Reliable support and training: extensive documentation, webinars, and HubSpot Academy courses
- Scalability: suitable for startups, SMBs, and large enterprises thanks to its modular pricing plans
❌ However, no CRM platform is perfect. Some businesses may find certain aspects of HubSpot challenging depending on their budget and level of customization. Key limitations include:
- Higher pricing for advanced features: the cost increases significantly for larger teams or enterprise needs
- Limited customization in lower plans: some automation and reporting options are only available in premium tiers
- Complex setup for advanced workflows: while user-friendly overall, deeper automation requires training
- Overlapping tools: some features may feel redundant if you already use external solutions like Mailchimp or Shopify
What is Klaviyo?
General presentation of Klaviyo
Klaviyo is a marketing automation and CRM platform primarily designed for eCommerce businesses that want to deliver personalized customer experiences. Founded in 2012, Klaviyo has grown rapidly thanks to its strong integration with eCommerce platforms like Shopify, WooCommerce, and BigCommerce.
While HubSpot aims to provide a broad, all-in-one CRM for businesses of all sizes, Klaviyo focuses more specifically on helping online stores increase sales and engagement through advanced segmentation and targeted messaging. It allows businesses to collect customer data, automate email and SMS campaigns, and create dynamic content based on client behavior and preferences.
Klaviyo’s main strength lies in its ability to turn data into action. By connecting purchase history, browsing activity, and engagement metrics, it helps marketers build campaigns that convert visitors into loyal customers.
Key features of Klaviyo
Both HubSpot and Klaviyo stand out for their rich sets of functionalities designed to improve client management and marketing efficiency. Before diving into detailed comparisons, it’s important to understand how Klaviyo approaches CRM and automation from an eCommerce perspective.
⚒️ Here are some of Klaviyo’s most valuable features:
- Customer data platform (CDP): collects and organizes customer data across email, SMS, and eCommerce interactions
- Advanced segmentation: targets audiences based on purchase behavior, browsing history, and engagement level
- Email and SMS automation: creates dynamic flows such as abandoned cart reminders, welcome series, and re-engagement campaigns
- Personalized templates: provides ready-to-use email designs with easy customization
- ECommerce integrations: seamless connection with Shopify, WooCommerce, Magento, and other popular platforms
- Performance analytics: tracks key metrics like revenue per recipient, conversion rate, and campaign ROI
- A/B testing and optimization: improves campaign results through data-driven experimentation
Klaviyo offers a powerful combination of CRM and marketing tools tailored for data-driven eCommerce businesses seeking deeper client engagement.
Klaviyo
Pros and cons of Klaviyo
Comparing the pros and cons of Klaviyo helps identify whether it’s the right fit for your business, especially when deciding between Klaviyo and HubSpot for automation, integrations, and customer management.
✅ Let’s start with what makes Klaviyo shine. Its focus on eCommerce and marketing automation gives it a unique position in the CRM landscape. Some of its most appreciated strengths include:
- Deep eCommerce integration: connects easily with platforms like Shopify, WooCommerce, and BigCommerce
- Powerful segmentation: enables precise targeting using behavioral and transactional data
- Automation flexibility: allows users to design complex flows with minimal effort
- User-friendly templates: simplifies the creation of professional and personalized email campaigns
- Scalable pricing model: plans adapt to the number of contacts, making it accessible to growing businesses
- Strong performance tracking: real-time analytics for sales, revenue attribution, and campaign success
❌ However, Klaviyo also has its limitations, especially when compared to a more comprehensive CRM like HubSpot. Here are some potential drawbacks to consider:
- Limited CRM depth: while strong in marketing automation, it lacks the full sales and service capabilities of HubSpot CRM
- Fewer native integrations outside eCommerce: mainly optimized for online stores rather than broad business ecosystems
- Learning curve for advanced features: understanding flows, conditions, and data syncing may take time for beginners
- Support limitations on lower plans: priority assistance is often reserved for higher-tier users
- No full content management system (CMS): unlike HubSpot, it doesn’t include blog or website management tools
HubSpot vs Klaviyo: Compare Features
Choosing between HubSpot and Klaviyo depends largely on the features that matter most to your business. While both platforms help manage clients and automate marketing tasks, their focus and capabilities differ. HubSpot offers a comprehensive CRM ecosystem for marketing, sales, and service management. Klaviyo, in contrast, specializes in eCommerce automation and customer engagement through segmentation and data-driven marketing.
| Feature | HubSpot CRM | Klaviyo |
| CRM and contact management | Complete customer platform with full CRM, marketing, sales and service tools | Basic CRM focused on marketing data |
| Marketing automation | Advanced workflows, multi-channel automation | Strong email and SMS automation |
| Segmentation | Lead scoring, behavior-based segmentation | Advanced segmentation by purchase and engagement data |
| Email marketing | Templates, A/B testing, campaign tracking | Highly optimized for eCommerce campaigns |
| Sales management | Full sales pipeline and deal tracking | Limited; focused mainly on marketing conversion |
| Customer support tools | Ticketing, live chat, knowledge base | Basic support analytics, no ticketing system |
| Reporting and analytics | Customizable dashboards, CRM insights | Real-time marketing analytics |
| Integrations | 2,000+ native integrations and open API | Deep integrations with eCommerce tools |
| CMS and content creation | Built-in website and blog tools | No CMS or content management options |
| Mobile accessibility | Dedicated CRM mobile app | Mobile app for analytics and campaign monitoring |
Focus on CRM and contact management
When it comes to client management, HubSpot clearly takes the lead. Its CRM system centralizes:
- Contact data
- Sales pipelines
- Customer interactions in one place
This makes it ideal for businesses that need visibility across marketing, sales, and service teams.
Klaviyo includes basic CRM functionalities but remains marketing-focused. It captures and stores contact information mainly for segmentation and automation purposes rather than full relationship management. For eCommerce businesses, this is usually enough, but larger organizations may find it too limited.
💡 Verdict: HubSpot provides a more complete CRM experience, while Klaviyo offers a simplified, marketing-oriented approach.
Focus on marketing automation
HubSpot’s workflows allow businesses to automate marketing, sales, and customer service processes from a single dashboard. This includes:
- Lead nurturing
- Deal tracking
- Task assignment for sales teams
Klaviyo focuses its automation power on eCommerce. It enables users to create behavior-based flows, for example:
- Abandoned cart reminders
- Post-purchase follow-ups
- Product recommendations
These workflows are simple to set up and directly linked to revenue.
💡 Verdict: HubSpot offers broader automation for all departments, while Klaviyo’s strength lies in eCommerce-driven marketing automation.
Focus on segmentation and personalization
Segmentation is one of Klaviyo’s strongest assets. The platform uses real-time data to create highly specific audience groups based on:
- Browsing activity
- Purchase frequency
- Customer value
This makes campaign personalization seamless and impactful.
HubSpot also provides powerful segmentation tools, including lead scoring and behavior-based targeting, but its main goal is to improve lead management and sales conversion rather than eCommerce performance.
💡 Verdict: Klaviyo wins in segmentation depth and personalization for B2C online stores, while HubSpot excels in lead qualification and segmentation for hybrid models (B2C and B2B).
Focus on analytics and reporting
HubSpot provides detailed and customizable analytics dashboards that cover marketing, sales, and service performance. Users can track:
- Revenue
- Conversion rates
- Campaign ROI across multiple channels
The platform’s reports can be adapted for each department, giving a comprehensive view of overall business performance.
Klaviyo focuses its analytics on marketing results. It offers precise insights into:
- Campaign revenue
- Open rates
- Conversion percentages, which is ideal for measuring eCommerce impact
However, it lacks the multi-departmental visibility that HubSpot offers.
💡 Verdict: HubSpot provides deeper, company-wide analytics, while Klaviyo only specializes in real-time marketing performance tracking.
Focus on integrations and ecosystem
HubSpot connects with more than 2,000 applications, including:
- Social media
- Customer support
- ECommerce and payment tools
Its open API allows for custom integrations, making it a strong choice for larger enterprises with complex systems.
Klaviyo’s ecosystem is smaller but highly optimized for eCommerce. Its native connections with:
- Shopify
- WooCommerce
- BigCommerce ensure data flows seamlessly between the CRM, email campaigns, and online stores
💡 Verdict: HubSpot wins on integration volume and flexibility, while Klaviyo delivers depth of integration with eCommerce platforms.
HubSpot vs Klaviyo: Compare pricing
| Plan tier | HubSpot Marketing Hub | Klaviyo |
| Free | “Free Tools”:
|
“Free”:
|
| Entry | “Starter” - from $9 /seat/month:
|
“Email” - from $20 /month:
|
| Basic | “Starter Customer
Platform” - from $10.46 /seat/month:
|
“Email + mobile messages” - from $20 /month:
|
| Intermediate | “Marketing Hub
Professional” - from $920.78 /month:
|
“Marketing Analyrics” - from $116.26 /month:
|
| Professional | “Marketing Hub
Enterprise” - from $3836.60 /month:
|
“Advanced Klaviyo Data Platform” - from $500 /month:
|
HubSpot vs Klaviyo: Which interface is more intuitive?
Ease of use can make or break a CRM or marketing platform, especially when you’re juggling sales goals, client engagement, and campaign deadlines. A clean, intuitive interface saves time, reduces onboarding friction, and keeps your team productive.
| Criteria | HubSpot | Klaviyo |
| Ease of use | Very intuitive, even for beginners; drag-and-drop builders for workflows, emails, landing pages. | Clean dashboard, optimized for marketers; simpler for email/SMS automation. |
| Ergonomics | Clear menu structure, customizable dashboards; can feel dense in advanced hubs. | Straightforward UI focused on flows, segmentation, and campaigns. |
| Customization | High: custom properties, pipelines, dashboards, forms, templates. | Moderate: strong in templates and flows, less in CRM or reporting. |
| Mobile app & access | Native app (iOS/Android) with CRM, task, and contact access. | ❌ No full mobile app; limited dashboard access via mobile browser. |
| Learning curve | Low for basic use, moderate for complex workflows. | Easy for standard eCommerce automation, but advanced segments need logic. |
🧠 Interface analysis:
HubSpot is built to scale across teams. Its user experience feels polished and modular. Beginners love the visual builders, while power users can access advanced settings and integrations without coding. That said, as you add more Hubs (Sales, Marketing, CMS…), the UI can become crowded, especially for smaller teams.
Klaviyo feels lightweight and fast. It’s built with eCommerce marketers in mind: campaign builders, segmentation, and flow automation are right up front. There’s less noise, but also fewer customization options outside of its core strengths. It’s clearly designed to get you from “insight to action” in the shortest path possible.
HubSpot vs Klaviyo: Compare integrations
The better a platform integrates with your marketing or CRM stack, the more it becomes the nerve center of your business operations. For digital marketers, eCommerce leads, or growth teams, the volume of integrations, their ease of setup, and automation capabilities can seriously affect performance.
👉 Number of integrations available
- HubSpot: ⭐⭐⭐⭐⭐
More than 2,000 native integrations available via the HubSpot App Marketplace. Connects seamlessly with major tools like Mailchimp, Slack, Shopify, Google Ads, Zoom, Stripe, WordPress, and more. Whether you're running an eCommerce site, managing social campaigns, or syncing with finance, chances are HubSpot has a plug & play option.
- Klaviyo: ⭐⭐⭐⭐☆
Roughly 300+ direct integrations, heavily focused on eCommerce ecosystems. Native connectors for Shopify, WooCommerce, BigCommerce, Magento, as well as Facebook Ads, Stripe, Recharge, Zendesk, and others. While more limited in volume than HubSpot, Klaviyo shines in deep integrations with online retail platforms.
👉 Ease of setup
- HubSpot: ⭐⭐⭐⭐☆
Most integrations are easy to install with no-code or low-code setup, supported by solid documentation and walkthroughs. OAuth connection flows are common. Some advanced CRM integrations may require setup by an admin or partner, especially for syncing complex data.
- Klaviyo: ⭐⭐⭐☆☆
Straightforward setup for eCommerce platforms and email tools, often just a few clicks. But custom integrations or API-based setups (especially outside of retail) may require developer help or Zapier-style intermediaries. Less turnkey outside its native ecosystem.
👉 Customization and automation
- HubSpot: ⭐⭐⭐⭐⭐
A true automation engine. Integrations can trigger actions across marketing, sales, and service workflows. Think syncing contact lists, triggering emails based on form fills, or scoring leads across apps. The Workflow builder is central to automating cross-platform processes.
- Klaviyo: ⭐⭐⭐⭐☆
Integrations power real-time data flows, especially for eCommerce actions (e.g. abandoned cart, purchase events). You can create behavior-triggered flows directly tied to Shopify or WooCommerce events. Outside of retail, flexibility exists, but with more technical friction.
💡 Conclusion :
- HubSpot wins hands-down on breadth and multi-department utility. Its integration catalog, automation depth, and cross-hub compatibility make it ideal for growing businesses, hybrid teams, or multi-platform marketing operations.
- Klaviyo, while more specialized, delivers outstanding integration quality for eCommerce, especially if your stack is built around Shopify or WooCommerce. It’s less universal, but razor-sharp in its niche.
When to choose HubSpot or Klaviyo?
Both HubSpot and Klaviyo offer robust tools, but they don’t serve the exact same goals. Choosing the right platform depends on your business model, team structure, and marketing maturity. Here's when each solution fits best.
Typical use cases for HubSpot
HubSpot is designed for end-to-end business growth, from lead capture to customer support. It’s the go-to tool for businesses seeking a centralized platform that connects sales, marketing, and service in one place. Thanks to its modular “Hub” system, it scales from startups to enterprise-level teams.
📌 You should choose HubSpot if:
- You need a central CRM to unify marketing, sales, and customer support data
- You want to build automated workflows across multiple touchpoints: email, forms, sales tasks, tickets, etc.
- You rely on complex pipelines or multi-stage deals and need deal tracking + lead scoring
- You're running a content strategy with blogs, landing pages, or SEO campaigns (via Content Hub)
- You plan to grow your team and need scalable tools with user permissions, analytics, and training resources
- You want to connect with dozens of tools across departments (Shopify, Slack, Salesforce, Google Ads, Zoom, etc.)
- You need detailed reporting and attribution for campaigns and team performance
Typical use cases for Klaviyo
Klaviyo is built for eCommerce businesses focused on increasing revenue per customer through segmentation and automation. It’s all about real-time marketing execution that’s tightly linked to customer behavior and shopping data. If you're running an online store, this platform was made for you.
📌 You should choose Klaviyo if:
- Your strategy relies on email and SMS marketing to drive retention, upsells, or abandoned cart recovery
- You need to segment customers based on purchase history, behavior, or lifecycle stage
- You want to build personalized flows like welcome series, post-purchase emails, or win-back campaigns
- You’re looking for quick-to-launch templates with drag-and-drop email builders
- Your team is focused on conversion rate and ROI tracking tied directly to campaign results
- You don’t need a full-service CRM or sales pipeline — just powerful marketing automation
- You value tight integration with eCommerce-specific tools (ReCharge, AfterShip, reviews apps, etc.)
HubSpot or Klaviyo: Which platform powers your growth?
At the end of the day, choosing between HubSpot and Klaviyo comes down to your business model, team goals, and tech stack.
👉 If you need unified growth across your entire business, HubSpot offers an unbeatable all-in-one CRM experience. It’s built for teams that need:
- Centralized data
- Automation across departments
- Deep reporting
Yes, it comes with a steeper price tag, but for many, the ROI is clear.
👉 If you're focused exclusively on eCommerce retention marketing, Klaviyo is the clear winner. It’s laser-focused on:
- Revenue-driving campaigns
- Real-time customer data
- Fast-moving marketing execution
It’s intuitive, powerful, and optimized for growth, especially if you’re using Shopify, WooCommerce, or BigCommerce.
So, which one should you choose?
- HubSpot is the right choice when you need a scalable platform that unifies multi-team collaboration, lead nurturing, sales tracking, and customer service — all under one roof.
- Klaviyo works well when you're running an online store and need targeted email/SMS campaigns, behavior-based flows, and advanced segmentation without a full CRM.
FAQ – HubSpot vs Klaviyo
Can I use both HubSpot and Klaviyo together?
Yes, and many growing businesses do. HubSpot handles CRM, marketing, sales pipelines, and service, while Klaviyo specializes in email and SMS automation for eCommerce. You can connect them via native integrations or middleware (like Zapier) to sync contact data and marketing actions.
Is Klaviyo a full CRM like HubSpot?
Not exactly. Klaviyo includes some CRM-like features (customer profiles, segments, behavior tracking), but it’s not a full CRM. It lacks sales pipelines, deal tracking, and multi-team collaboration tools. HubSpot is better suited for businesses needing a comprehensive CRM with layered team roles.
Which tool is better for Shopify stores?
Klaviyo is purpose-built for Shopify and other eCommerce platforms. It offers deep data syncing, abandoned cart flows, revenue tracking, and prebuilt templates… all tightly integrated with your store. HubSpot can also integrate with Shopify, but it’s more generalized and less optimized for retail specifics.
Does HubSpot support SMS marketing like Klaviyo?
Not natively. HubSpot focuses more on email, live chat, and CRM-driven outreach. SMS features are possible via integrations (e.g. Twilio or Sakari), but Klaviyo includes SMS as a core feature with real-time triggers and performance analytics.
Which platform scales better with business growth?
It depends on the type of growth:
- For multi-team, multi-channel scaling (marketing + sales + support), HubSpot offers more depth
- For list growth and higher-volume email/SMS marketing, Klaviyo’s contact-based pricing scales well, though large lists will increase costs