Is Klaviyo Still Worth It in 2025? Pros, Cons & Who It’s For

If you run a growing eCommerce brand, chances are you’ve either used Klaviyo or considered it.
It’s long been the go-to for email and SMS marketing, especially for Shopify merchants. But as pricing increases, new platforms emerge, and AI reshapes what’s possible, many are now asking: Is Klaviyo still worth it in 2025?

Let’s break down the pros, cons, and what’s changed, so you can make an informed decision.

What Klaviyo Is (in 2025)

Klaviyo remains a powerful marketing automation platform designed for eCommerce brands, combining email, SMS, customer data, and automation under one roof. In 2025, its strengths lie in:

• Deep Shopify integration (including Shopify Plus features)
  
  

• Advanced segmentation and personalisation
  

• Pre-built flows for welcome, abandoned cart, post-purchase and more
  
  

• Customer Data Platform (CDP) features built into its core
  
  

• AI-powered tools for subject lines, copy, product recommendations, and send time optimisation

It’s no longer just ‘email marketing’, it’s a cross-channel CRM tailored to commerce.

Who Klaviyo Is (Still) Right For

Klaviyo continues to be an excellent fit for:

• Mid-market eCommerce brands doing $2M–$25M in revenue
  
  

• Brands that prioritise owned channels and want to grow profitably
  
  

• Merchants on Shopify or Shopify Plus, where Klaviyo’s integration is strongest
  
  

• Teams looking to consolidate tools (email, SMS, analytics) under one platform
  
  

• Those who want control, segmentation, and strong ROI tracking
  

If your brand leans heavily on retention, repeat purchases, or subscription models, Klaviyo should be in the mix.

Pros of Klaviyo in 2025

• Still best-in-class for Shopify
  No other platform rivals Klaviyo’s native integration with Shopify’s checkout, product data, events, and customer tagging.
  
  

• Smarter, AI-powered personalisation
  From predictive analytics (e.g. churn risk, next order date) to automated copywriting, Klaviyo is leveraging AI in a meaningful, usable way.
  
  

• Powerful segmentation + CDP-lite features
  You can build segments based on behaviour, lifecycle stage, predicted LTV – all without a separate CDP.
  
  

• Pre-built flows and templates
  Klaviyo still makes it easy to launch fast with high-impact flows and conversion-focused templates.
  
  

• Transparent attribution and ROI tools
  Especially useful for DTC brands managing spend and demonstrating marketing impact.

Cons or Considerations in 2025

• Pricing is steeper than it used to be
  As contact lists grow and SMS volumes scale, Klaviyo’s cost can rise quickly. It's now priced more like an enterprise platform.
  
  

• Requires strategy and maintenance
  Although you can ‘set and forget’ with flows, the best results come with a well-defined lifecycle strategy, testing, and continuous optimisation.
  
  

• Other platforms are catching up
  Tools like YotPo and Sendlane have closed some of the gaps, though Klaviyo still leads in terms of ecosystem and depth.

How Atlas Studios Delivers Klaviyo Success

At Atlas Studios, we don’t just ‘set up flows’. We treat Klaviyo as a strategic retention engine.

Our Klaviyo services include:

• 360° Klaviyo Audits – uncovering gaps and opportunities in your flows, segments and deliverability
  
  

• Lifecycle Strategy – mapping flows and campaigns to your brand’s growth stage and product mix
  
  

• Advanced Segmentation + Personalisation – using predictive analytics, purchase behaviour, and zero-party data
  
  

• End-to-End Management – from design to content, build and performance tracking
  
  

• Integration with Shopify + broader tech stack – ensuring clean data, flawless UX, and accurate tracking
  
  

We’ve helped brands across fashion, beauty, lifestyle, and CPG drive double-digit increases in revenue from email and SMS – without overcomplicating things.

🧠 See how we helped a botanical skincare brand lift Klaviyo-attributed revenue by 66% in 7 months.

Final Verdict: Is Klaviyo Still Worth It in 2025?

If you’re a growing Shopify brand investing in retention, then yes, it’s still very worthwhile.
The brands seeing the best returns are those who treat Klaviyo as a performance channel, not just a newsletter tool.

Want to make Klaviyo work harder for your brand in 2025? Reach out for a no-obligation audit.