An honest side-by-side of features, CRM depth, ecommerce automation, attribution, integrations, and pricing — and when it's actually worth migrating off Klaviyo.
Both send email. That's where the overlap ends. Below is the honest feature breakdown across the dimensions DTC and B2B teams actually care about.
| Feature | HubSpot | Klaviyo |
|---|---|---|
| Automation | ||
| Branching if/then flows | ✓ All paid tiers | ✓ Standard plan and above |
| Multi-step welcome / browse / cart / post-purchase flows | ✓ Native via workflows | ✓ Native ecommerce flows |
| Trigger on CRM property / deal stage | ✓ Native — deals, contacts, companies | ✗ Metric-based only — no deal object |
| A/B testing on flows | ✓ Marketing Hub Pro+ | ✓ Standard plan and above |
| CRM | ||
| Native CRM with deals & pipeline | ✓ Included on every plan | ✗ Not available |
| Customer activity timeline (email, page, purchase) | ✓ Full timeline on every contact | ✓ Strong ecommerce events, no deal/pipeline context |
| Predictive + rule-based lead scoring | ✓ Marketing Hub Pro+ | ✓ Profile + predictive RFM only |
| Dedicated Sales Hub / sequences / tasks | ✓ Native sales tools | ✗ Not available |
| Reporting | ||
| Revenue attribution & multi-touch source reporting | ✓ Multi-touch attribution on deals | ✗ Campaign-level only |
| Cohort / RFM / purchase-based dashboards | ✓ Via custom reports | ✓ Native RFM dashboards |
| Campaign ROI by lifecycle stage | ✓ Closed-loop reporting on deals | ✗ No deal-level reporting |
| Integrations | ||
| Shopify / Shopify Plus integration depth | ✓ Native two-way sync | ✓ Deepest-in-class Shopify integration including POS, refunds, discount codes |
| App marketplace size | ✓ 1,500+ apps | ✓ 300+ apps, heavy ecommerce focus |
| Native Slack, Salesforce, and Zoom integrations | ✓ All native | ✓ Native Slack + Salesforce; Zoom via Zapier |
| Pricing | ||
| Free tier | ✓ Free CRM + limited marketing tools | ✓ Free up to 250 contacts |
| Paid plans start at | ✓ ~$20/mo Marketing Hub Starter | ✓ ~$45/mo Email + 1 channel |
| Cost as list / revenue grows | ✓ Scales linearly with contacts | ✗ Profile-based pricing punishes growth |
| Total cost for email + CRM + sales + service | ✓ One platform, one bill | ✗ Requires separate CRM subscription |
Neither tool is wrong — they're built for different stages. Here's the honest call.
Email + SMS + Shopify is the entire game.
DTC brand under ~$5M revenue with a single-channel focus. Your store is Shopify (or Shopify Plus), your flows are welcome / browse abandonment / cart / post-purchase, and SMS is a meaningful slice of revenue. Klaviyo was built for exactly this — its Shopify integration is deepest-in-class, RFM dashboards are native, and you'll move faster than any HubSpot rebuild.
Also a fit if there's no sales pipeline and no marketing-to-sales handoff — adding HubSpot's CRM into a stack that doesn't need one just buys operations overhead you don't have headcount to absorb.
You need email + CRM + sales in one platform.
Sales is in the loop. You're running deals, you need deal-stage automation, and you want to know which campaigns actually closed revenue (not just opened emails). Klaviyo metrics stop at the email-to-purchase path — HubSpot ties that same purchase event back to a named opportunity, an owner, a stage, and an ad spend source.
Also a fit if you've outgrown Klaviyo's profile-based pricing, you're already paying for a separate CRM on top, or you want ad spend, lifecycle, and pipeline reported in one place rather than stitched together across three dashboards.
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