HubSpot CRM vs Klaviyo
pricing comparison · 2026 · Updated April 2026
HubSpot CRM pricing ranges from $0–$150/user/month, while Klaviyo ranges from $0–$150/month. Klaviyo is typically 25% more affordable, though your actual cost depends on tier and team size.
Sources & confidence
Every dollar amount and contract clause below traces back to a sourced fact. We don't manufacture composite scores.
Plans at a glance
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Contract terms
The fine print, surfaced. Green = buyer-friendly. Each clause backed by a quoted source.
What users say
Aggregated, with sample sizes. We use whichever review platform has data.
HubSpot and Klaviyo both handle email marketing, but they come from opposite ends of the market. HubSpot is a B2B CRM platform where email is one component of a broader marketing, sales, and service suite. Klaviyo is an e-commerce email and SMS platform where revenue attribution and purchase behavior automation are the core value propositions.
Both start at roughly $20/month for their entry paid tiers, but the features you get are quite different. HubSpot Starter prioritizes contact management and B2B workflows; Klaviyo Email prioritizes Shopify integration, flow automations, and revenue-per-email analytics. The right choice depends almost entirely on whether your business model is B2B or e-commerce.
Plan-by-Plan Pricing
| Plan | HubSpot CRM | Klaviyo |
|---|---|---|
| Free | Free /user/month | Free /month |
| Starter | $20 /seat/month | $20 /month |
| Professional | $100 /seat/month | $35 /month |
| Enterprise | $150 /seat/month | Custom |
Cost at Scale
Total cost of ownership — licenses, implementation, and hidden costs included.
HubSpot CRM
6 scenariosKlaviyo
5 scenariosMarket Intelligence
HubSpot CRM
- Median annual cost
- $26,275
- Average negotiated discount
- 18%
- Based on
- 804 deals
Klaviyo
- Median annual cost
- $1,188
- Based on
- 88 deals
Contract Terms
| Term | HubSpot CRM | Klaviyo |
|---|---|---|
| Auto-renewal | Yes | Yes |
| Cancellation | Must provide notice before annual renewal; difficult to cancel mid-contract | Can be cancelled anytime based on monthly billing |
| Minimum commitment | 1 year | Month-to-month with no long-term contract required |
| Price escalation | — | No published schedule but users report mid-contract price increases and automatic tier upgrades. February 2025 saw a major billing model change from usage-based to subscriber-based pricing, resulting in 50-400% cost increases for some customers. |
| Can downgrade | No | Yes |
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Our Verdict
HubSpot is the right choice for B2B companies that need CRM alongside email marketing — its free CRM and Starter bundle are a better fit for managing prospect and customer relationships than Klaviyo, which lacks deal tracking entirely.
Klaviyo is the right choice for e-commerce brands where email is a direct revenue channel. Its Shopify integration, behavioral automation, and revenue attribution are best-in-class for DTC businesses. The same $20/month entry price buys fundamentally different capabilities depending on your business model.
Frequently Asked Questions
01 Is HubSpot or Klaviyo better for e-commerce?
Klaviyo is better for e-commerce. Its real-time Shopify integration, purchase behavior segmentation, and revenue-attributed analytics are purpose-built for DTC brands. HubSpot has e-commerce integrations but is not optimized for purchase-behavior-driven email automation.
02 Can Klaviyo replace HubSpot?
For B2B use cases, no. Klaviyo has no CRM, deal pipeline, or sales sequence features. HubSpot covers B2B marketing and sales in one platform. For pure e-commerce email marketing, Klaviyo is the more specialized tool.
03 Which has a better free tier?
HubSpot free tier is significantly more powerful for B2B use — unlimited contacts, deal pipelines, and basic email tools. Klaviyo free allows only 250 contacts and 500 sends/month. For pure email volume, Mailchimp free (500 contacts) is more generous than Klaviyo free.
04 How do HubSpot and Klaviyo pricing compare at scale?
HubSpot uses per-user seat pricing. Klaviyo uses contact-based pricing. For large B2B teams with many users, HubSpot cost grows with headcount. For large e-commerce brands with big contact lists, Klaviyo cost grows with list size. At 100,000+ contacts, Klaviyo can become expensive.