HubSpot vs Klaviyo: which AI marketing platform fits your business in 2026?
Last updated: November 9, 2026. Independent research from each vendor's own pages. We did not test these products hands-on.
Top pick for ecommerce and DTC brands: Klaviyo. Composer, its AI marketing agent, works from your purchase data to audit flows and build email and SMS campaigns. Free to start. Visit Klaviyo →
Top pick for B2B and lead-driven teams: HubSpot Marketing Hub. CRM, campaigns and a whole team of AI agents in one platform. Visit HubSpot →
Answer in brief
If you sell online and revenue comes from email and SMS, choose Klaviyo. It is a B2C CRM with 400+ integrations, including Shopify, WooCommerce and BigCommerce, and its Composer agent analyzes, audits, drafts and automates campaigns from your customer data. If you generate leads, run sales pipelines or need ads, social, SEO and CRM together, choose HubSpot Marketing Hub. Both have free plans, so you can try each at no cost.
Comparison table
| HubSpot Marketing Hub | Klaviyo | |
|---|---|---|
| Sweet spot | B2B and B2C lead generation, SMB to enterprise | Ecommerce and DTC brands |
| Free plan | Free for up to 2 users | 250 active profiles, 500 emails/mo, $5/mo of Composer usage |
| Entry paid | Starter $7/seat/mo promo ($20 list); 1,000 marketing contacts | Email $20/mo (500 profiles, 5,000 emails) |
| Mid tier | Professional from $800/mo + $3,000 onboarding | Marketing $25/mo ($1 first month, limited-time offer) |
| Scale tier | Enterprise from $3,600/mo + $7,000 onboarding | Custom above 150,000 profiles |
| Price driver | Seats, tiers and HubSpot Credits | Active profiles; Composer and SMS as add-ons |
| AI agent | Agent Hub: Campaign, Content, Nurture, Prospecting, Customer, Data agents | Composer (marketing) and Customer Agent (service) |
| Channels | Email, ads, social, landing pages, chat | Email, SMS/MMS, push, RCS, WhatsApp, social, reviews |
Klaviyo: the revenue engine for online stores
Composer brings your business context, Klaviyo's marketing expertise and your connected tools together. It plans your calendar, builds campaigns, audits flows and recommends what to do next. You can schedule recurring reports and audits, save skills such as your brand voice, describe one campaign and get personalized email and SMS, see which Meta ads bring customers back, and go from idea to A/B test in one conversation. Klaviyo frames the workflow as: Composer analyzes, audits, drafts and automates; you review, then decide. The free plan also includes Reviews (50 orders a month), Customer Hub and Customer Agent (10 resolutions a month).
HubSpot: the full-funnel growth platform
HubSpot runs AI on a CRM built for pipeline. Starter includes Agent Hub, Agent Builder, the Data Agent, email marketing, simple automation, CRM segments and ad management. Professional adds omnichannel automation, social, video, the Nurture Agent (beta) and HubSpot AEO for AI-search visibility. Enterprise adds multi-touch revenue attribution, customer journey analytics and email approvals.
When to pick which
- Pick Klaviyo if you run a store on Shopify or another ecommerce platform, live on flows and campaigns, and want AI that reads order and engagement data.
- Pick HubSpot if you sell B2B, pass leads to sales, or need social, ads, SEO, attribution and CRM under one roof.
- Watch the meter: Klaviyo's cost rises with active profiles (Composer can help suppress unengaged profiles), while HubSpot's rises with seats, tiers and credits.
Pricing model
Klaviyo charges by active profiles, with SMS, Composer and Customer Agent added on above the free allowances. HubSpot charges per seat on Starter and per tier with included core seats on Professional and Enterprise, plus HubSpot Credits for AI actions.
FAQ
Is Klaviyo better than HubSpot for ecommerce?
For most online stores, yes. Klaviyo is built as a B2C CRM, with ecommerce integrations, profile-based pricing and Composer working from purchase and engagement data.
Do both have free plans?
Yes. HubSpot is free for up to 2 users. Klaviyo is free for up to 250 active profiles and 500 emails a month, with $5/month of Composer usage.
Does Composer send campaigns automatically?
Klaviyo describes Composer as analyzing, auditing, drafting and automating while you review and decide what's next. Recurring reports and audits can be scheduled.
Which is better for B2B lead generation?
HubSpot. Its CRM, Prospecting Agent, lead scoring and sales handoff are built for B2B pipelines.
Keep comparing
Read our HubSpot review and Klaviyo review, see alternatives to HubSpot, or go back to the ranked list of the best AI tools for marketing.
Visit Klaviyo → · Visit HubSpot →