Enter your business details to see what each option would cost you. Prices are live from our database and shown in pounds sterling.
Most merchants start looking for a Klaviyo alternative at the same moment: the list grows, the profile count crosses another band, and the invoice stops looking like a tool for sending email. Klaviyo is priced Per active profile, so the bill tracks the size of your audience rather than what you do with it. The platforms below either charge less per subscriber, bill on emails sent instead of contacts held, or drop e-commerce depth you may never have used. Here are our ranked picks, then a calculator to cost each at your own list size.
What are the best Klaviyo alternatives
The best alternatives to Klaviyo in the United Kingdom are Omnisend, Brevo, MailerLite, ActiveCampaign and EmailOctopus. Omnisend is the closest e-commerce swap, Brevo bills on send volume so an unlimited list costs nothing to hold, MailerLite is the best all-round value, ActiveCampaign is the automation and CRM pick, and EmailOctopus is the cheapest route out for straightforward newsletters. Every one of them costs less than Klaviyo at the same list size in our comparison table, so the real decision is not price alone: it is how much store data you are willing to give up to get that saving.
Why UK merchants leave Klaviyo
Three things drive the switch, and only one of them is the headline price.
The first is the shape of the ladder rather than its first rung. Klaviyo's entry plan starts at £15/mo (Email), which is competitive, but there are more than fifty priced bands above it and the steps get larger as you climb. A list that doubles in a year can move you up several bands, and each move is automatic.
The second is the send allowance, which is easy to miss because it is not on the price tag. Every paid band carries a monthly send limit of ten times its profile cap, so a merchant who mails a modest list frequently can hit the send ceiling long before the profile ceiling and be pushed up a band on volume rather than audience. Model your sends as well as your profiles before you conclude Klaviyo is or is not affordable.
The third is currency. Klaviyo bills in US dollars, so the pound figure a UK merchant pays moves with the exchange rate between renewals. Omnisend, Brevo, MailerLite and EmailOctopus all publish rate cards you can budget against directly.
What none of this changes is the one thing Klaviyo does better than every platform on this page: it bills Active profiles only (excludes suppressed). If you suppress aggressively, that is a real saving most rivals do not offer, and it is why the honest comparison is not "Klaviyo versus a cheaper tool" but "your profile count versus your contact count". Plans and pricing checked July 2026
How we chose
We ranked on four things: what the same list costs on each platform using live pricing from our database, the billing model (subscriber based or send based beats charging for every contact you hold), how much of Klaviyo's e-commerce capability survives the move, and fit for UK senders under UK GDPR and PECR. We do not rank on commercial relationships. Two of the five picks below, including the one we rank first, pay us nothing if you sign up with them, and our cost engine sorts on published rates whether a provider is a partner or not. If the cheapest answer for your list is a platform we earn nothing from, that is what the table will tell you.
How each alternative compares to Klaviyo
Omnisend
Omnisend is the only pick that tries to do Klaviyo's job rather than a simpler version of it. It integrates with Shopify, WooCommerce, BigCommerce, Magento, reports revenue per campaign, and segments on purchase behaviour rather than tags alone. Its entry plan is £12/mo (Standard) and it stays below Klaviyo at every band we hold. The catch sits in the billing: Omnisend charges for All contacts including non-subscribers, where Klaviyo charges only for active profiles. On a list that is half suppressed, that erodes part of the saving, so compare both at your real numbers rather than at headline rates.
Brevo
Brevo is the structural escape from per profile pricing. Because it bills Unlimited contacts (billed by sends), the size of your database stops being a cost at all, which is the single biggest change of model available to a Klaviyo leaver. It is EU hosted, so data residency questions under UK GDPR are straightforward, and it is one of only two picks here that sends UK SMS natively. It is not a Klaviyo replacement on depth: the store integrations are real but shallower, and the richer reporting sits on a Business plan.
MailerLite
MailerLite is what most merchants actually want when they say Klaviyo is too expensive. It bills Active subscribers, starts at £9/mo (Comfort), and holds one of the highest user ratings in our table. Campaigns, automations, landing pages and signup forms are all included. What you lose is the predictive layer: segmentation is interest and activity based rather than behavioural, and the advanced automation builder sits on the Power plan. For a shop that used Klaviyo mainly to send campaigns and one welcome flow, that loss is theoretical.
ActiveCampaign
ActiveCampaign is the pick when automation, not e-commerce, was the reason you were on Klaviyo. Its deliverability is recorded in our table as Very high (94% in independent tests), the highest published figure of any platform here, and it pairs a visual workflow builder with a built in CRM and 870+ integrations. It is the wrong swap for a heavily suppressed list, though, because it bills all contacts, active and inactive. A merchant moving from active profile billing to whole list billing can find the saving disappears entirely.
EmailOctopus
EmailOctopus is the cheapest way off Klaviyo in the United Kingdom and we rank it fifth rather than first for one reason: its automation is Basic (time-based, Pro). That is a serious downgrade from flows triggered by browsing and purchase data. If you have concluded that you were paying for e-commerce depth you never switched on, it is the right answer, and it is UK founded with the highest user rating we hold. Its entry plan is £9/mo (Pro) and the free tier runs to 2,500 subscribers.
What you give up by leaving Klaviyo
Be honest about the downgrade before you migrate. Klaviyo's segmentation is Very advanced (predictive, purchase behaviour, CLV), which means predicted lifetime value and churn risk, not just tags. Its Shopify sync is deeper than anything else on this page, and its revenue attribution is what lets a shop defend the spend. Only Omnisend replaces most of that; the other four each replace part of it, and the question is which part you were using. Run one month of your Klaviyo flow revenue report before you cancel: if the automated flows earn more than the subscription costs, the cheaper tool is not cheaper.
UK GDPR and PECR when you switch
Changing platform does not reset consent, but it does put your consent records to the test. PECR requires prior consent before you send marketing email to individual subscribers, with the limited soft opt in for people who have bought from you, so the opt in source, date and scope must travel with the list rather than being left behind in the old account. Every platform here supports consent capture, unsubscribe handling and sender identification, so compliance rarely separates them. Data residency does differ: Brevo and MailerLite are EU hosted, EmailOctopus and Omnisend are UK founded, and the rest process data in the United States under standard contractual clauses. Treat a migration as a good moment to suppress the people you should already have stopped emailing, not as a fresh start for a list you cannot evidence consent for.
Other options worth knowing
Three more platforms are worth a look for narrower cases. Drip is e-commerce focused with advanced automation on every plan, but on our UK pricing it does not undercut Klaviyo at mid sized lists, so it is a feature choice rather than a saving. Dotdigital is the UK founded enterprise option, priced Custom (quote-based) with omnichannel automation and an account manager, which suits a marketing team, not a small shop. Transpond is a low cost UK platform starting at £8/mo (Starter), but it has no native store integrations, so it does not fit a merchant leaving Klaviyo for e-commerce reasons.
The verdict
If you sell online and Klaviyo has simply outgrown your margins, Omnisend is the alternative that keeps the capability and lowers the bill, even though it earns us nothing. If your list is large and lightly mailed, Brevo's send based billing removes the cost of holding it altogether. MailerLite is the best value for a shop that has realised it was buying e-commerce depth it never used, ActiveCampaign is the pick if automation and a CRM matter more than store data, and EmailOctopus is the cheapest exit if all you need now is a clean newsletter. Check the profile count against your contact count first: on a heavily suppressed list, Klaviyo's active profile billing can still beat a cheaper rival, and the calculator above will show it.