Klaviyo vs HubSpot: Which Should You Choose in 2026?
Choosing between Klaviyo and HubSpot comes down to understanding what each tool does best. This comparison breaks down the key differences so you can make an informed decision based on your specific needs, not marketing claims.
By Toolradar Team · Last updated February 28, 2026 · Methodology
Short on time? Here's the quick answer
We've tested both tools. Here's who should pick what:
Klaviyo
Email marketing for e-commerce
Best for you if:
- • You need email marketing features specifically
- • Klaviyo is an email and SMS marketing platform built specifically for e-commerce
- • It provides advanced segmentation, automation flows, and predictive analytics for online stores
HubSpot
CRM platform for scaling businesses
Best for you if:
- • You want the higher-rated option (9.0/10 vs 8.8/10)
- • You need marketing automation features specifically
- • All-in-one CRM platform
- • Marketing and sales tools
| At a Glance |  Klaviyo |  HubSpot |
|---|---|---|
Price | Free + Paid | Free + Paid |
Best For | Email Marketing | Marketing Automation |
Rating | 88/100 | 90/100 |
| Feature | Klaviyo | HubSpot |
|---|---|---|
| Pricing Model | Freemium | Freemium |
| Editorial Score | 88 | 90 |
| Community Rating | No ratings yet | No ratings yet |
| Total Reviews | 0 | 0 |
| Community Upvotes | 0 | 0 |
| Categories | Email MarketingMarketing Automation | Marketing AutomationCRM |
How Klaviyo and HubSpot Compare
Klaviyo
Email marketing for e-commerce
Free tier available · 88/100 score
HubSpot
CRM platform for scaling businesses
Free tier available · 90/100 score
Klaviyo is a email marketing tool. HubSpot is in marketing automation.
Who Should Use What?
On a budget?
Both are freemium. Compare plans on their websites.
Go with: Klaviyo
Want the highest-rated option?
Klaviyo: 88/100. HubSpot: 90/100.
Go with: HubSpot
Value user reviews?
Neither has user reviews yet.
Go with: HubSpot
3 Questions to Help You Decide
What's your budget?
Both are freemium. Pricing won't help you decide here.
What's your use case?
Klaviyo is a email marketing tool. HubSpot is in marketing automation. Pick the category that matches your needs.
How important are ratings?
HubSpot scores higher: 90/100 vs 88/100.
Key Takeaways
HubSpot
- Higher score: 90/100 vs 88
- Free tier available
- Our pick for this comparison
Klaviyo
- Better fit for email marketing
The Bottom Line
HubSpot (90/100) is our pick.
Frequently Asked Questions
Is Klaviyo or HubSpot better?
HubSpot scores 90/100 in our evaluation. Both are freemium.
What are Klaviyo and HubSpot used for?
Klaviyo: Email marketing for e-commerce. HubSpot: CRM platform for scaling businesses.
What does Klaviyo cost vs HubSpot?
Klaviyo is freemium (free tier + paid plans). HubSpot is freemium (free tier + paid plans). Visit their websites for detailed pricing.