Klaviyo vs Shopify Email — which should I use?

Shopify Email is fine to start — it's cheap, lives in your admin, and covers basic campaigns and simple automations. If email is a minor channel for you, it's enough.

Klaviyo earns its price once email/SMS becomes a real revenue channel: far stronger segmentation, robust flows (abandoned cart, browse abandonment, post-purchase, win-back), and deep Shopify data for targeting. The rule of thumb: start on Shopify Email, move to Klaviyo when you're ready to invest in segmentation and flows and the extra revenue clearly covers the cost.