European Alternatives to Klaviyo
Looking for a European alternative to Klaviyo? Klaviyo, Inc. is a Boston company, its terms are governed by Massachusetts law, and its data processing addendum relies on the EU-U.S. Data Privacy Framework.
No European tool is an exact copy, but eleven cover e-commerce email and SMS marketing in different ways, from shop-first platforms in Lithuania, France and the Czech Republic to newsletter tools with shop connectors in Germany, Estonia and Ireland.
How we rank these tools — 4-step process
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1
European ownership, verified
The company is headquartered and incorporated in the EU, EEA or Switzerland, and processes customer data in Europe. A US parent company disqualifies a tool from this page regardless of where its servers are.
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2
Category fit and hands-on review
What the tool actually does, who it suits, and where it falls short — checked against the vendor’s own documentation, changelog and pricing page rather than its marketing copy.
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3
Compliance and pricing check
GDPR posture, hosting location and the prices quoted on this page are verified against the vendor’s public pricing before publication, and re-checked when we revisit the category.
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Position on this page
Placement on this page can be paid, and that can affect which tools appear here and the order they appear in. It never buys a good review: a tool that fails the checks above is not here at any price, and payment does not change the shortcomings we write about. A vendor can ask us to correct a factual error — not to remove a criticism.
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11 European Alternatives to Klaviyo
Omnisend
Vilnius email and SMS platform built for online shops, with Shopify, WooCommerce and BigCommerce connectors
Brevo
Paris platform for email, SMS and WhatsApp, with recommendations and back-in-stock alerts on its upper plan
Ecomail
Prague platform with RFM segments, product recommendations and SMS on its CDP plan
GetResponse
Gdansk platform with an e-commerce plan at EUR 54 a month covering abandoned carts, funnels and promo codes
Rule
Stockholm platform for email, SMS and RCS, with a CDP and back-in-stock on its e-commerce plan
Dotdigital
London group with email, SMS, WhatsApp, app push and a loyalty product; prices on request
MailerLite
Simple email tool with Shopify and WooCommerce connectors; EU customers contract with the Dublin company
Smaily
Tallinn email platform with a free plan to 2,000 contacts and shop apps for abandoned carts
CleverReach
Independent Rastede newsletter tool with Shopware, Shopify, WooCommerce and PrestaShop connectors
Inxmail
Freiburg platform for campaigns, transactional email and an SMTP relay, hosted in Germany
rapidmail
Freiburg newsletter tool with a Shopware 6 plugin and product newsletters, lightest on automation
Key takeaways
- Klaviyo, Inc. is a US company under Massachusetts law. Its DPA relies on the EU-U.S. Data Privacy Framework.
- Omnisend (Vilnius), Brevo (Paris) and Ecomail (Prague) are the three built around the webshop, with email and SMS in one account.
- GetResponse (Gdansk), Rule (Stockholm) and Dotdigital (London) add e-commerce features to wider marketing platforms. Rule and Dotdigital are the priciest or hardest to price.
- MailerLite, Smaily, CleverReach, Inxmail and rapidmail connect to shops but are not behaviour-first, and we could not confirm SMS for any of them.
- Contracting entity matters: MailerLite and Dotdigital contract with a US company for customers outside Europe, and Dotdigital's entity depends on the order form. Check which one you sign with.
- Rankings are our own and unpaid. Nothing here replaces Klaviyo one to one.
Why people leave Klaviyo
Klaviyo became the default for online shops because it reads the shop itself. Orders, products viewed, carts left behind and refunds feed segments and automated flows, and email and SMS sit in one account. A shop owner can send a message to everyone who bought a certain product two months ago and has not come back, and that is the work Klaviyo is built for.
It is also Klaviyo, Inc. in Boston. Its terms are governed by the laws of Massachusetts with venue in the courts of Boston, and its data processing addendum relies on the EU-U.S. Data Privacy Framework for transfers. What a shop hands over is not a mailing list but purchase history: who bought what, when, for how much, and a phone number for the text messages.
Eleven European tools do part of this, and they differ more than the category suggests. Omnisend, Brevo and Ecomail are built around the shop. GetResponse, Rule and Dotdigital add e-commerce layers to wider platforms. MailerLite, Smaily, CleverReach, Inxmail and rapidmail connect to a shop but do less with purchase behaviour. Each entry below says which it is.
- Purchase data sits under a US contract Klaviyo, Inc. is the contracting party, and its terms are governed by Massachusetts law with disputes heard in Boston. Its DPA names the EU-U.S. Data Privacy Framework, together with its UK and Swiss extensions, as the basis for transfers. That is a legal mechanism rather than a European region, and it depends on the framework surviving.
- The segments are built on customer behaviour The reason to use Klaviyo instead of a newsletter tool is that flows and segments run on orders, products and browsing. That also means your shop's order history and customer phone numbers are copied into the platform. A European supplier changes who holds that copy, not whether it exists.
- Email, SMS and more are sold as one platform Klaviyo's pricing page lists email, SMS, RCS, mobile app and WhatsApp marketing, and a free plan with up to 250 profiles and 500 emails a month. Paid pricing scales with profiles and is not quoted here, because it changes with the list. Compare quotes at your own list size before deciding that a European tool is cheaper.
- The European answers differ in how far they go Only Ecomail, Rule and Brevo publish features such as RFM segments, product recommendations or back-in-stock messages, and Rule and Ecomail put theirs on their most expensive plans. The rest do the essentials, such as abandoned cart flows and shop connections, and none is a copy of Klaviyo. If you rely on its deep Shopify integration, test the connector before you commit.
What you have to replace, not just match
Start with the data, not the template. Export your lists with consent status and your suppressed addresses, and check which shop platform you use, because connectors are not equal: Omnisend lists Shopify, BigCommerce, WooCommerce and Wix, Rule lists Shopify, WooCommerce and Magento, Ecomail lists Shoptet, PrestaShop, Upgates and Shopify, and CleverReach lists Shopware, Shopify, Adobe Commerce, WooCommerce, ePages and PrestaShop.
Rebuild the flows you earn money from first: welcome, abandoned cart, post-purchase and win-back. Run the new tool beside Klaviyo for a few weeks on a small segment and compare revenue per recipient before you switch the rest. Authenticate your sending domain before the first send, because a new platform has no sending history.
The alternatives compared
| Position | Tool | Headquarters | Pricing | Jurisdiction |
|---|---|---|---|---|
| #1 | Omnisend | Vilnius, Lithuania | Free plan (500 emails, 250 contacts, 500 web push notifications/month, no card); Standard from $11.20/month; Pro from $41.30/month, both with unlimited web push; Custom pricing above 150,000 contacts | EU (Lithuania) |
| #2 | Brevo | Paris, France | Free (300 emails/day, unlimited contacts) / from about €8/month | EU (France) |
| #3 | Ecomail | Prague, Czech Republic | Free (200 emails/month) / Profi 250 CZK/month (150 CZK billed annually), Marketer+ 300 CZK, CDP 2,400 CZK; pay-per-email credits from 1,600 CZK; excl. 21% VAT, billed in CZK or EUR | EU (Czech Republic) |
| #4 | GetResponse | Gdansk, Poland | Free (500 contacts) / from about €16/month; automation from €54 | EU (Poland) |
| #7 | MailerLite | Vilnius, Lithuania | Free (250 subscribers, 2,500 emails/month) / Comfort from €9.90/month billed yearly | EU (Lithuania) |
| #9 | CleverReach | Rastede, Germany | Free tier / from about €15/month | EU (Germany) |
| #10 | Inxmail | Freiburg im Breisgau, Germany | From €200/month (unlimited contacts, priced by send volume); SMTP mail relay from €70/month | EU (Germany) |
| #11 | rapidmail | Freiburg, Germany | From about €9/month | EU (Germany) |
How each alternative compares to Klaviyo
- Which law reaches it. EU (Lithuania). Klaviyo is run from the United States, so the CLOUD Act obliges the provider to hand over data on a valid order regardless of which country the servers are in.
- Where the data sits. Google Cloud Platform; no region named in the Data Processing Agreement.
- Source code. Closed source, as Klaviyo is.
Best for: Shopify, WooCommerce or BigCommerce shops that want Klaviyo's email and SMS in one account
Omnisend, UAB is registered in Vilnius (legal entity code 302530363) and its terms are settled under the laws of Lithuania. It is built for online shops and lists Shopify, Shopify Plus, BigCommerce, WordPress, WooCommerce, Wix, Shoplazza and Ecwid on its site, with email, SMS and web push in the same flows.
It has a free plan with 500 emails a month and 250 contacts, and SMS from $0.007 per message. Paid prices are in dollars with an introductory discount, so check the figure at your list size. It also advertises a free migration and says it can cut your invoice by up to 35% against Klaviyo, a claim we did not verify.
Two cautions. Its terms say Omnisend may deliver services through Affiliates, and a Lithuanian register entry reports that foreign legal entities hold more than half of the capital without naming them. We could not establish who they are, so check ownership if that matters to you.
What Omnisend does better than Klaviyo
- Lithuanian contracting entity under Lithuanian law, where Klaviyo contracts as a Boston company
- Free migration offered for flows, lists and templates
- Email, SMS and web push in one account built around the shop
- Free plan with no card, and SMS pricing published from $0.007
Where Omnisend is a step down from Klaviyo
- Prices are shown in dollars, with promotional first-months discounts
- Ownership is not fully established, and "Affiliates" can deliver the service
- Account experts are only free from $400 per month
- Less depth in purchase analysis than Ecomail's RFM and recommendations tier
Standout against Klaviyo. It is the one most built like Klaviyo itself, which makes it the easiest first test.
- Which law reaches it. EU (France). Klaviyo is run from the United States, so the CLOUD Act obliges the provider to hand over data on a valid order regardless of which country the servers are in.
- Where the data sits. EU.
- Source code. Closed source, as Klaviyo is.
- Independently checked. GDPR.
Best for: Shops that want email, SMS, WhatsApp and a CRM in one account and can accept a plan upgrade for e-commerce features
Brevo is Sendinblue SAS, registered in Paris (RCS 498 019 298) with French law and the commercial court of Paris in its terms. It lists Shopify, WooCommerce and PrestaShop, and its channels are email, SMS, WhatsApp, push, chat and more.
The e-commerce features sit at the top: its Professional plan lists AI recommendations, back-in-stock alerts and coupons, and contact scoring from engagement and purchases including RFM and CLV. Its pricing figures load in the browser, so none is quoted here.
Its investors include BlackRock and Bridgepoint among the 2020 round (reported on Wikipedia), though it remains privately held and French. Its strength is breadth. If your flows are simple, you may pay for more than you use.
What Brevo does better than Klaviyo
- French company under French law, with a commercial court in Paris, where Klaviyo is a Massachusetts company
- Email, SMS and WhatsApp in one platform, plus a sales CRM
- Abandoned cart recovery, recommendations and loyalty described on its shop pages
- A free plan with no card for testing
Where Brevo is a step down from Klaviyo
- The best e-commerce functions need the Professional plan
- We could not read paid prices, so cost at your list size must be checked
- More features to configure than a shop-only tool
- Large US investors are among its backers
Standout against Klaviyo. It is the only one here that also gives you a CRM and a chat inside the same account.
- Which law reaches it. EU (Czech Republic). Klaviyo is run from the United States, so the CLOUD Act obliges the provider to hand over data on a valid order regardless of which country the servers are in.
- Where the data sits. Germany, on Amazon Web Services (primary servers in AWS eu-central-1, Frankfurt); vendor states data is kept in the EU but may also be located in the US (AWS listed under the EU-US Data Privacy Framework).
- Source code. Closed source, as Klaviyo is.
Best for: Shops in Central Europe on Shoptet, PrestaShop, Upgates or Shopify that want RFM segments
Ecomail is a Czech platform run by Ecomail.cz, s.r.o. in Prague. Since 1 August 2025 part of the business, including subscriptions, moved to TOPOL.io s.r.o. after a corporate division, so the contracting party should be checked at sign-up. Both are Czech.
Its CDP plan ties purchase history, shop activity and email reactions into RFM segments, conversion analytics and product recommendations, and its shop page lists 18 ready-made automations including abandoned cart and SMS marketing. The CDP plan costs 2,000 CZK a month on annual billing at the lowest tier, against 200 CZK for Marketer+, which has shop integrations and automation but not RFM.
Ecomail publishes a comparison with Klaviyo of its own (prices as of 12 April 2026), which is marketing, but shows how it sees the gap. Integrations lean to Czech and Slovak platforms plus Shopify and PrestaShop, and we did not see WooCommerce listed.
What Ecomail does better than Klaviyo
- RFM segmentation, product recommendations and conversion analytics on its CDP plan
- Czech company under Czech law, outside US jurisdiction
- 18 ready-made automations including abandoned cart
- A free account up to 200 contacts and published prices in Czech crowns
Where Ecomail is a step down from Klaviyo
- The CDP plan is a big step up in price from the lower plans
- Integrations favour Central European shop platforms
- Contracting entity changed in 2025 after a corporate division
- Smaller international footprint than Brevo or Omnisend
Standout against Klaviyo. It is the only one here that puts RFM and product recommendations behind a published price.
- Which law reaches it. EU (Poland). Klaviyo is run from the United States, so the CLOUD Act obliges the provider to hand over data on a valid order regardless of which country the servers are in.
- Where the data sits. EU data centres.
- Source code. Closed source, as Klaviyo is.
- Independently checked. GDPR.
Best for: Shops that want abandoned cart, promo codes and funnels on a plan with a visible price
GetResponse S.A. is a Polish joint-stock company in Gdansk (KRS 0000942075), and its terms are governed by Polish law. Wikipedia describes it as owned by its founder Szymon Grabowski with no outside investors, and it bought the Polish recommendation start-up Recostream in December 2022.
Its Marketer plan, described as for marketers and ecommerce businesses, is listed at EUR 54 a month and includes abandoned cart recovery, sales funnels, promo codes and revenue reports, with SMS marketing and AI recommendations in the product menu. Starter is EUR 16. Prices depend on list size, and there is a 14-day free trial.
It is a general marketing platform with webinars, funnels and landing pages, so the e-commerce part is one tier among many. It lists over 170 integrations.
What GetResponse does better than Klaviyo
- Polish company under Polish law, without a US parent
- Public e-commerce price: Marketer at EUR 54 a month
- Abandoned cart, funnels, promo codes and revenue reports on one plan
- Founder-owned, with no outside investors according to Wikipedia
Where GetResponse is a step down from Klaviyo
- A broad platform where e-commerce is one tier, not the whole product
- Prices scale with list size and we could not tie EUR 54 to a specific list
- Less purchase analysis than Ecomail's CDP
- Fewer shop-specific details on the pages we could read
Standout against Klaviyo. It is the only one on this list that shows an e-commerce price you can read without a quote.
Rule
a Nordic platform with SMS and RCS, priced for serious shops
Best for: Scandinavian shops on Shopify, WooCommerce, Magento or Nordic platforms that want SMS and RCS
Rule is run by Rule Communication - Nordic AB in Stockholm (organisation number 556740-1293), which a Swedish register shows as controlled 75 to 100 percent by its founder. Its terms are under Swedish law. It lists Shopify, WooCommerce, Magento and Nordic platforms such as Centra, Geins and Norce.
Its free tier covers 250 contacts. Professional is listed at 595 per month for 2,500 contacts (the currency is not visible in the text we read), and an E-commerce Enterprise plan at 6495 per month adds a full CDP, product feed, onsite tracking, back in stock, cart in progress and a loyalty programme. SMS starts from EUR 0.04 and RCS from EUR 0.06 per message.
That is a high ceiling. Rule suits shops whose revenue justifies the price, and it is not the cheap option.
What Rule does better than Klaviyo
- Swedish AB under Swedish law with a founder-owner, no US parent
- SMS and RCS with published per-message prices
- An e-commerce plan with CDP, back in stock and loyalty
- Nordic shop platforms such as Centra, Geins and Norce are supported
Where Rule is a step down from Klaviyo
- The price is the highest on this list: 595 for 2,500 contacts, 6495 for the e-commerce plan
- The currency of the subscription prices is not shown in the text we read
- A smaller English-language community than Brevo or Omnisend
- Pricing grows with contacts
Standout against Klaviyo. It is the only European tool here selling RCS messaging alongside SMS and email.
Dotdigital
a large London platform with loyalty and many channels, priced on request
Best for: Mid-sized retailers that want email, SMS, WhatsApp and loyalty and will talk to sales
Dotdigital Group PLC is listed on AIM in London. Its terms show several contracting entities, and which one applies depends on the order form: Dotdigital EMEA Limited (England and Wales, company number 03762341), Dotdigital B.V. (Rotterdam, Dutch law), and Dotdigital, Inc. in New York, among others. Customers in Europe should expect an English or Dutch entity, but read the order form.
Its menu lists email, web personalization, mobile app push, SMS/MMS, WhatsApp and ads retargeting, plus 200+ integrations and a loyalty product, and it names e-commerce as an industry. We found no public prices.
It is stronger for larger teams than for a small shop that wants to start on Friday, because getting a price means a conversation.
What Dotdigital does better than Klaviyo
- UK or Dutch contracting entity for European customers under English or Dutch law
- Channels from email and SMS to WhatsApp and app push
- 200+ integrations and a loyalty platform
- Listed London group, not owned by a US company
Where Dotdigital is a step down from Klaviyo
- We found no public prices, so cost is unknown until you ask
- A US entity exists for other customers, and the order form decides
- Built for mid-sized teams, with more setup
- We could not verify specific e-commerce features beyond its menu
Standout against Klaviyo. It is the one here with a listed parent in London and a dedicated loyalty product.
- Which law reaches it. EU (Lithuania). Klaviyo is run from the United States, so the CLOUD Act obliges the provider to hand over data on a valid order regardless of which country the servers are in.
- Where the data sits. EU.
- Source code. Closed source, as Klaviyo is.
- Independently checked. ISO/IEC 27001:2022.
Best for: Small shops that mostly send newsletters and a few automations and want a clean editor
MailerLite's terms name MailerLite Limited, 88 Harcourt Street, Dublin 2, as the party for customers in the EEA, the UK and Switzerland, and MailerLite, Inc., a Delaware corporation, for everyone else, with the law of that entity applying. Customers in Europe contract with the Irish company.
The company was bought by the Polish group Vercom in 2022 for EUR 84 million, and a data provider later names cyber_Folks as its parent, which we did not confirm. Its site lists Shopify and WooCommerce integrations and an e-commerce feature for connecting a store. Paid prices load in the browser and are not quoted.
It is an email tool with e-commerce additions, so segments on purchase behaviour are lighter than at Omnisend or Ecomail, and we saw no SMS on its pages.
What MailerLite does better than Klaviyo
- Irish contracting entity for European customers, owned by a Polish group
- Shopify and WooCommerce connectors on a simple editor
- Accessible to a small shop with no marketing team
- Editor and templates aimed at non-specialists
Where MailerLite is a step down from Klaviyo
- A US entity serves customers outside Europe
- We saw no SMS on its pages
- Less e-commerce depth than the shop-first tools
- Ownership has changed twice, and one change is unconfirmed
Standout against Klaviyo. It is the simplest tool here, and the one with the clearest EU/US split in its terms.
Smaily
an Estonian email platform with shop apps and a free plan up to 2,000 contacts
Best for: Small shops in the Baltics and Nordics that mainly send emails and want a generous free plan
Smaily is Sendsmaily OU in Tallinn (registry code 12837097), and its terms apply Estonian law. Its pricing page offers a free plan up to 2,000 unique active contacts with unlimited emails, but without API access or automation, a monthly plan sized by contacts that adds automation and the API, and a credit plan for infrequent senders.
Its homepage says apps connect Smaily to your website and shop for abandoned carts and welcome series, and a Campaign Revenue feature links campaigns to sales results. We did not verify SMS or a list of shop platforms.
Automation is not in the free plan, so the part that makes it competitive with Klaviyo costs money.
What Smaily does better than Klaviyo
- Estonian company under Estonian law
- A free plan up to 2,000 contacts with unlimited emails
- Credit plan for shops that send rarely
- Campaign revenue linked to sales
Where Smaily is a step down from Klaviyo
- No automation or API on the free plan
- We could not verify SMS or a shop-platform list
- Smaller than Omnisend or Brevo in the e-commerce field
- Less purchase-behaviour segmentation shown
Standout against Klaviyo. Its free plan is the largest here by contacts, but without automations.
- Which law reaches it. EU (Germany). Klaviyo is run from the United States, so the CLOUD Act obliges the provider to hand over data on a valid order regardless of which country the servers are in.
- Where the data sits. Germany.
- Source code. Closed source, as Klaviyo is.
- Independently checked. GDPR.
Best for: German-speaking shops on Shopware, WooCommerce or Shopify that mostly need solid newsletters
CleverReach GmbH & Co. KG is in Rastede (HRA 4020, Amtsgericht Oldenburg). In August 2025 it said it stays independent. Its site lists Shopware, Shopify, Adobe Commerce, WooCommerce, ePages and PrestaShop integrations.
Lite is free for 250 recipients with 1,000 emails a month and one automation. Basic is EUR 15 and Pro EUR 18 a month at 500 recipients, with a free trial month for Pro features. We saw no SMS on its pages.
It is a newsletter tool with a shop layer, so the behaviour-driven segmentation Klaviyo is known for is thinner.
What CleverReach does better than Klaviyo
- German company with HRA registration, independent by its own statement
- Shopware and ePages connectors that others lack
- Low published prices from a free plan
- German-language support and documents
Where CleverReach is a step down from Klaviyo
- Newsletter-first, with thinner purchase automation
- We saw no SMS on its pages
- The free plan has one automation
- Less suited to high-volume e-commerce flows
Standout against Klaviyo. It is the only one here with Shopware and ePages connectors, at a low price.
- Which law reaches it. EU (Germany). Klaviyo is run from the United States, so the CLOUD Act obliges the provider to hand over data on a valid order regardless of which country the servers are in.
- Where the data sits. Germany — hosted in a German data centre (operator not named), "Software Hosted in Germany" seal; vendor states server locations exclusively in the EU.
- Source code. Closed source, as Klaviyo is.
- Independently checked. ISO/IEC 27001:2022 (TÜV Rheinland); co-founder and member of the Certified Senders Alliance.
Best for: Retailers that want newsletters, order emails and an SMTP relay on one platform in Germany
Inxmail GmbH is in Freiburg (HRB 5870, Amtsgericht Freiburg) with German law. Its site presents marketing automation, newsletters, transactional emails and an SMTP relay, hosting in Germany and "over 2,000 companies", with a Retail & E-Commerce solution for personalized emails and purchase incentives.
Its navigation lists no SMS channel, and we did not read its prices, which sit behind a separate pricing page.
It is aimed at companies that want one German platform for campaign and system email, not at a small shop that wants to be sending tonight.
What Inxmail does better than Klaviyo
- German company with hosting in Germany stated on its site
- Transactional emails and SMTP relay on one platform
- A dedicated retail solution page
- Over 2,000 companies according to its own site
Where Inxmail is a step down from Klaviyo
- No SMS channel listed
- We did not verify prices or specific shop connectors
- Aimed at larger senders with more setup
- Less self-serve than the free-plan tools
Standout against Klaviyo. It is the only one here that sells transactional email and an SMTP relay as part of the same platform.
- Which law reaches it. EU (Germany). Klaviyo is run from the United States, so the CLOUD Act obliges the provider to hand over data on a valid order regardless of which country the servers are in.
- Where the data sits. Germany.
- Source code. Closed source, as Klaviyo is.
- Independently checked. GDPR.
Best for: Small German shops that need a newsletter tool with a shop plugin
rapidmail's legal notice names Positive Group Deutschland GmbH in Freiburg (HRB 706983), and it is reported to have belonged to the French Positive Group since 2021. Its site lists shop integrations, a Shopware 6 plugin, transactional mails and 250+ templates, and offers "Positive User" for advanced personalization.
It has a page for e-commerce built around product newsletters. We could not read paid prices and saw no SMS.
It is the lightest here on behaviour-based automation, so it fits a shop that mainly sends product mailings.
What rapidmail does better than Klaviyo
- German entity under German law, with a French group owner
- A Shopware 6 plugin
- 250+ ready templates
- Free support, according to its site
Where rapidmail is a step down from Klaviyo
- Little purchase-behaviour automation
- No SMS seen on its pages
- Advanced personalization sits in a separate product
- Prices could not be read
Standout against Klaviyo. It is the easiest for a small German shop, and the least capable here for flows.
What actually breaks when you switch
The hard part of leaving Klaviyo is the flows, not the list. Order and product data come over through the new connector, but the flows you built, and the profile properties they depend on, must be rebuilt. Plan for a few weeks of running both tools.
Check the shop connector before you sign. It decides which events arrive: viewed product, started checkout, placed order, refund. Test with a few real orders on the free plan if there is one.
Consent travels with the list, not with the tool. Export unsubscribes, suppressions and the date and source of each opt-in, especially for SMS, where the rules are stricter than for email.
Is there a European tool that works exactly like Klaviyo?
Not exactly. Omnisend is the closest in shape: it is built for online shops, sends email and SMS from one account and lists Shopify, WooCommerce, BigCommerce and Wix. Ecomail goes furthest on purchase analysis, with RFM segments and product recommendations, but its integrations lean towards the Czech and Slovak shop platforms and Shopify.
Brevo does the same job with a wider toolbox, and Rule is strong in the Nordics with an e-commerce plan that includes a CDP and back-in-stock messages. Each leaves something out, and each entry says what.
Which of these are really built for webshops?
Omnisend and Ecomail describe themselves around e-commerce, and Brevo has a shop and retail section with abandoned cart recovery, recommendations and loyalty. Rule has an E-commerce Enterprise plan, GetResponse has an e-commerce tier at EUR 54 per month, and Dotdigital lists e-commerce as an industry.
MailerLite, Smaily, CleverReach, Inxmail and rapidmail are email tools that can connect to a shop. They suit a shop that mainly sends newsletters and a few automations, not a shop that segments on lifetime value.
Can I send SMS with a European tool?
Yes with Omnisend (from $0.007 per SMS), Rule (from EUR 0.04 per SMS and EUR 0.06 per RCS message), Brevo, GetResponse, Ecomail and Dotdigital, whose own pages list SMS. We could not confirm SMS for MailerLite, Smaily, CleverReach, Inxmail or rapidmail from their sites, so check before you choose one of those for text messages.
SMS has its own consent rules by country, so confirm that the tool handles opt-in for the countries you sell to.
Are all of these really European companies?
Each contracting entity we checked is in the EU or the UK, but with caveats worth reading. MailerLite and Dotdigital use a US entity for customers outside Europe, and Dotdigital's entity depends on the order form. Omnisend's terms say "and/or its Affiliates", and a Lithuanian register entry says foreign legal entities hold more than half its capital without naming them. Brevo had BlackRock among its 2020 investors.
Dotdigital Group PLC is listed in London. MailerLite was bought by a Polish group. Rapidmail belongs to a French group. These are European owners, and we left out tools whose contracting party we could not establish.
Which one to pick
If you want the nearest thing to Klaviyo for a Shopify, WooCommerce or BigCommerce shop, start with Omnisend and test it beside Klaviyo on a segment. If purchase analysis such as RFM matters and your platform is on its list, Ecomail goes furthest. Brevo is the choice when you also want a CRM and more channels.
GetResponse is worth a look for the visible e-commerce price, and Rule if you sell in the Nordics and have the revenue to justify its plans. Dotdigital suits a team that will talk to sales. MailerLite, Smaily, CleverReach, Inxmail and rapidmail are newsletter-first tools with shop connections, fine for a shop that sends mailings and a few flows.
Be realistic about the gap. Klaviyo's depth of data and flows is the product, and none of these eleven reproduces it exactly. Switch if the US contract bothers you, and keep it if the flows earn money that a simpler tool would lose.
Frequently Asked Questions
Omnisend is the closest in design for a webshop that wants email and SMS together. Ecomail is the strongest on purchase segments such as RFM, Brevo covers the most channels, and GetResponse is the most affordable e-commerce tier on a public price list. None is a one-to-one copy, so test the shop connector first.
Yes. Its terms are an agreement with Klaviyo, Inc., governed by the laws of the Commonwealth of Massachusetts, with disputes in the state and federal courts in Boston. Its DPA relies on the EU-U.S. Data Privacy Framework for data transfers.
It has a free plan with up to 250 profiles, 500 emails a month and $5 of mobile messages a month, according to its pricing page. Paid plans scale with profiles and are not quoted here.
It varies with list size. Omnisend has a free plan with 500 emails and 250 contacts, and SMS from $0.007. Ecomail has a free account up to 200 contacts and lists Marketer+ from 200 CZK a month on annual billing at its lowest tier.
GetResponse lists Marketer at EUR 54 a month. CleverReach has a free plan with 250 recipients. Rule has a free tier for 250 contacts and a Professional plan listed at 595 per month for 2,500 contacts. Brevo, MailerLite, Dotdigital and rapidmail load prices in the browser, so we do not quote them.
That is Omnisend's own claim ("up to 35%") and it depends on your list and plan. We did not verify it. Run a quote for your own profile count and message volume.
Not automatically. Omnisend advertises a free five-day migration of flows, lists and templates, and Ecomail offers a switch service. With the others you rebuild flows by hand, which is a good moment to cut the ones that never earned anything.
Omnisend, Brevo, Ecomail, Rule, MailerLite, CleverReach and Smaily list a Shopify connection on their sites, and GetResponse and Dotdigital list e-commerce integrations. Check the connector's data fields, since the depth of the Shopify link is what makes Klaviyo hard to replace.
CleverReach lists Shopware, WooCommerce, Adobe Commerce and PrestaShop. Rapidmail has a Shopware 6 plugin. Ecomail lists PrestaShop, Shoptet and Upgates, and Omnisend, Rule, Brevo and MailerLite list WooCommerce.
We did not verify hosting for each tool beyond what each entry says. Inxmail states hosting in Germany, and Ecomail's tool page on this site gives Frankfurt on AWS. For the rest, check each provider's data processing agreement and sub-processor list.
Mostly time. Deliverability dips briefly when you change sender, and flows must be rebuilt. The upside is a different jurisdiction and, for some shops, a lower bill, but not for all.
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