# Best Shopify Email Marketing Apps: 143K Study
> We analyzed 143,198 Shopify stores to find which email marketing apps they actually use. 62% have none. Here's what the other 38% run, by niche and size.
Published: 2026-02-16
Author: StoreInspect Team
Tags: shopify, email-marketing, apps, data, lead-generation
Canonical HTML: https://storeinspect.com/blog/best-shopify-email-marketing-apps
**TL;DR:**
- **62% of Shopify stores** have no email marketing app installed. That's 88,721 stores in our database leaving money on the table.
- **Klaviyo dominates** with 24% adoption across 143,198 stores. Mailchimp is second at 13%, Omnisend third at 3%.
- Stores with email marketing apps have **51% higher lead scores** (84 vs 56), run **3.3x more apps**, and track **82% more pixels** than stores without.
- **Beauty stores** lead email adoption at 50%. Automotive and Hobby stores trail at 26-28%.
- The most common full stack is **Klaviyo + Judge.me Reviews + Smile.io Loyalty** (643 stores).
- Klaviyo stores are **3.4x more likely** to use a support tool like Gorgias than Mailchimp stores.
- **72% of stores under 50K monthly visitors** have no email app at all. That's the biggest prospecting opportunity in Shopify.
*Some links in this article are affiliate links. We may earn a commission if you purchase through them, at no extra cost to you. Affiliate compensation does not change our data or editorial commentary.*
---
Every "best email marketing apps" article gives you the same list. Klaviyo, Omnisend, Mailchimp, maybe Drip. They compare features, show pricing tables, and declare a winner based on opinions.
None of them show you what stores actually use.
We took a different approach. Instead of testing apps ourselves and calling it a review, we scanned **143,198 Shopify stores** and recorded which email marketing apps they have installed. The result is the largest public dataset on Shopify email marketing adoption. It shows not just which apps are popular, but which apps correlate with serious, growing stores.
The finding that surprised us most? **62% of Shopify stores have no email marketing app at all.** Not Klaviyo, not Mailchimp, not even Shopify Email. Nothing. If you sell email marketing services or partner with Klaviyo, that statistic should get your attention.
## How We Collected This Data
We detect installed apps by scanning each store's public-facing code: JavaScript globals, script URLs, DOM elements, and tracking pixels. Our scanner identifies 72+ apps across categories like email marketing, reviews, loyalty, support, analytics, and more.
**Dataset details:**
| Metric | Value |
|--------|-------|
| Total stores scanned | 143,198 |
| Stores with app data | 143,196 |
| Email/SMS apps tracked | Klaviyo, Mailchimp, Omnisend, Attentive, Postscript, Privy, Iterable |
| Detection method | Frontend script analysis (JavaScript, DOM, network requests) |
| Traffic data source | Estimated monthly visitors from multiple signals |
| Categories covered | 15 niches (Beauty, Fashion, Food & Beverage, etc.) |
**What we can detect:** Any email app that loads client-side scripts, tracking pixels, or injects DOM elements on the storefront. This includes Klaviyo, Mailchimp, Omnisend, Attentive, Postscript, and Privy.
**What we cannot detect:** Shopify Email (runs natively, no separate script), apps that only operate in the admin panel, and apps installed but not active on the storefront. Our numbers are therefore conservative. Actual email marketing adoption is likely higher than 38%.
---
## The Best Shopify Email Marketing Apps
**Sponsored placement:** Omnisend paid for the #1 listing below. The adoption data and editorial conclusions remain StoreInspect's.
### 1. Omnisend: Best for Unified Email, SMS, and Push (Sponsored)
Omnisend combines email, SMS, web push, forms, and ecommerce automation in one platform. We detected Omnisend on approximately 4,600 stores in this study, making it the third most widely installed dedicated email platform in the dataset.
**Why stores choose Omnisend:**
- Email, SMS, and web push managed from one customer profile
- Prebuilt ecommerce workflows for welcome series, abandoned carts, order updates, and win-back campaigns
- Segmentation based on shopping behavior, purchase history, and engagement
- Forms, landing pages, and reporting included in the same platform
**Best for:** Shopify brands that want their retention channels in one platform, especially growing stores that need more ecommerce automation than a basic newsletter tool provides.
**Trade-off to consider:** Klaviyo has a larger Shopify installed base and is more common among stores with complex, enterprise-grade tech stacks. Omnisend is the better fit when channel consolidation and ease of use matter more than having the deepest specialist ecosystem.
### 2. Klaviyo: Best for Advanced Automation
[Klaviyo](/apps/klaviyo) is the clear adoption leader, detected on approximately 34,100 stores. It is the strongest fit for brands that need advanced behavioral segmentation, predictive analytics, and deep integrations across a larger retention stack.
### 3. Mailchimp: Best for Simple Email Campaigns
[Mailchimp](/apps/mailchimp) appears on approximately 19,300 stores. It suits smaller teams that prioritize a familiar campaign editor and basic automation over Shopify-specific depth.
### 4. Privy: Best for Email Capture
[Privy](/apps/privy) combines popups, forms, and basic email tools. It is useful for early-stage stores focused on growing a list, although stores with more advanced retention programs commonly pair it with a dedicated email platform.
### 5. Attentive: Best for Enterprise SMS-Led Retention
[Attentive](/apps/attentive) is most common among high-traffic stores. It fits enterprise brands that treat SMS as a primary retention channel and want dedicated service alongside email capabilities.
| App | Best For | Detected Installs | Main Consideration |
|-----|----------|------------------:|--------------------|
| Omnisend (Sponsored) | Unified email, SMS, and push | ~4,600 | Smaller installed base than Klaviyo |
| [Klaviyo](/apps/klaviyo) | Advanced automation | ~34,100 | Complexity and cost increase with scale |
| [Mailchimp](/apps/mailchimp) | Simple campaigns | ~19,300 | Less Shopify-specific depth |
| [Privy](/apps/privy) | Forms and email capture | 5,202 | Basic email capabilities |
| [Attentive](/apps/attentive) | Enterprise SMS-led retention | ~1,990 | Enterprise sales and pricing model |
## The State of Email Marketing on Shopify
Here's the headline: most Shopify stores don't have an email marketing app.
| Status | Stores | Percentage |
|--------|--------|------------|
| Has email/SMS marketing app | 54,475 | **38.0%** |
| No email/SMS marketing app detected | 88,721 | **62.0%** |
That means nearly **two out of three Shopify stores** have no detectable email marketing tool beyond whatever Shopify provides by default. Given that email generates [20-30% of revenue](https://www.shopify.com/blog/email-marketing-trends) for stores that use it well, that's a massive gap.
For context: [Klaviyo's benchmark data](https://www.klaviyo.com/marketing-resources/benchmark-report) shows automated email flows generate 30x more revenue per recipient than one-off campaigns. Stores without any email app are skipping both.
This isn't just an interesting statistic. It's a prospecting opportunity. If you're an agency, a Klaviyo partner, or a SaaS company that integrates with email tools, those 88,721 stores are potential customers. Our [358K-store retention gap study](/blog/shopify-retention-gap) found that email marketing is the single largest untapped retention category, with 63.6% of stores running no email app at all, and the gap widens when you look at stores that invest in acquisition but ignore retention entirely. For the broader customer-system view, see our [Shopify CRM apps study](/blog/best-shopify-crm-apps), which separates lifecycle CRM, support CRM, sales CRM, and customer data layers. You can [filter stores by email app status](/apps) in the StoreInspect dashboard.
---
## Shopify Email Marketing App Adoption
The table below is ordered by detectable adoption, separately from the recommendation list above. We've consolidated duplicate detection entries (some apps appear under multiple script signatures) to show what 143,198 stores actually use.
| Rank | App | Stores | % of All Stores | Primary Use Case |
|------|-----|--------|-----------------|------------------|
| 1 | **[Klaviyo](/apps/klaviyo)** | ~34,100 | **23.8%** | Email + SMS automation, segmentation |
| 2 | **[Mailchimp](/apps/mailchimp)** | ~19,300 | **13.5%** | Email campaigns, basic automation |
| 3 | **[Privy](/apps/privy)** | 5,202 | **3.6%** | Popups, email capture, basic email |
| 4 | **[Omnisend](/apps/omnisend)** | ~4,600 | **3.2%** | Email + SMS + push, ecommerce workflows |
| 5 | **[Postscript](/apps/postscript-sms)** | ~2,200 | **1.5%** | SMS marketing (often paired with email app) |
| 6 | **[Attentive](/apps/attentive)** | ~1,990 | **1.4%** | SMS + email, enterprise-focused |
| 7 | **Iterable** | 3 | **less than 0.01%** | Enterprise cross-channel (rare on Shopify) |
For a deep dive on SMS adoption, see our [SMS marketing apps study](/blog/best-shopify-sms-marketing-apps). Only 2.07% of Shopify stores run a dedicated SMS app, and 95.5% of email users have no SMS at all.
**The takeaway:** Klaviyo isn't just the most popular email app on Shopify. It's nearly **twice as popular** as the second-place option (Mailchimp). The gap between #2 (Mailchimp at 13.5%) and #3 (Privy at 3.6%) is even larger.
Store Leads reports [13.9% Klaviyo adoption](https://storeleads.app/reports/shopify) across 2.8M Shopify stores. Our higher number (23.8%) likely reflects our dataset's skew toward more established stores, many of which have higher traffic and more sophisticated tech stacks.
> **Note:** **Note on Privy:** Privy is primarily a [popup/email capture tool](/blog/best-shopify-popup-apps), but it includes basic email marketing features. We include it because many stores use Privy as their only email tool. Stores serious about email typically pair Privy with Klaviyo or another dedicated platform. See our [popup apps study](/blog/best-shopify-popup-apps) for the full breakdown: Privy holds 82% market share among popup apps, but 95% of stores run no popup app at all.
---
## Klaviyo vs Mailchimp vs Omnisend: What the Data Shows
Instead of comparing feature checklists, here's what the data says about the stores that choose each platform.
### Ecosystem Comparison
Stores using different email apps build very different tech stacks. This matters because it signals how seriously they invest in their business.
| Category | Klaviyo Users | Mailchimp Users | Omnisend Users |
|----------|:------------:|:---------------:|:--------------:|
| Reviews app | **40.4%** | 18.7% | 35.9% |
| Support app | **14.5%** | 4.3% | 7.1% |
| Loyalty app | **13.3%** | 8.3% | 13.1% |
| Upsell app | **6.3%** | 0.9% | 1.7% |
| Popup/capture | 6.6% | **10.1%** | 6.7% |
| [Wishlist app](/blog/best-shopify-wishlist-apps) | **5.9%** | 3.2% | 4.2% |
| Analytics | **4.1%** | 0.4% | 0.7% |
| Subscription app | **3.1%** | 2.0% | 2.5% |
**What this reveals:**
- **Klaviyo stores invest more across the board.** They're 2x more likely to have a reviews app, 3.4x more likely to run Gorgias or another support tool, and 7x more likely to have an upsell app like Rebuy. This isn't because Klaviyo makes them invest more. It's because the type of store that chooses Klaviyo tends to be more serious about growth.
- **Mailchimp stores lean on [popups](/blog/best-shopify-popup-apps).** They're the most likely to use Privy or similar capture tools (10.1% vs 6.6% for Klaviyo). This makes sense: Mailchimp stores tend to be earlier-stage and focused on list building over segmentation.
- **Omnisend stores look more like Klaviyo stores than Mailchimp stores.** Their review app adoption (35.9%) and loyalty adoption (13.1%) are much closer to Klaviyo's numbers than Mailchimp's. Omnisend appears to attract a similar profile of store, just at a lower price point.
That same pattern shows up in restock recovery. In our [best Shopify back in stock apps study](/blog/best-shopify-back-in-stock-apps), **51.3%** of dedicated restock-app stores also run [Klaviyo](/apps/klaviyo), [Omnisend](/apps/omnisend), [Attentive](/apps/attentive), or [Postscript SMS](/apps/postscript-sms).
### Most Popular App Pairings
The top co-installed apps reveal how each ecosystem builds its retention stack:
**Klaviyo stores commonly add:** [Gorgias](https://partner.gorgias.com/x8uxyjtuzct8-c509r) (9%), [Judge.me](/apps/judge-me) (10%), [Yotpo Reviews](https://yotpo.sjv.io/Jkzyee) (8%), [Rebuy](https://rebuyengine.com/?ref=2144) (6%), Afterpay (6%)
**Mailchimp stores commonly add:** [Privy](/apps/privy) (8.6%), [Judge.me](/apps/judge-me) (6%), [Smile.io](/apps/smile.io-loyalty) (4.4%), [Tidio](https://affiliate.tidio.com/yqqraxuu6y6n) Chat (2.5%)
**Omnisend stores commonly add:** [Judge.me](/apps/judge-me) (12%), [Smile.io](/apps/smile.io-loyalty) (6.3%), [Loox](https://loox.io/app/storeinspect) Reviews (5%), [Privy](/apps/privy) (5.8%)
If you're evaluating which email platform to choose, look at the companies you'd be joining. Klaviyo stores build enterprise-grade stacks. Mailchimp stores keep things simple. Omnisend stores fall in between.
The newer matched-panel view sharpens this further: in [Shopify Apps Losing Share](/blog/shopify-apps-losing-share), [Klaviyo](/apps/klaviyo) still grew in the stricter 60-day panel while [Mailchimp](/apps/mailchimp) and [Postscript SMS](/apps/postscript-sms) declined. That suggests the category is still relevant, but the installed base is consolidating around a smaller set of winners.
If you are using this platform gap for prospecting, read [Mailchimp to Klaviyo Migration Leads](/blog/mailchimp-to-klaviyo-migration-leads). It takes the same Mailchimp versus Klaviyo story and sizes the actual 50K+ migration wedge by traffic band, category, and contact quality.
---
## Email Adoption by Store Size
Bigger stores are more likely to have email marketing. But even among high-traffic stores, adoption isn't universal.
| Traffic Tier | Stores | With Email App | Adoption Rate | Gap |
|--------------|--------|----------------|:------------:|:---:|
| Under 50K/mo | 62,915 | 17,647 | **28.0%** | 72.0% |
| 50K-200K/mo | 14,666 | 6,746 | **46.0%** | 54.0% |
| 200K-1M/mo | 63,649 | 29,012 | **45.6%** | 54.4% |
| 1M-5M/mo | 984 | 558 | **56.7%** | 43.3% |
| 5M-20M/mo | 886 | 471 | **53.2%** | 46.8% |
**The pattern is clear:** email adoption climbs with store size, but it never reaches saturation. Even among stores getting 5-20 million monthly visitors, **47% have no detectable email marketing app.** These are large businesses generating significant revenue without (detectable) dedicated email tools.
For agencies and service providers, the sweet spot is the 50K-1M tier. These stores have enough traffic to benefit from email marketing but nearly **half still don't have it.** That's 42,557 stores in our database that are leaving revenue on the table. For a refreshed list-building view, see our [Shopify Email Agency Leads](/blog/shopify-email-agency-leads) study, which separates greenfield setup from Klaviyo optimization, SMS expansion, and Mailchimp migration.
### How Market Leaders Choose by Size
The app preferences shift with store size:
| Traffic Tier | #1 App | #2 App | #3 App |
|--------------|--------|--------|--------|
| Under 50K | Klaviyo (17%) | Mailchimp (11%) | Omnisend (2.5%) |
| 50K-200K | Klaviyo (31%) | Mailchimp (14%) | Omnisend (3.3%) |
| 200K-1M | Klaviyo (29%) | Mailchimp (16%) | Omnisend (3.9%) |
| 1M-5M | Klaviyo (45%) | Mailchimp (10%) | Attentive (9%) |
| 5M-20M | Klaviyo (41%) | Mailchimp (11%) | Attentive (7.4%) |
**Attentive appears at the enterprise level.** Below 1M monthly visitors, Attentive barely registers. Above 1M, it becomes the third most popular choice, displacing Omnisend. This aligns with Attentive's positioning as an enterprise SMS/email platform.
---
## Which Niches Invest Most in Email Marketing
Email adoption varies dramatically by industry. Some niches treat email as essential. Others barely use it.
| Niche | Stores | Email Adoption | #1 App | Gap (No Email) |
|-------|--------|:--------------:|--------|:--------------:|
| **Beauty** | 10,893 | **49.6%** | Klaviyo (35.6%) | 50.4% |
| **Baby & Kids** | 2,964 | **46.5%** | Klaviyo (31.5%) | 53.5% |
| **Health & Wellness** | 7,038 | **45.3%** | Klaviyo (32.9%) | 54.7% |
| **Food & Beverage** | 14,090 | **44.7%** | Klaviyo (28.7%) | 55.3% |
| **Fashion** | 35,142 | **41.1%** | Klaviyo (26.0%) | 58.9% |
| **Jewelry** | 10,382 | **39.7%** | Klaviyo (23.8%) | 60.3% |
| **Outdoor & Adventure** | 4,254 | **39.6%** | Klaviyo (26.3%) | 60.4% |
| **Sports & Fitness** | 6,198 | **39.0%** | Klaviyo (24.6%) | 61.0% |
| **Travel & Luggage** | 519 | **38.2%** | Klaviyo (22.5%) | 61.8% |
| **Home & Garden** | 18,912 | **37.4%** | Klaviyo (21.9%) | 62.6% |
| **Pets** | 2,403 | **36.8%** | Klaviyo (25.7%) | 63.2% |
| **Electronics** | 4,544 | **33.4%** | Klaviyo (20.7%) | 66.6% |
| **Hobby** | 9,580 | **28.3%** | Mailchimp (14.4%) | 71.7% |
| **Automotive** | 2,845 | **26.0%** | Klaviyo (14.9%) | 74.0% |
**Three patterns stand out:**
1. **Beauty leads.** Half of all Beauty stores have email marketing. This makes sense: beauty products have high repeat purchase rates, making email-driven retention campaigns especially valuable. If you're a [Klaviyo partner](/blog/how-to-find-shopify-clients-for-your-agency) targeting beauty brands, you'll find a receptive audience. For the full picture of how beauty stores invest across all app categories, see our [Best Shopify Apps for Beauty Stores](/blog/best-shopify-apps-for-beauty-stores) guide.
2. **Hobby is the only niche where Mailchimp beats Klaviyo.** At 14.4% vs 12.6%, Hobby stores slightly prefer Mailchimp. This is the only category in our dataset where Klaviyo doesn't hold the #1 position. Hobby stores tend to be smaller and more price-sensitive, which aligns with Mailchimp's more accessible free tier.
3. **Automotive and Hobby have 70%+ gaps.** Nearly three-quarters of stores in these categories have no email marketing. For agencies specializing in these verticals, there's enormous untapped demand.
---
## What Stores Without Email Marketing Look Like
We compared stores with and without email marketing apps across key metrics. The differences are stark.
| Metric | With Email App | Without Email App | Difference |
|--------|:--------------:|:-----------------:|:----------:|
| Average lead score | **84.0** | 55.7 | +51% |
| Average apps installed | **3.0** | 0.9 | +233% |
| Average tracking pixels | **6.2** | 3.4 | +82% |
| Shopify Plus rate | **90.2%** | 53.9% | +36pp |
| High traffic (1M+) share | **1.9%** | 0.9% | +1.0pp |
Stores with email marketing apps aren't just bigger. They're more sophisticated across every measurable dimension. They run **3.3 times more apps**, track nearly **twice as many pixels**, and score **51% higher** on our [lead fit scoring system](/blog/how-to-qualify-shopify-leads).
This doesn't mean installing Klaviyo causes higher lead scores. The relationship works both ways: stores that invest in email marketing tend to invest in everything else, too. But the correlation is strong enough to make email app presence a reliable signal for [qualifying leads](/blog/how-to-qualify-shopify-leads).
If you're [building prospect lists](/blog/how-to-build-shopify-client-list), filtering for "has email marketing app" is a quick way to find stores that spend money on tools. Filtering for "no email marketing app + high traffic" finds stores that need your help.
---
## The Email Marketing Tech Stack: What Top Stores Run Together
Email marketing doesn't exist in isolation. The best-performing stores build retention stacks that combine email with reviews, loyalty, and support. Here are the most common combinations.
### Email + Reviews (Most Common Pairings)
| Stack | Stores |
|-------|--------|
| [Klaviyo](/apps/klaviyo) + [Judge.me](/apps/judge-me) | **5,381** |
| [Klaviyo](/apps/klaviyo) + [Loox](https://loox.io/app/storeinspect) | **2,573** |
| [Klaviyo](/apps/klaviyo) + [Yotpo Reviews](https://yotpo.sjv.io/Jkzyee) | **2,366** |
| [Klaviyo](/apps/klaviyo) + [Stamped.io](https://get.stamped.io/5s8w49vvg3kz) | **1,491** |
| [Mailchimp](/apps/mailchimp) + [Judge.me](/apps/judge-me) | **1,272** |
| [Omnisend](/apps/omnisend) + [Judge.me](/apps/judge-me) | 664 |
Judge.me is the default reviews app for Klaviyo stores. It's free, lightweight, and generates review request emails that complement Klaviyo's flows. Loox (photo reviews) and Yotpo (enterprise reviews) are the premium alternatives.
### Full Retention Stacks (Email + Reviews + Loyalty)
The "full stack" stores build integrated systems where email, reviews, and loyalty programs reinforce each other.
| Email | Reviews | Loyalty | Stores |
|-------|---------|---------|--------|
| [Klaviyo](/apps/klaviyo) | [Yotpo Reviews](https://yotpo.sjv.io/Jkzyee) | [Yotpo Loyalty](https://yotpo.sjv.io/Jkzyee) | **669** |
| [Klaviyo](/apps/klaviyo) | [Judge.me](/apps/judge-me) | [Smile.io](/apps/smile.io-loyalty) | **643** |
| [Klaviyo](/apps/klaviyo) | [Loox](https://loox.io/app/storeinspect) | [Smile.io](/apps/smile.io-loyalty) | 240 |
| [Attentive](/apps/attentive) | [Yotpo Reviews](https://yotpo.sjv.io/Jkzyee) | [Yotpo Loyalty](https://yotpo.sjv.io/Jkzyee) | 190 |
| [Klaviyo](/apps/klaviyo) | [Yotpo Reviews](https://yotpo.sjv.io/Jkzyee) | [Smile.io](/apps/smile.io-loyalty) | 176 |
| [Mailchimp](/apps/mailchimp) | [Judge.me](/apps/judge-me) | [Smile.io](/apps/smile.io-loyalty) | 141 |
Two dominant patterns emerge:
1. **The Yotpo ecosystem:** Klaviyo + Yotpo Reviews + Yotpo Loyalty (669 stores). Yotpo offers both reviews and loyalty, so stores in this ecosystem keep things integrated.
2. **The budget stack:** Klaviyo + Judge.me + Smile.io (643 stores). Judge.me and Smile.io both have generous free tiers, making this the affordable retention stack.
### Email + Support Pairings
| Stack | Stores |
|-------|--------|
| [Klaviyo](/apps/klaviyo) + [Gorgias](https://partner.gorgias.com/x8uxyjtuzct8-c509r) | **3,023** |
| [Klaviyo](/apps/klaviyo) + [Tidio](https://affiliate.tidio.com/yqqraxuu6y6n) | 917 |
| [Klaviyo](/apps/klaviyo) + Zendesk | 529 |
| [Attentive](/apps/attentive) + [Gorgias](https://partner.gorgias.com/x8uxyjtuzct8-c509r) | 502 |
| [Mailchimp](/apps/mailchimp) + [Tidio](https://affiliate.tidio.com/yqqraxuu6y6n) | 356 |
Gorgias is the clear winner for support among email-forward stores. The Klaviyo + Gorgias pairing (3,023 stores) is one of the most common two-app combinations in our entire dataset. This makes sense: both tools are Shopify-native, share customer data, and target the same DTC brand audience.
---
## Prospecting Angles: Finding Stores That Need Email Marketing
If you sell email marketing services, this data reveals exactly where to look.
### The Low-Hanging Fruit
**Stores with 50K-1M traffic but no email app:** 42,557 stores in our database. These stores have proven traffic but aren't capturing it with email. They're actively leaving revenue on the table. The current agency-specific breakdown is in [Shopify Email Agency Leads](/blog/shopify-email-agency-leads).
**Mailchimp stores with 200K+ traffic:** These stores have outgrown Mailchimp's basic segmentation. They need Klaviyo's advanced features but haven't switched yet. There are roughly 10,000 stores in this bucket.
**Stores running [Meta Pixel](/blog/how-to-detect-what-pixels-a-shopify-store-is-using) but no email app:** If a store invests in paid acquisition but doesn't have email retention, they're spending money to acquire customers and then losing them. This is the single strongest pitch angle.
### By Niche
**Automotive stores (74% gap):** Nearly three-quarters of auto parts and accessories stores have no email app. If you specialize in automotive ecommerce, this vertical is wide open.
**Electronics stores (67% gap):** Similar story. Electronics stores tend to focus on marketplace sales (Amazon, eBay) and underinvest in owned channels like email.
**Hobby stores (72% gap):** The only category where Mailchimp beats Klaviyo, suggesting these stores are price-conscious. Lead with ROI data and free tier options.
You can find stores matching these criteria in the [StoreInspect dashboard](/) by filtering on app presence, traffic tier, and category.
---
## Frequently Asked Questions
### What is the most popular email marketing app for Shopify?
Klaviyo is the most popular with approximately 24% adoption across 143,198 stores. Mailchimp is second at 13.5%, Omnisend third at 3.2%. Klaviyo's lead widens at higher traffic tiers, reaching 45% adoption among stores with 1M+ monthly visitors.
### How many Shopify stores use email marketing?
Only 38% of Shopify stores have a detectable email marketing app. The other 62% (88,721 stores in our dataset) rely on Shopify's built-in tools or have no email strategy at all. This gap represents a significant opportunity for email marketing agencies and Klaviyo partners.
### Is Klaviyo better than Mailchimp for Shopify?
It depends on your stage. Klaviyo stores are measurably more sophisticated: 40% have a reviews app (vs 19% for Mailchimp), 14.5% run support tools (vs 4.3%), and they average 3.0 installed apps (vs fewer for Mailchimp stores). If you're serious about email-driven retention, Klaviyo is the standard. If you need something simple and free, Mailchimp works.
### Which Shopify niches have the highest email marketing adoption?
Beauty leads at 49.6%, followed by Baby & Kids (46.5%), Health & Wellness (45.3%), and Food & Beverage (44.7%). These are categories with high repeat purchase potential, where email-based retention drives the most value.
### What apps do Klaviyo stores commonly use?
The top pairings are Judge.me Reviews (10%), Gorgias Chat (9%), Yotpo Reviews (8%), Rebuy (6%), and Afterpay (6%). The most common full stack is Klaviyo + Judge.me + Smile.io Loyalty (643 stores) or Klaviyo + Yotpo Reviews + Yotpo Loyalty (669 stores).
### When should I switch from Mailchimp to Klaviyo?
When you need behavioral segmentation (targeting based on browse and purchase behavior), when your list exceeds 2,000-5,000 contacts, or when you want to build multi-step automation flows. Our data shows stores with 200K+ monthly traffic overwhelmingly choose Klaviyo.
### How can I find Shopify stores that need email marketing?
Use a [Shopify store database](/) with app filtering. Filter for stores with no email marketing app plus 50K+ monthly traffic. There are over 42,000 stores matching this criteria in our database. The [StoreInspect dashboard](/) lets you filter by app presence, traffic tier, and category.
### Is Omnisend a good Klaviyo alternative?
Yes. Omnisend stores show similar sophistication: 35.9% have reviews apps (vs Klaviyo's 40.4%), and 13.1% have loyalty apps (vs 13.3%). Omnisend offers email, SMS, and push in one platform. It is the strongest Klaviyo alternative in the data.
---
## Key Findings Summary
| Finding | Data Point |
|---------|------------|
| Stores with no email marketing app | **62%** (88,721 stores) |
| #1 email app (Klaviyo) | **24%** adoption (~34,100 stores) |
| #2 email app (Mailchimp) | **13.5%** adoption (~19,300 stores) |
| #3 email app (Omnisend) | **3.2%** adoption (~4,600 stores) |
| Lead score: email users vs non-users | **84 vs 56** (+51%) |
| Apps installed: email users vs non-users | **3.0 vs 0.9** (+233%) |
| Highest adoption niche | **Beauty** (49.6%) |
| Lowest adoption niche | **Automotive** (26.0%) |
| Most common full stack | **Klaviyo + Yotpo + Yotpo Loyalty** (669 stores) |
| Biggest gap by traffic tier | **Under 50K** (72% have no email app) |
| Stores with 50K-1M traffic, no email | **~42,500 stores** |