Klaviyo vs Omnisend: Shopify Adoption Study
Compare visible Klaviyo and Omnisend signals across 2,261,349 Shopify storefront records with app data. See overlap and adoption differences by country, category and estimated traffic.
Fixed snapshot: November 3, 2026 ยท Scans within the preceding 90 days
297,592 storefronts
46,857 storefronts
Separate exclusive detections from overlap
These four groups partition the eligible sample. The headline vendor rates include the both-detected group, so adding the two vendor counts double-counts those 6,813 records. Neither selected signature does not establish an email-marketing gap.
Adoption by stored merchant country
| Segment | App-data records | Klaviyo | Omnisend | Both detected |
|---|---|---|---|---|
| United States | 876,079 | 14.67%128,502 detected | 2.21%19,328 detected | 3,160 |
| United Kingdom | 177,018 | 15.91%28,171 detected | 2.57%4,555 detected | 689 |
| Australia | 105,809 | 22.94%24,271 detected | 2.57%2,718 detected | 576 |
| Canada | 100,749 | 13.83%13,934 detected | 2.29%2,308 detected | 348 |
| India | 96,093 | 2.66%2,560 detected | 1.10%1,061 detected | 90 |
| France | 82,204 | 14.23%11,696 detected | 2.05%1,684 detected | 197 |
The six largest known segments by eligible app-data records are displayed. All segments, including Unknown, remain in the download. Each row uses its own eligible denominator. Klaviyo and Omnisend columns include overlapping detections.
Adoption by store category
| Segment | App-data records | Klaviyo | Omnisend | Both detected |
|---|---|---|---|---|
| Fashion | 577,625 | 14.61%84,369 detected | 2.42%13,961 detected | 2,244 |
| Home & Garden | 264,037 | 11.65%30,758 detected | 1.88%4,971 detected | 669 |
| Beauty | 203,672 | 16.59%33,785 detected | 2.62%5,331 detected | 894 |
| Other | 127,080 | 8.18%10,395 detected | 1.56%1,988 detected | 202 |
| Food & Beverage | 126,176 | 15.56%19,635 detected | 1.99%2,507 detected | 379 |
| Health & Wellness | 125,186 | 19.79%24,769 detected | 2.26%2,824 detected | 500 |
The six largest known segments by eligible app-data records are displayed. All segments, including Unknown, remain in the download. Each row uses its own eligible denominator. Klaviyo and Omnisend columns include overlapping detections.
Adoption within traffic bands
| Segment | App-data records | Klaviyo | Omnisend | Both detected |
|---|---|---|---|---|
| <50K | 2,163,227 | 11.98%259,150 detected | 1.93%41,712 detected | 5,837 |
| 50K-200K | 86,100 | 36.08%31,063 detected | 5.24%4,512 detected | 828 |
| 200K-1M | 11,920 | 61.28%7,304 detected | 5.30%632 detected | 148 |
Estimated monthly visits. Only bands with at least 100 eligible records are displayed; all bands remain in the download. Each row uses its own eligible denominator. Klaviyo and Omnisend columns include overlapping detections.
How to use the comparison for prospecting
For a lifecycle agency that works with existing email programs, investigate merchants with the relevant detected tool and check their current signup, merchandising and retention experience. A signature alone does not prove an optimization opportunity or willingness to switch.
Compare like-for-like segments before estimating your market. Country, product mix and estimated scale differ across the indexed sample. These tables are separate breakdowns, not a model adjusted for all three factors together, and adoption does not establish revenue impact.
For implementation outreach, research the ecommerce manager or director after qualifying the merchant. Review current responsibilities and contact evidence before choosing a person.
Methodology and limitations
Collected November 3, 2026 in one read-only aggregate statement. The cohort contains 2,282,337 indexed Shopify storefront records scanned in the preceding 90 days, excluding records marked confirmed dead. Related storefront domains are not consolidated into parent merchants. This is the indexed sample, not Shopify's official merchant population.
Eligible app data means a non-null stored app array: 2,261,349 records. The remaining 20,988 records have missing app data and are excluded from every adoption denominator. Empty arrays are eligible and have neither selected signature. No separate app-observation timestamp was required, so an app array can be older than the latest store scan.
Detections use exact membership of Klaviyo and Omnisend in app_names, counted at most once per storefront per vendor. The study does not combine pixel signatures with app signatures. Visible code can be residual or incomplete; backend usage and tools missed by the detector are not measured.
Country uses the stored merchant-country field and its mixed source coverage, not shipping destinations or a verified headquarters census. Categories are StoreInspect classifications. Traffic tiers are estimates. Unknown values are retained in the downloadable groups. Small traffic groups with fewer than 100 eligible records are omitted from the displayed table.
The rates are descriptive, unadjusted observations. They do not measure global vendor market share, paid customers, active automations, email volume or commercial performance. Do not infer migration from coexistence or historical growth by comparing this cohort with a different report.
Download all aggregate counts, denominators and exact signature definitions. The snapshot is frozen; builds do not query production or update it.
Frequently Asked Questions
What is Klaviyo's Shopify market share in this study?
297,592 of 2,261,349 eligible StoreInspect records had the exact Klaviyo app signature, or 13.16%. This is a detection rate within a defined indexed sample, not Klaviyo's share of all Shopify merchants, paying customers or revenue.
How common is Omnisend in the same sample?
46,857 eligible records had the Omnisend signature, or 2.07%. Both tools use the same observation window, liveness exclusion and app-data denominator. A storefront can be counted for both.
Why do some stores show both tools?
Both signatures appeared on 6,813 storefront records. Coexistence could reflect several situations, including residual code or different uses, but this snapshot cannot determine why. It does not establish a migration, active use of both tools or a switch direction.
Does neither detected mean the store has no email marketing?
No. Other vendors, backend-only tools, hidden implementations, blocked scripts and missed detections are possible. Neither means neither selected signature was present in the stored app array. Null app arrays are excluded from the adoption denominator.
Which platform should a merchant choose?
This study measures visible adoption signals. It does not test pricing, automation quality, email deliverability or commercial performance. Use vendor documentation and your own requirements to compare products; popularity in this sample is not evidence of suitability or better results.
Can I download and cite the data?
Yes. The public JSON contains the collection timestamp, exact signatures, all country, category and traffic groups, eligible counts and overlap counts. Cite StoreInspect and link to this report. Figures are frozen to November 3, 2026; website builds do not refresh them.
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All data in this report was collected and analyzed by StoreInspect. No permission needed to cite individual statistics with attribution.