What is the best email tool for an online store?
Klaviyo is the e-commerce standard: deep Shopify and WooCommerce integrations, segments based on purchase behavior, and reporting in actual revenue. Omnisend is the cheaper alternative for smaller stores, with email and SMS combined.
E-commerce email is its own discipline: it is not about editions but about flows that sell. The abandoned-cart email, the browse reminder, the replenishment nudge; together those flows drive a meaningful share of revenue at mature stores. Klaviyo is the undisputed benchmark here: it knows every order and every viewed product, segments on that ("bought twice, but not in the last 90 days"), and reports per email how much revenue it generated.
Its price grows with your customer base and can get steep; that is why Omnisend is the smart start for smaller stores. It offers the same prebuilt e-commerce flows, combines email with SMS, and is clearly cheaper in the lower tiers. The free plans of both (up to 250 contacts) are essentially trials, but enough to build your flows before you pay.
ActiveCampaign deserves a mention for stores that also run a serious B2B or service pipeline; combining commerce data with a CRM is its strength. But for the pure online store the sequence is simple: start small on Omnisend, scale to Klaviyo once revenue carries it.