Our Verdict
An e-commerce-focused multichannel marketing automation platform combining email, SMS, and push notifications with pre-built workflows designed specifically for online stores.
Rating Breakdown
Why Trust This Review
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Pros & Cons
Pros
- Purpose-built for e-commerce with pre-built workflows for cart recovery, welcome series, and post-purchase
- All core features available on free plan including automations, segmentation, and SMS
- Unified multichannel campaigns combining email, SMS, and push notifications in one workflow
- Deep Shopify integration with one-click setup, product sync, and revenue attribution
- 4.6 stars on G2 with users praising ease of use and helpful customer support
Cons
- Laser-focused on e-commerce — not suitable for B2B, SaaS, or content marketing use cases
- SMS costs can escalate quickly at high volumes beyond included Pro credits
- Advanced reporting and analytics limited compared to enterprise platforms like Klaviyo
- Fewer third-party integrations than Mailchimp or general-purpose marketing platforms
Full Review
Overview
Omnisend is a marketing automation platform purpose-built for e-commerce businesses, founded in 2014 in Vilnius, Lithuania. Unlike general-purpose email marketing tools, Omnisend is designed from the ground up to integrate deeply with e-commerce platforms like Shopify, WooCommerce, BigCommerce, and Wix. The platform combines email, SMS, and web push notifications into unified multichannel campaigns, with pre-built automation workflows specifically targeting e-commerce use cases like abandoned cart recovery, welcome series, and post-purchase follow-ups.
Key Strengths
- E-Commerce First Design: Every feature is built for online stores, from product recommendation blocks in emails to purchase-based segmentation and revenue attribution.
- Multichannel Automation: Combine email, SMS, and push notifications in a single automated workflow, allowing you to reach customers on their preferred channel.
- Pre-Built E-Commerce Workflows: Ready-to-use automation templates for abandoned cart recovery, welcome series, order confirmation, shipping updates, browse abandonment, and win-back campaigns.
- All Features on Free Plan: Unlike competitors that gate features behind paid tiers, Omnisend gives access to all core features (automations, segmentation, SMS) even on the free plan.
- Deep Shopify Integration: One-click Shopify setup with real-time product sync, customer data import, and revenue tracking directly in the Omnisend dashboard.
Pricing Analysis
Omnisend's free plan includes 250 reachable contacts and 500 emails/month with all core features (including automations and SMS). The Standard plan starts at $16/month for 500 contacts with increased send limits. Pro starts at $59/month and adds unlimited emails, monthly SMS credit bonus equal to your plan price, push notifications, and priority support. Pricing scales with contact count, and SMS is billed separately (or offset by Pro credits).
Who Is It Best For?
Omnisend is ideal for e-commerce businesses using Shopify, WooCommerce, or BigCommerce that want specialized marketing automation without the complexity of enterprise platforms. It excels for online stores with 100-100,000 products that need automated cart recovery, customer lifecycle campaigns, and multichannel engagement.
The Bottom Line
Omnisend is the best marketing automation platform for e-commerce businesses that want purpose-built tools rather than adapting a general marketing platform. Its pre-built workflows, multichannel capabilities, and deep Shopify integration deliver clear ROI through increased conversions and customer retention. The tradeoff is that it is laser-focused on e-commerce -- B2B companies, SaaS businesses, or content creators should look elsewhere.
Alternatives to Omnisend
Frequently Asked Questions
For e-commerce businesses, yes. Omnisend is purpose-built for online stores with pre-built workflows for cart abandonment, post-purchase sequences, and browse abandonment that work out of the box. It also includes all core features on the free plan (including automations), while Mailchimp restricts automation depth on lower tiers. Omnisend's Shopify integration is also deeper, with real-time product sync and revenue attribution.
SMS is available on all plans. On the Standard plan, SMS is pay-as-you-go with credits purchased separately. On the Pro plan, you receive a monthly SMS credit bonus equal to your subscription price, effectively making SMS cheaper. For example, on a $59/month Pro plan, you get $59 in SMS credits each month. Additional SMS credits are purchased as needed at per-message rates that vary by country.
While technically possible, Omnisend is not recommended for non-e-commerce businesses. Its features, templates, automations, and analytics are all designed around online store workflows. B2B companies, SaaS businesses, or content creators would be better served by general-purpose platforms like Mailchimp, ActiveCampaign, or HubSpot that offer features tailored to those use cases.
Written by
Emily brings 7 years of data-driven marketing expertise, specializing in market analysis, email optimization, and AI-powered marketing tools. She combines quantitative research with practical recommendations, focusing on ROI benchmarks and emerging trends across the SaaS landscape.
Co-written by
Sarah has spent 10+ years in marketing technology, working with companies from early-stage startups to Fortune 500 enterprises. She specializes in evaluating automation platforms, CRM integrations, and lead generation tools. Her reviews focus on real-world business impact and ROI.
Final Verdict
Omnisend scores 8.5/10
With a score of 8.5 out of 10, Omnisend is a strong performer that delivers great value. It's particularly well-suited for those looking for e-commerce businesses wanting specialized multichannel marketing automation.