
HubSpot's newer commerce triggers now chase the same DTC-brand spend Klaviyo turned into a $1.2 billion business. For a brand already running HubSpot as its CRM, the choice comes down to building inside the system of record or bolting on the best tool for the job.

Klaviyo built an empire on ecommerce email. Its move into SMS and mobile push has now pulled it onto Braze's turf, and the fight is narrowing to one prize - the Shopify brand that wants everything in one place.