E-commerce email has specific demands that general email builders don't address. You need product blocks that pull from your catalog, layouts optimized for showcasing merchandise, and integration with platforms like Shopify and WooCommerce.

This guide covers the best HTML email builders for online stores, focusing on tools that understand e-commerce workflows and produce emails that drive sales.

For general recommendations, see my complete guide to HTML email builders. If you're looking for a complete e-commerce email platform rather than just a builder, Klaviyo and Omnisend are purpose-built for this market.

What E-commerce Email Builders Need

E-commerce emails have unique requirements:

Product display blocks that showcase merchandise attractively with images, prices, and buy buttons.

Dynamic content support for personalized product recommendations and cart contents.

Platform integration that pulls product data from Shopify, WooCommerce, BigCommerce, and other stores.

Promotional layouts designed for sales, launches, and flash deals.

Mobile-first design since most e-commerce email opens happen on phones.

Best Email Builders for E-commerce

1. Klaviyo - Best All-in-One E-commerce Email

Price: Free up to 250 contacts, paid from $45/month

Klaviyo isn't just an email builder; it's a complete e-commerce email platform. The builder is designed specifically for online stores, with deep integration into Shopify, WooCommerce, BigCommerce, and other platforms.

Product blocks automatically pull from your catalog. Add a product block, select items, and the block populates with images, names, prices, and links. No manual data entry, no outdated information.

Dynamic content enables personalized product recommendations based on browsing history, purchase history, or predictive algorithms. Show customers products they're likely to want.

Pre-built flows for common e-commerce scenarios: abandoned cart, post-purchase, win-back, browse abandonment. You can customize these templates rather than building from scratch.

The trade-off is cost. Klaviyo is among the more expensive options, especially as your list grows. But for stores where email drives significant revenue, the investment often pays off.

Best for: E-commerce stores serious about email marketing

Limitations: Expensive, overkill for small stores

2. Stripo - Best Templates for E-commerce

Price: Free tier, paid from $15/month

Stripo's template library includes hundreds of e-commerce designs: product launches, seasonal sales, flash deals, new arrivals, and more. For stores that need to move fast, starting from a polished template saves significant time.

Product showcase layouts in the templates are well-designed. Grid layouts for multiple products, feature layouts for single product focus, and comparison layouts for product lines are all available.

Export flexibility means you can use Stripo regardless of your email platform. Build in Stripo, export to Mailchimp, Klaviyo, or any other ESP.

Stripo doesn't have the deep platform integration of Klaviyo. You'll need to manually add product information or use dynamic content tags if your ESP supports them. For stores sending occasional promotional emails, this is fine. For heavy automation, dedicated e-commerce platforms work better.

Best for: Stores wanting variety without platform lock-in

Limitations: No direct product catalog integration

3. Omnisend - Best for Growing Stores

Price: Free up to 250 contacts, paid from $16/month

Omnisend sits between Klaviyo's power and simpler builders' accessibility. It's designed for e-commerce but more affordable and easier to learn than Klaviyo.

Product picker connects to your store and lets you add products to emails easily. Select items from your catalog, and Omnisend pulls in images, descriptions, and prices.

E-commerce blocks include product recommendations, cart contents, discount codes, and customer-specific content. These blocks are designed for common e-commerce use cases.

Automation library covers abandoned cart, welcome series, post-purchase, and reactivation sequences. Templates are customizable and specifically designed for online stores.

For growing stores that need e-commerce features without Klaviyo's complexity and cost, Omnisend is a strong choice.

Best for: Growing stores wanting e-commerce features at accessible pricing

Limitations: Less powerful than Klaviyo for advanced segmentation

4. Drip - Best for E-commerce Automation

Price: From $39/month for 2,500 contacts

Drip focuses on e-commerce automation with a capable email builder included. If automated sequences drive your email strategy, Drip's workflow builder is excellent.

Visual workflow builder lets you create sophisticated customer journeys. Trigger emails based on purchases, browsing behavior, cart actions, or any event you can track.

E-commerce integration with Shopify, WooCommerce, BigCommerce, and others provides the product and customer data automation requires.

Email builder is solid though not exceptional. You get drag-and-drop editing with e-commerce blocks, but the builder isn't Drip's main strength. The automation is.

Best for: Stores where automation is the primary email strategy

Limitations: Builder is secondary to automation features

5. Mailchimp - Best for Beginners

Price: Free up to 500 contacts, paid from $13/month

Mailchimp's e-commerce features have improved significantly. For stores just starting with email marketing, the combination of accessibility and e-commerce support works well.

Product blocks pull from connected stores. Connect Shopify or WooCommerce, and you can add products to emails directly from your catalog.

Templates include e-commerce-specific designs. Not as extensive as Stripo's library, but adequate for most needs.

Learning curve is gentle. Mailchimp's interface is familiar, documentation is extensive, and support is available. For store owners learning email marketing, this matters.

The e-commerce features aren't as deep as Klaviyo or even Omnisend. Segmentation, automation, and personalization are more limited. But for stores with simpler needs, Mailchimp covers the basics.

Best for: Small stores just starting with email marketing

Limitations: Less sophisticated than dedicated e-commerce platforms

6. Bee Free - Best for Manual Product Emails

Price: Free with branding, paid from $15/month

Bee Free's general-purpose builder works for e-commerce when you don't need catalog integration. For occasional promotional emails where you manually add product information, its speed and simplicity shine.

Product showcase blocks let you create attractive product displays manually. Add images, write descriptions, set prices, and link to product pages.

Template variety includes promotional and sales layouts suitable for e-commerce. Start from a template, customize with your products, and export.

Price point is accessible. The free tier works for low-volume email, and paid tiers are affordable.

Bee Free won't automatically pull product data or create dynamic recommendations. For stores with small catalogs or those who prefer manual control, this is acceptable. For stores with large catalogs or heavy automation needs, dedicated e-commerce tools work better.

Best for: Stores with simple needs or manual product selection

Limitations: No catalog integration

E-commerce Email Design Tips

Product Photography Matters

Email is visual. High-quality product images drive clicks more than anything else. Invest in good photography or use manufacturer images if they're high quality.

Keep Layouts Shoppable

Make it easy to buy:

Clear prices prominently displayed
Buy buttons that stand out
Minimal clicks to purchase
Mobile-friendly layouts for phone shoppers

Use Urgency Authentically

Countdown timers and "limited stock" messaging work, but only when true. Fake urgency damages trust. Real urgency (actual sales ending, actual limited inventory) is effective.

Segment Your Sends

Don't send every product to everyone. Segment by:

Purchase history - Show related products
Browsing behavior - Feature what they viewed
Customer value - Premium products to high-value customers
Engagement - Different approaches for active vs. dormant subscribers

Test Product Email Performance

Track which products drive clicks and conversions. Some items photograph better, some have more appeal in email. Learn what works for your catalog.

Platform Integration Considerations

Your email builder needs to work with your e-commerce platform:

Shopify has the best integration support. Klaviyo, Omnisend, Mailchimp, and most e-commerce email tools connect easily.

WooCommerce integration varies by tool. Check that your specific combination works before committing.

BigCommerce, Magento, and others have fewer integration options. Verify compatibility with your planned email solution.

Headless commerce setups may require custom integration. API-friendly tools like Sequenzy or code-based builders like MJML provide more flexibility.

When to Choose Dedicated E-commerce Platforms

General email builders work for e-commerce when:

You send promotional emails occasionally
Your catalog is small and manageable manually
You're testing email before investing in specialized tools

Dedicated e-commerce platforms (Klaviyo, Omnisend, Drip) make sense when:

Email is a significant revenue channel
You need automated sequences (abandoned cart, post-purchase)
Personalized product recommendations matter
Your catalog is large and changes frequently

Best HTML Email Builders for E-commerce in 2026