Metrilo
An ecommerce CRM where every customer profile is a segment waiting to happen
Metrilo is an ecommerce analytics and CRM platform for direct-to-consumer brands: it builds an individual profile for every customer with their full browsing and purchase history, lets marketers filter and segment that database on behavior, tracks retention through cohort analysis and lifetime metrics, and connects segmentation to email campaigns in the same tool, priced from $199 a month with the CRM included from the middle tier.
Overview
Most segmentation tools sit beside the customer database and describe it. Metrilo is the customer database. Every shopper gets a profile carrying their orders, sessions, products viewed, and campaign interactions, and segmentation is the act of filtering that database rather than exporting from it. That architectural difference is why the product feels like a CRM to the people who use it and like an analytics tool to the people who buy it.
The company has been at this since 2014, which in ecommerce software is a long time, and the product reflects a pre-AI generation of thinking: behavior-driven analytics, retention cohorts, lifetime value, and email built as three connected layers rather than a dashboard with integrations bolted on. Where newer tools push segments out to Klaviyo and Meta, Metrilo expects to be the place the segment is defined and the campaign is sent.
That integration is genuinely the point. A retention finding in the analytics layer becomes a filtered segment in the CRM and an email campaign in the third layer without leaving the product or reconciling three definitions of the same customer group. For a brand that has not already standardized on Klaviyo, that consolidation is worth real money and real coordination overhead avoided.
The corporate history matters here. Metrilo was acquired in 2021 by Sendinblue, now Brevo, as part of a roughly $47 million purchase of three ecommerce companies aimed at strengthening its small-business ecommerce offering. The product continues to operate under its own name with its own pricing, and buyers should read that ownership as both a stability signal and a strategic question about how independently it will evolve.
Price is the real filter. At $199 a month rising to $599, with the CRM and segmentation layer starting on the Pro tier rather than the entry plan, this costs several times what the Shopify segmentation apps charge. It buys platform independence, a genuine customer database, and email in the same place. It does not buy audience syncing into Meta, Google, and TikTok, which is where the cheaper specialists have moved.
Best for
Direct-to-consumer brands, particularly outside Shopify, that want a real customer database with behavioral segmentation, retention cohorts, and email in one platform rather than assembling an analytics app, a segmentation app, and an ESP with three different definitions of a customer.
Not the right fit for
- Small stores on tight budgets, since $199 a month is several times what the Shopify segmentation apps charge for the segmentation piece alone.
- Teams already committed to Klaviyo, whose email and segmentation overlap makes much of Metrilo redundant.
- Brands that need segments synced into Meta, Google Ads, and TikTok as advertising audiences, which is not how this product activates.
- Buyers who need the CRM and segmentation layer at the entry price, since it starts on the middle tier.
- B2B companies. This is built around ecommerce purchase behavior and has little to say about accounts, deals, or pipeline.
How it works
- 1
You connect the store, with Metrilo supporting multiple ecommerce platforms rather than being tied to a single one, which is the main structural difference from the Shopify apps in this category.
- 2
Every visitor and customer gets an individual profile that accumulates orders, sessions, viewed products, and campaign interactions over time rather than only a purchase record.
- 3
You filter and segment that database on behavior, order patterns, product affinity, and lifecycle stage, which is how a vague idea about lapsed high-value buyers becomes an addressable list.
- 4
Retention analysis runs alongside, with cohort comparisons and customer lifetime metrics showing whether the segments you care about are growing or eroding.
- 5
Email campaigns are built and sent inside the same product on the plans that include it, so the segment and the message never drift out of sync.
- 6
Reporting covers acquisition, revenue, product performance, and retention together, with unlimited team members on every plan so analysis is not rationed by seat count.
Feature breakdown
19 features in 4 modulesCustomer database and segmentation
The CRM is the segmentation engine.- Individual customer profiles
- Each customer carries their orders, sessions, viewed products, and campaign history in one record, so a segment is built from behavior rather than from a purchase table alone.
- Behavioral filtering
- Segments are defined by what people did rather than only what they bought, which is what separates a browsing-heavy non-converter from a lapsed buyer.
- Lifecycle segmentation
- Customers are grouped by where they sit in the relationship, from first-time buyer to loyal repeat purchaser to lapsed, which is the taxonomy campaigns are actually planned around.
- Product affinity segmentation
- Grouping by what customers buy and browse turns merchandising knowledge into targetable audiences instead of anecdotes about who likes what.
- Saved segments
- Definitions persist and repopulate as behavior changes, so a segment is a standing population rather than a list somebody exported in March.
- Full customer database access
- The database itself is browsable rather than only queryable through reports, which matters when somebody wants to look at the actual customers behind a number.
Retention analysis
Cohorts and lifetime metrics, the reason most brands arrive.- Cohort comparisons
- Acquisition cohorts tracked against each other over time, which is how you find out whether this quarter's customers are worth more or less than last year's.
- Customer lifetime metrics
- Lifetime value measured across the full relationship, giving acquisition spend a real ceiling rather than one inferred from first-order revenue.
- Retention reporting
- Repeat purchase behavior tracked at the segment level, so retention becomes a property of specific groups rather than a single company-wide number.
- Revenue attribution by segment
- Revenue can be read against the segments that produced it, connecting the customer database to the financial picture.
Email and activation
The segment and the campaign live in one product.- Built-in email campaigns
- Campaigns are created and sent from the same tool that defines the segment, which removes the reconciliation problem of maintaining the same audience in two systems.
- Behavior-triggered messaging
- Emails fire from customer behavior recorded in the profile, so a browse-abandon or lapse message uses the same data the analytics layer reports on.
- Personalization from the profile
- Message content can draw on the individual's history rather than only their segment membership, which is what makes a win-back specific instead of generic.
- Campaign performance in the same reporting
- Sends are measured inside the analytics rather than in a separate ESP dashboard, so campaign effect on retention is visible without joining two exports.
Platform and commercial terms
Multi-platform, unlimited seats, upper-mid pricing.- Not Shopify-only
- Support across multiple ecommerce platforms, which is the single strongest reason to choose this over the Shopify apps that dominate the rest of this category.
- Unlimited team members on every plan
- Analysis is not rationed by seat count, so operations, marketing, and founders can all be in the data without a licensing conversation.
- Annual discount
- Roughly seventeen percent off across the tiers, with the Essential plan falling from $199 to about $165 a month on a yearly commitment.
- Tiered by capability
- The CRM and retention layers arrive on Pro rather than Essential, so the entry plan is analytics only and most segmentation buyers are really shopping the middle tier.
- Backed by a larger parent
- Ownership by Brevo since 2021 gives the product more institutional stability than the independent apps it competes with, at the cost of independent direction.
Use cases
4 documentedDTC brand not on Shopify
Every recommended segmentation tool turns out to be a Shopify app, and the store runs on something else.
Metrilo connects across platforms, which makes it one of very few real options for behavioral segmentation outside the Shopify app ecosystem.
Marketing team maintaining the same audience twice
A segment is defined in the analytics tool, rebuilt by hand in the ESP, and the two versions disagree within a fortnight.
The segment and the campaign live in the same product, so there is one definition and no reconciliation.
Brand trying to understand retention by cohort
Overall repeat rate is flat, which hides the fact that recent cohorts are performing much worse than older ones.
Cohort comparisons and lifetime metrics separate the cohorts, turning a flat average into an acquisition quality problem with a date attached.
Team that wants to look at actual customers
Dashboards report percentages and nobody can drill into who the people behind a number actually are.
Individual profiles with full browsing and purchase history make the database browsable, which changes how segments get designed in the first place.
Pricing
from $199 per month, about $165 billed annuallyFlat monthly subscription in three tiers, discounted about seventeen percent on annual billing, with the CRM, segmentation, and retention layers arriving on the middle tier.
| Plan | Price | Includes |
|---|---|---|
| Essential | $199 per month, about $165 billed annually |
Analytics only. The customer database and segmentation start on the tier above. |
| Pro | $379 per month, about $315 billed annually |
The real entry point for anyone buying this as a segmentation tool. |
| Premium | From $599 per month, from about $499 billed annually |
|
Billing notes
- Segmentation and the customer database are Pro-tier features, so the $199 headline is not the price of the capability most buyers in this category want.
- Annual billing saves roughly seventeen percent, which is about $400 to $1,200 a year depending on tier.
- There is no published free plan or trial, so evaluation means a paid month or a vendor conversation.
- Unlimited team members on every plan is a real saving against per-seat competitors once more than two or three people need access.
- The product is owned by Brevo, so consider how a Metrilo subscription sits alongside any Brevo email spend you already have rather than pricing it in isolation.
Value assessment: Priced against the Shopify segmentation apps, Metrilo looks expensive: $379 for the tier with segmentation, against $19 for By the Numbers or $149 for Tresl. Priced against what it replaces, it looks different, because it is analytics, a customer database, and email in one product with unlimited seats and no platform lock to Shopify. The decision comes down to two questions. If you are on Shopify and already use Klaviyo, most of this is duplicated and the specialists are far cheaper. If you are on another platform, or you want one system rather than three, there are very few alternatives at any price.
Strengths & limitations
Strengths
- A genuine customer database rather than a reporting layer, with individual profiles carrying browsing and purchase history.
- Works across multiple ecommerce platforms rather than being locked to Shopify, which is rare in this category.
- Segmentation, retention analysis, and email in one product, removing the problem of maintaining the same audience in several tools.
- Cohort comparisons and lifetime metrics that make retention a property of specific customer groups rather than one company-wide number.
- Unlimited team members on every plan, so access is not rationed by seat licensing.
- Operating since 2014, which is a long track record in ecommerce software.
- Owned by Brevo since 2021, giving it more institutional backing than the independent apps it competes with.
Limitations
- The customer database and segmentation start on the $379 Pro tier, so the $199 entry price is misleading for segmentation buyers.
- No syncing of segments to Meta, Google Ads, or TikTok as advertising audiences.
- Several times more expensive than the Shopify segmentation apps that cover the same core job.
- Heavy overlap with Klaviyo for brands already committed to it, particularly on email and behavioral segmentation.
- No published free trial or free plan, so evaluation requires spending.
- Ownership by a larger parent raises a fair question about how independently the product will continue to evolve.
- Ecommerce only, with nothing meaningful to offer B2B businesses.
Head-to-head comparisons
5 alternativesMetrilo vs Segments by Tresl
from $49 per monthPlatform reach against price and activation. Tresl is Shopify-only at $149 and pushes segments into Klaviyo, Meta, Google, and TikTok daily. Metrilo works across ecommerce platforms, owns the customer database, and sends the email itself, but costs $379 for the tier with segmentation and does not feed ad platforms. Shopify stores wanting audiences everywhere should take Tresl; brands off Shopify wanting one system have few alternatives to Metrilo.
Full Metrilo vs Segments by Tresl comparisonMetrilo vs By the Numbers
from $19 per monthThe price gap is twenty to one, and so is the scope difference. By the Numbers is a $19 Shopify app doing RFM segmentation and hourly audience syncing. Metrilo is a multi-platform analytics, CRM, and email suite at $379 for the comparable tier. If the job is segmenting a Shopify store and pushing audiences out, the cheap specialist wins decisively. If the job is running the whole customer database in one place off Shopify, it is not a real comparison.
Full Metrilo vs By the Numbers comparisonMetrilo vs Klaviyo
from $0 (free up to 250 profiles), then roughly $30/mo at 1,000 active profilesThe most consequential comparison for any DTC brand. Klaviyo does email, SMS, and behavioral segmentation with deep ecommerce integrations and enormous market share. Metrilo offers a more analytical customer database and cross-platform support, but overlaps heavily and costs a real premium alongside it. Running both is usually duplication, so this is a choice rather than a pairing, and most Shopify brands will find Klaviyo the safer default.
Full Metrilo vs Klaviyo comparisonMetrilo vs Brevo
from $0 (free, 300 emails per day), then $9/mo on Starter at 5,000 emailsSame parent, different products. Brevo is the email, SMS, and marketing automation platform for small businesses; Metrilo is the ecommerce analytics and customer database it acquired in 2021. They are not sold as one suite, so a brand paying for both should check the overlap in email and automation carefully rather than assuming the two are designed to sit together.
Full Metrilo vs Brevo comparisonMetrilo vs Repeat Customer Insights
from $59 per monthBoth go deeper on retention than typical dashboards, at opposite ends of scope. Repeat Customer Insights is a focused Shopify app doing RFM, cohorts, and product-level retention analysis with written advice, from $59. Metrilo is a broad multi-platform CRM and analytics suite at several times that. Choose Repeat for depth of analysis on Shopify, Metrilo when you need the customer database itself and are not on Shopify.
Full Metrilo vs Repeat Customer Insights comparisonImplementation & onboarding
- Setup time
- Connection to the store is quick, but the value depends on historical data loading and on behavioral tracking accumulating, so plan a few weeks before segmentation reflects a full picture rather than only recent activity.
- Learning curve
- Moderate. There is more surface here than in a single-purpose segmentation app: analytics, a customer database, retention analysis, and email each have their own conventions. The upside is that unlimited seats let a team learn it together rather than through one gatekeeper.
- Onboarding
- Vendor-led, with no published free trial or self-serve free plan. Expect a conversation before access, which is a slower start than the App Store products in this category.
- Migration notes
- The customer database is built from store and behavioral data, so leaving means losing the accumulated behavioral profiles rather than the underlying orders, which stay in the store platform. If email campaigns run inside Metrilo, moving away also means rebuilding those flows elsewhere, which is a larger project than moving a segmentation tool alone.
Platform, API & security
- Platforms
- Web appMultiple ecommerce platform integrations
- API
- Integration is primarily through native ecommerce platform connections rather than a developer-first API surface. Confirm current API availability with the vendor if programmatic access to the customer database is a requirement.
- Compliance
- Holds individual customer profiles including browsing behavior, so GDPR and equivalent obligations sit squarely with the storeEmail sending inside the platform carries the store's own consent and unsubscribe obligationsOwned by Brevo, a European company, which is relevant to data protection posture for EU brands
- Data residency
- Not published as a selectable option. Worth confirming directly given the parent company's European base.
- SSO
- Not advertised.
- Security notes
- The product stores detailed individual customer behavioral profiles, which is a heavier data responsibility than a tool that only reads order aggregates. Treat access control and retention policy as part of the implementation rather than an afterthought.
Support & resources
- Channels
- Email supportIn-app supportPriority support on the Premium tier
- Documentation
- Product documentation plus a long-running library on ecommerce retention, customer lifetime value, and segmentation practice.
- Community
- No public forum. The product has operated since 2014 and has an established, if not large, base of DTC brand customers.
Company
- Founded
- 2014
- Headquarters
- Sofia, Bulgaria
- Ownership
- Owned by Brevo, formerly Sendinblue, since 2021
- Founders
- Murry Ivanoff
- Employees
- Not disclosed
- Funding
- Acquired by Sendinblue, now Brevo, in 2021 as part of a roughly $47 million purchase of three companies intended to strengthen its ecommerce offering for small and medium businesses. The product continues to operate under its own name and pricing.
Timeline
- 2014Metrilo is founded in Sofia by Murry Ivanoff as an ecommerce analytics platform for direct-to-consumer brands.
- 2017The product expands beyond analytics into an ecommerce CRM, with individual customer profiles and behavioral segmentation.
- 2019Email campaigns are added, connecting segmentation directly to messaging inside the same platform.
- 2021Sendinblue, now Brevo, acquires Metrilo as part of a roughly $47 million purchase of three ecommerce companies.
- 2026The product continues under its own name with three published tiers, unlimited team members, and the CRM and retention layers on the Pro plan and above.
Integrations
- Multiple ecommerce platforms
- Email campaigns built in
- Brevo ecosystem
Frequently asked questions
10 questionsWhat does Metrilo do?
It combines ecommerce analytics, a customer database, and email in one platform. Every customer gets an individual profile with their browsing and purchase history, marketers filter that database to build behavioral segments, retention is tracked through cohort comparisons and lifetime metrics, and campaigns can be sent from the same tool.
How much does it cost?
Essential is $199 a month, Pro is $379, and Premium starts at $599, with roughly seventeen percent off on annual billing. Importantly, the CRM and segmentation layer starts on Pro, so anyone buying this as a segmentation tool should price it at $379 rather than the $199 headline.
Does it only work with Shopify?
No, and that is its main structural advantage in this category. Metrilo supports multiple ecommerce platforms, whereas most of the customer segmentation tools worth buying are Shopify apps. For a DTC brand on another platform, the field of real options is very small and this is on it.
Who owns Metrilo?
Brevo, formerly Sendinblue, which acquired it in 2021 as part of a roughly $47 million purchase of three ecommerce companies. The product still operates under its own name and pricing. Read that as institutional stability, and also as a fair question about how independently the roadmap will evolve.
Can I sync segments to Meta or Google Ads?
No. Activation happens through the built-in email layer rather than by pushing audiences into advertising platforms. If ad audiences are the goal, the Shopify specialists such as By the Numbers and Segments by Tresl do that and Metrilo does not.
Do I need this if I already use Klaviyo?
Probably not. Klaviyo covers behavioral segmentation and email for ecommerce with deep integrations and huge market share, and the overlap with Metrilo is substantial. Metrilo makes sense when you are not on Klaviyo, when you are off Shopify, or when you specifically want the analytical customer database rather than a messaging platform with segments attached.
Is there a free trial?
No published free trial or free plan, which is unusual in this category and means evaluation requires either a paid month or a vendor conversation. Factor that into the comparison against App Store products that let you install and look before paying anything.
What makes the CRM different from a reporting tool?
You can browse the actual customers, not just the percentages. Each profile carries orders, sessions, viewed products, and campaign interactions, so a segment is designed by looking at real behavior rather than by guessing at filter combinations against an aggregate table. That difference tends to change what segments people build.
How many people can use it?
Unlimited team members on every plan, which is a genuine cost advantage against per-seat competitors once more than a couple of people need access, and it also changes behavior: analysis stops being funnelled through whoever holds the licence.
Is it suitable for B2B?
No. The entire data model is ecommerce purchase behavior: orders, products, sessions, and repeat buying. B2B teams looking to segment accounts by firmographic similarity should look at an account-level tool such as Ocean.io instead.
Editorial verdict
Metrilo is the option for DTC brands that want to own the customer database rather than rent a view of it, and for the many brands whose platform is not Shopify and who therefore cannot use most of this category. Individual behavioral profiles, cohort retention analysis, and email in one system solve a real coordination problem, and unlimited seats mean the whole team can work in it. Two things should decide the purchase. The price of the capability is $379, not the $199 on the pricing page, because segmentation starts on the Pro tier. And if you are a Shopify store already running Klaviyo, most of what this does is duplicated for far less money by the specialists in this category. Off Shopify, or consolidating three tools into one, it earns the premium.
Written by the SaaSTracker editorial team. Awards, when shown, are judged against the published criteria in our methodology.