Email marketing impact Shopify sites
Performance impact by email_marketing provider.
1
At a glance the headline numbers for Email marketing impact
Performance impact by email_marketing provider.
3
Providers ranked
After min-sites filter
3,118
Sites in sample
Combined across all items
126ms
Best INP (p75)
Mailchimp
The State of Web Vitals · October 2026 · Shopify sites (8,248) · phone field datacorewebvitals.io/state-of-cwv
2
The ranking sorted by INP at p75, fastest first
| # | Provider | INP p75 | Passing | Sites | |
|---|---|---|---|---|---|
| 1 | Mailchimp | 126ms | 95.9% | 648 | |
| 2 | HubSpot | 149ms | 94.8% | 117 | |
| 3 | Klaviyo | 164ms | 88.5% | 2,353 |
The State of Web Vitals · October 2026 · Shopify sites (8,248) · phone field datacorewebvitals.io/state-of-cwv
3
Passing INP per provider which group passes the INP most often
ProviderSitesPassing INPp75
Mailchimp 7.9% 648 126ms
HubSpot 1.4% 117 149ms
ActiveCampaign 0.2% 17 130ms
Klaviyo 28.5% 2,353 164ms
Good Needs Improvement Poor Sorted best-passing first · median colored by its own rating · pass = good INP (200ms at p75) · one value per site
96% of Mailchimp sites pass INP. Klaviyo trails 7 points behind. computed
The State of Web Vitals · October 2026 · Shopify sites (8,248) · phone field datacorewebvitals.io/state-of-cwv
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All five vitals at once the whole category without toggling - cell is the pass rate, small number the p75
LCP
INP
CLS
FCP
TTFB
Klaviyo 28.5%
931.9s
89164ms
920.03
931.3s
95541ms
Mailchimp 7.9%
941.8s
96126ms
930.01
951.2s
95527ms
HubSpot 1.4%
951.9s
95149ms
850.03
911.2s
91538ms
ActiveCampaign 0.2%
921.2s
92130ms
1000.01
92980ms
100364ms
60%95%+ passing Cell: pass rate, small number = p75 · faded rows: under 100 sites
One row per provider, one column per vital - the cell is the share of sites passing, the small number the p75. No toggling needed to see where the category actually differs.
Mailchimp leads on INP: 96% of its sites pass. Klaviyo trails at 89%. computed
The State of Web Vitals · October 2026 · Shopify sites (8,248) · phone field datacorewebvitals.io/state-of-cwv
Related signals Font services (4) → Session recording (11) → CMS (17) → Search (6) → 203,892 crawled sites with Chrome field data, representing millions of real page loads · How we measured
203,892 crawled sites with Chrome field data, representing millions of real page loads. How we measured.