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
110ms
Best INP (p75)
Mailchimp
The State of Web Vitals · October 2026 · Shopify sites (8,248) · all devices field datacorewebvitals.io/state-of-cwv
2
The ranking sorted by INP at p75, fastest first
| # | Provider | INP p75 | Passing | Sites | |
|---|---|---|---|---|---|
| 1 | Mailchimp | 110ms | 97.3% | 648 | |
| 2 | HubSpot | 126ms | 95.2% | 117 | |
| 3 | Klaviyo | 147ms | 92.7% | 2,353 |
The State of Web Vitals · October 2026 · Shopify sites (8,248) · all devices field datacorewebvitals.io/state-of-cwv
3
Passing INP per provider which group passes the INP most often
ProviderSitesPassing INPp75
Mailchimp 7.9% 648 110ms
HubSpot 1.4% 117 126ms
ActiveCampaign 0.2% 17 122ms
Klaviyo 28.5% 2,353 147ms
Good Needs Improvement Poor Sorted best-passing first · median colored by its own rating · pass = good INP (200ms at p75) · one value per site
No provider stands out: pass rates sit between 93% and 97%. computed
The State of Web Vitals · October 2026 · Shopify sites (8,248) · all devices 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
93147ms
920.04
931.3s
96537ms
Mailchimp 7.9%
951.6s
97110ms
930.02
961.1s
96513ms
HubSpot 1.4%
961.9s
95126ms
870.04
951.2s
93510ms
ActiveCampaign 0.2%
941.3s
94122ms
1000.01
100974ms
100401ms
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: 97% of its sites pass. Klaviyo trails at 93%. computed
The State of Web Vitals · October 2026 · Shopify sites (8,248) · all devices 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.