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Last updated: October 29, 2026
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SMS Marketing for Ecommerce (2027): A Practical Guide for Online Stores
SMS marketing lets online stores send short text messages to customers who opted in: order updates, abandoned cart reminders, back-in-stock alerts and occasional offers. It works best as a complement to email, sent sparingly to people who explicitly agreed to receive texts. Ecommerce platforms such as Omnisend (SMS on Pro, from $0.007 per message), Klaviyo (Email + SMS plan) and Brevo (SMS credits) run SMS and email from the same customer profiles.
- Explicit consent for SMS is required; keep a record of it.
- Best uses: abandoned cart, shipping updates, back-in-stock, VIP offers.
- Send fewer texts than emails; each one interrupts.
- Costs are per message and vary by country.
- Tools: Omnisend Pro (from $0.007 per SMS), Klaviyo Email + SMS, Brevo credits.
Why stores use SMS
Text messages are short, immediate and personal, which makes them useful for time-sensitive moments: a cart left minutes ago, an order shipped, a product back in stock. They're also intrusive, so they work best for customers who want them and for messages that are genuinely useful.
Consent and rules
Collect SMS consent separately from email, with clear wording about what you'll send and how often, and include opt-out instructions such as "Reply STOP to unsubscribe" in your messages. Rules differ by country, for example the TCPA in the US, so check the requirements for where your customers live and keep records of consent.
The best automated SMS for stores
| Message | When | Example |
|---|---|---|
| Welcome | After SMS opt-in | "Thanks for joining [store] texts. Reply STOP to opt out." |
| Abandoned cart | A few hours after abandonment | "Your cart at [store] is saved: [link]" |
| Order shipped | When the order ships | "Your order is on its way: [tracking link]" |
| Back in stock | When a watched product returns | "[Product] is back in stock: [link]" |
| VIP or early access | Occasionally | "Early access for subscribers starts now: [link]" |
How often to send
Send far fewer marketing texts than emails, and focus on useful, timely messages. Watch opt-out rates after each campaign; a rising rate means you're sending too often or too much promotion.
What SMS costs
| Tool | SMS pricing | Notes |
|---|---|---|
| Omnisend | From $0.007 per SMS on Pro (from $59/month for 2,500 contacts) | Email, SMS and push in one workflow |
| Klaviyo | Credits on the Email + SMS plan * | Free plan includes $5 of mobile messages a month |
| Brevo | SMS credits * | Email, SMS and WhatsApp |
* From 2026 pricing guides. Prices vary by destination country; check your tool's SMS rates for the countries you sell to. See Omnisend pricing and Klaviyo pricing.
Example monthly cost
A store sending one abandoned cart text to 500 shoppers and one offer to 1,000 subscribers sends 1,500 messages a month. At Omnisend's starting rate of $0.007 per SMS, that's about $10.50 a month in SMS on top of the Pro plan; rates differ by country.
Try Omnisend free → Email first, add SMS on Pro · Affiliate link
SMS and email together
Use email for longer content and most campaigns, and SMS for urgent, short messages. In tools such as Omnisend and Klaviyo, a single flow can send an email first and a text only if the customer hasn't acted, which keeps texts relevant.
Measuring SMS results
Track clicks, revenue attributed to each message, opt-outs and cost per order recovered. Compare SMS revenue with its cost at least monthly.
Common mistakes
- Texting customers who only agreed to email.
- Sending too many promotional texts.
- Messages without a clear link or purpose.
- Ignoring time zones and quiet hours.
Terms explained
- SMS: a short text message sent to a mobile phone.
- Opt-in: the customer's permission to receive texts.
- Opt-out: a request to stop receiving texts, such as replying STOP.
- Credit: a prepaid unit for sending messages.
Collecting SMS subscribers
- Add an optional phone field to your sign-up form with clear SMS consent wording.
- Offer SMS updates at checkout for shipping notifications, with a separate box for marketing texts.
- Use a pop-up or keyword campaign that explains what subscribers will receive.
- Never add numbers from orders to marketing SMS without explicit consent.
Writing effective texts
- Identify your store at the start.
- Keep the message short and specific.
- Include one link.
- Add opt-out instructions.
- Send at reasonable hours in the customer's time zone.
Example:
> [Store]: Your cart is saved. Complete your order here: [link]. Reply STOP to opt out.
SMS in a combined flow
A practical abandoned cart flow sends an email after a few hours, then a single SMS the next day only to customers who haven't purchased and opted in to texts, and a final email later. This keeps SMS rare and relevant.
Is SMS right for your store?
SMS suits stores with repeat purchases, time-sensitive offers or products customers wait for, such as limited drops or restocks. It's less useful for stores that sell rarely to the same customer. Start with transactional and abandoned cart texts, measure revenue against cost for three months, then decide whether to add promotions.
SMS campaign ideas for online stores
| Campaign | When to send | Example message |
|---|---|---|
| Welcome | Right after sign-up | "Thanks for joining [store]. Here's your code: [CODE]" |
| Abandoned cart | A few hours after abandonment | "Your cart is saved: [link]" |
| Shipping update | When the order ships | "Your order is on its way: [tracking link]" |
| Back in stock | When the item returns | "[Product] is back: [link]" |
| Launch | On launch day | "New collection now live: [link]" |
Keep messages short, add your store name and include opt-out instructions such as "Reply STOP to unsubscribe".
Getting SMS consent the right way
Use a separate, unchecked consent box or a dedicated sign-up form for texts, explain what subscribers will receive and how often, and keep a record of when each person agreed. In the US, the TCPA and carrier rules require clear consent for marketing texts. Tools such as Omnisend and Klaviyo include compliant SMS sign-up forms.
Measuring SMS results
Track clicks, orders and revenue per message, plus opt-out rates after each campaign. If opt-outs rise, send less often or make messages more relevant. Compare SMS revenue with its cost per message to decide how much to use it.
SMS or email?
Use email for longer content, product stories and newsletters, and SMS for short, time-sensitive messages such as shipping updates or cart reminders.
Our verdict
SMS works for online stores when it's consensual, timely and rare: abandoned carts, shipping updates and back-in-stock alerts are the best places to start. Run it from the same platform as your email, such as Omnisend or Klaviyo, so both channels share customer data.
How we compiled this guide
Omnisend's SMS starting price comes from its official pricing page checked October 29, 2026; Klaviyo and Brevo SMS details come from 2026 pricing guides, marked with *. See also abandoned cart email and best CRM for ecommerce.
FAQ
Is SMS marketing worth it for ecommerce?
For time-sensitive messages to customers who opted in, often yes; measure revenue against cost.
How much does SMS marketing cost?
It's priced per message and varies by country; Omnisend starts from $0.007 per SMS on Pro.
Do I need consent for SMS marketing?
Yes. Collect explicit SMS consent and include opt-out instructions.
How often should I send marketing texts?
Much less often than emails; focus on useful, timely messages.
What is the best SMS tool for stores?
Omnisend for small stores; Klaviyo for growing brands.
Can I send SMS and email from one tool?
Yes, with Omnisend, Klaviyo or Brevo.
What are the best SMS messages for stores?
Abandoned cart, shipping updates and back-in-stock alerts.
Can I send SMS internationally?
Yes, but costs and rules differ by country; check your tool's rates and local regulations.
How often should a store send marketing texts?
A few times a month at most for promotions; transactional texts such as shipping updates can be sent as needed.
How much does SMS marketing cost?
Most tools charge per message, and prices depend on the country; Omnisend lists SMS from $0.007 per message on Pro.
Sources
omnisend.com/pricing and klaviyo.com/pricing, checked October 29, 2026; Klaviyo SMS credits and Brevo from 2026 pricing guides.