The best CRM software for 2026

Disclaimer: This blog was created in collaboration with FlowCandy. No compensation was exchanged for this collaboration.

Choosing the right CRM is a balancing act. You want the right set of features to support your funnel, but you also don’t want to overpay for functionality you’ll never fully use.

As founder of FlowCandy, a Klaviyo consultancy on a mission to help brands perfect their lifecycle marketing, I’ve seen too many brands pick a CRM because it looks impressive on paper, not because it actually aligns with how they operate.

In 2026, the best CRM isn’t the one with the longest feature list. It’s the one that fits your business model, your resources, and how you actually drive revenue.

At Zettler Digital, founder Ben Zettler, sees brands overbuy CRMs all the time. “They pay for complexity they’ll never fully use,” he says. “Then they spend months trying to force their businesses into someone else’s sales model.”

For ecommerce, “that almost always creates friction,” Zettler adds. “The right CRM should match how customers actually buy, not how a demo was presented.”

Here’s how I think about evaluating CRM software as well as a look at the platforms I consistently recommend, depending on the type of business.

What to look for in CRM software

The most important step comes before you ever compare vendors: understanding your own needs.

A CRM should support how your funnel works today, not how a sales rep pitched it or how another company uses it. Many CRMs promote features that sound “nice to have” but don’t meaningfully improve your ability to market, sell, or retain customers.

When I evaluate CRM software, I focus on 3 things:

1. Alignment with your business model: Ecommerce, B2B, and agencies all need very different things from a CRM. A great platform for one can be a poor fit for another.
2. Usability vs. complexity: Powerful tools are useless if your team can’t realistically maintain them. Implementation time, required technical resources, and ongoing management all matter.
3. Value for the price: The best CRM is the one that delivers real value at a cost that makes sense for your stage of growth. It’s not the most expensive or feature-heavy option.

Ashley Ismailovski, director of email marketing at SmartSites, a digital marketing agency based in the NYC metropolitan area, stresses the importance of mapping your customer journey prior to committing to a new CRM.

“B2B businesses may have longer, more complex relationships with their clients, while ecommerce brands see shorter or more transactional cycles,” Ismailovski explains. “Each use case has very different needs when it comes to a CRM.”

If a CRM doesn’t directly support where your company actually gets value, it’s not the right choice.

My top 3 CRM picks for 2026

1. Klaviyo: Best CRM for B2C and ecommerce

Klaviyo B2C CRM is the clear winner when it comes to ecommerce CRMs, and it’s only getting stronger. For years, B2C ecommerce brands have dealt with fragmented tech stacks, meaning separate tools for email, SMS, data, and segmentation. But Klaviyo unifies all of that into a single system.

Klaviyo’s data and segmentation capabilities are best in class, allowing brands to build highly targeted lifecycle experiences without relying on developers. Klaviyo Data Platform (KDP), the built-in customer data platform, keeps customer profiles in sync, across channels, in real time. For ecommerce brands that care about retention, personalization, and speed, Klaviyo is the top choice.

“For B2C brands, Klaviyo serves as a centralized customer data platform that allows brands and marketers to build lasting customer relationships,” says Ismailovski.

“What sets Klaviyo apart for ecommerce is that it’s built around customer behavior,” adds Zettler. “Teams can react to what shoppers actually do, browse, purchase, pause, return, and engage, and turn those signals into timely, revenue-driving experiences. That is why it works so well for retention-focused brands at scale.”

Best for: ecommerce and B2C brands
Tradeoffs: not designed for complex B2B sales pipelines

2. HubSpot: Best CRM for B2B

HubSpot is fantastic for managing larger, more complex sales processes, especially those that involve multiple touchpoints and sales representatives. The ability to unify marketing, sales, and customer interactions in one platform makes it extremely powerful for B2B organizations.

That strength is also where the drawbacks come in. HubSpot requires dedicated resources to implement and manage correctly, and pricing scales quickly as you grow. For companies that can support it, the payoff is worth it, but it’s not a lightweight solution.

It’s also important to note that HubSpot tends not to be a good fit for B2C and ecommerce brands. Reviews describe it as “too slow to function,” amongst other complaints.

Best for: B2B companies with sales teams
Tradeoffs: higher cost and implementation complexity

3. GoHighLevel: Best CRM for agencies

Looking for the best CRM software in 2026? Compare the top CRM platforms for ecommerce, B2B, and agencies—and choose the best CRM for your business. GoHighLevel is a strong alternative to HubSpot for agencies that need to unify activity across websites, funnels, and sales teams. It offers a highly customizable platform at a much more accessible price point, which makes advanced CRM functionality available to smaller teams.

For agencies managing multiple clients or brands, GoHighLevel provides flexibility without the enterprise-level price tag. While it doesn’t have the polish or ecosystem of HubSpot, it delivers a lot of practical value for the cost.

Best for: agencies and service-based businesses
Tradeoffs: less refined UX and fewer native integrations

How to choose the right CRM for your business

The best CRM for 2026 is the one that supports how your business actually works, not the one with the flashiest feature list.

If you’re an ecommerce brand, Klaviyo stands out by turning customer data into real lifecycle marketing without adding complexity. If you’re B2B, HubSpot remains the gold standard for sales-driven organizations. And for agencies, GoHighLevel offers a compelling balance of power and affordability.

Start with your needs, be honest about your resources, and choose the CRM that delivers value where it matters most.