ThriveCart vs Kajabi: A Personal Review (May 2024)

Mihael Cacic
Matija Laznik
Anja Jazbinsek
Updated date: May 1st, 2024

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ThriveCart and Kajabi are respectable online marketplaces for physical and digital products. We decided to test and review them to find out their strengths, weaknesses, and target market, and figure out which comes out on top.

ThriveCart recently gained attention as a top contender to platforms like Shopify and Amazon. It’s an online shopping cart where customers can purchase all sorts of physical products. And, with ThriveCart Learn, users can add online courses to their product offerings.

Kajabi, on the other hand, has a long-standing reputation as an all-in-one business platform that can do just about anything for digital businesses. It is mostly used by online learning centers to sell courses to a large audience. While you can customize Kajabi to sell physical products, it’s the champion of digital product businesses.

I’ve compared these tools based on these common concerns from users on forums and review sites:

  • Pricing
  • Conversion funnels
  • Marketing analytics and insights
  • Website builder
  • Ease of use
  • Products

So, let’s dive into ThriveCart vs Kajabi and see how they stack up!

Comparison Summary: ThriveCart vs Kajabi

ThriveCart Kajabi


$495 one-time payment for a lifetime account. The Pro version costs an additional $195.


14-day free trial. Pricing starts at $149/mo. Number of products, funnels, contacts, customers, and admin users scale up with subscription costs. Highest plan costs $399/month.

Conversion Funnels


Basic conversion funnels that are tied to each product. The only funnel steps are upsells and downsells.


Powerful conversion funnels with advanced customizations. Offers funnel templates for different types of customer journeys. Includes advanced email marketing tools.

Marketing Analytics & Insights


No built-in analytics. Powerful insights dashboard with prediction engine. Provides A/B testing for products, landing pages, and sales funnels.


Built-in tracking and analytics. Provides an insights dashboard for understanding customer behavior. No built-in A/B testing.

Website Builder


No website builder. Offers basic landing page customizations. Landing pages can only display upsells, downsells, and checkouts.


Fully-featured website builder that can replace professional builders. Versatile landing pages that can display any kind of information.



Excellent support for selling physical products. Allows users to input shipping information and attach bump orders to products. Basic online course features.


Excellent support for selling digital products. Allows users to sell courses, coaching, memberships, and podcasts. Includes a powerful course builder with student assessments.

Ease of Use


Simple and intuitive interface. Minimalist feature set with tools that are easy to set up and use.


Robust feature set with lots of customization options. Automation and email campaigns may be complicated to set up.

Review Platform Ratings
4.6 Rating from 25 G2 reviews

4.9 rating from 22 Capterra reviews

4.4 Rating from 72 G2 reviews

4.4 rating from 165 Capterra reviews

Best For
Business owners that need an easy-to-use online shopping cart for selling physical products online. Entrepreneurs that need an all-in-one solution for creating, marketing, and selling online courses, memberships, podcasts, and other digital products.
Get started with ThriveCart Try free for 14 30 days

What is ThriveCart?
“High-converting online shopping cart” 🛒

Jason Bartlett is the creator of Audello, Easy Video Player, and other popular online marketing tools. In 2016, he founded ThriveCart to help small and medium-sized businesses build online shopping carts and sales funnels.

ThriveCart is an online shopping platform. That’s why it provides modal carts, embeddable carts, two-step carts, and video carts. It also provides one-click upsells, downsells, and bump offers, to ensure that customers never leave your marketplace without a purchase. Furthermore, it features a sales funnel builder and product upgrades to convert new customers and retain existing ones. To help you assess product performance, ThriveCart provides A/B testing, funnel analytics, and an insights prediction engine.

ThriveCart is best for online vendors that need a simple but powerful platform for selling physical products. It also supports digital products but most vendors would have to combine them with physical products to get the most value from the platform.

What is Kajabi?
“All-in-one digital product marketplace” 🌟

Kenny Reuter and Travis Rosser invented a sprinkler toy and wanted to monetize a YouTube how-to video for others to make one for themselves. After experiencing frustration with the process, they founded Kajabi, so anyone could create and monetize products on their own terms.

Kajabi is a comprehensive business platform for creating, marketing and selling digital products. First off, it provides an online course builder for creating a wide variety of educational content, coaching sessions, and podcasts. It also lets you host online communities and offer membership subscriptions. To help you sell your products, Kajabi provides marketing automation, conversion funnels, a website builder, and more! And, it offers analytics tools, so you can assess the performance of your products.

It’s the best choice for course creators, infopreneurs, and influencers who need an all-in-one business platform for selling online courses, coaching services, and podcasts, while growing and managing an online community around their brand.

ThriveCart vs Kajabi: Pricing

ThriveCart offers a one-time payment plan, while Kajabi has a recurring subscription model.

ThriveCart Kajabi
⭐⭐⭐⭐ ⭐⭐⭐⭐

ThriveCart currently offers a lifetime account with no recurring fees for $495. This plan unlocks all the core features and gives you access to all future updates.

The Pro version costs an additional $195 and includes:

  • an affiliate management center,
  • intelligent business projections,
  • sales tax functionality,
  • and JV contracts.

ThriveCart doesn’t offer a free trial and the current pricing plan is only on for a limited duration.

Kajabi’s pricing plans increase limits on products, customers, and admins.

Kajabi Basic Kajabi Growth Kajabi Pro
$149/month $199/month $399/month
3 products 15 products 100 products
3 funnels 15 funnels 100 funnels
1 admin 10 admins 25 admins

All plans have a 14-day free trial, but you must provide your credit card information.

The Growth plan unlocks advanced automation, white-labeling, and affiliate marketing. If you want to customize web pages with custom HTML, CSS, and JavaScript code, you can opt for the Pro plan.

Kajabi does not charge transaction fees on any of its plans. This means that besides location-based tax and payment processing commissions, you do not share the product revenue with any third party.

ThriveCart vs Kajabi: Conversion Funnels

ThriveCart’s funnels trigger after customer checkout, while Kajabi can control the entire customer journey.

ThriveCart Kajabi
⭐⭐⭐⭐ ⭐⭐⭐⭐⭐

Kajabi funnels are more powerful with advanced customizations.

Kajabi’s funnels string together landing pages, email campaigns, and offers to lead a potential customer to a purchase. To create a funnel, you must choose one of the six pre-built templates:

You can add as many pages or campaigns as you want to your funnels. And Kajabi lets you reorder them to fit the flow of your marketing strategy. The funnel builder also provides a checklist to help you track your customizations to avoid sending default pages and emails to your customers.

Since funnel pages are simply specialized web pages, you can use the page builder to add transitions, animations, and other visually appealing elements.

Kajabi lets you attach multiple offers and pricing options to your funnels. In addition, you can automate funnels with conditional triggers and branching logic.

Compared to Kajabi, ThriveCart’s funnels are less advanced. The only funnel steps are upsells and downsells, and you can only attach one offer to each funnel. Furthermore, you can’t add automations or conditional logic to them.

ThriveCart’s funnels are tied to each product, while Kajabi’s funnels have multiple entry points.

With ThriveCart, the main product serves as the entry into the sales funnel. All upsells, downsells, and landing pages are connected to this product.

In contrast, Kajabi’s funnels are more flexible, with multiple ways to get customers into the journey. You don’t even need a product to get started. That’s because Kajabi lets you base your funnels on landing pages, emails, webinars, checkout pages, or promotions.

Kajabi offers built-in email marketing tools, while ThriveCart relies on third-party integrations.

Kajabi’s email marketing feature lets you create visually appealing emails that can contain:

  • text,
  • images,
  • videos,
  • countdown timers,
  • call-to-action buttons,
  • and more.

You can customize them with brand-specific colors and logos, and edit the email preview text. It also provides several customizable templates to get you started faster.

When creating an email, Kajabi lets you choose whether it’s a broadcast email to segmented customers or a sequence of emails that are triggered using custom automation. You can also schedule the specific date and time you want the emails to be sent out.

One interesting way to leverage Kajabi’s email marketing is by creating paid newsletters. It lets you combine email broadcasts with the Offers feature, allowing you to send newsletters only to subscribers who pay for your content.

While it does take a bit of setup, you can use email automation and marketing pipelines to speed up your workflow.

On the other hand, ThriveCart does not offer any built-in email marketing tools. If you need one, you must use a third-party alternative like ConvertKit or Klaviyo, which may incur additional costs.

Winner: Kajabi is best for controlling the entire customer journey and conducting robust email campaigns. ThriveCart is better if you need a simple way to offer upsells and downsells after the customer checks out a product.

ThriveCart vs Kajabi: Marketing Analytics and Insights

Kajabi has a robust analytics and insights feature suite, while ThriveCart requires third-party tools for a similar experience.

ThriveCart Kajabi
⭐⭐⭐⭐ ⭐⭐⭐⭐⭐

Kajabi has built-in tracking and analytics, while ThriveCart relies on third-party integrations.

Kajabi provides an analytics dashboard that shows all recent transactions and an overview of the lifetime analytics on your account. You can also view reports on:

  • opt-ins,
  • affiliates,
  • offers sold,
  • page views,
  • net revenue,
  • subscriptions,
  • and product progress.

These reports are highly detailed and automatically generated, so you can focus on more important business activities. For example, Kajabi automatically calculates your net revenue, accounting for refunds and recurring payments.

Furthermore, it displays metrics as line graphs, allowing you to track their progression over time. You can also select a specific date range to view sales and other analytics over that duration.

ThriveCart does not offer built-in analytics, forcing you to use Google Analytics, SegMetrics, or other third-party integrations to track metrics on your products. This process is often complicated and may incur additional costs.

Both platforms provide an insights dashboard, but ThriveCart includes a prediction engine.

Kajabi filters insights by:

  • contacts,
  • customers,
  • subscribed,
  • unsubscribed,
  • and subscriber engagement.

This way, you can better understand how customers engage with your marketing campaigns so you know what works.

These filters don’t just affect the display; they also allow you to apply bulk actions like email subscriptions and event registration to a particular group.

When you log in to your ThriveCart account, the first thing you see is the business insights dashboard. This powerful tool lets you access vital metrics about your business, including net revenue, refunds, product performance, and customer engagement.

You can select multiple data points and compare them to see how they perform. And, the prediction engine lets you project future revenue based on customer trends.

This dashboard is fully customizable, allowing you to select which metrics to display. You can also reorder the stat tiles to match your preferences.

ThriveCart has built-in A/B testing, while Kajabi uses third-party tools.

ThriveCart lets you perform A/B split testing on your product, carts, and checkout pages, allowing you to find out which version performs better. Tests are extremely easy to set up and you can select which metric you want to measure.

When you end the test, ThriveCart automatically applies the winning version to all instances of the product and checkout pages. This way, you don’t have to worry about continually updating links on your website.

Kajabi does not offer built-in split testing. Instead, you’ll have to use third-party tools like Crazy Egg to assess the performance of your products and web pages.

Alternatively, you can use a workaround by manually inspecting the metrics and analytics on different versions of the page. However, this is error-prone and complicated to set up.

Winner: ThriveCart is better if you have an existing analytics tech stack and want to connect your online cart. Meanwhile, Kajabi is better if you want a centralized platform with all the analytics tools you need.

ThriveCart vs Kajabi: Website Builder

Kajabi lets you create a fully-featured marketplace website, while ThriveCart can only create landing pages.

ThriveCart Kajabi
⭐⭐⭐ ⭐⭐⭐⭐⭐

Both platforms let you create landing pages, but ThriveCart can only create one type.

A Kajabi landing page is a single versatile webpage that can:

  • welcome customers,
  • advertise products,
  • collect leads,
  • present upsells and downsells,
  • or thank new customers for purchasing.

That’s because you can fully customize their content to display whatever you want. After all, Kajabi lets you create landing pages from scratch or use one of the tailored templates.

It also allows you to choose when to display landing pages. For example, they can pop up during the customer’s browsing session or after they purchase a product.

Meanwhile, ThriveCart only lets you create a sales page or a checkout page. While they are fully customizable, you can only display them after the customer completes a purchase.

You can use templates to get started quickly but they have limited customizations. So, if you want to display a custom message or edit the Thank You page, you must use another service on your website.

Kajabi offers a fully-featured website, while ThriveCart can only create landing pages.

Unlike ThriveCart, Kajabi lets you create a full website with any number of custom web pages. The drag-and-drop builder is simple to use and powerful enough to create dynamic pages with beautiful transitions and animations.

The website is designed to be a storefront for your products. However, you can use it for any type of content, such as blog posts and advertisements. You can even personalize the error page when users run into issues navigating your site.

Kajabi also provides website templates with several pre-built pages, including:

  • login,
  • store,
  • home,
  • about,
  • blog post,
  • member directory,
  • and announcements.

And, you can fully customize them to match your business brand and colors.

Winner: Kajabi’s website builder can rival dedicated builders like WordPress or Wix. Moreover, its landing pages are far more versatile and useful than ThriveCart. However, if you only need to create a sales checkout page, ThriveCart is easier to use and set up.

ThriveCart vs Kajabi: Products

ThriveCart can sell physical and digital products, while Kajabi is best for selling digital products.

ThriveCart Kajabi
⭐⭐⭐⭐⭐ ⭐⭐⭐⭐⭐

ThriveCart is better for selling physical products.

ThriveCart has a robust product creation pipeline with ordered steps and advanced customizations. For example, you can set multiple shipping options for your products, such as nationwide and international shipping.

It also lets you change the product type even after creation and listing on the marketplace. Furthermore, you can set multiple upsells, downsells, and bump offers on each product, ensuring that the customer does not leave your shopping cart without a purchase.

Contrary to popular belief, Kajabi also lets you sell physical products. However, it does not offer a built-in solution for that. You’ll have to embed Shopify’s Buy button into your web pages or integrate a third-party shopping cart with Zapier.

Kajabi offers a better selection of digital products.

While Kajabi isn’t best suited for selling physical products, it’s much better than ThriveCart for selling digital products. It lets you offer online courses, coaching sessions, and even membership sites to your customers.

You get free hosting for your digital products and have full control over their pricing and monetization. You can also sell downloadable content like videos, PDFs, and images by embedding them within online courses.

Both platforms can create and sell online courses, but Kajabi does it better.

ThriveCart supports course creation through the free ThriveCart Learn addon. You can create and host unlimited courses on the platform. And, it lets you drip courses over time or bundle courses into a single package.

However, these features are pale in comparison to what Kajabi offers. Widely regarded as one of the best online course platforms, Kajabi lets you create various types of courses and monetize them separately.

You can create text-only courses, or embed video, audio, and images to make them more engaging. It also features assessments with multiple question types and tracks student performance over time.

Kajabi provides course templates and an AI-powered content creator to generate lessons automatically. This way, you can focus on filling the course with content rather than wasting time on its structure.

Furthermore, Kajabi allows you to add automation to your courses. You can unlock modules, remove tags, send emails, and execute other actions when students fulfill dynamic conditions.

Kajabi hosts all your downloadables and course content for free. Meanwhile, ThriveCart does not provide hosting services, free or paid. Instead, you must embed links to YouTube or Vimeo for video content, and cloud storage services for downloadables.

Winner: Kajabi is far better for creating, hosting, and selling digital products. However, if you want to offer both physical and digital products, ThriveCart is the most affordable option. While its course builder is inferior to Kajabi’s, it has all the core tools you need to create and sell online courses.

ThriveCart vs Kajabi: Pros & Cons

ThriveCart lets you embed your online cart into existing websites, while Kajabi is an all-in-one digital product marketplace.

ThriveCart Pros ThriveCart Cons
✅ Best for selling physical products ❌ Limited sales funnel customizations
✅ Can embed shopping carts on any website ❌ No email marketing tools
✅ Lifetime subscription deal ❌ Limited digital product options
✅ Product upgrades
✅ Integrates with multiple payment gateways: PayPal, Stripe,, Apple Pay, Google Pay
Kajabi Pros Kajabi Cons
✅ Best all-in-one platform for selling digital products ❌ No support for physical products
✅ Excellent online learning platform with business growth features ❌ No built-in A/B testing
✅ Fully-featured website builder with lots of templates ❌ Limited online cart tools
✅ Built-in payment option without transaction fees
✅ 24/7 live chat customer support

Final Verdict: ThriveCart vs Kajabi

ThriveCart is best for selling physical products, while Kajabi is best for selling digital products.

ThriveCart Kajabi
Best for:

Businesses that need an easy-to-use online shopping cart for physical products.

Best for:

Infopreneurs who need an all-in-one business platform for selling digital products.

It’s time to come clean. I’ve sold you an idea that both platforms can sell physical and digital products. And, while that’s mostly correct, the truth is that they specialize in different product types and markets.

So, here’s the final verdict: ThriveCart is best if you want to embed a physical product cart into websites. Meanwhile, Kajabi lets you create, sell, and manage digital products under a single platform and tech stack.

Use ThriveCart if:

  • You want to sell physical products.
  • You want to run A/B tests on your campaigns.
  • You have an existing website and tech stack.

Click here to get started with ThriveCart!

Use Kajabi if:

  • You want to sell various digital products.
  • You need a professional-looking website to market your products.
  • You need online business tools like email marketing and automation.

Click here to get started with Kajabi (30 days for free)!

Note: If you’re still looking for the best fit for your needs, we compared Kajabi to some other great online learning platforms like Teachable, Thinkific, and more. For another shopping cart platform review, check out our Kajabi vs SamCart comparison.


Mihael Cacic
Miha is a writer and an expert in comparative content. After graduating from Physics, Mihael left his job as a software engineer developing SaaS products and began writing about them instead. He gets a kick from writing in-depth, objective, and though through software reviews, knowing his readers will find the best software for their needs.
Mihael Cacic
Miha is a writer and an expert in comparative content. After graduating from Physics, Mihael left his job as a software engineer developing SaaS products and began writing about them instead. He gets a kick from writing in-depth, objective, and though through software reviews, knowing his readers will find the best software for their needs.