HubSpot vs Mailchimp: Market Share & Adoption Data (August 2026)
HubSpot#14 by adoption#5 by spend
Mailchimp#27 by adoption#61 by spendHubSpot holds 0.83% of SaaS market share by adoption (#14 overall); Mailchimp holds 0.47% (#27), and has held its rank over the last 12 months.
HubSpot vs Mailchimp market share over time
Monthly market share by adoption and by spend, full history. Share is each product's percentage of all SaaS purchasing activity tracked in the dataset that month.
| Month | HubSpot adoption share | Mailchimp adoption share | HubSpot spend share | Mailchimp spend share |
|---|---|---|---|---|
| Aug-2022 | 1.37% | 1.29% | 6.64% | 0.56% |
| Sep-2022 | 1.38% | 1.28% | 6.94% | 0.55% |
| Oct-2022 | 1.37% | 1.28% | 6.87% | 0.58% |
| Nov-2022 | 1.38% | 1.29% | 6.85% | 0.57% |
| Dec-2022 | 1.37% | 1.29% | 6.57% | 0.58% |
| Jan-2023 | 1.36% | 1.31% | 6.48% | 0.59% |
| Feb-2023 | 1.37% | 1.31% | 6.35% | 0.59% |
| Mar-2023 | 1.36% | 1.29% | 6.16% | 0.59% |
| Apr-2023 | 1.35% | 1.28% | 5.90% | 0.59% |
| May-2023 | 1.35% | 1.28% | 5.96% | 0.58% |
| Jun-2023 | 1.33% | 1.30% | 6.08% | 0.59% |
| Jul-2023 | 1.37% | 1.35% | 6.45% | 0.62% |
| Aug-2023 | 1.34% | 1.30% | 6.28% | 0.62% |
| Sep-2023 | 1.29% | 1.24% | 5.87% | 0.58% |
| Oct-2023 | 1.29% | 1.24% | 5.77% | 0.57% |
| Nov-2023 | 1.28% | 1.23% | 5.74% | 0.57% |
| Dec-2023 | 1.28% | 1.22% | 5.89% | 0.57% |
| Jan-2024 | 1.26% | 1.17% | 5.94% | 0.56% |
| Feb-2024 | 1.24% | 1.16% | 5.93% | 0.55% |
| Mar-2024 | 1.23% | 1.14% | 5.92% | 0.55% |
| Apr-2024 | 1.22% | 1.13% | 6.12% | 0.55% |
| May-2024 | 1.20% | 1.09% | 5.96% | 0.55% |
| Jun-2024 | 1.20% | 1.07% | 5.96% | 0.54% |
| Jul-2024 | 1.21% | 1.05% | 6.02% | 0.54% |
| Aug-2024 | 1.20% | 1.04% | 5.83% | 0.54% |
| Sep-2024 | 1.20% | 1.01% | 5.97% | 0.54% |
| Oct-2024 | 1.22% | 0.99% | 6.10% | 0.53% |
| Nov-2024 | 1.23% | 0.96% | 6.08% | 0.53% |
| Dec-2024 | 1.24% | 0.94% | 6.10% | 0.52% |
| Jan-2025 | 1.24% | 0.91% | 5.99% | 0.50% |
| Feb-2025 | 1.25% | 0.89% | 6.03% | 0.49% |
| Mar-2025 | 1.24% | 0.86% | 5.85% | 0.47% |
| Apr-2025 | 1.22% | 0.84% | 5.66% | 0.45% |
| May-2025 | 1.22% | 0.82% | 5.66% | 0.44% |
| Jun-2025 | 1.20% | 0.79% | 5.42% | 0.42% |
| Jul-2025 | 1.19% | 0.76% | 5.33% | 0.39% |
| Aug-2025 | 1.17% | 0.73% | 5.37% | 0.37% |
| Sep-2025 | 1.15% | 0.71% | 5.19% | 0.36% |
| Oct-2025 | 1.10% | 0.69% | 4.99% | 0.35% |
| Nov-2025 | 1.07% | 0.67% | 4.90% | 0.35% |
| Dec-2025 | 1.03% | 0.65% | 4.64% | 0.33% |
| Jan-2026 | 1.00% | 0.63% | 4.82% | 0.33% |
| Feb-2026 | 0.97% | 0.60% | 4.64% | 0.31% |
| Mar-2026 | 0.93% | 0.56% | 4.62% | 0.30% |
| Apr-2026 | 0.91% | 0.53% | 4.48% | 0.28% |
| May-2026 | 0.88% | 0.50% | 4.32% | 0.27% |
| Jun-2026 | 0.85% | 0.48% | 4.28% | 0.26% |
| Jul-2026 | 0.83% | 0.47% | 4.19% | 0.25% |
| Aug-2026 | 0.83% | 0.47% | 4.14% | 0.24% |
Spend rank vs adoption rank
| Product | Rank by adoption | Rank by spend | Adoption share | Spend share | 12-mo rank change |
|---|---|---|---|---|---|
| HubSpot | #14 | #5 | 0.83% | 4.14% | — |
| Mailchimp | #27 | #61 | 0.47% | 0.24% | — |
HubSpot ranks higher by spend (#5) than by adoption (#14) — customers pay more per company than its adoption rank suggests.
Mailchimp ranks higher by adoption (#27) than by spend (#61) — it is widely adopted at a comparatively low price point.
Do companies use HubSpot and Mailchimp together?
42.7% of companies paying for Mailchimp also pay for HubSpot.
Overlap is measured on companies with active paid subscriptions to both products — a high overlap means the two tools are often complements rather than strict substitutes.
What companies adopt after leaving HubSpot
Among companies whose HubSpot subscription lapsed in the last 90 days, these are the most-adopted tools in the same workflow, as a share of switchers:
- Figma — adopted by 104.5% of switchers
- Adobe — adopted by 77.3% of switchers
- Google Ads — adopted by 77.3% of switchers
Which stack does each tool live in?
Tools most often found alongside HubSpot
| Tool | Category | Overlap with companies paying for HubSpot |
|---|---|---|
| People Ops & Talent | 75.8% | |
| OpenAI | AI Platforms & Model Ops | 75.5% |
| Figma | Marketing & Growth | 72.6% |
| Adobe | Marketing & Growth | 70.2% |
| Microsoft | Collaboration & Productivity | 69.3% |
Tools most often found alongside Mailchimp
| Tool | Category | Overlap with companies paying for Mailchimp |
|---|---|---|
| Figma | Marketing & Growth | 76.1% |
| People Ops & Talent | 72.4% | |
| Adobe | Marketing & Growth | 71.9% |
| GitHub | Engineering & DevOps | 71.6% |
| OpenAI | AI Platforms & Model Ops | 71.6% |
Analyst take: what the data says about HubSpot vs Mailchimp
HubSpot has the clearer adoption lead as of August 2026, ranking #14 overall compared with Mailchimp at #27. Their adoption ranks have moved at the same pace over the past year. By spend, HubSpot ranks higher (#5 versus #61), which shows where more of the measured software budget currently sits. The switching signal adds useful context: after leaving HubSpot, some companies adopted Figma or Adobe. The practical takeaway is to separate market position from product fit: the rankings show which tool is more established and where buying momentum is moving, but they do not measure features, price, or quality. Use those signals to build a shortlist, then decide against your own workflows and requirements.
HubSpot and Mailchimp at a glance
HubSpot: HubSpot delivers solutions for marketing, sales, customer service, and CRM. Its use cases include lead generation, customer segmentation, email marketing, social media management, sales automation, customer support, and analytics.
Mailchimp: Mailchimp is an email marketing platform that helps businesses design, send, and analyze email campaigns. It offers features such as email templates, marketing automation, audience segmentation, and analytics to help businesses effectively reach and engage with their audience through email.
| Product | Category | Subcategory | Primary team | AI classification |
|---|---|---|---|---|
| HubSpot | Marketing & Growth | Marketing | Sales / RevOps | AI-Embedded |
| Mailchimp | Marketing & Growth | Marketing | Marketing / Growth | AI-Embedded |
HubSpot vs Mailchimp: frequently asked questions
Which is more popular, HubSpot or Mailchimp?
HubSpot is more widely adopted in this data as of August 2026. It ranks #14 overall, while Mailchimp ranks #27. This measures observed software adoption, not product quality or suitability for a particular company.
Which is growing faster, HubSpot or Mailchimp?
HubSpot has held its rank over the last 12 months, while Mailchimp held its rank. This is a change in relative adoption rank; it does not prove that companies are leaving one product for the other.
Can you use HubSpot and Mailchimp together?
Yes. In the measured data, 42.7% of companies paying for Mailchimp also pay for HubSpot. That shows the products can coexist, although the data does not explain why a company uses both or whether they serve the same workflow.
Which is bigger by spend, HubSpot or Mailchimp?
HubSpot ranks higher by measured spend. HubSpot is #5 and Mailchimp is #61. Spend rank shows where more of the observed software budget sits; it does not explain pricing or value.
Is HubSpot better than Mailchimp for partial (crm vs email) use cases?
This data cannot determine which product is better. It measures adoption, spend position, momentum, and—in some cases—overlap. Use those signals to understand market position, then compare the products against your own workflows, requirements, and budget.