Klaviyo is a unified B2C CRM and marketing automation platform designed for ecommerce brands. Built to centralise customer data and enable personalised engagement at scale, it brings together real-time profiles, multichannel messaging, predictive insights, and analytics in one integrated system.

Ideal for DTC brands, digital retailers, and mid-sized to enterprise companies, Klaviyo supports email, SMS, push notifications, and customer reviews. Its native integrations with ecommerce platforms such as Shopify, BigCommerce, and WooCommerce make it a strategic tool for revenue growth and retention through customer intelligence.

What are the main features of Klaviyo?

Centralised B2C CRM with Real-Time Customer Profiles

Klaviyo functions as a CRM purpose-built for ecommerce, aggregating customer data into unified, real-time profiles. Each profile includes a chronological customer timeline enriched with behaviours, transactions, and predictive data.

• Customer Timeline: View every interaction across email, SMS, website activity, and purchases.

• Real-Time Data Updates: Profiles are updated instantly as customers browse, click, or buy.

• Custom Fields & Event Tracking: Monitor behaviours such as product views, form submissions, or loyalty actions.

• Identity Resolution: Merge anonymous sessions and email interactions into a single customer profile.

Marketing Automation Across Email, SMS, and Push

Klaviyo’s visual flow builder allows marketers to design automated customer journeys using drag-and-drop logic, triggered by events, segments, or profile data.

• Event-Based Triggers: Launch flows based on cart abandonment, first purchase, inactivity, or custom events.

• Conditional Logic & Branching: Tailor messaging based on customer behaviour or attributes.

• Multichannel Messaging: Coordinate email, SMS, push notifications, and reviews within a single flow.

• Prebuilt Templates: Quickly deploy ecommerce-specific flows (e.g. win-back, upsell, post-purchase follow-up).

Intelligent Segmentation and Targeting

Klaviyo’s segmentation goes beyond static lists—segments are dynamic and respond to real-time data. You can target based on past behaviour, predictive analytics, or bespoke rules.

• Auto-Updating Segments: Define rules once; lists update automatically as customers qualify.

• Behavioural Filters: Segment based on viewed products, purchase frequency, email engagement, and more.

• Predictive Segment Criteria: Use metrics such as lifetime value or churn risk to define your audience.

• Cross-Campaign and Flow Use: Apply segments across all your messaging and analytics activities.

Integrated Customer Analytics and Reporting

Klaviyo’s analytics suite gives marketing teams insight into how customer behaviour affects revenue, retention, and engagement—without requiring external BI tools.

• Performance Dashboards: Monitor flow performance, campaign ROI, and email/SMS results.

• Revenue Attribution: Track which flows or campaigns directly drive purchases.

• Predictive Insights: Access estimates for next order date, churn likelihood, and customer lifetime value.

• Custom Report Builder: Build bespoke reports for marketing, support, and operations teams.

Service-Focused Access to Customer Data

Support teams can access detailed customer data directly within Klaviyo or via connected helpdesk platforms, improving the relevance and speed of service.

• Full Profile Access: View order history, past communications, and product interests.

• Behaviour-Based Alerts: Notify agents when a high-value customer has an issue or becomes inactive.

• Helpdesk Integration: Seamlessly integrate with platforms such as Gorgias and Zendesk to display profiles in the support interface.

• Retention Data Sharing: Share churn risk or customer value insights with support for proactive outreach.

Customer Data Platform (CDP) Built for Activation

Klaviyo’s CDP powers its CRM and automation features by unifying data from ecommerce, marketing, support, and third-party tools for instant activation—no coding required.

• Real-Time Data Ingestion: Connect 300+ platforms to sync customer, order, and product data.

• Unified Profiles with Identity Resolution: De-duplicate and merge customer data across devices and sessions.

• Visual Segment Builder: Create audiences based on behaviours, transactions, and predictions.

• Instant Activation: Use segments immediately in messaging, analytics, or third-party tools—no exports needed.

Why choose Klaviyo?

• Purpose-Built for Ecommerce: A B2C CRM designed specifically for online brands, not adapted from B2B.

• All-in-One Platform: CRM, automation, CDP, and analytics in one unified interface.

• Predictive Intelligence Included: Built-in AI helps teams make faster, more informed decisions.

• Rapid Implementation: Prebuilt templates and simple integrations enable quick deployment without developers.

• Real-Time Data Access: Marketing and support teams work with always-up-to-date customer data.