Klaviyo is a customer data and marketing automation platform built specifically for B2C brands and eCommerce businesses. It combines customer profiles, advanced segmentation, email marketing, SMS, mobile push, marketing automation, reviews, analytics and AI-powered predictive insights in a single platform.
Rather than treating email and SMS as standalone communication channels, Klaviyo connects customer behaviour, purchase history, browsing activity and engagement data to create highly personalised customer journeys. This makes it particularly powerful for eCommerce brands looking to increase conversion rates, average order value, repeat purchases and customer lifetime value.
Klaviyo can collect data from an eCommerce store and other business systems, unify it into customer profiles and use that information to trigger personalised communications across multiple channels. The platform currently supports more than 350 integrations and APIs, allowing brands to connect Klaviyo with their wider technology stack.
Key Features for eCommerce
Customer Data & Unified Profiles
Klaviyo creates unified customer profiles that bring together information such as purchases, products viewed, carts, website activity, email and SMS engagement, reviews, coupons, consent and custom properties.
This gives eCommerce teams a centralised view of customer behaviour that can be used for segmentation and personalisation. Klaviyo also uses identity resolution to consolidate customer activity across interactions and devices.
Advanced Customer Segmentation
Klaviyo’s segmentation engine allows brands to create highly targeted audiences using demographic, behavioural, transactional and engagement data.
Segments can be based on products purchased, purchase frequency, order value, browsing behaviour, channel engagement, location, loyalty data and custom properties. Segments update in real time, while predictive data such as customer lifetime value and churn risk can also be used to define audiences.
For eCommerce brands, this enables strategies such as VIP segmentation, first-time versus repeat customers, high-value customer targeting, category-based segmentation, inactive customer reactivation and product-specific campaigns.
Email Marketing
Klaviyo provides a visual email builder, reusable content blocks, templates, dynamic content and personalisation capabilities for creating targeted eCommerce campaigns.
Brands can use customer and product data to personalise content, offers, recommendations and messaging based on individual behaviour rather than sending the same campaign to an entire database.
SMS & Mobile Push Marketing
Klaviyo extends customer communication beyond email with SMS and mobile push notifications. These channels can be incorporated into the same automated customer journeys as email, allowing brands to select the most appropriate channel for each customer and situation.
This is particularly useful for time-sensitive eCommerce communications such as promotions, abandoned carts, back-in-stock notifications and transactional or post-purchase journeys.
Marketing Automation & Flows
Klaviyo Flows allow brands to create automated customer journeys triggered by behaviours, events or customer attributes. The visual flow builder supports branching logic, conditions, delays, A/B testing and multiple communication channels.
Pre-built flows cover common eCommerce use cases such as abandoned cart, browse abandonment, welcome sequences, post-purchase follow-ups, price-drop alerts, back-in-stock notifications and review requests.
Brands can also build completely custom flows using their own customer and behavioural data.
Personalisation & Dynamic Product Recommendations
Klaviyo can personalise messages using customer, product and behavioural data. Dynamic product recommendations can be used to promote products based on individual customer behaviour and purchase history.
This can support cross-selling, upselling, replenishment and personalised product discovery, helping brands make communications more commercially relevant.
Predictive Analytics
Klaviyo’s predictive analytics use machine learning to estimate metrics such as predicted customer lifetime value, expected next order date, churn risk and expected spending behaviour.
For eCommerce brands, this enables more proactive retention strategies. For example, a business can identify customers with a high predicted churn risk and automatically place them into a win-back journey, or target high predicted-CLV customers with VIP experiences.
RFM Analysis
Klaviyo supports RFM analysis based on recency, frequency and monetary value, allowing brands to identify different customer groups according to their purchasing behaviour.
This can help identify VIP customers, loyal customers, recent buyers, one-time purchasers, at-risk customers and inactive customers, providing a strong foundation for retention and lifecycle marketing strategies.
Customer & Product Reviews
Klaviyo also offers review management functionality. Brands can automatically request reviews through email, SMS, push and WhatsApp flows, collect additional information through custom review questions and use review data to enrich customer profiles.
For WooCommerce, Klaviyo Reviews can be installed and review widgets can be displayed directly on product pages and other areas of the store. Available widgets include star ratings, product reviews, featured review carousels and an all-reviews/SEO widget.
This means Klaviyo can cover part of the product-review and social-proof workflow in addition to its core marketing automation functionality.
Web Forms & Lead Capture
Klaviyo provides pop-ups, embedded forms, fly-outs and multi-step forms for growing an audience and collecting customer information.
For eCommerce stores, these can be used for newsletter acquisition, discount campaigns, product interest, preference collection and SMS consent.
Marketing Analytics & Reporting
Klaviyo provides reporting across email, SMS and mobile push, allowing marketers to evaluate campaign and flow performance.
Its broader analytics capabilities include product analysis, RFM analysis, predictive analytics and benchmarking. Product analysis can help brands understand which products are contributing to orders and identify opportunities for cross-selling and upselling.
AI-Powered Marketing
Klaviyo integrates AI throughout its platform. Klaviyo AI can assist with creating segments and flows, generating content and identifying customer insights.
AI-powered features can also use predictive analytics to identify likely future behaviour, while AI can help marketers build more sophisticated automated journeys without manually configuring every element.
Klaviyo and WooCommerce
Klaviyo has a first-party native WooCommerce integration delivered through its official WooCommerce extension/plugin.
The integration can be installed on a WooCommerce store and connected to Klaviyo so that store and customer data is synchronised in real time.
WooCommerce data available to Klaviyo includes customer and purchase information as well as events such as website activity, products ordered, orders placed and fulfilled orders. This data can then be used to build segments, personalise campaigns and trigger automated flows.
The integration supports key eCommerce marketing workflows including:
- Customer and order data synchronisation
- Product catalogue data
- Website and behavioural activity
- Abandoned cart automation
- Welcome flows
- Post-purchase automation
- Browse abandonment
- Product recommendations
- Cross-sell and upsell campaigns
- Review requests
- Customer segmentation
- Email marketing
- SMS marketing
- Mobile push notifications
- Customer profile enrichment
- Predictive analytics
- WooCommerce Reviews
Klaviyo also supports WooCommerce subscriptions data for campaigns and flows, while Klaviyo Reviews can be installed on WooCommerce stores to display review widgets.
For the directory, I would therefore classify this as: WooCommerce Integration: Native WooCommerce Integration
This is an important distinction from platforms such as HubSpot, Zoho CRM, ClickUp and Zoho Projects, where WooCommerce connectivity is primarily achieved through marketplace applications or third-party automation platforms.
eCommerce Processes Klaviyo Can Support
Klaviyo can support a very broad range of eCommerce marketing, retention and customer lifecycle processes:
- Lead capture – Grow email and SMS databases through targeted forms and pop-ups.
- Welcome journeys – Automatically introduce new subscribers and customers to the brand.
- Abandoned cart recovery – Re-engage customers who add products to their cart or start checkout without completing a purchase.
- Browse abandonment – Follow up with customers who viewed products without purchasing.
- Post-purchase automation – Communicate with customers after an order and provide relevant follow-up content.
- Cross-selling – Recommend complementary products based on previous purchases.
- Upselling – Promote higher-value or additional products based on customer behaviour.
- Product recommendations – Personalise product suggestions using customer and catalogue data.
- Replenishment campaigns – Remind customers when they are likely to need to purchase a product again.
- Back-in-stock notifications – Notify customers when products they are interested in become available.
- Price-drop campaigns – Alert interested customers when product prices decrease.
- Customer retention – Build automated journeys designed to increase repeat purchases.
- Win-back campaigns – Re-engage inactive and at-risk customers.
- VIP marketing – Identify high-value customers using purchase and predictive data and create differentiated experiences.
- RFM segmentation – Group customers according to recency, frequency and monetary value.
- LTV-based marketing – Use predicted customer lifetime value to prioritise retention and acquisition strategies.
- Churn prevention – Identify customers with elevated churn risk and trigger proactive retention journeys.
- Review collection – Automatically request and collect product reviews after purchases.
- Customer feedback – Collect additional product and customer information through review questions and forms.
- Email marketing – Build targeted one-off campaigns and automated email journeys.
- SMS marketing – Use SMS as part of campaigns and automated customer journeys.
- Mobile push marketing – Add push notifications to cross-channel customer journeys.
- Customer segmentation – Create dynamic audiences based on behavioural, transactional and demographic data.
- Personalisation – Tailor content, offers and recommendations to individual customers.
- Customer lifecycle marketing – Manage communications from first interaction through repeat purchase and retention.
- Campaign performance analysis – Measure channel, campaign and flow performance.
- Product performance analysis – Understand how individual products contribute to orders and revenue.
- Attribution and revenue analysis – Connect marketing activity with commercial outcomes.
- Audience activation – Use customer segments across marketing channels and advertising platforms.
Overall, Klaviyo is one of the strongest platforms for eCommerce brands that want to connect customer data, segmentation, marketing automation and retention in a single ecosystem. Its native WooCommerce integration gives stores direct access to customer, behavioural, product and order data, while its combination of email, SMS, mobile push, reviews, predictive analytics and AI enables sophisticated customer lifecycle marketing.
For an eCommerce brand focused on increasing repeat purchases, LTV, revenue per customer and marketing efficiency, Klaviyo is particularly well suited to building a data-driven retention and customer engagement strategy.
