Klaviyo is a unified B2C CRM and marketing automation platform built for ecommerce brands. Designed to centralize customer data and drive personalized engagement at scale, it brings together real-time profiles, multichannel messaging, predictive insights, and analytics in one system.

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

What are the main features of Klaviyo?

Centralized B2C CRM for 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 behaviors, transactions, and predicted actions.

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

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

• Custom Fields & Event Tracking: Track specific behaviors like product views, form submissions, or loyalty actions.

• Identity Resolution: Combine anonymous sessions and email interactions under a single customer identity.

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: Personalize messaging paths using customer attributes or behavior.

• Multichannel Messaging: Coordinate email, SMS, push notifications, and reviews within the same automation.

• Prebuilt Templates: Get started quickly with ecommerce-specific flow templates (e.g., win-back, upsell, order follow-up).

Intelligent Segmentation and Targeting

Segmentation in Klaviyo goes beyond static lists—segments are dynamic and respond to real-time data changes. You can target based on past behavior, predicted outcomes, or custom rules.

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

• Behavioral Filters: Target users based on viewed products, purchase cadence, email clicks, and more.

• Predictive Segment Criteria: Use metrics like expected lifetime value or churn risk to define audiences.

• Cross-Flow and Campaign Use: Segments are accessible across campaigns, flows, and analytics dashboards.

Integrated Customer Analytics and Reporting

Klaviyo’s analytics give marketers visibility into how customer behavior impacts revenue, retention, and engagement—without needing a separate BI tool.

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

• Revenue Attribution: Understand which flows or messages directly impact purchases.

• Predictive Insights: View expected next order date, churn risk, and customer lifetime value at the individual and segment level.

• Custom Report Builder: Create tailored reports for teams across marketing, service, and operations.

Service-Focused Customer Data Access

Customer support teams can access rich customer data directly from Klaviyo or synced via helpdesk tools, improving the relevance and efficiency of service interactions.

• Complete Profile Access: Support agents can view order history, previous messages, and product interest.

• Behavior-Based Triggers: Notify agents when a high-value customer encounters a problem or goes inactive.

• Integration with Helpdesks: Seamlessly connect with tools like Gorgias or Zendesk to display Klaviyo profiles in the agent workflow.

• Data Sharing for Retention: Pass churn risk or lifetime value insights to the support team for proactive outreach.

Customer Data Platform (CDP) Built for Activation

Klaviyo’s CDP underpins its CRM and automation capabilities. It consolidates data from ecommerce, marketing, support, and third-party systems, enabling instant activation without custom engineering.

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

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

• Visual Segment Builder: Create customer groups using behavior, transactions, and predictions.

• Instant Activation: Use segments and customer data across messaging, analytics, and third-party tools—without exporting.

Why choose Klaviyo?

• Purpose-Built for Ecommerce: Unlike generalist CRMs, Klaviyo is designed specifically for online B2C brands.

• All-in-One Platform: Combines CRM, marketing automation, CDP, and analytics with no need for additional tools.

• Predictive Intelligence Included: Built-in AI provides actionable insights on customer behavior and value.

• Rapid Deployment: Prebuilt templates and integrations speed up implementation with minimal technical work.

• Real-Time Data Access: Marketers and support teams act on up-to-the-minute customer data from one platform.