Klaviyo

The B2C CRM: AI marketing & service to grow relationships

Marketing Automation
★★★★★ 4.5
2012 Founded
1001-5000 Employees
183,000+ Customers
Boston, Massachusetts, USA Headquarters
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Quick Facts

Website
klaviyo.com →
Pricing Model
tiered
Company Type
public
Social
LinkedIn Twitter/X

About Klaviyo

Klaviyo is a Boston-based technology company that provides a cloud-native B2C CRM and marketing automation platform used primarily for email, SMS, WhatsApp, and mobile marketing. Founded in 2012 by Andrew Bialecki and Ed Hallen, the company has grown from an email-focused marketing automation tool into a unified customer platform that combines marketing, analytics, and customer service on top of an embedded customer data platform (Klaviyo Data Platform, or KDP). en.wikipedia.org

In September 2023 Klaviyo went public on the New York Stock Exchange under the ticker KVYO, after raising more than $675M in venture funding and forming a strategic partnership with Shopify, which also became a significant shareholder. prnewswire.com The company now serves over 183,000 brands worldwide—from digital-native ecommerce shops to large consumer enterprises—across industries such as apparel, beauty, lifestyle, health and wellness, food and beverage, and more. investors.klaviyo.com

Klaviyo’s product centers on a real-time, unified customer profile that ingests data from 350+ integrations, web and app tracking, and open APIs. On top of this data layer, marketers orchestrate omnichannel campaigns and lifecycle automations ("flows") across email, SMS, WhatsApp, mobile push, and on-site experiences, leveraging predictive analytics and AI features like K:AI Marketing Agent for content generation and K:AI Customer Agent for AI-powered service. klaviyo.com The platform also includes add-on capabilities such as Klaviyo Reviews, Marketing Analytics, and the Advanced Klaviyo Data Platform for more sophisticated data management and warehousing use cases. tekpon.com

In 2025 Klaviyo rebranded its platform as the "only CRM built for B2C brands" and expanded further into customer service with products like Customer Hub and Helpdesk, positioning itself against both traditional marketing automation tools and enterprise CRMs. investors.klaviyo.com Backed by strong revenue growth (over $937M in 2024 and guidance above $1.19B for 2025) and a growing base of large customers, Klaviyo has emerged as a leading choice for relationship-driven consumer brands that want deep ecommerce integrations, advanced lifecycle automation, and a unified data foundation without the complexity of a standalone CDP plus separate marketing and support stacks. stockanalysis.com

Key Features

B2C CRM with embedded CDP - Unified customer profiles combining behavioral, transactional, and support data from 350+ integrations for a single source of truth. klaviyo.com

Omnichannel campaign orchestration - Coordinate email, SMS, WhatsApp, mobile push, and social audiences from one visual interface with consistent targeting and throttling. klaviyo.com

Lifecycle automation flows - Visual flow builder for abandoned cart, browse abandonment, welcome series, win-back, post-purchase, replenishment and more, triggered off real-time events. klaviyo.com

Advanced segmentation - Real-time, behavior-based segmentation using historical and predictive data (e.g., CLV, churn risk, product affinity) to personalize messaging at scale. klaviyo.com

Email marketing & templates - Drag-and-drop email editor, robust template gallery, dynamic content blocks, and A/B testing tools for campaigns and automations. klaviyo.com

SMS & WhatsApp marketing - Built-in SMS/MMS and WhatsApp with compliance tooling, credit-based pricing, and deep integration into flows and segmentation. klaviyo.com

AI-powered marketing & service agents - K:AI Marketing Agent to analyze your site and generate campaigns, and K:AI Customer Agent to power AI support experiences across chat and messaging. klaviyo.com

Klaviyo Data Platform (KDP) - Embedded CDP features like unified profiles, predictive analytics, real-time segmentation, and optional Advanced KDP for no-code data transformations and data warehouse syncs. klaviyo.com

Marketing Analytics add-on - Advanced analytics add-on that provides deeper funnel, cohort, and revenue insights beyond standard reporting. help.klaviyo.com

Klaviyo Reviews - Native reviews product for collecting, moderating, and activating product reviews within campaigns and flows, priced by monthly order volume. en.wikipedia.org

Sign-up forms & onsite experiences - Pop-ups, fly-outs, embedded forms, teasers, and multi-step forms with granular targeting and GDPR-compliant consent capture. klaviyo.com

Customer Hub & Helpdesk - B2C service products that let shoppers track orders, manage subscriptions, and interact with support agents, tying service interactions back into marketing data. investors.klaviyo.com

Deliverability & compliance tooling - List compliance checks, consent management, GDPR/CCPA tools, dedicated sending domains and deliverability monitoring to protect sender reputation. help.klaviyo.com

Extensible developer platform - Modern REST APIs, SDKs, and developer tools to build custom integrations and apps on top of Klaviyo. klaviyo.com

Integrations marketplace - 350+ prebuilt integrations across ecommerce, support, loyalty, surveys, shipping, and more via the Klaviyo App Marketplace. klaviyo.com

Pros & Cons

👍 Pros

  • Powerful, flexible segmentation and targeting based on real-time behavior and purchase history, often cited as a key differentiator versus other email tools.
  • Robust ecommerce automations and flows (e.g., abandoned cart, browse abandonment, post-purchase) that drive measurable revenue with minimal ongoing effort. g2.com
  • Intuitive drag-and-drop email builder and large template library that make designing campaigns fast even for non-technical users. g2.com
  • Deep, reliable integrations with platforms like Shopify, BigCommerce, WooCommerce and key ecommerce apps, making data-driven campaigns easier to set up. help.klaviyo.com
  • Strong analytics and revenue attribution, giving clear visibility into which flows and campaigns generate sales and high ROI. capterra.com

👎 Cons

  • Pricing becomes expensive as contact counts grow, and many reviewers note frequent price increases or sticker shock for scaling brands. capterra.com
  • Steep learning curve to fully leverage advanced flows, segmentation, and data features - teams often feel they need a dedicated specialist to get maximum value. g2.com
  • Support is primarily email and live chat with no phone support; some users report slow responses or reliance on a virtual assistant before reaching a human agent. help.klaviyo.com

User Reviews

G2
4.6
★★★★★
Capterra
4.6
★★★★★
TrustRadius
8.7
★★★★★

Integrations

Shopify Shopify Plus WooCommerce BigCommerce Magento 2 Magento 1 PrestaShop Salesforce Commerce Cloud Wix Square Online Square POS Shift4Shop Shopware 6 OpenCart Spree Commerce Volusion Stripe Typeform Zendesk Gorgias Yotpo Okendo Rebuy Narvar Recharge Facebook Ads Google Ads

Best For

Company Size

smb mid-market enterprise

Industries

Ecommerce Retail Apparel & Fashion Health & Beauty Food & Beverage Consumer Goods

Use Cases

Ecommerce lifecycle marketing and customer retention Abandoned cart, browse abandonment, and checkout recovery Post-purchase, replenishment, and cross-sell/upsell journeys SMS, WhatsApp, and mobile push customer engagement Customer win-back and churn prevention campaigns Product review collection and UGC activation

FAQ

What is Klaviyo?

+

Klaviyo is an AI-first B2C CRM and marketing automation platform that combines an embedded customer data platform with omnichannel messaging and service tools. It unifies data from ecommerce platforms, apps, and custom sources into real-time customer profiles, then lets brands run highly targeted email, SMS, WhatsApp, and mobile campaigns, automate lifecycle flows, collect reviews, and power customer service experiences from a single system.

How much does Klaviyo cost?

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Klaviyo uses tiered, profile-based pricing. There is a Free plan for up to 250 active profiles and 500 monthly email sends. Paid plans start around $20 per month for the Email plan and $35 per month for the Email & SMS plan at 251-500 profiles, with pricing scaling based on your active profiles and SMS credits. Add-ons like Reviews, Marketing Analytics, and Advanced Klaviyo Data Platform are billed separately, and high-volume or enterprise customers can work with sales for custom pricing. forbes.com

What are the main features of Klaviyo?

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Key Klaviyo features include a unified B2C CRM and embedded CDP, email and SMS/WhatsApp marketing, mobile push notifications, a visual automation flow builder, advanced real-time segmentation, predictive analytics (e.g., CLV and churn risk), AI-powered marketing and service agents, sign-up forms and onsite experiences, native product reviews, analytics and attribution reporting, and a 350+ app integration marketplace that covers leading ecommerce, loyalty, survey, shipping, and support tools. klaviyo.com

Who are Klaviyo's main competitors?

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Klaviyo's primary competitors in marketing automation and customer engagement include Mailchimp and Omnisend for SMB email/SMS, Braze and Iterable for enterprise-scale cross-channel engagement, and platforms like HubSpot Marketing Hub, ActiveCampaign, and Salesforce Marketing Cloud for broader marketing suites that combine automation with CRM and sales functionality.

Is Klaviyo good for small businesses?

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Klaviyo can be an excellent option for small ecommerce and DTC brands, especially those on Shopify or similar platforms, because its free tier and lower pricing bands offer powerful automations, segmentation, and SMS in one place. However, it is more complex and generally more expensive than entry-level email tools, so very small or non-ecommerce businesses that only need simple newsletters may find lighter-weight, cheaper alternatives more appropriate. As brands grow and lean into lifecycle marketing and data-driven personalization, Klaviyo's capabilities and ROI typically become more compelling.

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