Klaviyo is one of the most widely used email and SMS marketing platforms in eCommerce. It was built specifically for online stores and integrates directly with Shopify, allowing brands to connect customer data, email marketing, SMS marketing, automation, and reporting in one place.
More importantly, Klaviyo helps businesses understand customer behavior and create more personalized customer journeys based on real shopping activity.
From our experience, there are three reasons why many growing eCommerce brands choose Klaviyo.
1. Klaviyo Helps Brands Manage Email and SMS
Customers do not all behave the same way. Some engage with email. Others respond better to SMS. As a business grows, managing those channels separately can quickly become difficult.
Klaviyo allows brands to manage both email and SMS using the same customer data and automation system. Instead of working across multiple platforms, businesses can create a more consistent customer experience while keeping reporting, segmentation, and automation in one place.
For founders, this often means less operational complexity and a clearer view of how customers interact with the brand across different channels.
2. Klaviyo Turns Customer Data Into Automated Customer Journeys
Most eCommerce brands already have valuable customer data. Customers browse products, abandon carts, make purchases, and return over time. Each action tells the brand something about what the customer may need next.
Klaviyo helps brands use that data more effectively.
Because Klaviyo connects with platforms like Shopify, brands can use real shopping behavior to trigger automated flows. A new subscriber can enter a welcome flow. A shopper who views a product can receive a browse abandonment email. A customer who leaves items in their cart can receive a cart abandonment sequence. A past customer can receive a win-back flow.
Klaviyo not only helps brands send emails. It helps brands build customer journeys based on what people actually do. That makes communication more relevant and gives the business more chances to turn customer behavior into revenue.
3. Klaviyo Gives Brands Clearer Revenue Tracking and Performance Insights
Another reason growing eCommerce brands choose Klaviyo is that it gives them a clearer view of performance.
Inside Klaviyo, brands can track how campaigns and automated flows are performing. They can see which messages are driving revenue, which flows are working well, and where performance may need improvement.
Klaviyo also allows brands to export campaigns and flow data when they need a separate report for internal review. This makes it easier to analyze performance, compare results, and make better decisions over time.
For founders, this means email marketing becomes easier to manage. They do not have to rely only on open rates or clicks. They can look at revenue, customer behavior, and flow performance to understand what is actually helping the business grow.
How To Run Klaviyo Effectively
One misconception many businesses have is that installing Klaviyo will automatically improve performance.
Brands still need to plan promotions, create content, design emails, build flows, segment customers, and review performance. These decisions often have a bigger impact on revenue than the software itself.
This is where many growing brands face a challenge. Running Klaviyo well requires strategy, creativity, technical setup, and ongoing optimization. For many businesses, building an internal team to handle all of this can become expensive.
At IMP, we manage the entire process end-to-end. From planning promotions and creating content to building automations and optimizing performance, our goal is to help email become a consistent source of revenue and profit for the business.
Conclusion
Klaviyo is a powerful platform for eCommerce brands, but the software alone is not enough.
The real value comes from how brands use it. With the right strategy, Klaviyo can help automate customer journeys, personalize communication, track performance, and generate more revenue from the customer database.
If you want to understand why email marketing matters so much for eCommerce growth, read our article on why email marketing is one of the most profitable growth channels for eCommerce brands.
Klaviyo FAQs
1. Why can Klaviyo underperform even after setup?
Klaviyo can underperform when brands rely on the software without building a complete email marketing system. Strong performance still depends on customer segmentation, automated flows, relevant content, technical setup, and ongoing optimization.
2. What should eCommerce brands measure beyond open rates and clicks?
eCommerce brands should also track attributed revenue, conversions, flow performance, customer behavior, and repeat purchases. These metrics show whether Klaviyo is generating real business growth, not just email engagement.
3. What does an eCommerce brand need to run Klaviyo effectively?
An eCommerce brand needs strategy, content, design, segmentation, automation, technical setup, and regular performance reviews. Running Klaviyo effectively requires continuous improvement based on customer data and business results.
