How Klaviyo Service turned peak season into peak performance this BFCM

Black Friday and Cyber Monday (BFCM) puts every ecommerce brand to the test. Traffic surges, customers have more questions than ever, and support teams work around the clock. 

This year marked the very first BFCM season for Klaviyo Service, and the results showed just how much faster and smoother the experience can be when service is built directly into the customer journey.

Customer Hub, Customer Agent, and Helpdesk helped shoppers get answers instantly, reduced the load on support teams, and drove sales during the busiest shopping week of the year.

Customer Hub became a go-to destination, with over 1M opens during BFCM week

Shoppers leaned heavily on Customer Hub for quick, self-serve answers over BFCM. 

Throughout the week, Customer Hub was opened more than 1M times as customers checked order statuses, viewed shipping updates, explored personalized recommendations, and accessed loyalty information.

Black Friday alone saw nearly a 100% increase in opens compared to a normal weekday, showing how central Customer Hub has already become for holiday shopping.

These weren’t passive visits. Customers clicked into product recommendations, added items to their carts, engaged with coupons, and favorited products, all directly from the Hub. It wasn’t just support; it was part of the shopping experience, and the data backs it. Shoppers who engaged with these personalized experiences via Customer Hub viewed 2.4 more pages per visit, signaling deeper engagement and stronger buying intent.

This shift reflects how leading brands approached BFCM this year. “At Filson, BFCM isn’t just about flipping on discounts and hoping for volume. We use this moment to strike the balance between driving revenue and reinforcing what our brand stands for: premium, enduring product with real value,” said Zach Solomon, Director of Ecommerce and CRM at Filson. 

“With Klaviyo, we can be intentional with every customer. Whether it’s a loyal customer getting early access to a limited-edition release or a new shopper discovering who we are, BFCM becomes more than a transaction. It’s a chance to build trust, deepen loyalty, and set the stage for long-term growth.”

Order updates were a major driver of traffic and a major ticket deflection win

“Where is my order?” is the top question every BFCM. Customer Hub handled this proactively.

Across Black Friday, shoppers clicked “View Order” nearly 30K times, giving them immediate visibility into order progress without ever contacting support.

This kind of transparency helps shoppers feel in control and dramatically reduces ticket volume, freeing support teams to focus on issues that actually require a human touch.

Customer Agent handled 2x a normal week’s conversations on Black Friday alone

When shoppers needed help, Customer Agent stepped in as the frontline.

On just Black Friday, it engaged in twice the number of conversations it usually sees in an entire week. Nearly 80% happened through web chat, where shoppers expect fast answers and often make purchase decisions.

Even during the busiest hour of the holiday weekend (Friday at 3 p.m. ET), Customer Agent responded instantly. Shoppers got the help they needed right away, and brands avoided the typical BFCM backlog.

Customer Agent also successfully handled 60% of all product recommendation requests, showing the level of scalability brands can’t achieve with human support alone.

Helpdesk kept human agents efficient when a conversation needed a personal touch

While Customer Hub and Customer Agent resolved most questions instantly, some situations naturally require a human. That’s where Helpdesk came in.

Whenever a conversation needed a human agent, Helpdesk provided everything in one place including customer details, order history, and the full conversation so far. Agents could jump in quickly and confidently, without asking customers to repeat information or hunting through different tools.

This made escalations smoother and kept shoppers feeling supported during the highest-pressure week of the year.

Across the full BFCM week, brands sent almost 20K messages through Helpdesk, ensuring that the moments requiring a human touch were handled just as efficiently as the ones resolved through self-serve and AI.

The combined impact: smoother experiences, fewer bottlenecks, and more momentum for brands

BFCM has always tested the limits of ecommerce operations. This year, Klaviyo Service helped brands stay ahead by empowering customers to self-serve, giving instant answers through AI, and supporting agents with the context they needed.

The result:

• Shoppers moved through their journey without friction
• Support teams avoided overwhelming queues
• Brands kept sales flowing during their biggest moments

For the first BFCM since launch, Klaviyo Service proved that great support doesn’t just resolve issues. It drives growth.

What’s next for Klaviyo Service

This is only the beginning. In 2026, we’ll continue expanding each layer of Klaviyo Service with:

• More powerful AI skills for Customer Agent
• Broader Helpdesk capabilities for multichannel support
• Deeper personalization in Customer Hub
• New analytics to connect service interactions directly to revenue

Our vision is simple: a customer experience where support feels seamless, personal, and naturally connected to marketing and the rest of your business. 

And this BFCM showed that the future of service is already here.