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Enterprise Marketing Automation for Ecommerce Brands

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In 2012, Andrew Bialecki and Ed Hallen set out to solve a problem in the ecommerce industry . They realized valuable data was slipping through the cracks, like how many times someone visited a website, what they bought, and how their activity trended over time.

But there was no good way to collect that data. So Bialecki and Hallen created a database that gathered customer data from different ecommerce sources in one place. And Klaviyo gained steam, particularly among Shopify stores.

The next milestone for the company was connecting all of this ecommerce data to email. After bootstrapping and developing a sophisticated email marketing platform that could compete with the major players in the space, Bialecki and Hallen finally turned to investor funding to grow the platform into what it is today.

Now, Klaviyo is the autonomous CRM built for B2C , with:

While Klaviyo initially earned its reputation as the ecommerce tool for Shopify stores, it has evolved into an advanced marketing automation platform and customer service solution for enterprise brands, with over 193,000 customers.

Anthony S., VP of DTC ecommerce for home and outdoor division at Helen of Troy , puts it this way : “Klaviyo is awesome. We have email, SMS, and CDP all in one platform. Less integration, less work, and less cost.”

How Klaviyo’s data foundation supports enterprise brands on non-Shopify stacks

As Klaviyo’s founders realized early on, retail and ecommerce brands have an incredible amount of data on their customers. Customers may browse online, shop in stores, redeem loyalty points in your brand mobile app, and want to regularly track their shipping status.

But many enterprise marketing tech stacks have separate records for all the activities of that one person. According to Klaviyo’s 2025 State of B2C Marketing Report , 60% of marketing teams have 6–15 tools in their marketing stacks.

The same report found that more than one-third of marketers point to one of the following as the biggest challenge in achieving a comprehensive, real-time view of their customers:

  • Data fragmentation across multiple systems or teams
  • Limited access to real-time data
  • Inconsistent or poor data quality

Solving these data problems is a top priority for 2026, although indirectly. According to Klaviyo’s 2026 global B2C marketing research, the top martech priority for marketing decision makers at B2C brands is expanding tech stacks with new AI-powered marketing tools. And successful AI efforts rely on comprehensive, accurate data that actually syncs in real time.

With Klaviyo, in-store purchase data, ecommerce data, loyalty data, and online behavior flow into a single unified customer profile which then feeds marketing automation, customer service, and analytics, including predictive analytics using AI .

Here’s what makes the B2C CRM stand out as a modern, user-friendly enterprise marketing solution with sophisticated data capabilities:

  • Enterprise security and infrastructure, with 100% uptime during Black Friday Cyber Monday, unlimited data points, custom roles and permissions, and audit logs
  • Multi-brand account management or regional accounts
  • ISO27001 certified and SOC TYPE II certified

In addition to its built-in CDP, Klaviyo also offers more sophisticated data features and complex analytics needs with Advanced Klaviyo Data Platform (Advanced KDP):

  • A flexible data model that allows you to use custom objects to store relationships like subscriptions
  • No-code data unification, transformation, and enrichment
  • Connections to data warehouses like Amazon Redshift, BigQuery, Microsoft Azure, Snowflake, or Databricks for deeper business intelligence
  • Hosted code functions in response to events Klaviyo captures, so you can transform data, update properties, or forward events to any webhook endpoint
  • Automated triggers for sending Klaviyo data to third-party tools and services like direct mail or gifting via webhooks
  • Group membership APIs to personalize website and in-app content using customer data
  • RFM analysis , funnel analysis, product analysis, audience performance, and custom lifetime value reports

How enterprise retail and ecommerce brands use Klaviyo for marketing

Klaviyo connects to the systems enterprise brands are already using without requiring custom integrations. With access to data from all customer-facing sources in a user-friendly marketing platform, you can:

  • Build a post-purchase flow that sends an email confirmation, a text message cross-sell 7 days later, and a WhatsApp loyalty offer at 30 days.
  • Run a cross-channel campaign across email and push notifications; view combined revenue attribution, channel engagement rates, and unsubscribe trends in a single dashboard; then identify which channel and which message drove conversions.
  • Identify “at risk” customers in your top revenue segment, and suggest a next best product recommendation specific to each customer’s individual purchase history in a win-back flow.
  • Map the full customer journey across touchpoints and channels with omnichannel, linear multi-touch attribution and live data dashboards.

Let’s take a look at how several real-life enterprise brands are using Klaviyo in non-Shopify tech stacks:

Helen of Troy saves 40% on TCO with Klaviyo

Helen of Troy has a massive presence in the ecommerce and retail space. The publicly-traded parent company of brands like OXO , Osprey , and Hydro Flask did nearly $2 billion in sales in 2025 .

The company’s previous email and text message marketing platform required a prohibitive amount of developer support. They didn’t have basic automated flows set up, let alone cross-channel flows. And they had to use Google Analytics to track SMS revenue.

In just one month, Helen of Troy moved 3 major brands to Klaviyo, using the CRM’s pre-built Adobe Commerce integration . “Reputation was a big part of this decision, both in terms of how well Klaviyo’s platform worked and in terms of support,” says Anthony S., VP of DTC ecommerce for the home and outdoor division at Helen of Troy.

Now, Helen of Troy is able to:

  • Gather and store zero- and first-party data, and share it between marketing channels.
  • Build email and cross-channel marketing flows.
  • Track text message marketing performance.
  • Use Klaviyo’s integrations with Meta Ads , Google Ads , and TikTok Ads to build lookalike audiences and exclude current email and SMS subscribers from paid acquisition campaigns.

Since switching to Klaviyo, Helen of Troy has saved over 40% on total cost of ownership , as well as hundreds of IT tickets per year.

Nextbase uses Advanced KDP to increase on-site conversion rates 122%

Nextbase is a smart dash cam brand with customers across 18 countries. They wanted to use their customer data to create a more sophisticated web strategy where they could segment out their audience and build different experiences to grow customer lifetime value.

To understand their customers on a deeper level and personalize content across their website, Nextbase brought Advanced KDP into their tech stack.

With Advanced KDP, the Nextbase team can:

  • Personalize website experiences for repeat customers, showing products that complement previous purchases.
  • Transform and standardize their data, like capitalizing first names, which helps automate personalization.
  • Use RFM analysis to better understand customer behavior and build flows based on when customers move into RFM groups.
  • Build reports using funnel analysis to see where each segment drops off on their website, then optimize the buying experience accordingly.

After scaling data-driven marketing experiences with Klaviyo, Nextbase has increased on-site conversions by 122% and now saves around 12 hours a week.

GourmentGiftBaskets.com increases email and texting revenue per recipient 42%+ in one month

GourmetGiftBaskets.com is a multi-million-dollar DTC brand that sells artisanal gift baskets. When they started ramping up email and text message marketing, they knew they had big opportunities to engage customers with more relevant and meaningful messages.

After identifying a gap in their segmentation, they added Klaviyo Marketing Analytics to their stack and began using RFM segmentation and cohort analysis insights. Now, they can send text messages to customers most likely to convert, and skip those who may be annoyed.

In the brand’s first full month using RFM segmentation, email and text message campaign performance grew significantly. Revenue per recipient jumped 42% MoM for email and 88% MoM for SMS.

“If you had to spin up an email in Klaviyo, an SMS in another platform, and then plug them in and get them to resolve subscriber ID—it’s time consuming and unstable,” says Evan Corliss, owner of eCora , GourmetGiftBaskets.com’s lifecycle marketing agency. “In Klaviyo, we can painlessly spin up a cross-channel journey, and use features like channel affinity to meet people where they’re most likely to engage.”

CTA: See how you can unify your enterprise marketing tech stack and scale with Klaviyo. Get a demo

FAQs about enterprise marketing automation software

Is Klaviyo only for Shopify brands?

No. Klaviyo integrates directly with dozens of major ecommerce platforms, including BigCommerce , Salesforce Commerce Cloud , WooCommerce , Wix , and many more. Klaviyo is trusted by over 100,000 retail and ecommerce brands , including Mattel, Dollar Shave Club, DKNY, and Vans.

Can Klaviyo work for retail brands with stores and ecommerce?

Yes. Klaviyo syncs data from both brick-and-mortar stores and ecommerce shops using 350+ integrations, including point-of-sale (POS) platforms and ecommerce platforms. Having both in-person data and online data in one location allows you to cross-promote offers for in-store or online experiences. For example, if you’re having an end-of-season sale in person, you could send an early-access offer to VIP customers who live in the area.

Is Klaviyo just an email tool?

No. Klaviyo supports omnichannel marketing across email, SMS, RCS, mobile app, WhatsApp, and social media, as well as customer support across channels, detailed analytics and attribution reporting across the customer lifecycle, and advanced data and business intelligence needs

What industries is Klaviyo best for?

Klaviyo is best for retail and ecommerce brands, restaurants , wellness brands , and any other B2C industry or vertical.

Can Klaviyo handle both online and in-store data?

Yes. Klaviyo combines ecommerce data and in-store data like purchases from your POS system, preference information from quizzes, shipping updates, and loyalty program details into a unified customer profile.

What platform works for DTC and wholesale brands?

Klaviyo supports DTC brands through integrations with DTC ecommerce platforms and wholesale brand platforms, as well as omnichannel, linear multi-touch attribution to track sales across the customer journey. Klaviyo empowers brands to provide the individual touch DTC customers are looking for, like communication via WhatsApp conversations, and the infrastructure to support high message volumes for wholesale brands.

Does Klaviyo support WhatsApp marketing globally?

Yes. Klaviyo lets you personalize two-way interactive conversations over WhatsApp, add WhatsApp to omnichannel flows, and bring marketing and service together via the channel. With Klaviyo WhatsApp, you can boost conversions with images and call-to-action buttons, let customers talk to service or get help from an AI agent using WhatsApp, and create cross-channel flows triggered by real-time behaviors.