Klaviyo Slides into DMs with Acquisition of Gatsby
BOSTON—August 19, 2025 – Social commerce is booming, with the broader market expecting to surpass $100 billion by 2026. More and more, consumers are starting their shopping journeys on social platforms by engaging with creators, communities, and user-generated content (UGC). In turn, brands are feeling the pressure to keep up and respond quickly. But even with all that engagement, turning interest into lasting customer relationships remains a major challenge.
That’s why today, Klaviyo announced the acquisition of Gatsby, a social automation product that helps brands convert engagement over social channels into owned customer relationships.
This acquisition is the next step in Klaviyo’s mission to deliver truly omnichannel experiences. It will expand Klaviyo’s ability to unify customer data including social signals so brands can connect every touchpoint and take action in real time, all within a single platform. It’s a natural step forward for Klaviyo as the only CRM built for consumer brands.
Bridging the gap between discovery and checkout
Marketers today face a common disconnect: social interactions like likes, tags, and DMs happen in one tool, while owned marketing happens in another. Without a seamless way to bridge these experiences, brands miss critical moments to capture subscribers, respond with relevance, and build lasting relationships.
That’s where Gatsby comes in.
Gatsby’s capabilities bring real-time social context into the heart of the customer profile. It allows brands to capture email and SMS subscribers directly from high-intent social interactions like DMs, tags, mentions, and follows without the customer ever needing to visit a website.
It also tracks and maps UGC back to individual profiles, enriching them with behavioral signals that help brands better understand what drives discovery and consideration.
Unlocking new insight to drive growth
“Klaviyo has always oriented itself around empowering companies to extend and deepen customer lifetime value, and this acquisition represents a natural progression of that focus,” said Adil Wali, Chief Product Officer at Klaviyo. “What Gatsby introduces is a layer of visibility that has historically been difficult to operationalize: real-time social engagement. By incorporating these signals directly alongside a brand’s broader customer data, we not only make them actionable, but also create the conditions for more relevant experiences, stronger brand relationships, and a more durable revenue engine.”
By natively integrating Gatsby into the Klaviyo platform, brands can capture interest the moment it happens on social channels and respond instantly with personalized offers and automations. This turns real-time engagement into rich, usable data and building high-value relationships from the very first interaction.
“From day one, Gatsby has been focused on helping brands turn social engagement into meaningful growth,” said Brett Bernstein, Founder and CEO of Gatsby. “We’ve seen how powerful that becomes when it’s paired with a platform like Klaviyo that brings data from every channel into one place. Joining Klaviyo gives us the opportunity to scale that impact and help even more brands turn social moments into long term customer relationships.”
“We chose Klaviyo and Gatsby because their integration lets us bring our community to life at scale. For us, it’s never been about influencers versus affiliates, it’s about turning real customers into passionate brand advocates, our Sun Chasers,” said Alexander Babich, Managing Director and Founder, Kulani Kinis. “By having access to all this data inside the Klaviyo platform, we’ll be able to further grow our community, strengthen connections and deliver more personalized experiences. We’re truly excited about the acquisition and how it will fuel our growth moving forward.”
These features will begin rolling out to Klaviyo customers in the coming months.
About Klaviyo
Klaviyo (NYSE: KVYO) is the only CRM built for B2C brands. Powered by its built-in data platform and AI insights, Klaviyo combines marketing automation, analytics, and customer service into one unified solution, making it easy for businesses to know their customers and grow faster. Klaviyo (CLAY-vee-oh) helps relationship-driven brands like Mattel, Glossier, CorePower Yoga, Daily Harvest and 176,000+ others deliver 1:1 experiences at scale, improve efficiency, and drive revenue.
Source: Klaviyo, Inc.
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