How R6B has built 630+ Shopify sites in Japan and now helps them grow
- 630+ Shopify sites built across Japan and cross-border markets
- Klaviyo Partner Advisory Council member, selected from Klaviyo's Boston headquarters
- Selected for the Klaviyo Champions program in 2026
R6B is a Japanese agency that has focused on Shopify from day one. Since CEO Junichi Morohashi founded the agency in 2019, they've built hundreds of sites for Japanese brands and helped them expand internationally. A member of Klaviyo's Partner Advisory Council and selected for the Klaviyo Champions program in 2026, R6B has evolved beyond ecommerce builds to help merchants grow revenue long after the site goes live. That shift brought them to Klaviyo. Today, R6B is a key Klaviyo agency partner in Japan.
Learn how R6B uses Klaviyo B2C CRM to help Japanese brands diversify beyond paid ads
Challenge
For Japanese brands building on Shopify, growth often stalls after launch. A site goes live, a handoff happens, and the merchant is on their own. R6B built hundreds of sites this way — and they could see the gap it left.
"We came to feel that simply launching a site shouldn't be the end of our work," says Hiroki Terada, Vice Project Manager at R6B. "What matters just as much is supporting the growth of the brand and the business afterwards."
The bigger growth challenge Japanese brands faced was marketing strategy. Compared with their counterparts in the US and Europe, Japanese businesses still allocate most of their marketing budget to paid advertising and new customer acquisition. CRM is undervalued, broadly misunderstood, and — for many marketing teams — simply not on the roadmap.
That creates a structural problem. As acquisition gets more expensive, the businesses who haven't built a retention engine see decreasing marketing efficiency.
"The advertising costs that Japanese merchants have to absorb are increasing year over year," says Terada. "The answer is CRM. Driving a second or third purchase costs less than acquiring a brand-new customer."
Solution
To better support their customers long-term, R6B deepened their partnership with Klaviyo and integrated CRM strategy into their core offering.
"Building a website often ends up being a one-and-done project," says Terada. "But by properly leveraging Klaviyo's CRM, the work doesn't stop at launch. From there, we can offer much deeper support in growing revenue from existing customers."
The Shopify–Klaviyo integration is an important growth driver for customers. Because the two platforms connect seamlessly, almost all of a customer's in-store behaviour can be captured by Klaviyo in real time — browsing history, purchase behaviour, channel source, preferences gathered at sign-up.
That data becomes the foundation for the kind of segmented, personalised communication that turns a one-time buyer into a repeat customer.
For Japanese brands selling internationally, the benefits are especially pronounced.
"Klaviyo's CRM performs especially well on cross-border sites," says Terada. "End users in overseas markets are already accustomed to CRM, so by introducing Klaviyo we can deliver strong performance."
Strategy
R6B's approach to growing Klaviyo adoption in Japan runs on three principles: meet merchants where they are, show them what segmentation unlocks, and build the market together with Klaviyo.
- Making the case for segmentation in an acquisition-first market. Japanese businesses tend to run the same campaigns across their entire customer base—the same message to a loyal buyer of five years and a first-time visitor who clicked an ad. Terada sees segmentation as the single most important concept to land in the Japanese market. In practice, R6B builds segments across channel source, purchase history, customer tenure, and declared preferences captured at sign-up — ensuring each customer receives personalised, relevant messaging that boosts LTV and stands out in a sea of sameness.
- Positioning CRM as an efficient revenue engine. R6B's core argument to hesitant merchants isn't abstract. It's financial. Advertising spend is a one-way cost with uncertain return. Revenue from existing customers — driven by flows, segmentation, and lifecycle programs — is a lower-cost, more predictable source of revenue that can then be reinvested into acquisition and product development. "CRM should serve as the core funding engine," says Terada. "Build it up properly, grow revenue from existing customers, and then the proceeds can be reinvested into new customer acquisition or into expanding into new, untapped markets."
- Building the market hand in hand with Klaviyo. Shifting Japanese marketers' mindset at scale isn't something R6B can do alone. Their approach involves joint webinars and seminars with Klaviyo, and at times bringing Klaviyo's sales team directly into individual client meetings, so merchants can hear firsthand what the platform can do beyond email.
The long-term goal is clear: to help as many of the 630-plus merchants whose Shopify sites R6B has built as possible unlock long-term growth with Klaviyo. AI will only accelerate their expansion from site builds into growth strategy.
"Our build side will be made faster alongside AI. But when it comes to how a brand should grow from there — that's where our experience, paired with Klaviyo's technology, is what we deliver to clients."