ZUS Commerce fuels 107% ecommerce revenue growth with Klaviyo

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ZUS Coffee is Malaysia’s largest coffee chain, offering high-quality coffee at an affordable price. Launched in 2019, the company now has 726 stores in Malaysia with presence also in the Philippines, Singapore, and Brunei. The brand then expanded into FMCG and lifestyle through their subsidiary arm, ZUS Commerce — made available through ecommerce. ZUS Commerce has used Klaviyo to cultivate digital relationships and drive growth.

How ZUS Commerce uses Klaviyo to drive acquisition, retention and revenue growth

Challenge

While ZUS Coffee is a well known brand in Malaysia thanks to their coffee shops, they needed to drive the same kind of buzz for their new segments when launched in 2023.

Customer acquisition and retention were the main goals for the ecommerce business. But as online orders increased, the team’s goal got more specific: increasing average order value (AOV) to drive more revenue for the business, more efficiently.

Solution

In 2023, ZUS Commerce adopted Klaviyo as their primary ecommerce CRM to take advantage of Klaviyo’s seamless integrations with Shopify and Meta. With a centralised location for all online customer data and marketing automation, ZUS Commerce could track progress toward their goals and take action on insights. 

The team now uses Klaviyo to manage email communications with online customers, making the most of Klaviyo’s segmentation, automated flows, and sign-up form features to drive customer acquisition, retention, and AOV.

Strategy 

ZUS Commerce’s use of Klaviyo has been instrumental to their impressive ecommerce growth. In 2024, the company’s online sales grew 107% YoY, with 47% of total dotcom revenue attributable to Klaviyo. Their main strategies for driving ecommerce growth with Klaviyo:

• Customer acquisition through Klaviyo forms: By embedding Klaviyo forms on landing pages for teaser campaigns, ZUS Commerce offers customers a chance to sign up to be the first to hear when a new product drops. This gives ZUS Commerce a ready-made segment of high-intent customers to target with emails when the product launches.
• Customer retention through retargeting campaigns: ZUS Commerce syncs Klaviyo audience segments with Meta so they can retarget newsletter subscribers and retargeting people who signed up to receive alerts about new product launches. 
• Increasing AOV with personalised abandoned cart flows: To drive better outcomes from their abandoned cart flow in Klaviyo, ZUS Commerce segments customers based on the size of their cart. When the cart value is above a certain threshold, the customer receives a free shipping offer. When the cart value is below this threshold, the customer receives additional product recommendations and a promotion code. In the last three months, ZUS Commerce has seen a 17% YoY increase in AOV.

“Klaviyo has been a game-changer for our ecommerce business,” says ZiQian Ho, Growth Lead at ZUS Commerce. “It enables us to implement deep-level strategies for our online sales, especially with its seamless integration with Shopify. My experience with Klaviyo confirms that you truly get what you pay for—the capabilities it unlocks are invaluable for driving significant growth.”