Klaviyo fuels 47% YoY ecommerce revenue growth for MOLEQLAR with 3+ marketing channels
47%
YoY growth in ecommerce revenue over last 12 months
82%
YoY growth in Klaviyo-attributed revenue over last 12 months
171%
YoY growth in Klaviyo-attributed revenue from flows
MOLEQLAR is a longevity-focused health brand specialising in diagnostics and supplements, whose core focus is the DACH region, most notably Germany and Austria. Founded in 2020, the company began with a single product, NMN, and has since expanded its range of science-based supplements and diagnostic testing via its Shopify-powered ecommerce store.
Learn how MOLEQLAR uses Klaviyo to orchestrate email, SMS, and WhatsApp under one roof
Challenge
As an emerging brand, MOLEQLAR grew strongly through organic demand and search rather than paid acquisition. Even in its early days on WooCommerce, the company ran a structured CRM programme, going well beyond the basic transactional messages that ecommerce platforms natively provide.
When they migrated from WooCommerce to Shopify two years ago to support their growth, MOLEQLAR took the opportunity to rebuild their CRM on a new platform. With a lean marketing team that had limited time and technical bandwidth, this needed to be intuitive and low-code enough for non-specialists to run. With this, the company sought to develop a CRM that could power even more sophisticated campaigns and automations to guide customers from their first routine recommendation through to repeat purchases.
After establishing their CRM on Klaviyo, a new opportunity emerged. MOLEQLAR were running WhatsApp through a separate platform, and while that tool integrated with Klaviyo, keeping it standalone added unnecessary complexity to their tech stack. Consolidating everything into one platform was an appealing way to simplify operations and scale WhatsApp more easily.
The main driver for us was wanting everything in one integrated tool. WhatsApp is huge in the DACH region and we didn’t want it to be a bolt-on.
Solution
MOLEQLAR opted for Klaviyo as their new CRM platform for two key reasons: its seamless Shopify integration and its usage-based pricing. As the company experimented, they found Klaviyo’s drag-and-drop editor to be ideal for a lean marketing team to design and launch emails without coding expertise.
With email established as a central part of the customer journey, MOLEQLAR then migrated their WhatsApp marketing to Klaviyo, ensuring that all data, segmentation, and automation logic lived in one place.
Migrating WhatsApp to Klaviyo meant the channel could live natively in the same flow builder as email. The switch went smoothly, with WhatsApp fully live in Klaviyo shortly after.
The company has also incorporated further channels into Klaviyo, such as text messaging, and is developing an AI-powered health companion app that could, in time, connect to Klaviyo for push notifications and in-app messaging.
Klaviyo gave us a single, integrated hub for our owned channels, which removed friction and let us automate journeys that actually match how our customers move through the lifecycle.
Strategy
With everything unified in Klaviyo, MOLEQLAR takes a lifecycle-mapped approach to automation. That strategy plays out in three ways: turning flows into multi-step stories, treating WhatsApp as a VIP channel, and using channel-affinity logic to reach each customer where they're most likely to engage:
- Full-lifecycle storytelling, driven by Klaviyo flows: MOLEQLAR runs 45 flows spanning the full customer lifecycle. Key journeys like welcome and abandoned cart have evolved from single-touch messages into multi-step stories, and post-purchase flows are segmented by customer type: education and trust-building content for first-time buyers, and loyalty and replenishment nudges for repeat customers. Given supplements' natural reorder cycle, Skio-powered subscription flows handle billing reminders and next-order updates, while dedicated shipping flows cover in-transit, out-for-delivery, and delivered stages. Core journeys are built separately for DACH and English-speaking markets, not just translated. The result: 171% YoY growth in Klaviyo-attributed flow revenue.
- Delivering an intimate, VIP experience by integrating WhatsApp in Klaviyo: MOLEQLAR treats WhatsApp as an intimate, VIP channel, using it selectively in pre-launch campaigns and in key flows such as delivery notifications. Bringing WhatsApp natively into Klaviyo removed the need for external APIs and has made it easier to scale the channel. WhatsApp's driven 8.7x ROI so far.
- Choosing the right channel, every time, with Channel Affinity: MOLEQLAR uses channel-affinity logic to decide whether a customer receives WhatsApp, SMS, RCS, or email in an automation, thereby reaching each customer on the channel where they're most likely to engage.
Klaviyo is one of the easiest CRMs to work with. The support and integrations are first class. We’d recommend it to any growth-focused brand looking to scale messaging without adding complexity.