February 2025: Klaviyo’s Latest Updates Supercharge B2C Marketing and Customer Engagement

Klaviyo has rolled out a wave of new releases and feature announcements in the past two weeks, positioning itself as the first CRM built specifically for B2C brands. These updates include major enhancements to Klaviyo’s platform – from advanced analytics and AI-driven tools to deeper eCommerce integrations – all geared toward helping marketers and eCommerce businesses better engage their customers. By unifying customer data, improving omnichannel marketing (email, SMS, push, and more), and introducing a new self-service customer hub, Klaviyo’s latest features aim to make personalized marketing at scale easier and more effective than ever. In this post, we’ll break down the key new features and updates, and explore how they benefit brands using Klaviyo for email, SMS, and customer engagement.

New Features & Enhancements

(What's New: Product Updates & Releases - Klaviyo) Klaviyo's latest update introduces multiple new tools across channels. The example above shows an automated two-way SMS conversation (left) where a customer’s reply triggers a personalized product recommendation via text. On the right, Klaviyo’s interface lets brands manage multi-store content syndication and preview push notifications – highlighting how marketers can seamlessly orchestrate messaging across different stores and channels.

The Only CRM Built for B2C (Unified Data Platform & More)

Klaviyo B2C CRM Launch: Klaviyo announced that it is now offering the “only CRM built for B2C”, backed by several new features and tools (Introducing the only CRM built for B2C – Klaviyo). At the core of this B2C CRM is Klaviyo’s built-in data platform (now called the Klaviyo Data Platform, or KDP), which provides unlimited data storage and connects every interaction and event in a single customer view (Introducing the only CRM built for B2C – Klaviyo). In practice, this means eCommerce brands can consolidate all their customer data in Klaviyo – online and in-store behaviors, purchase history, preferences, etc. – without worrying about data silos or limits. By having a unified, real-time profile of each customer, marketers can deliver more personalized campaigns and automations. (For example, if a customer browses products on your site then makes an in-store purchase, Klaviyo’s CRM ties those events together, allowing you to trigger the right follow-up message.) This deep data foundation eliminates the complexity of using separate CDP tools, making Klaviyo the “central brain” of your marketing (New Klaviyo CDP Features: The Fast Lane to Repeat Purchases). Ultimately, the new B2C CRM approach helps brands build stronger customer relationships by bridging marketing, analytics, and service on one platform (Klaviyo Launches All-in-One B2C CRM Platform: 75% Support Ticket Reduction Reported | KVYO Stock News).

Advanced Marketing Analytics and Cohort Analysis

One of the headline features in this launch is Klaviyo’s new Marketing Analytics suite. This tool goes far beyond basic email open or click rates – it gives a full view of customer behavior across channels and shortens the distance from insight to action (Introducing the only CRM built for B2C – Klaviyo). For instance, marketers can now easily perform cohort analysis to uncover repeat purchase trends. This means you can group customers (e.g. by the month they made a first purchase) and track their purchasing behavior over time (Introducing our latest product innovations for 2025 - Klaviyo). With cohort reports, brands gain insights into customer retention: are shoppers coming back and buying again after 3 months? 6 months? Which campaigns drove those repeat sales? Armed with these analytics, marketers can optimize retention strategies and personalize re-engagement campaigns. In short, the new Marketing Analytics helps you “go beyond clicks” and truly understand the customer lifecycle across email, SMS, and other touchpoints (Introducing the only CRM built for B2C – Klaviyo). By identifying patterns (like when customers tend to make a second purchase or which segment has the highest lifetime value), brands can take quick action – for example, launching a win-back email series for a cohort with dropping retention or doubling down on the channels that perform best. This data-driven approach ultimately means smarter marketing decisions and higher ROI.

Automated SMS Conversations and Channel Affinity Targeting

Klaviyo has also introduced enhancements to its SMS marketing capabilities. Automated SMS Conversations are now available, allowing brands to engage customers in two-way text interactions at scale. Instead of one-size-fits-all text blasts, you can set up automated SMS flows that respond to customer messages in real time – answering FAQs, providing product recommendations, and even handling simple customer service queries via text (Klaviyo Launches All-in-One B2C CRM Platform: 75% Support Ticket Reduction Reported | KVYO Stock News). For example, if a customer texts back with a question about product sizing, Klaviyo’s SMS conversation feature could instantly reply with the relevant info or ask a follow-up question, just like a live chat. These automated conversations deepen customer insights and drive sales by guiding shoppers through purchase decisions in a natural, conversational way (Klaviyo Launches All-in-One B2C CRM Platform: 75% Support Ticket Reduction Reported | KVYO Stock News). Marketers benefit by saving time (no need to manually reply to each text) while still providing a personalized touch for customers on a channel with incredibly high engagement rates.

Another powerful new tool is Channel Affinity targeting. Rolling out in Q1, Channel Affinity uses Klaviyo’s data and AI to determine each customer’s preferred engagement channel (Klaviyo Launches All-in-One B2C CRM Platform: 75% Support Ticket Reduction Reported | KVYO Stock News). In other words, Klaviyo can identify whether a particular customer tends to respond better via email, SMS, push notifications, or other channels. Marketers can then automatically target customers on the channel they’re most likely to engage with. This feature is huge for optimization – by sending messages on the right channel for each person, brands can potentially boost open and click-through rates and avoid over-messaging on channels a customer might ignore. For example, if Klaviyo’s analytics show a segment of shoppers consistently clicks SMS messages but rarely opens emails, you might shift your strategy to focus on SMS for that group. Channel Affinity ensures your message reaches customers where they’re most receptive, improving campaign effectiveness and customer experience.

New Mobile Engagement Tools: In-App Messaging and Push Improvements

To further support omnichannel customer engagement, Klaviyo is expanding into mobile app messaging. Personalized mobile in-app messaging is slated for release in Q2, giving brands a new way to reach customers inside their own apps (Klaviyo Announces the Only CRM Built For B2C) (Klaviyo Launches All-in-One B2C CRM Platform: 75% Support Ticket Reduction Reported | KVYO Stock News). With this feature, you can design targeted in-app pop-ups, banners, or messages that appear for users at just the right moment. For example, you might welcome a first-time app user with a special discount message, or show a usage tip to a customer who hasn’t engaged with a particular feature. Because it’s part of Klaviyo’s CRM, these in-app messages can be personalized with the same rich customer data you use for email/SMS – such as the user’s name, past purchases, or browsing history – creating a seamless experience across channels. This is a big win for retention: by reaching out directly within the app, you can guide users toward key actions (like completing a purchase or renewing a subscription) and boost app engagement and customer lifetime value.

In addition to in-app messages, Klaviyo has improved how marketers create and coordinate campaigns across channels. An Omnichannel Campaign Builder is on the horizon (expected in Q2) to let you orchestrate email, SMS, push notifications, and more from a single dashboard (Klaviyo Launches All-in-One B2C CRM Platform: 75% Support Ticket Reduction Reported | KVYO Stock News). Rather than managing separate campaigns in silos, the campaign builder will allow you to compose one cohesive campaign that might, for instance, send an email first, then a follow-up SMS to those who didn’t open, and a mobile push notification for a subset of users – all in one workflow. This unified approach ensures consistency in messaging (your customer sees a coordinated sequence instead of disjointed messages) and simplifies the marketer’s job by centralizing campaign management. While we have to wait a bit for this feature, Klaviyo’s announcement signals that marketers will soon have a much more efficient way to plan multi-channel campaigns without jumping between tools. Combined with channel affinity and the new analytics, the omnichannel builder should greatly improve campaign performance and reduce the manual effort of keeping communications aligned across email, SMS, and app.

Customer Hub: Self-Service Customer Service (New Support Tool)

A standout addition in Klaviyo’s B2C CRM launch is the introduction of Customer Hub, which is Klaviyo’s first product for customer service and support (Introducing the only CRM built for B2C – Klaviyo). Customer Hub is essentially a self-service portal that plugs into your eCommerce site or app, empowering shoppers to resolve common issues on their own. Klaviyo built this tool on the belief that today “service starts early – the moment someone engages with your brand”, and many customers prefer finding answers quickly themselves (Introducing the only CRM built for B2C – Klaviyo). With Customer Hub, instead of contacting support, a customer could track their order status, initiate a return, reset their password, or find an answer to a FAQ – all through automated, guided workflows. The Hub leverages the same unified data in Klaviyo’s platform, so it can proactively use customer info to surface relevant help (for example, highlighting a customer’s recent order and delivery ETA, or detecting if a shopper might be having an issue during checkout). By enabling intelligent self-service, businesses can dramatically reduce support tickets and response times. Early adopters have already reported significant results – one beta customer saw a 75% reduction in support tickets related to order tracking after implementing Customer Hub (Klaviyo Launches All-in-One B2C CRM Platform: 75% Support Ticket Reduction Reported | KVYO Stock News) (Klaviyo Launches All-in-One B2C CRM Platform: 75% Support Ticket Reduction Reported | KVYO Stock News).

Another core principle behind Customer Hub is treating customer service as “not a cost center, but a revenue driver” (Introducing the only CRM built for B2C – Klaviyo). Because Hub is integrated with Klaviyo’s marketing data, it turns support interactions into another chance to personalize and build loyalty. For instance, if a customer goes to the Hub to initiate a return, the system could potentially offer them an exchange for a different product they might like (using Klaviyo’s product recommendation data) or issue a coupon toward their next purchase as a gesture of goodwill. By combining marketing and service in one platform, Klaviyo allows brands to follow up support cases with targeted outreach – turning a solved problem into an opportunity to re-engage the customer. In short, Customer Hub helps shoppers help themselves, while giving brands the tools to deliver an “exceptional experience from the very first interaction” and keep customers happy and coming back (Introducing the only CRM built for B2C – Klaviyo) (Introducing the only CRM built for B2C – Klaviyo).

Enhanced eCommerce Integrations and New Tools for Marketers

In addition to platform features, Klaviyo’s recent updates include several integration enhancements that make it easier for businesses to connect and use their eCommerce data:

  • WooCommerce Integration Upgrades: Klaviyo and WooCommerce (which powers 4+ million online stores) have deepened their partnership – WooCommerce officially named Klaviyo as a preferred marketing automation partner, and Klaviyo’s updated integration is now plug-and-play with real-time data sync (WooCommerce Integration: Unlock Growth & Revenue - Klaviyo). This means WooCommerce merchants can connect to Klaviyo in just a few clicks and immediately start streaming store data (browsing behavior, purchase events, etc.) into Klaviyo. With this data, they can deploy personalized email, SMS, and push campaigns that react to customer actions instantly. The integration also comes with pre-built automation flows for common scenarios like cart abandonment reminders, welcome series, post-purchase follow-ups, and product review requests (WooCommerce Integration: Unlock Growth & Revenue - Klaviyo) – no coding or complex setup required. Essentially, Klaviyo is giving WooCommerce users an “easy button” to implement sophisticated marketing tactics that drive revenue. Over 15,000 WooCommerce merchants are already using Klaviyo, and they’re seeing impressive results: on average, brands are getting a 46× return on investment from their email and SMS campaigns with Klaviyo (WooCommerce Integration: Unlock Growth & Revenue - Klaviyo). Even small businesses are benefiting – for example, Glow25 (a wellness brand) used Klaviyo’s WooCommerce integration to set up multi-language campaigns across different regions and achieved a 50.4% increase in conversion value in 2024 compared to the previous year (WooCommerce Integration: Unlock Growth & Revenue - Klaviyo). These kinds of gains underscore how the new integration helps simplify marketing and unlock growth opportunities for WooCommerce stores of all sizes.

  • PrestaShop Multi-Language Support: Klaviyo expanded its support for PrestaShop (a popular eCommerce platform, especially in Europe and globally) by adding several new languages. The Klaviyo PrestaShop module now supports German, Italian, Spanish (Spain), Portuguese (Brazil), and Korean (What's New: Product Updates & Releases - Klaviyo). In practice, this update allows merchants using PrestaShop to localize their customer communications and consent forms more easily. For instance, you can now display custom SMS opt-in consent labels and disclosure text in these languages out of the box, making it much easier to comply with local regulations and make non-English-speaking customers feel at home on your store. If your eCommerce business operates in multiple countries or serves diverse language audiences, this enhancement ensures your email signup forms, SMS consent prompts, and other Klaviyo-driven elements can appear in the user’s preferred language – which improves trust and conversion rates. By speaking the customer’s language (literally), brands can foster stronger connections and expand globally with confidence.

  • Shopify Checkout Tracking Pixel: For Shopify users, Klaviyo introduced a new checkout web pixel that significantly improves shopper tracking and campaign reach. This feature enables Klaviyo to identify and track customers during the Shopify checkout process, even if they haven’t signed up or clicked an email yet (Understand Klaviyo's anonymous visitor activity backfill | Klaviyo Help Center). Here’s why that matters: normally, if a visitor hasn’t entered their email anywhere before the checkout page, they remain “anonymous” to Klaviyo’s tracking. Now, with the checkout pixel, as soon as a customer starts the checkout and submits their contact information (e.g. email or phone at the first step), Klaviyo can immediately recognize them and attach all their prior browsing events to a new profile (Understand Klaviyo's anonymous visitor activity backfill | Klaviyo Help Center) (Understand Klaviyo's anonymous visitor activity backfill | Klaviyo Help Center). In effect, it backfills the visitor’s activity – page views, products added to cart, etc. – once they identify themselves at checkout. The big benefit is for abandoned cart recovery and post-checkout messaging: even if a shopper doesn’t complete the purchase, you now have their email and what they were doing on the site, so you can send a perfectly timed abandoned checkout email or SMS. The checkout pixel captures events like checkout_started, contact info submitted, shipping info submitted, and checkout_completed, and ties them to the user’s profile (Understand Klaviyo's anonymous visitor activity backfill | Klaviyo Help Center). This means higher identification rates and more opportunities to re-engage potential customers who get far into the funnel. For marketers, it’s a win-win: more actionable data on cart abandoners and fewer lost sales due to anonymity. (Do note that this feature is currently only for Shopify stores and requires that you enable Klaviyo’s anonymous tracking in your account settings, as well as the Shopify behavioral events feature (Understand Klaviyo's anonymous visitor activity backfill | Klaviyo Help Center), but it’s a very promising update for Shopify-based brands.)

These integration enhancements – for WooCommerce, PrestaShop, and Shopify – highlight Klaviyo’s focus on making its platform deeply integrated with the eCommerce ecosystem. With 350+ pre-built integrations already available, each improvement means marketers can connect their tech stack more seamlessly (Klaviyo Launches All-in-One B2C CRM Platform: 75% Support Ticket Reduction Reported | KVYO Stock News). The outcome is that businesses spend less time on technical integration work and more time leveraging the data to create great customer experiences.

How These Updates Benefit Businesses

Klaviyo’s newest features and updates provide clear advantages for marketers, eCommerce businesses, and brands looking to deepen customer engagement:

  • Unified Customer Data for Personalization: By evolving into a full B2C CRM with an embedded data platform, Klaviyo lets brands unify all their customer data in one place (Introducing the only CRM built for B2C – Klaviyo). This single customer view means marketing emails, SMS, ads, and support interactions all draw from the same up-to-date information. Marketers can deliver hyper-personalized messages (right product, right timing, right channel) without wrestling with multiple databases or tools. Ultimately, a unified data platform leads to more relevant campaigns and a smoother customer experience across channels.

  • Smarter Insights & Decision Making: The new Marketing Analytics features (like cohort analysis and deeper multi-channel reports) turn mountains of data into actionable insights. Businesses can now quickly identify trends – for example, spotting if customers acquired during a holiday sale are likely to make repeat purchases – and adjust strategies accordingly (Introducing our latest product innovations for 2025 - Klaviyo). Having these analytics at their fingertips allows marketing teams to make data-driven decisions that improve retention and customer lifetime value, instead of relying on guesswork or vanity metrics. Insights that once took data science resources or manual analysis can now be accessed in a few clicks within Klaviyo, speeding up the optimization cycle.

  • Higher Engagement through Omnichannel Reach: Features like channel affinity targeting and the upcoming omnichannel campaign builder help maximize customer engagement by meeting people on their preferred channels (Klaviyo Launches All-in-One B2C CRM Platform: 75% Support Ticket Reduction Reported | KVYO Stock News) (Klaviyo Launches All-in-One B2C CRM Platform: 75% Support Ticket Reduction Reported | KVYO Stock News). This means businesses can increase open rates and conversions by automatically tailoring their outreach – e.g. sending a promo via SMS to customers who tend to respond to texts, while delivering the same message via email or push to others. The ability to orchestrate coordinated campaigns across email, SMS, push, and in-app messaging ensures a consistent narrative that reinforces the message without overloading any single channel. For brands, this not only improves results (since customers get the message where they’re most likely to see it) but also creates a more cohesive brand experience.

  • Enhanced Efficiency with Automation & AI: Many of the new tools are about doing more with less manual effort. Automated SMS conversations, for example, let one marketer handle what would normally require a whole customer support team’s attention – the system can answer common questions and even upsell products via text 24/7 (Klaviyo Launches All-in-One B2C CRM Platform: 75% Support Ticket Reduction Reported | KVYO Stock News). Customer Hub deflects routine support tickets by empowering customers to self-serve, freeing your team to focus on complex issues or proactive outreach. Even the analytics improvements reduce the need for analysts to crunch numbers – insights are readily available. By automating repetitive tasks and leveraging AI-driven features (like predictive analytics and personalized recommendations), Klaviyo’s updates help businesses operate more efficiently while scaling their one-to-one customer interactions. Your team can spend more time on creative strategy and less on wrangling data or drafting individual replies.

  • Better Customer Retention & Loyalty: These updates collectively enable a more customer-centric approach that drives loyalty. For instance, cohort analysis helps you understand and improve how often customers come back, while Customer Hub turns support moments into opportunities to impress customers with fast, convenient service (Introducing the only CRM built for B2C – Klaviyo). The new in-app messaging will allow brands to engage users beyond email inboxes or SMS – reaching them during the product experience (when they’re most engaged). And by expanding global features (like multilingual support and region-specific integrations), Klaviyo helps brands make every customer feel understood and valued. When customers consistently receive timely, relevant communications and can easily get help when needed, they’re more likely to stick around, purchase again, and become advocates for the brand. In short, these tools help nurture relationships that translate into repeat business and higher lifetime value.

  • Increased Revenue and ROI: Ultimately, the goal of all these enhancements is to boost the bottom line for businesses using Klaviyo. Early results show that’s exactly what’s happening – e.g. brands using the new WooCommerce integration averaged 46× ROI on campaigns (WooCommerce Integration: Unlock Growth & Revenue - Klaviyo), and a major D2C brand doubled their ad spend return by leveraging Klaviyo’s unified data to target reactivation campaigns (Klaviyo Launches All-in-One B2C CRM Platform: 75% Support Ticket Reduction Reported | KVYO Stock News). By sending more effective campaigns and recovering potentially lost sales (through better abandoned cart follow-ups or cross-channel targeting), companies can drive more revenue with the same marketing budget. Moreover, retaining customers longer through great experiences means more sales from existing customers – which often come at a fraction of the cost of acquiring new ones. Klaviyo’s platform expansion also reduces the need for multiple software subscriptions (since marketing, analytics, and service are all under one roof), potentially saving costs and increasing the ROI of investing in Klaviyo’s ecosystem.

Conclusion

The past two weeks have underscored that Klaviyo is evolving from an email/SMS marketing platform into a comprehensive B2C customer engagement hub. The introduction of a unified B2C CRM with an integrated data platform, advanced analytics, new automation channels, and a customer service hub marks a significant step forward for marketers seeking to personalize at scale. These updates empower businesses to know their customers better (thanks to richer data and insights) and to engage them more effectively across every touchpoint – all while improving efficiency through automation. For eCommerce brands and marketers, the practical benefits are clear: more targeted campaigns, higher customer satisfaction, and ultimately, stronger revenue growth driven by smarter marketing.

Klaviyo’s latest enhancements show a commitment to helping brands create exceptional, cohesive customer experiences. And this is likely just the beginning – Klaviyo has hinted that more features are on the way as it continues to innovate in the coming months (Klaviyo Launches All-in-One B2C CRM Platform: 75% Support Ticket Reduction Reported | KVYO Stock News). Businesses using Klaviyo can look forward to upcoming capabilities like in-app messaging and unified campaign building, which will further solidify the platform as an indispensable tool for growth. By staying on the cutting edge of customer data and marketing technology, Klaviyo is enabling brands to build long-lasting relationships with their audience. In summary, the recent updates are not only exciting new toys for marketers to play with – they are game-changing tools that can help businesses large and small level up their marketing efficiency, customer engagement, and ultimately, their success in the competitive eCommerce landscape.

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