June 2025: Klaviyo’s Latest Updates Supercharge DTC Marketing and Customer Engagement

Klaviyo has rolled out a powerful suite of updates in the first half of 2025, further cementing its evolution from a best-in-class email and SMS tool into a full B2C CRM for Shopify-based DTC brands. From cohort analysis and channel affinity to automated SMS conversations and a Customer Hub that cuts support tickets by 75%, this isn’t just a product update—it’s a blueprint for modern customer retention.

The First CRM Truly Built for B2C

Klaviyo’s new CRM experience is built on the Klaviyo Data Platform (KDP), designed to unify every interaction—online and offline—into a real-time, unlimited customer profile. For retention marketers, this means no more siloed CDPs or syncing nightmares. Email, SMS, purchase, support, loyalty, and web behavior now live in one place, enabling smarter segmentation and more personalized automations across the lifecycle.

Retention Analytics and Cohort Reporting

Klaviyo’s new marketing analytics suite includes cohort analysis, multi-channel attribution, and lifecycle mapping. You can group customers by signup or first purchase and track their behavior across 30-, 60-, and 90-day windows. Need to know when they convert again? Or which touchpoints drive retention? It’s here. Use it to plan win-backs, post-purchase cadences, and segment LTV-driving campaigns with precision.

Automated SMS Conversations + Channel Affinity

SMS can now act like a live agent. Automated SMS Conversations allow brands to set logic-based responses to common questions ("Do you have this in medium?"), driving conversion and reducing manual support work. Channel Affinity targeting adds fuel: Klaviyo now detects if a customer is more responsive via email, SMS, or push, and prioritizes their preferred channel automatically—a huge win for performance and deliverability.

In-App Messaging, Push, and Omnichannel Builder

June brings in-app messaging and mobile push enhancements—with support for RCS and WhatsApp now in beta. All of it connects via a new omnichannel campaign builder, which lets teams create and orchestrate sequences across email, SMS, push, and WhatsApp in one drag-and-drop flow. That means no more siloed campaigns. Every message aligns to customer behavior and channel preference, improving consistency and reach.

Customer Hub: Turning Service into Retention

Klaviyo’s new Customer Hub is a self-service experience embedded into your Shopify store. Customers can track orders, start returns, update info, and even interact with a built-in AI assistant trained on your brand. Support teams save time. Customers feel empowered. And with built-in segmentation logic, you can turn help interactions into retention plays—like offering a discount at the point of return or triggering a post-resolution win-back series.

Integration Upgrades: WooCommerce, PrestaShop, Shopify

Klaviyo now offers one-click integrations with WooCommerce and PrestaShop (with multilingual consent forms and native flows), and a new Shopify checkout pixel that backfills anonymous browsing history once a user identifies. That means fewer missed profiles and more abandoned cart coverage—all automated.

What This Means for DTC Brands

• Unified data = smarter personalization
• Cohort analytics = real retention strategy
• Omnichannel execution = higher performance with less fatigue
• Customer Hub = self-service that drives revenue
• Checkout pixel = more visibility, fewer lost sales

Take Action

If you’re using Klaviyo, you now have a full CRM, not just a messaging platform. If you’re not? It might be time to switch. Every new feature in this release is designed to reduce friction, increase clarity, and give retention marketers the tools they need to win—at scale, and without extra headcount.

Need help integrating these tools or optimizing your retention flows?
Request a free retention audit from Sticky Digital’s team of Klaviyo experts.