We’ve always known Klaviyo as a solid, email-first platform. It’s been a go-to for e-commerce marketers wanting powerful automations without the complexity of enterprise systems. But now, it’s made a big move. Klaviyo has launched its own full B2C CRM, and for anyone working in email marketing, this has the potential to reshape how we think about customer data, retention and personalisation.
Unlike traditional CRMs that were built for B2B sales cycles, Klaviyo’s new offering is specifically designed for consumer brands. And it shows. The platform brings together marketing, service and analytics under one roof, powered by Klaviyo’s own data infrastructure.
Here, we look at what that looks like and how it could change how you look at email marketing.
Why Klaviyo built a CRM for B2C brands
Most CRM systems were built to serve B2B businesses with long sales cycles and complex deal structures. That’s not how consumer brands work. When you’re dealing with high volumes of transactions, seasonal buying patterns, and a need for instant, personalised communication, you need a different kind of system.
Klaviyo says B2C brands often juggle more than 16 disconnected tools. That’s a lot of friction - especially when trying to stitch together customer data, product preferences, service history, and marketing touchpoints into a single customer experience.
Their new CRM, powered by the Klaviyo Data Platform (KDP), is about fixing that. The idea is simple: one platform to store and action customer behaviour data across the full lifecycle. No delays. No data silos. Just one source of truth.
The Three Parts of Klaviyo’s B2C CRM
Klaviyo’s new CRM consists of three major components, each of which builds on what marketers are already familiar with in the platform.
Klaviyo Marketing
This is what most users know and love: email and SMS campaigns, powerful automations, customer segmentation, and cross-channel engagement. The big difference now is how much deeper these tools can go, thanks to enhanced data sharing across the CRM.
New features include:
- Automated SMS conversations that answer FAQs and recommend products in real time
- Channel Affinity targeting, rolling out now, so you can speak to customers on the channels they prefer
- In-app messaging for mobile apps and an Omnichannel Campaign Builder coming in Q2, making it easier to manage all your customer engagement in one place
Klaviyo Service: Customer Hub
This is a new layer - and arguably the most interesting for email marketers looking to reduce friction post-purchase. The Customer Hub is a signed-in shopper experience that lives on your brand’s site. Customers can manage their orders and subscriptions, start returns, and even discover new products without needing to contact support.
You don’t need a developer to set it up. Klaviyo says you can launch it in a few clicks, and brands like Happy Wax have already seen a 75% drop in support tickets related to order tracking, plus an increase in repeat purchases.
There’s also a private beta running for an AI-powered shopping agent that answers common product questions directly on product pages - something that could further reduce pressure on support teams while boosting conversions.
Klaviyo Analytics
This component brings AI-powered insights into customer and purchase behaviour. It allows you to:
- Identify high-value and at-risk customers
- Trigger campaigns at the perfect moment
- Measure revenue, engagement, and conversion metrics in one dashboard
A feature called Custom Objects is coming in Q2, which will let marketers use more granular data (like loyalty status or purchase preferences) to personalise communications even further.
What This Means for Existing Klaviyo Users
If you’re already using Klaviyo for email and SMS, you won’t lose anything. Your current flows, campaigns, and automations stay put. What you gain is the ability to bring more parts of your customer experience into the same system.
That means fewer logins. Less manual data wrangling. And more opportunities to make decisions based on real-time behaviour - whether that’s browsing activity, product returns or service requests.
You’ll also be able to get more from your email campaigns:
- Build smarter segments using support data (e.g. users who recently contacted support but didn’t convert)
- Adjust messaging in re-engagement flows based on recent interactions with customer service
- Give customers access to their order history and account settings in one place, without relying on clunky third-party tools
From a personalisation standpoint, this is a win. The more connected your data is, the more nuanced and timely your email marketing becomes.
Why This Matters for Personalisation
It’s no secret that customers expect personalisation now - and not just in subject lines or product recommendations. They want messaging that understands where they are in their journey, what they need and when they need it.
Klaviyo’s CRM takes personalisation to a level that most brands haven’t been able to access without serious development resources. With unified service and marketing data, you could:
- Send follow-ups after a return that recommend similar products
- Use loyalty data to target high-value customers with retention offers
- Identify silent churn before it happens and trigger pre-emptive campaigns
This is the kind of functionality email marketers dream about - especially those of us working with e-commerce clients juggling Shopify plugins, Zendesk integrations and analytics dashboards.
What You Should Do Next
If you’re already on Klaviyo, now’s a good time to step back and look at your wider tech stack. Are there tools you’re using for support or analytics that could be consolidated? Could your customer experience be more joined-up?
And if you’re not using Klaviyo yet, this launch puts them firmly in the conversation with larger CRMs - but with the usability and e-commerce focus we’ve come to expect from them.
You don’t have to switch everything at once. But exploring how Customer Hub or Marketing Analytics could fit into your current setup might open up new opportunities for growth, without adding more complexity.
Get in Touch
If you’re ready to make more of your email marketing - whether you’re using Klaviyo or thinking about switching - get in touch with the team at I-COM. We’ll help you build a strategy that makes the most of your data, speaks directly to your customers and delivers real results.
Enquire about I-COM’s email marketing services today and discover how we can elevate your email campaigns, get in touch with us today on 0161 402 3170, or fill out our online contact form.
