• by Ray Schultz , Columnist, February 20, 2025

Most CRMs are designed for B2B sales cycles. That leaves B2C brands juggling 16 or more disconnected tools in an often futile attempt to support consumer buying. 

Klaviyo is looking to help them with Klaviyo B2C CRM, “a complete CRM that connects the entire customer experience — from discovery to post-purchase,” says Andrew Bialecki, co-founder and CEO of Klaviyo.

Bialecki contends that “B2B CRMs transformed sales, but consumer brands need a system designed for them.” 

According to the company, the B2C CRM is powered by the Klaviyo Data Platform (KDP), which it says allows firms to manage 1:1 relationships at scale.

Just what is Klaviyo offering? The new CRM includes these features: 

Customer Hub, Klaviyo’s first service product, combines support, merchandising and personalization. With it, consumers can track orders, manage subscriptions, start returns, find new products, and access support. It is now in public beta for Shopify users and will soon expand to other platforms.

Klaviyo Analytics — Now available, this analytics platform provides AI-powered insight into who is likely to buy and who might churn, the company claims. 

Klaviyo Marketing — Expanded tools to  help brands run campaigns across multiple channels.

How is it all working? Dollar Shave Club has seen improved retention, a 2x return on ad spend for reactivation campaigns, and a boost in average order value since beginning to work with Klaviyo. 

“By unifying our data, Klaviyo has allowed us to identify high-risk moments in the customer journey and change behavior with targeted merchandising, personalization, and product recommendations — all with one-click add-to-box functionality,” says Bill Hudak, vice president of D2C acquisition and retention at Dollar Shave Club.

Set for launch in Q1 are automated SMS conversations and  Channel Affinity, for targeting consumers based on their preferred channels.

In Q2, Klaviyo will debut mobile in-app messaging, providing personalized messages within brand apps. And it will launch its Omnichannel Campaign Builder for managing campaigns across email, SMS, push and other channels from one dashboard.