Klaviyo launches updates to become the only B2C CRM platform

Klaviyo 3 tiered update encompassing Marketing, Service and Analytics to move from an email marketing platform to a CRM. This will utilise the KDP (Klaviyo Data Platform), Klaviyo AI and 350 plus integrations.

Everything you need to know about Klaviyo’s Q1 B2C CRM Update

If you missed Klaviyo’s big CRM announcement, don’t worry, we’ve got you covered. Klaviyo has officially launched the first CRM built specifically for B2C brands, designed to unify marketing, service, and analytics into one seamless platform.

For years, most traditional CRMs have been built for B2B businesses, focusing on long sales cycles, lead management, and account tracking. However, B2C operates differently. Consumer brands need real-time engagement, automated personalisation, and the ability to handle high transaction volumes at scale. That’s where Klaviyo’s B2C CRM steps in.

So, what’s changing? And more importantly, what does this mean for brands looking to take their customer relationships, personalisation and improved retention strategies to the next level? Let’s break it down.

Why does B2C need a different CRM?

Consumer expectations have shifted. Shoppers now, more than ever, expect highly personalised experiences, instant communication, and seamless engagement across multiple channels. Traditional CRMs weren’t, and aren’t, built for this level of dynamic customer interaction and service.

Here’s why existing CRMs fall short for B2C brand strategy and delivery:

  • Most CRM platforms are built for sales teams, not marketers. B2B CRMs focus on managing deals and long-term contracts, not automating real-time customer interactions.

  • Lack of real-time engagement; B2C brands need to trigger personalised messages instantly based on customer behaviour, not rely on manual data entry.

  • No seamless omnichannel approach. Consumers move across email, SMS, push notifications, and social whilst expecting brands to keep up.

Klaviyo’s B2C CRM aims to fix these gaps by centralising customer data, automating personalised marketing, and providing tools to create a truly connected customer journey.

Klaviyo’s B2C CRM core pillars 

Klaviyo Marketing, shows an image of the new flow trigger structure that will allow brands to send messages that make an impact - on all the right channels, with a background of cooking ingredients including oil, pasta, flour and spinach

  1. Klaviyo Marketing: Klaviyo Marketing is the traditional Klaviyo platform we know, just better integrated into the new CRM structure. This module allows businesses to create and manage omnichannel campaigns across email, SMS, mobile push notifications, and reviews. With advanced segmentation and personalisation capabilities leveraging Klaviyo’s developed AI & KDP, brands can deliver tailored content that resonates with individual customers, enhancing engagement and conversion rates. With real-time engagement tracking that will monitor behaviour and adapt messaging accordingly, the new CRM framework around the existing backbone of Klaviyo will allow it to connect more seamlessly with the Klaviyo customer service and analytics tools.

    Klaviyo services, shows an image of the signed-in customer experience with recommendations and recently viewed products, with a background of a person stretching in pink yoga pants on an orange yoga matt.

  2. Klaviyo Service: This is where things get interesting. Klaviyo service will have a new feature in the Customer Hub. This will allow brands to track orders, manage subscriptions, use AI-powered customer support and receive personalised product recommendations based on previous purchasing history. For brands, this will hopefully mean fewer support tickets, less-time spent managing customer service with the FAQ’s, smoother post-purchase experiences and more opportunities for retention marketing.

    Klaviyo Marketing analytics, shows text saying ‘fully understand what’s working and what’s next - without all the noise with an image of Klaviyo’s new funnel analysis with a background of a person in a striped button down sat at a wood desk taking notes next to a grey mug.

  3. Klaviyo Analytics: Leveraging AI (artificial intelligence), this component provides real-time insights into customer behaviour and purchase patterns. Brands will be able to identify high-value or at-risk customers, automate targeted outreach, and measure the impact of their marketing efforts, enabling data-driven decision-making. ​

    Klaviyo Data Platform (KDP), details that you will be able to unify all your data to see the complete story of each customer and the image shows an example person profile with a background of notebook open next to a laptop, a blue and red pen with a green coffee mug full of coffee on a wooden desk.

  4. Klaviyo Data Platform (KDP): Serving as the backbone of the CRM, KDP (formerly CDP, Customer Data Platform) connects and centralises data from various sources, storing it and making it actionable. Essentially, this will allow Klaviyo to give brands deeper insights than ever before, with supposed actionable insights that will be easily interpretable.

Our take and what it means for brands

So, is this the CRM that will change B2C marketing forever? Maybe. Here’s what we like and what we’re watching closely.

  • The AI-powered automation and segmentation look promising. Anything that helps brands personalise at scale with less manual effort is a win.

  • The Customer Hub is a great concept. If executed and integrated well, this could reduce support requests while keeping customers engaged after purchase.

  • The shift toward data-driven marketing is a smart move. Klaviyo is positioning itself as more than just an email marketing tool, it’s a full customer-engagement platform. Obviously this is more of a re-launch of the lesser adopted ‘CDP’, but with better integration with the other new tools - it could be a winner. 

  • Big-time feature rollouts take time. Klaviyo is known for phasing out updates gradually, so some brands may need to wait months before seeing the full impact.

  • It’s still early days. This CRM sounds powerful on paper, but real-world adoption and results will determine if it’s truly a game-changer.

What’s next?

Klaviyo’s B2C CRM has massive potential, but as always, the real question is how well Klaviyo delivers on the monster roadmap that they have now laid out.

At Get Better, we’re committed to being at the forefront of the changes and updates, ready to implement and maximise them when they become available to us and our clients. If Klaviyo delivers on its promises, this could be one of the biggest shifts in B2C marketing we’ve seen in years, and we’re here for it.

 

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