Klaviyo, Inc.

Klaviyo is a marketing automation and customer data platform built for e-commerce businesses and consumer brands. Andrew Bialecki and Ed Hallen founded it in 2012 in Boston. The platform was purpose-built for e-commerce, giving merchants tools to turn customer data into revenue-driving campaigns.

The core platform combines a customer data platform with marketing automation. Klaviyo pulls in customer data from e-commerce platforms, POS systems, and other apps to build detailed customer profiles. Marketers then create segmented audiences, design automated email and SMS flows like abandoned cart, post-purchase, and winback sequences, and launch targeted campaigns. No engineering resources needed.

The Shopify integration is a cornerstone. As Shopify's recommended marketing partner and strategic investment recipient, Klaviyo powers marketing for hundreds of thousands of Shopify merchants. It also works with WooCommerce, BigCommerce, Magento, and dozens of other platforms.

Key capabilities include drag-and-drop email and form builders, SMS and MMS messaging, push notifications, automated review requests, predictive analytics for customer lifetime value, churn risk, and next order date, A/B testing, and deliverability optimization. Reporting ties revenue attribution directly to campaigns and flows, so marketers see clear ROI.

AI features cover subject line generation, SMS content creation, predictive segmentation, send-time optimization, and product recommendations. These help marketers create better campaigns with less manual work.

The primary target is direct-to-consumer brands and e-commerce businesses. The go-to-market is heavily product-led. Merchants sign up with a free tier of up to 250 email contacts and scale as their business grows. An enterprise sales team handles larger accounts.

Annual revenue is roughly $900 million with gross margins around 73%. Pricing is subscription-based, tied to the number of active profiles. Revenue grows naturally as merchants' customer bases expand. Net revenue retention exceeds 110%.

With about 2,500 employees and deep e-commerce expertise, Klaviyo has become the default marketing automation platform for digital-first and DTC brands that want to own their customer relationships through personalized, data-driven communication.