Klaviyo has unveiled a B2C CRM, taking its first “major step” into the customer service space.
Having come from a marketing and analytics background, the vendor claims that its new solution is the “only CRM built for consumer brands.”
The solution is powered by Klaviyo Data Platform (KDP) and combines the company’s Marketing, Analytics, and Service offerings.
Klaviyo highlights that its B2C CRM enables brands to efficiently manage vast amounts of data, transactions, and customer interactions at scale.
With over 350 pre-built integrations and open APIs, KDP allows users to seamlessly connect customer, purchase, and behavioral data, storing it indefinitely and making it actionable in minutes without complex setup or data silos.
Celebrating the announcement, Andrew Bialecki, Co-Founder and CEO of Klaviyo, commented:
“We started as a database, evolved into the leading marketing platform, and now we’re expanding into a complete CRM that connects the entire customer experience – from discovery to post-purchase.
We believe this is the future of B2C and we’re excited to deliver it for our customers.
Analytics, Marketing, and Service
As discussed above, the core of Klaviyo’s B2C CRM is made up of its Marketing, Analytics, and Service solutions.
However, the company explained that not only will the new platform benefit from these existing tools but will also build on them.
Analytics
The new AI-powered marketing Analytics solution delivers real-time, AI-driven insights to help brands take immediate action.
Businesses can identify high-value and at-risk customers; automate outreach; and track engagement, revenue, and conversions in one place.
Set for release in Q2, the vendor’s Custom Objects feature will enable brands to store and use unique customer data, like loyalty status and past purchases, for even more personalized marketing.
Marketing
Klaviyo has confirmed plans to release a number of fresh marketing tools aimed at enhancing omnichannel engagement.
These include Channel Affinity, a tool that helps users target customers on their preferred platforms that is slated to go live in Q1.
In Q2, Klaviyo plans to release a Mobile In-App Messaging solution to improve retention with personalized app messages, as well as an Omnichannel Campaign Builder to unify email, SMS, push, and more into a single dashboard.
These tools will complement the company’s current Automated SMS Conversations, which help to deliver deeper customer insights, provide instant answers, suggest products, and boost sales in real time.
Service
Klaviyo’s Customer Hub is its first service product. The tech promises to turn customer interactions into revenue by combining support, merchandising, and personalization in one seamless experience.
Currently in public beta for Shopify, the platform allows shoppers to track orders, manage subscriptions, start returns, and access support instantly.
Klaviyo is reporting that early users, like Happy Wax, have already seen a 75 percent drop in order-tracking inquiries and increased repeat purchases.
The company also outlined plans to launch an AI-powered shopping agent that provides instant answers on product pages to boost conversions without live support.
How Will Klaviyo Differentiate?
In detailing how the company plans to differentiate itself from other CRM vendors, Klaviyo describes itself as being “inspired by B2B” but “built for B2C.”
The company argues that this provides them with an advantage, as traditional CRMs that are designed for B2B sales, are not able to cope with the fast-paced, high-volume needs of B2C brands.
Bialecki details how today’s consumer brands rely on 16+ disconnected tools, making it difficult to gain a complete customer view and deliver the seamless, personalized experiences shoppers expect.
B2B CRMs transformed sales, but consumer brands need a system designed for them. This is a natural step forward for Klaviyo.
Klaviyo’s decision to enter the CRM market is becoming something of a trend in the customer service and CX tech space.
Indeed, earlier this year, ServiceNow officially announced that it was entering the sector, when it boldly declared at its 2025 Partner Kickoff: “We are in CRM.”
While this was less of a pivot than Klaviyo’s, with ServiceNow’s CSM platform having increasingly begun to look more and more like a CRM in recent times, it still marked a strategic shift.
January of this year also saw Martin Schneider, VP and Principal Analyst at Constellation Research, suggest that 2025 could see Amazon making a move into the CRM space.
Schneider included Amazon in a list of top CRM providers to watch in 2025, noting that while the company isn’t a CRM provider yet, its strengths in CCaaS, data management, and AI position it well for entry into the market.
Elsewhere, Google reportedly attempted to acquire HubSpot last summer as a way to backdoor its way into the CRM market.
It will be fascinating to see whether Schneider’s predictions come true, and more broadly, whether more tech vendors looking to expand into the CRM space moving forward.
