Everyone assumes AI tooling pulls users out of your platform.
Klaviyo's data says no.
Ed Hallen: brands using the MCP don't spend less time in Klaviyo. It's supplemental. And their attributed value goes UP.
So every feature gets built open. Exposed. Available elsewhere.
Built right, there's no trade-off.
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Nathan asked Ed Hallen the question every Klaviyo user wants answered: what's the hidden gem most brands aren't using?

His answer isn't the exciting one. It's flows. Ed reckons the average brand still has a big unlock sitting there in more flows, more personalised flows, more ways of reaching customers closer to one-to-one. It's the unglamorous feature where the missed value keeps showing up.

The more interesting part is what comes after. Ed makes the case that marketing and service were never really two separate relationships, and the brands treating them as one through line are finding new revenue in conversations they used to file under support. Then Nathan pushes him on the tension every operator feels: fewer simple flows done well, or the complicated one-to-one version that's harder to manage? Ed picks a side, with a caveat.

From Add To Cart Episode 630 with Ed Hallen, co-founder and Chief Strategy Officer at Klaviyo, recorded live at K:SYD.

Brands and tools mentioned: Klaviyo, Composer

Connect with us on LinkedIn:
👤 Ed Hallen → [confirm LinkedIn URL]
👤 Nathan Bush → https://au.linkedin.com/in/nathbush

🎧 Listen to the full episode → https://www.addtocart.com.au
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Go through your tech bill line by line.
Not "do we use it?" But "is it pointed at anything that matters?"
Most stacks: a dozen tools polishing corners. Same money on one area moves the whole number.
Revenue from repeat customers? Spend it on retention.
Not a widget on a page nobody sees.
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Take a look at your software bill sometime. Not the total at the bottom, the line items. There's almost always a platform you signed up for two years ago and use about a third of, an app someone added for a campaign that's still quietly billing, and a tool you know does more than you've ever asked it to.

And it's about to get messier. We're all experimenting with the AI tool that's flavour of the month, and half of them get surpassed or absorbed into something else within months. What starts life as a single-purpose tool expands until it overlaps with three others you already run. The more operators I talk to, the more I think the problem isn't the tools. It's that we're running a fraction of what we already pay for, and the tools we do have aren't talking to each other.

In this Playbook, we break down how to point your tech budget at the parts of the business that actually make the money, why the value lives in your data moving between platforms rather than in any single tool doing everything, and how to run your integrations at two speeds so the easy wins get switched on today and the deep work gets the time it deserves. It's anchored by my conversation with Ed Hallen, co-founder of Klaviyo, recorded at K:SYD right after he came off stage, where I pushed him on the pricing changes and where SaaS pricing is heading.

Featuring lessons from Ed Hallen at Klaviyo, Doug Lowe at Incu, Johan Nyberg at Elite Supps, and Jevon Le Roux at Keeyu.
Brands and tools mentioned: Klaviyo, Incu, Elite Supps, Keeyu, Shopify, BigCommerce, Salesforce, Magento, Coveo, Behamics, Claude, MCP, PIM, ERP, POS

This episode is brought to you with thanks to our partners:
🛍️ Shopify → https://www.shopify.com/au
📧 Klaviyo → https://www.klaviyo.com/au/
Connect with us on LinkedIn:
👤 Ed Hallen → [confirm LinkedIn URL]
👤 Nathan Bush → https://au.linkedin.com/in/nathbush
👤 Rosa Willis → https://www.linkedin.com/in/rosa-clara-willis-23761066/
🎙️ Want to be a guest or sponsor on Add To Cart? → https://www.addtocart.com.au/contact
📩 Sign up for the free Add To Cart newsletter → https://newsletter.addtocart.com.au/subscribe
💬 Join the Add To Cart Community → https://community.addtocart.com.au/feed

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