Big changes are happening in eCommerce, and Klaviyo is at the centre of it. This week, Klaviyo made a big announcement, and we were with them at the Sydney Opera House to get the latest scoop. Traditionally known for its powerful email and SMS marketing automation, Klaviyo has officially rebranded as a B2C CRM—a move set to shake up eCommerce. But what does this actually mean for retailers?
To break it down, we sat down with Suzy Nicoletti, Managing Director and VP APAC at Klaviyo. Joining the discussion were Jane Cay, Founder of Birdsnest, one of Australia’s most-loved online fashion retailers, and Jay Wright, Founder of Ecommerce Equation, who has helped eCommerce brands like Camilla, The Upside, and Meshki, scale with data-driven marketing.
Together, we break down Klaviyo’s evolution and what it means for brands—covering the integration of marketing, analytics, and customer service, the power of first-party data, and how AI is turning customer service from a cost centre into a real revenue driver.
Breaking Down Silos for a Better Customer Experience
One of the biggest hurdles for eCommerce brands today is the fragmentation of customer data. Marketing, analytics, and customer service are often managed in entirely separate platforms, making it difficult for retailers to create a seamless end-to-end customer experience. As Suzy shared:
On average, retailers use 18 different pieces of technology. That’s not sustainable. If we’re going to deliver for the customer, we need a single, unified profile that lets brands talk to them before, during, and after a purchase.
This shift from disconnected data to a fully integrated system has major implications. Instead of a customer receiving generic marketing emails while simultaneously lodging a customer service complaint about a delayed order, brands using Klaviyo’s B2C CRM can access a single source of truth—ensuring a more cohesive and personalised experience.
For brands like Birdsnest, this level of integration is critical. Jane Cay, who has built her brand around customer-first personalisation, sees huge potential in consolidating multiple touchpoints into one place.
“Our theme song this year is simplification. We have so much customer data, but the tech stack is complicated. If a platform like Klaviyo can streamline that and let us have a one-on-one conversation with customers, that’s really exciting.”
By bringing marketing, analytics, and customer service under one roof, brands can finally bridge the gap between customer acquisition and long-term retention—leading to a better customer experience and higher lifetime value.
The Power of First-Party Data—If You Actually Use It
It’s no secret that first-party data is one of the most valuable assets in eCommerce. But many brands have mountains of customer data without really knowing how to use it. As Jay Wright, Founder of Ecommerce Equation, pointed out.
“Most retailers aren’t using their first-party data to its full potential. They might set up a tool, use the first 20% of its features, and then stop. Meanwhile, they’re sitting on all this data that could be helping them drive better personalisation and smarter marketing.”
A big part of Klaviyo’s B2C CRM approach is helping brands connect the dots between data and action. With AI-driven insights, Klaviyo can automatically:
- Identify customer segments based on shopping behaviour, purchase frequency, and engagement
- Predict future purchases and tailor marketing messages accordingly
- Optimise customer interactions in real-time—so brands can send the right message at the right time
Jane shared how Birdsnest has already been leveraging customer insights to drive real business decisions, such as which styles and sizes to stock and where to launch pop-up stores. With a platform like Klaviyo, those insights become even more accessible and actionable.
We collect so much great data—what styles she loves, what body shape she has, what events she’s shopping for—but it’s about how we use that data to truly personalise her experience.
Klaviyo’s AI-powered segmentation ensures brands aren’t just collecting data—they’re making it work for them.
Customer Service Isn’t Just a Cost Centre—It Can Drive Revenue
For years, customer service has been treated as a necessary expense rather than a revenue-generating opportunity. Klaviyo is challenging that mindset by automating repetitive queries and freeing up teams to focus on high-value interactions.As Suzy revealed:
“90% of customers actually prefer self-service when given the option.” That means most support tickets—things like: Where’s my order?”, “Have you received my return?”, and “When will I get my refund?”
By automating these routine interactions, Klaviyo frees up customer service teams to engage in higher-value activities. Jay highlighted how this shift in customer service strategy could directly impact a brand’s bottom line:
“Retailers don’t need more data—they need more insights. AI can help automate the repetitive stuff, so your team can actually help customers find the right products and create better experiences.”
Jane also saw an exciting opportunity in leveraging AI for personalised styling recommendations at Birdsnest.
We already have a feature where customers can check ‘Will this suit me?’ based on their profile. But imagine if that was powered by AI in real-time, giving instant, personalised recommendations while she’s shopping? That’s where the future is heading.
By turning customer service into an extension of the sales and marketing team, retailers can increase customer satisfaction, improve conversion rates, and boost retention—without adding extra workload to their staff.
The Future of eCommerce is Smart, Personalised and Unified
Klaviyo’s transformation into a B2C CRM isn’t just a product update—it’s a sign of where eCommerce is heading. The future belongs to brands that can:
- Break down silos and unify customer data
- Use first-party data to personalise experiences in real-time
- Turn customer service into a revenue driver through AI and automation
Rather than juggling multiple tools, retailers need one source of truth that unifies their marketing, analytics, and service data. Personalisation isn’t just about sending the right email at the right time—it’s about understanding the full customer journey and making every touchpoint seamless.
Want to see how Klaviyo’s B2C CRM could revolutionise your business? Watch the online demo of Klaviyo’s new B2C CRM and take the first step toward a smarter, more unified eCommerce future.
Disclaimer: This episode is sponsored by Klaviyo, but we’re only bringing it to you because we think it’s genuinely interesting and relevant for modern eCommerce retailers. As always, we only share insights that can help you grow and stay ahead in the game.
