Klaviyo setup for online stores

Store flows and the events behind them

Consent from checkout

Buyers who did not agree to marketing at checkout are customers, not subscribers. Shopify records marketing consent on customer profiles; check that only those who agreed, or who meet the soft opt-in conditions under ICO guidance, receive marketing flows and campaigns. Order updates are service messages and should not carry promotions for people who have not agreed.

Segments from purchases

Order history makes useful segments possible straight away: first-time buyers, repeat customers, high spenders, buyers of a particular collection and customers who have not ordered in months. Klaviyo's segments are dynamic, so customers move between them as they buy. Use them to send fewer, more relevant campaigns.

Store setup in order

1. 01

   Connect

   Shop integration and test order.

   Output: Events confirmed

2. 02

   Consent

   Subscribers versus customers.

   Output: Correct audiences

3. 03

   Flows

   Welcome, checkout, post-purchase, winback.

   Output: Tested automations

4. 04

   Segments

   Purchase behaviour.

   Output: Targeted campaigns

5. 05

   Measure

   Against shop orders.

   Output: Honest reporting

Example: a kitchenware shop

Store setup checks

Product content

Order events include product information, so emails can show what someone bought or left behind. Keep product titles, images and prices tidy in the shop, and design a product block that handles several items and long names.

Checking results

Klaviyo attributes orders to emails using its own rules. Compare with shop orders, and look separately at new and repeat customers; emails to loyal customers may take credit for orders they would have placed anyway.

Campaigns alongside flows

Flows handle moments triggered by customers; campaigns handle news you choose to share, such as new products, seasonal ranges or restocks. Send campaigns to segments rather than everyone: recent buyers might hear about complementary products, lapsed customers about what is new. Fewer, better-targeted campaigns tend to keep engagement healthier than frequent sends to the whole list.

Price and stock triggers

Klaviyo's help lists price drop and low inventory among its flow triggers. For stores with changing prices or limited stock, these can send timely alerts to people who viewed a product. Use them where they genuinely help shoppers, and test that product data is accurate before switching them on.

Sending domain

Set up a branded sending domain so emails appear to come from your shop rather than Klaviyo, and confirm SPF, DKIM and DMARC meet Gmail's sender guidelines before sending at volume.

Several markets

Stores selling abroad may need separate lists, segments or flows by country, with currency and language right in each. Test an order from each market if you can.

Review requests

Ask for reviews after delivery, not on dispatch, and skip customers whose orders were cancelled or refunded.