In the crowded CRM market, most platforms have been built with B2B companies in mind, focusing on sales pipelines, leads, and account management. Consumer brands, however, face different challenges. Their priority is not chasing individual transactions but nurturing lasting customer relationships at scale. This is the gap Klaviyo aims to address with its new B2C CRM.
The company, already recognised for powering email and SMS marketing for ecommerce brands, is now expanding into a broader customer platform that combines marketing, service, analytics, and data management. The idea is to provide one system where brands can see the full story of each customer and use that insight to deliver personalised experiences in real time.
Klaviyo’s B2C CRM brings together several capabilities:
Klaviyo states that its B2C CRM is designed for business users of any skill level, making it easier for brands to capture, store, and use their data without relying heavily on IT teams. According to the company, customers such as Marine Layer, Jones Road, Andie Swim and more than 176,000 other brands are already using the platform to acquire, engage, and retain customers.
The company highlights customer outcomes such as a 67x ROI for Fishwife, hundreds fewer IT tickets for Helen of Troy, and a 3.9x increase in SMS revenue for AS Beauty Group as evidence of the platform’s impact.
With growing pressure on consumer brands to deliver personalised and seamless experiences, the launch of a CRM tailored specifically for B2C represents an important shift in the CRM market. Instead of adapting B2B sales tools, Klaviyo is positioning its platform as a purpose-built solution that can help brands strengthen loyalty, compete more effectively, and fuel sustainable growth.
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