Unifying DTC and B2B Data with Klaviyo.
Ecommerce brands operating both Direct-to-Consumer (DTC) and Business-to-Business (B2B) sales have traditionally managed customer data through:
- Tagging orders in Shopify – Utilising Shopify's tagging system to differentiate DTC and B2B orders, informing segmentation within Klaviyo for tailored marketing automations.
- Separate systems – Employing Klaviyo for DTC marketing while processing B2B orders through ERP systems like Salesforce or NetSuite, which handle B2B-specific messaging and workflows.
With the introduction of Klaviyo’s new B2B Customer Relationship Management (CRM) platform, brands can now manage both B2B and DTC customers within a single system, streamlining data segmentation, analytics, and communication strategies.
What is Klaviyo’s B2B CRM?
Klaviyo’s B2B CRM is an evolution of its existing data platform, designed to centralise customer information across multiple sales channels.
- Unified customer data platform (CDP) – Consolidates all B2B and DTC interactions, providing a comprehensive view of each customer.
- Advanced segmentation & automation – Differentiates between wholesale and retail customers without manual tagging.
- Integrated marketing & service tools – Aligns pre-purchase and post-purchase experiences for a seamless customer journey.
- Enhanced analytics & insights – Provides deeper understanding of customer lifetime value (LTV) and purchasing behaviours.
This unified approach simplifies the management of diverse customer bases, particularly for brands utilising Shopify as their ecommerce platform.
Why this matters for Shopify merchants
For brands managing both wholesale and retail operations within Shopify, Klaviyo’s B2B CRM offers several advantages:
1. Improved segmentation & automation
- Automated customer classification – No need for manual tagging; customers are categorised based on purchasing behaviour.
- Tailored marketing flows – Unique email & SMS sequences for wholesale and DTC customers.
2. A unified customer experience
- Consistent messaging – Ensures cohesive communication across email, SMS, and other channels for all customers.
- Streamlined operations – Reduces the reliance on third-party wholesale tools like Faire, making Shopify the central hub.
3. Enhanced analytics & insights
- Comprehensive reporting – Side-by-side analytics for wholesale and retail segments, making decision-making easier.
- Predictive metrics – AI-driven tools to forecast customer behaviours like churn risk and purchase timing.
For a deeper dive into Klaviyo’s role in customer conversion, check out our insights on whether welcome discounts are worth it for DTC brands.
How this compares to other B2B setups
| Feature | Traditional Shopify + Klaviyo Setup | Klaviyo’s B2B CRM |
|---|---|---|
| Customer Data | Separate systems for DTC & B2B | Unified profiles for all customers |
| Segmentation | Manual tagging & rules | AI-driven automation |
| Analytics | Limited wholesale insights | Advanced LTV & churn tracking |
| Messaging | Disconnected B2B & DTC flows | Cohesive customer journey across segments |
Pricing considerations: what does this mean for merchants
Klaviyo recently updated its pricing structure to focus on the number of active profiles, automatically adjusting plans as businesses grow. However, specific pricing for B2B CRM functionality has not yet been fully disclosed.
It's likely that this feature will dovetail into Klaviyo’s existing pricing model, meaning that businesses will gain access to it within current plan tiers rather than through an additional standalone fee.
For the most up-to-date details on pricing and implementation, check out Tribe official Klaviyo partner page.
Final thoughts: a game-changer for Shopify brands selling B2B
Klaviyo’s B2B CRM represents a significant leap forward for Shopify merchants looking to unify their DTC and wholesale operations.
Instead of managing disconnected systems, brands can now consolidate all their customer interactions within Klaviyo, allowing for better personalisation, analytics, and automation.
Need help implementing Klaviyo’s B2B CRM?
At Tribe, we specialise in retention marketing for merchants using Klaviyo and Shopify, helping brands scale their ecommerce operations. As a certified Klaviyo partner, we’ve helped businesses optimise their email, SMS, and automation strategies for growth. Want to explore how Klaviyo’s B2B CRM can benefit your business? Get in touch with our team today.