Shopify Plus and Klaviyo are the most popular ecommerce and email marketing combination for scaling UK brands. But most Shopify Plus merchants are not using the full power of this integration. They are running the same Klaviyo setup they had on standard Shopify, missing advanced features that only Shopify Plus unlocks.
This guide covers every advanced Klaviyo capability that becomes available when you run Shopify development on Shopify Plus, from custom event tracking and Shopify Flow automations to checkout extensibility and B2B segmentation.
Why Shopify Plus changes the Klaviyo game
Standard Shopify integrates with Klaviyo at a basic level: it syncs customer data, order history, and standard ecommerce events (Viewed Product, Added to Cart, Started Checkout, Placed Order). This is enough for most foundational email marketing.
Shopify Plus takes this further by exposing additional APIs, custom events, and automation hooks that Klaviyo can leverage. The result is more granular data, more sophisticated automations, and more personalised customer experiences.
Key Shopify Plus advantages for Klaviyo
- Shopify Flow integration — Trigger Klaviyo flows from any Shopify event, not just standard ecommerce metrics
- Checkout extensibility — Capture custom data at checkout and pass it to Klaviyo for segmentation
- B2B channel data — Segment and message wholesale customers differently from DTC customers
- Shopify Scripts data — Use script-generated discount and pricing data in Klaviyo emails
- Custom pixel events — Track bespoke interactions and use them as flow triggers
- Multi-store architecture — Manage email for multiple expansion stores with cross-account insights
Advanced custom events and tracking
On standard Shopify, Klaviyo tracks a fixed set of events. On Shopify Plus, you can create and track custom events that reflect your specific business logic.
Examples of custom events
- Viewed collection page — Track which product categories a customer browses, enabling category-specific remarketing flows
- Used discount code — Trigger follow-up flows based on which promotions customers respond to
- Completed quiz or product finder — Capture quiz results as Klaviyo profile properties for hyper-personalised recommendations
- Visited store locator — Identify customers interested in physical retail and send location-specific content
- Enrolled in loyalty programme — Trigger onboarding flows for new loyalty members
To set up custom events, you use Shopify Plus's custom pixel framework or the Klaviyo JavaScript API. Events are sent to Klaviyo in real time and can be used as flow triggers, segment criteria, or profile properties.
Implementation approach
Custom events require development work to implement. The process involves defining the events you want to track, implementing the tracking code in your Shopify Plus theme or custom pixel, verifying the events appear correctly in Klaviyo's metrics dashboard, and then building flows and segments that use the new events.
We handle this as part of our Shopify development projects, ensuring events are properly structured and tested before going live.
Shopify Flow and Klaviyo integration
Shopify Flow is a visual automation builder available exclusively on Shopify Plus. It lets you create workflows that span multiple apps and Shopify features. The Klaviyo connector for Shopify Flow is one of the most powerful integrations available.
Using Klaviyo as a Shopify Flow action
You can use Shopify Flow to trigger Klaviyo actions based on any Shopify event:
| Shopify Flow trigger | Klaviyo action | Use case |
|---|---|---|
| Order tagged as high-value | Add to VIP list | Automatic VIP segmentation |
| Customer created with B2B tag | Add to wholesale list | Separate B2B email journeys |
| Product back in stock | Trigger back-in-stock flow | Automatic restock notifications |
| Subscription cancelled | Trigger winback flow | Subscription recovery |
| Customer reaches spend threshold | Update profile property | Dynamic tier-based segmentation |
Using Klaviyo as a Shopify Flow trigger
Conversely, Klaviyo events can trigger Shopify Flow workflows. When a customer clicks a specific link in an email, you can tag the order for priority fulfilment. When a customer is added to a Klaviyo segment, you can apply a Shopify discount code. When a flow email bounces, you can flag the customer in Shopify for manual outreach.
This two-way integration creates a seamless bridge between your store operations and your email marketing. It eliminates manual processes and ensures customers receive the right communication at the right time based on any event across both platforms.
Checkout extensibility and Klaviyo
Shopify Plus's checkout extensibility framework lets you customise the checkout experience with app blocks, custom fields, and post-purchase pages. Klaviyo can leverage this data for more personalised email marketing.
Custom checkout fields
You can add custom fields to the checkout (gift message, preferred delivery date, how did you hear about us) and pass this data to Klaviyo as order properties or profile properties. This enables segmentation based on acquisition channel, personalised post-purchase emails that include gift messages, and delivery-date-aware flow timing.
Post-purchase upsells
Shopify Plus allows post-purchase upsell pages between payment and confirmation. The acceptance or rejection of these upsells can be tracked in Klaviyo, enabling follow-up flows that offer the declined upsell product via email at a later date.
B2B features and wholesale segmentation
Shopify Plus's B2B channel creates a separate buying experience for wholesale customers. Klaviyo can distinguish between B2B and DTC customers and run entirely separate email programmes for each.
B2B segmentation in Klaviyo
- Segment by customer type (B2B vs DTC) using Shopify customer tags synced to Klaviyo
- Create B2B-specific flows: wholesale onboarding, reorder reminders, volume discount notifications
- Use company-level data for account-based marketing within Klaviyo
- Send different campaign content to wholesale and retail audiences
This is particularly valuable for UK brands that sell both direct-to-consumer and wholesale. Rather than treating all customers the same, you can tailor your email strategy to each channel's buying behaviour and expectations. For a deeper look at B2B ecommerce, see our B2B Shopify guide.
Shopify Scripts and dynamic discounting
Shopify Scripts (available on Shopify Plus) let you create custom pricing rules, automatic discounts, and personalised shipping rates. Klaviyo can reference script-generated pricing in emails for consistency between your store experience and email content.
Practical applications
- Show the customer's personalised price (including any volume or loyalty discounts) in abandoned cart emails
- Reference active promotions in flow emails without manually updating content
- Segment customers by their discount eligibility and send targeted promotions
Multi-store and expansion store setups
Shopify Plus allows expansion stores for different markets (UK, EU, US). Each expansion store should connect to its own Klaviyo account to keep data, compliance, and messaging separate by market.
Multi-store best practices
- One Klaviyo account per expansion store, linked under a single Klaviyo organisation
- Separate flows and campaigns per market, respecting local regulations (GDPR for EU, PECR for UK)
- Localised content: currency, language, shipping information, and local references
- Cross-account reporting to understand total email performance across all markets
Migrating to Shopify Plus with Klaviyo
If you are migrating from another platform to Shopify Plus and want to use Klaviyo, the migration sequence matters. Set up Klaviyo first and configure your sender domain, templates, and basic flows before migrating your store. Then complete the platform migration, connect Klaviyo to Shopify Plus, import historical email data from your previous platform, rebuild flows to take advantage of Shopify Plus-specific features, and test everything thoroughly before going live.
This process typically takes two to four weeks when handled by an experienced team. We manage the full migration through our Klaviyo email marketing services and Shopify development. For migration planning, see our ecommerce migration checklist.
Shopify Plus and Klaviyo together offer the most powerful retention marketing stack available for ecommerce brands. But the advanced features only deliver value if they are properly implemented and strategically deployed. Most brands are leaving money on the table by not using Shopify Flow integrations, custom events, or B2B segmentation.
If you are on Shopify Plus and want to unlock the full potential of your Klaviyo integration, get in touch for a free audit of your current setup.
