For brands using Klaviyo, the latest wave of platform enhancements (especially the AI-driven ones) create an opportunity to step ahead. 

At Wave Commerce, we are a long time Klaviyo and Shopify partner. We are Klaviyo’s first and only Master Gold partner, and have been keeping Hong Kong Shopify merchants updated about Klaviyo before they even had a team in APAC! We know how important BFCM is to many merchants, especially those selling cross-border. In 2024, Shopify merchants earned US$11.4bn over the 4 days, and peaked at US$4.6m per minute! In this article, we’ll walk through: what’s new in Klaviyo, how AI is now embedded in the workflows, trends you should know for BFCM 2025, and use-case ideas to put the new features into action this holiday sales season.

Klaviyo AI: Going all in!

What stands out is Klaviyo going all in on AI! But not just at a high level with some simple features here and there, but baking it into workflows and the platform.

Here are some of the standout capabilities that Klaviyo recently released (or has made broadly available) and that will shape marketing + service this BFCM.

K:AI - the AI-first Engine

Klaviyo’s AI suite (branded K:AI) is now positioned as the core of its platform. According to Klaviyo they describe K:AI as: “AI powered tools like Segments AI, Email AI, SMS AI, Reviews AI … and now agents that act autonomously.”

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Two major agent capabilities are:

• Marketing Agent: (Backend) An embedded AI that can create, launch and optimise campaigns, flows, signup forms, etc - often with minimal prompting. For example, you provide a URL and it builds a marketing plan.
  
• Customer Agent: (Customer-facing) An AI service agent that handles 24/7 customer support and sales conversations across channels, trained on your storefront/catalog/policies, and capable of recommending products, answering questions, and escalating when needed.
  

Omnichannel Campaign Builder & Attribution

Beyond AI, Klaviyo has improved its multichannel campaign and measurement capability:

• Omnichannel Campaign Builder: Lets marketers plan, launch and measure campaigns spanning email, SMS, WhatsApp, and push notifications on a single canvas.
  
• Omnichannel Attribution: Gives a clearer view of revenue attribution across channels, reducing double-counting and bias so you know which touchpoints drive real value.
  

Service & Support Enhancements

Given that service often becomes a revenue channel (especially during high-volume sale periods), these additions are important:

• Helpdesk and Customer Hub: Klaviyo now gives a unified place for support teams, bringing in email, chat, SMS, social plus all your Klaviyo data so agents can act with full context. Learn more about Customer Hub here, and learn more about Helpdesk here.
  
• Reverse ETL / Data Warehouse Import / MCP Server: These are backend/data infrastructure upgrades enabling brands to bring in more data, push Klaviyo data out, or connect their warehouse to Klaviyo in more sophisticated ways. More data = more personalization!
  

BFCM-specific Klaviyo AI Enhancements

Klaviyo has published specific features designed for high-volume times like BFCM:

• Reputation Repair AI: Helps manage deliverability risk when inboxes flood during BFCM, by automatically identifying unengaged profiles for exclusion and tracking deliverability in real-time.
  
• Automated subject-line A/B testing: Klaviyo Email AI can generate campaign copy quickly so you can focus your precious time elsewhere!
  

Klaviyo launches WhatsApp integration for APAC brands

Klaviyo has officially launched WhatsApp as a native messaging channel, giving brands in Hong Kong and across the world a powerful new way to connect with customers where they spend most of their time. With WhatsApp being one of the most widely used communication apps in many markets, this integration opens up a direct, conversational, and high-engagement channel for marketing, transactional, and support messages all managed seamlessly inside Klaviyo.

For Shopify and omnichannel retailers, this means:

• Reach customers instantly with WhatsApp marketing campaigns and automated flows such as flash-sale alerts to restock notifications, using the same data and segmentation that power your email marketing.
  
• Engage in real conversations, turning WhatsApp replies into service or loyalty moments that deepen customer relationships.
  
• Personalise messages at scale with Klaviyo’s AI and CDP data, delivering product recommendations, order updates, or exclusive VIP offers that feel 1-to-1.
  
• Stay compliant and global-ready, with Meta-approved templates, opt-in management, and full analytics built directly into Klaviyo’s dashboard.
  

With this launch, Klaviyo gives merchants a new edge ahead of BFCM and the 2025 shopping season - enabling faster, smarter, and more personal customer engagement in the region’s most trusted chat app.

Why this matters for BFCM 2025

At Wave Commerce, we have over a decade of experience supporting brands in growing their marketing revenue and improving customer loyalty and engagement. All of these new features from Klaviyo are nice-to-haves, but what we often see when platforms like Klaviyo make these big announcements, it's hard for everyday merchants or marketing leaders to unpack it all and see the instant use case. 

To make the best use of these features, it helps to understand the key trends and pressures brands may face during BFCM this year. 

Trend 1: Attention is fragmented & expensive

With more brands, more channels and more offers, getting and holding customer attention is harder. Inboxes, SMS short-codes, and WhatsApp threads are all more crowded. Thus speed, personalization, and relevance matter more than ever.

Trend 2: Omnichannel attribution & reporting

Shoppers expect a seamless experience across email, SMS, push, web, WhatsApp etc. A campaign that lives only in email risks missing many of the engaged segments. We live in the big data world, but omnichannel reporting/data analysis is still very challenging. The Omnichannel Campaign Builder and Attribution improvements address exactly this.

Trend 3: Service equals conversion

Especially during BFCM, support inquiries spike (shipping, returns, sizing). A bad support experience can kill loyalty, while a smooth one can up-sell or cross-sell. The Customer Agent and Helpdesk features turn support into conversion leverage.

Trend 4: Data richness + AI = competitive edge

Brands that can quickly ingest data (purchase history, browse behaviour, predictions), and act on it with AI (personalized flows, campaign automations) will have a significant advantage. The new features in Klaviyo lower the barrier to this.

Trend 5: Deliverability & performance risk

With volume up during the holiday, filters tighten. Without careful segmentation and deliverability hygiene, you risk your messages going to spam. The dedicated AI tools for deliverability help mitigate that risk.

Use cases & ideas: How to leverage the new Klaviyo features for BFCM

Here are specific ideas and workflows you can run using the new Klaviyo capabilities to “win” this BFCM.

Use case A: Rapid-Launch Holiday Campaign with Marketing Agent

Scenario: Your brand has a major flash sale launching Friday midnight and you want a full multichannel campaign (email + WhatsApp) ready in time.

How to use:

• Provide your brand’s URL/catalog to Marketing Agent and let it generate a holiday campaign plan, emails, signup forms, flows in minutes.
  
• Review and approve the assets, set the timing, and channels.
  
• Use the Omnichannel Campaign Builder to sync email and WhatsApp, ensuring the messaging and timing are aligned across channels.
  
• Monitor performance and let Marketing Agent refine the flows automatically (its built-in optimisation).
  

With this, you save time, avoid manual errors, and launch quickly which is crucial in the time-sensitive BFCM period.

Use case B: High-Volume Support & Upsell via Customer Agent

Scenario: During BFCM, your support volume doubles with questions on sizing, shipping, and discount codes etc. You want to handle support efficiently and pick up cross-sell/upsell opportunities in chat.

How to use:

• Activate Customer Agent across chat and (and soon WhatsApp) so first-response is AI-driven, product-catalog aware, and can handle simple queries 24/7.
  
• Configure escalation to human agents when needed, with full context.
  
• Use support interactions as conversion touchpoints: e.g., “Question about return? Here’s a promo on bundle A+B you might like.”
  

Smooth support removes friction at checkout, and you turn support into strategic revenue moments rather than cost centres.

Use case C: Deliverability Rescue with Reputation Repair AI

Scenario: Day 2 of your BFCM campaign, open-rates drop sharply and your deliverability score falls. You risk large segments landing in spam.

How to use:

• Monitor the deliverability score in Klaviyo’s campaign builder (Reputation Repair AI gives you a real-time score).
  
• Let the AI identify unengaged profiles and dynamically exclude them from the next send.
  
• Launch a targeted re-engagement set post-BFCM based on the AI’s insights on domain-based deliverability drops.

Keeping your sender reputation intact during the high-volume period can mean the difference between “makes revenue” and “wasted send”.

Use case D: Smart Segmentation & Personalisation at Scale

Scenario: You serve multiple segments (VIPs, repeat buyers, browsed but never bought, cart abandoners) and want tailored flows for each.

How to use:

• Use Segments AI (under the Klaviyo AI umbrella) to quickly build complex segments by prompting something like “customers who purchased in last 90 days AND average order > $150”.
  
• Use Email AI to generate variant emails per segment with personalised content and subject lines.
  
• Use the Omnichannel Campaign Builder to map different channel weights per segment (e.g., VIPs get WhatsApp & push + email; new browsers get email only).

More relevance = higher engagement, which during a crowded BFCM season means better ROI and lower noise.

Use case E: Post-Sale Loyalty & Retention via Flows AI

Scenario: BFCM is over and you want to convert one-time shoppers into long-term loyal customers.

How to use:

• Use Flows AI (part of Klaviyo’s AI stack) to build an automated post-purchase nurturing flow: e.g., Thank-you email > product usage tips > review request > next-purchase incentive.
  
• Trigger branch logic based on behaviour: e.g., if review submitted then send VIP invite.
  
• Use predictive analytics (next-order date, lifetime value) to prioritise segments for this flow. 

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BFCM often brings a spike in acquisition; turning inbound volume into lifetime value is the smart move.

Build your loyalty flows with OMNI Loyalty x Klaviyo!

That’s where OMNI Loyalty x Klaviyo integration comes in - connecting your loyalty data (points, tiers, and rewards activity) directly into your Klaviyo automations. This lets you create personalised, high-impact flows that nurture repeat purchases and increase lifetime value.

With OMNI Loyalty x Klaviyo, you can:

• Trigger loyalty-based automations - Send reward reminders, tier-upgrade celebrations, or point-expiry nudges automatically when OMNI events occur.
  
• Personalise emails and WhatsApp with loyalty data - Use merge tags to show customers their real-time status inside Klaviyo campaigns.
  
• Build re-engagement loops - Create flows that reactivate dormant members by offering bonus-point incentives or exclusive tier perks.
  
• Combine loyalty with AI flows - Use Klaviyo’s Flows AI to dynamically tailor post-purchase journeys that reward repeat purchases or referrals.
  
• Measure loyalty-driven revenue - Track how many conversions and repeat orders are influenced by loyalty automations inside Klaviyo analytics.
  

Pro tip: Before BFCM, set up a loyalty-member early-access flow where VIPs receive exclusive sale previews or bonus-point multipliers. It’s one of the simplest ways to increase retention while driving excitement for the sale event.

Install OMNI now on the Shopify app store.

Recommendations for brands using Klaviyo this BFCM

Here’s a suggested checklist for brands wanting to use these new features to maximize their BFCM sales this year:

1. Audit your current Klaviyo setup
   
   • Ensure your data flows (online behaviour, POS, in-store) are connected.
   • Check that your support channel (Klaviyo Helpdesk, Klaviyo Customer Hub) is integrated.
   • Review past-year BFCM metrics: deliverability dips, email/SMS channel mix, support volume spikes.
     
     
2. Activate the key AI capabilities early
   
   • Enable Marketing Agent, Segments AI, Flows AI so the system has time to learn your brand and voice.
   • Enable Customer Agent (and test it) so it’s live before the major peak.
   • Activate deliverability monitoring (Reputation Repair AI) so you’re not reacting on Day 1.
     
     
3. Build your holiday campaign stack
   
   • Use Marketing Agent to generate the campaign plan and assets for your key sale windows.
   • Map multichannel logic in Omnichannel Campaign Builder: email, push, WhatsApp etc
   • Build segmentation (via Segments AI) and personalised flows (via Flows AI).
   • Define also the support-to-sales handoff (Customer Agent route to human) logic.
     
     
4. Launch & monitor
   
   • Ensure the first wave is scheduled ahead of peak (e.g., VIP early access).
   • Monitor deliverability, open/click rates, flows performance.
   • Use the real-time dashboards (Customer Agent overview, campaign analytics) to optimise. 
   • Let the AI agents refine flows/campaigns dynamically.
     
     
5. Post-peak follow-through
   
   • Immediately activate post-purchase retention flows for new customers.
   • Use predictive analytics (next-order date, lifetime value) to prioritise high-value cohorts.
   • Analyse what worked: which channel mix, segment performance, attribution across channels.
   • Use insights to refine your 2026 plan (AI will remember and optimise over time).

Summing things up

The intersection of AI and holiday sales/BFCM volume is where Klaviyo’s latest releases shine. For brands ready to move beyond “just another email campaign” and build intelligent, data-driven, service-connected marketing journeys, the combination of Marketing Agent, Customer Agent, Flows AI, Omnichannel Campaign Builder and deliverability safeguards offers a roadmap to not just survive BFCM but to win it.

This year, BFCM isn’t just about discounts. It’s about relevance, speed, experience, support and the data-driven orchestration of channels and moments. Brands that lean into the new Klaviyo capabilities can make their holiday campaigns perform like the next generation of DTC growth.

Want to unpack this even further? Reach out to our Klaviyo and marketing experts at Wave Commerce for a chat!

Not on Klaviyo yet? Try it for free here!