Which CRM to choose for an e-commerce business in 2026

What exactly did we do?

↳ Complete audit of the company’s data flows
↳ Structuring of all data and integration into Klaviyo
↳ Implementation of a Marketing Automation strategy

1. Information was not being correctly fed back into the CRM from the website

↳ Before: partial synchronization, 2–3 hours of manual data entry per week, incomplete overview.
↳ After: full automation, no manual imports, clean and centralized data.

2. The campaigns lacked precision in their targeting.

↳ Before: limited segmentation, difficulty refining audiences based on purchase history.

↳ After: more than 10 active behavioral flows, advanced segmentation, estimated revenue impact +10%.

3. Les codes promo n’étaient pas encore personnalisés

↳ Before: no automatic sending based on an event or behavior.

↳ After: automated triggers (birthdays, inactive customers, etc.), estimated revenue impact +10%.

4. Multichannel was not being exploited

↳ Before: CRM focused solely on email.

↳ After: email + SMS + WhatsApp enabled, estimated customer loyalty increase of 40%.

5. How Klaviyo automatically segments customers using AI

↳ Before: Segments had to be created manually in the CRM and e-commerce contacts had to be imported manually.

↳ Now: Klaviyo, with Marketing Analytics, generates dynamic segments based on actual behavior (purchases, frequency, recency, amount, engagement), and automatically moves each person from one segment to another as soon as their data changes.

6. Intelligent product analysis

↳Before: sending imported products manually in emails, in a completely static way, with no possibility of adapting the selection to each customer.

↳ Now: Klaviyo automatically selects the most relevant products for each user based on e-commerce data: purchase history, page views, products viewed, favorite categories, items added to cart, purchase frequency, and customer value. The algorithm analyzes this behavior in real time and generates personalized recommendations for each email, which significantly increases conversions.

7. Custom events between the site and Klaviyo

Before: no trace of custom-developed gamification in the CRM, so it was impossible to track levels, automatically reward players via the CRM, or target players based on their progress.

Now: each level change automatically sends an event to the CRM, triggers the generation and sending of a personalized promo code, and is recorded in the customer file, making it possible to create targeted campaigns based on different gamification levels directly in the CRM.

Presentation of Klaviyo

Klaviyo is a multi-channel marketing automation platform centered around customer data. Historically specialized in e-commerce email marketing, it added SMS marketing in 2020, then evolved into a unified suite integrating CRM, marketing, customer service, and analytics in 2025.

Klaviyo excels in advanced segmentation, deep personalization, and native integrations with e-commerce tools (Shopify, Magento, WooCommerce, etc.). Its strengths include highly advanced automation workflows and a detailed dashboard enabling precise tracking of revenue generated by each campaign.

In return, Klaviyo is known for its higher-than-average cost and a certain level of complexity, which implies a steeper learning curve. The platform is mainly aimed at growing e-commerce companies that want to fully leverage their customer data to boost commercial performance.

In short, Klaviyo positions itself as the “Rolls-Royce” of email marketing for data-driven strategists willing to invest in very advanced features.

Who is it for?

Our client: Le Coin des Barons TCG, a brand that is a huge hit in the world of trading card games: growing from 20,000 to over 1 million visits in 4 years, from 1 to 6 stores, with an official collaboration with The Pokémon Company International.