Marketing automation platform Klaviyo is making a loud entrance across Europe, backed by big numbers, bigger names, and what it calls the only CRM truly built for B2C brands.
In its Q1 earnings, the marketing automation platform reported a 47% year-on-year revenue surge in EMEA, while international revenue, including APAC, now makes up 34% of its total business. The company’s footprint is keeping pace as Klaviyo’s regional team has increased 67% to 360 staff, fueled by new hires and a second European base in Dublin, opened in February to complement its expanded London hub.
Now evolving beyond email and SMS into a full-scale customer engagement platform, Klaviyo is sharpening its pitch to consumer brands with promises of tighter retention and deeper insights.
Entering the new market
The UK, Klaviyo’s biggest European market, has been a proving ground, with a 20% customer growth rate in 2024 and a client list that includes The Body Shop, Paul Smith, Castore, ICONIC London, and Simba Sleep.
These brands are seeing measurable impact. Paul Smith attributed 62% of its revenue to Klaviyo within six months. ICONIC London reported that 39% of its 2024 e-commerce sales came directly through the platform. Simba Sleep saw a 57% increase in repeat purchases after switching, while Castore used Klaviyo’s AI and segmentation tools to scale its global growth.
Klaviyo’s regional push is now led by Managing Director Ben Jackson, whose experience spans OwnID, SAP, and ExactTarget. His appointment reflects the company’s investment in building out its European leadership to match growing demand.
All this momentum leads into K:LDN on June 24, Klaviyo’s flagship London event, where marketers and CX leaders will gather to explore what’s next in data-driven brand building.
Andrew Bialecki, co-founder and CEO of Klaviyo said: “The momentum we’re seeing across Europe reflects a fundamental shift in how businesses approach customer relationships. From emerging D2C brands to established global enterprises, companies are recognising that fragmented tools no longer serve today’s market demands. We built our B2C CRM offering to help solve this. Our continued investment in EMEA, from expanding our go-to-market presence to strengthening our product and engineering capabilities, underscores our commitment to this significant market opportunity and our confidence in the region’s growth potential.”