Shopify Options + Klaviyo Email (Segmented Marketing 2026)

Klaviyo knows which variant a customer bought, which one they left in the cart, and in most setups what they typed into a personalization field. That makes it possible to send emails that say "Your Navy tee in Medium is waiting" instead of "You left something behind". Here is how the data flows and which emails are worth building first.

Native Klaviyo + Shopify integration

Klaviyo installs from the Shopify App Store and connects with a few clicks. Once connected, it syncs customers, orders and your product catalog, and it tracks storefront events such as Viewed Product, Added to Cart, Started Checkout and Placed Order.

Variant details come along with those events. Each ordered item carries its variant title (for example "M / Navy"), SKU and price, so you can filter and personalize on them without any custom code.

Setup steps

Install Klaviyo from the Shopify App Store and connect your store.
Turn on onsite tracking through the Klaviyo app embed in your theme editor, so product views and cart events are recorded.
Place a test order for a product with variants and a personalization field.
Open that test profile in Klaviyo and look at the Placed Order event. Note the exact field names for the variant and any line-item properties.
Use those field names when you build segments and email templates.

Step 4 saves a lot of guessing. Field names differ between apps, and it is much faster to read them off a real event than to work them out from docs.

Segmentation examples

Bought a Red variant: email them when new red items arrive.
Viewed or abandoned a Small: send a back-in-stock alert when Small is restocked.
Bought a personalized product: follow up after 30 days with a reorder or gift idea.
Bought a size that runs small: send fit tips before the parcel arrives to head off returns.

Our guide to Klaviyo email marketing for POD stores has more segment ideas built around print-on-demand catalogs.

Abandoned cart with variant details

Klaviyo's abandoned cart and checkout flows can show the exact variant left behind, with its image and price. That lets you write copy like "Complete your Red Cotton T-Shirt in Small" and link straight back to the right selection.

For personalized items, include what the shopper entered when you can. "Your mug with 'Grandma Rose' is still in your cart" is far more specific than a product photo alone.

Personalization data

Personalization apps, Print It My Way included, save customer input as line-item properties on the order. Those properties usually appear on Klaviyo's order events alongside the variant, which means a template can print "Custom text: Priya" from the order data.

Shopify's own order confirmation email can show the same details. If customers tell you their name or photo is missing from that email, our guide to line-item properties in order confirmation emails covers the template fix.

Flows worth building first

Flow	Trigger	Variant detail to use
Abandoned checkout	Started Checkout, no order	Variant title, image, entered text
Back in stock	Variant restocked	The exact size or color they wanted
Post-purchase cross-sell	Placed Order	Color, to suggest a matching item
Reorder reminder	Days since Placed Order	Last variant bought, for a one-click repeat

If you sell on subscription as well, keep those customers out of reorder reminders. Our post on subscription apps and product options explains how variant choices carry over between cycles.

Common mistakes

Building templates before checking real data. Always look at a test event first.
Showing raw property names. An internal key like "_preview_url" looks broken in an email. Show only the fields a customer would recognize.
Ignoring sold-out variants. An abandoned cart email for a variant that has since sold out frustrates people. Add a stock check or a fallback product.
Too many segments too early. Start with abandoned checkout and back in stock, then add more once those run well.

For internal alerts, such as a Slack message when a large personalized order comes in, Shopify Flow is often simpler than Klaviyo. See Shopify Flow with variants for examples.

Frequently asked questions

Does Klaviyo sync Shopify variants?

Yes. The Klaviyo integration syncs order and product data, and each ordered item includes its variant title, SKU and price.

Can I segment customers by variant?

Yes. You can build a segment such as "customers who bought a Red variant" and send them targeted campaigns, like new arrivals in the same color.

Can abandoned cart emails show variant details?

Yes. Klaviyo cart and checkout flows can show the exact variant left behind, with its image and price. Specific copy usually reads better than a generic reminder.

Does personalization data sync to Klaviyo?

In most setups, yes. Line-item properties saved by a personalization app come through on the order events, and you can print them in email templates. Check a test order to confirm the field names.

Can I send back-in-stock emails per variant?

Yes. Klaviyo's back-in-stock feature lets a shopper subscribe to a specific variant, such as the Medium in Navy, and emails them when it returns.

Can I send post-purchase upsells by variant?

Yes. A flow triggered by Placed Order can suggest a matching item, for example a red cap after a red tee.

How much does Klaviyo cost?

Klaviyo has a free plan for small lists, and paid plans scale with the number of contacts. Check Klaviyo's pricing page for the current limits.

Should I use Klaviyo or Shopify Email?

Klaviyo has deeper segmentation and flows but costs more as your list grows. Shopify Email is simpler and cheaper for basic campaigns.

Sources & further reading

Primary sources referenced in this article. We link to official platform documentation and standards bodies rather than secondary summaries so you can verify claims directly.

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