In 2023, Klaviyo’s digital footprint has expanded significantly, marking its presence in the world of email and SMS marketing. With a staggering 6.9 billion consumer profiles and a notable revenue of $321 million in just the first half of the year, the statistics speak for themselves. This article aims to provide an unbiased, data-driven overview of Klaviyo’s performance metrics for the year. Dive in to get the numbers right.

Klaviyo Statistics

Top Klaviyo Statistics at a Glance

Data PointDetails
Consumer Profiles6.9 billion as of June 30, 2023
Global Ranking (Past 3 months)Shifted from 8,736 to 9,467
Desktop Traffic Increase (Last month)6.25%
User Demographics (Males)47.81%
User Demographics (Females)52.19%
Predominant Age Group25 to 34
Klaviyo Revenue (First 6 months of 2023)$321 million (from $208 million in 2022)
Market Share (2023)6.58% (3rd rank in online-marketing sector)
Market Share in Retail14%
Market Share in Apparel & Fashion7%
Post-money Valuation (May 2021)$9.5 billion (after $320 million investment)
Targeted Valuation for IPO$8.4 billion
  • Consumer Profiles: As of June 30, 2023, Klaviyo has accumulated over 6.9 billion consumer profiles, indicating a vast amount of data collected [1].
  • Global Ranking: Klaviyo’s position on the global scale shifted from 8,736 to 9,467 within the past three months, indicating fluctuations in its online presence [2].
  • Desktop Traffic: Klaviyo experienced a 6.25% increase in users accessing its platform via desktop computers in the last month [2].
  • User Demographics: Klaviyo’s user base consists of 47.81% males and 52.19% females, with the age group of 25 to 34 being the most predominant [2].
  • Klaviyo Revenue: In the first six months of 2023, Klaviyo reported revenue of approximately $321 million, a significant increase from $208 million in 2022 [3].
  • Market Share: Klaviyo holds a 6.58% market share in the online-marketing sector for 2023, ranking third among its competitors [4]. The company’s customer base is notably strong in retail at 14% and Apparel & Fashion at 7% [10].
  • Valuation: Klaviyo’s recent post-money valuation stood at $9.5 billion after securing an investment of $320 million in May 2021 [5]. The company is now targeting a valuation of $8.4 billion in its initial public offerings (IPO) [6]. 

Klaviyo Users

Klaviyo Users demographics
Year201820192020202120222023
Users10,000 20,00030,00070,000105,000130,000
Data PointValue
Total Users (As of June 30, 2023)130,000
User Increase from Previous Year25,000
Total Users (Previous Year)105,000
Major User TypeE-commerce sellers
Predominant PlatformShopify
Male Users (%)47.81%
Female Users (%)52.19%
Predominant Age Group25 to 34
  • User Base Growth: As of June 30, 2023, Klaviyo proudly boasts over 130,000 users. That’s a whopping increase of 25,000 from the previous year when the count stood at 105,000 [7]. 
  • Who’s Using Klaviyo? A substantial portion of Klaviyo’s users are e-commerce sellers. Notably, most of these sellers utilize the Shopify platform for their e-commerce ventures [2][9]. 
  • Gender Demographics: Analyzing the gender distribution among Klaviyo users, 47.81% are males, while 52.19% are females. Furthermore, the predominant age group among these users falls within the 25 to 34 bracket, indicating a younger, tech-savvy demographic [2].

Klaviyo Revenue

Klaviyo Revenue
Year201820192020202120222023
Revenue$290.6$472.7 $585.1
Metric/InformationValue (Year)
Klaviyo Revenue (Till June 2023)$585.1 million
Klaviyo Revenue (Till June 2022)$472.7 million
Net Profit (2023)$15.2 million
Net Deficit (2022)$24.6 million
Initial Public Offering (IPO) (2023)Considering
Total Funding from Rounds (2023)$778.5 million
Most Recent Funding Secondary Market (September 2022)
Previous Funding (August 2022)$100 million (Corporate Round)
Company Assets (2022)$629 million
Number of Employees (2023)1,548 (worldwide in 80+ countries)
  • Revenue Analysis: In the first six months of 2023, Klaviyo reported a revenue of $321 million. This figure represents a significant increase from the $208 million revenue reported in the same period in 2022 [7].
  • Profit Metrics: Financial stability is often gauged by a company’s ability to turn a profit. Klaviyo’s financials for the first half of 2023 indicate a net profit of $15.2 million. This is particularly noteworthy when juxtaposed with the company’s net deficit of $24.6 million in the previous year [7].
  • Initial Public Offering (IPO) Considerations: Klaviyo’s financial growth has paved the way for considering an Initial Public Offering (IPO). Reports suggest that the company has sought the expertise of renowned financial institutions, Goldman Sachs and Morgan Stanley, to facilitate this process [9].
  • Strategic Investments: Klaviyo has secured $778.5 million from seven funding rounds, as per Crunchbase [5]. Their most recent funding in September 2022 was from a secondary market, following a $100 million corporate round a month earlier [11].
  • Overall Company Health: Beyond revenue and profit, it’s essential to consider the broader financial health of Klaviyo. As of 2022, the company’s assets were valued at $629 million. Furthermore, Klaviyo’s workforce has grown to 1,548 employees by 2023, highlighting its commitment to innovation and customer service [1].

Klaviyo Market Share

Klaviyo market share
CategoryData/Figure
Klaviyo Market Share (2023)6.58%
Market Position3rd
Market Share in Retail14%
Market Share in Apparel & Fashion7%
Market Share in Manufacturing7%
Market Share in Food & Beverages6%
Direct Traffic to Klaviyo73.15%
Organic Search Traffic to Klaviyo13.1%
Number of Paying Clients130,000+
Revenue Generated by Clients$100B
Acquisition (Nov 2022)Napkin
*The company doesn’t approve any unofficial survey of market share and hasn’t done one independently so far.

Klaviyo Traffic Source

Klaviyo traffic source
  • Market Share & Industry Distribution: In 2023, Klaviyo secured its place in the online marketing scene with a 6.58% market share, coming in third among the big players [4]. They’re making waves in Retail with 14% of the market and in Apparel & fashion at 7%. They’ve also got a 7% share in Manufacturing and a 6% slice in the Food & Beverages world [10].
  • Traffic Insights: Klaviyo’s traffic sources show that 73.15% is direct, while 13.1% comes from organic search [2].
  • Clientele: Klaviyo has 130,000+ paying clients, including brands like Unilever and Citizen Watches, who have made over $100B in revenue to date with the help of Klaviyo [15]. Additionally, Crunchbase reported Klaviyo’s acquisition of Napkin in November 2022 [5].

Klaviyo Valuation

Klaviyo valuation
ParameterDetailsYear
Klaviyo’s FoundingFounded by Andrew Bialecki and Ed Hallen2012
Klaviyo’s EvolutionFrom database-centric to email marketing titan
Klaviyo’s Valuation$4.15 billion2021
Recent Valuation$9.5 billion2022
Funding Secured$320 millionMay 2021
Shopify’s Investment in Klaviyo$100 million2022
IPO LocationNew YorkMay 2023
Financial Institutions for IPOGoldman Sachs and Morgan Stanley
  • Historical Context: Klaviyo’s journey began in 2012 when Andrew Bialecki and Ed Hallen identified a gap in the market for a platform that could effectively stitch together diverse e-commerce data types. Their vision was to create a tool to help businesses connect meaningfully with their customers. Over the years, Klaviyo evolved from a database-centric solution to a full-fledged email marketing titan, with a valuation of $4.15 billion by 2021. Their commitment to data-driven insights and adaptability has been a cornerstone of their success [13].
  • Recent Valuation Metrics: As of recent financial data, Klaviyo’s valuation stands at an impressive $9.5 billion [5]. This substantial increase in valuation was observed after the company successfully secured funding amounting to $320 million in May 2021 [7].
  • Strategic Partnership with Shopify: Collaborative ventures often play a pivotal role in enhancing a company’s market value. Klaviyo’s strategic partnership with Shopify, a leading e-commerce platform, is a testament to this. In 2022, Shopify fortified this partnership by investing $100 million into Klaviyo [11].
  • Initial Public Offering (IPO) Details: In a significant corporate development in May 2023, Klaviyo initiated the process for an Initial Public Offering (IPO) in New York. The company enlisted the expertise of prominent financial institutions, Goldman Sachs and Morgan Stanley, to facilitate this endeavor [12]. 

Klaviyo’s Popularity and Integrations

CategoryDetails
Prominent CollaborationsNetflix, NY Times, Worldstar, Crumbl Cookies, Jenni Kayne, Titan Fitness
Recognition (US)Top 600 best workplaces in 2023
Recognition (UK)Top 50 best workplaces for medium-sized companies in 2023
Integration CapabilitiesOver 200 marketing platforms (e.g., Google Analytics, Shopify, WooCommerce)
  • Prominent Collaborations: Klaviyo has worked with big names like Netflix, the NY Times, and Worldstar. Brands like Crumbl Cookies, Jenni Kayne, and Titan Fitness have also shared their success stories using Klaviyo [14]. 
  • Recognition: In 2023, Klaviyo was recognized among the top 600 best workplaces in the US. Not just in the US, it also made its mark in the UK, ranking among the top 50 best workplaces for medium-sized companies [8]. The company is taking good care of its 1,500+ employees worldwide [15].
  • Integration Capabilities: Klaviyo integrates with over 200 marketing platforms, including Google Analytics, Shopify, and WooCommerce [16].

Conclusion

In 2023, Klaviyo’s statistics indicate a continued growth and expansion trajectory. With a current valuation targeting $8.4 billion for its upcoming Initial Public Offering (IPO) and a user base that has surged to over 130,000, an increase of 25,000 from the previous year, the future looks promising.

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References

  1. https://www.sec.gov/Archives/edgar/data/1835830/000162828023031916/klaviyoincs-1a.htm 
  2. https://www.similarweb.com/website/klaviyo.com/#overview
  3. Shopify-Backed Klaviyo Draws BlackRock to $518 Million IPO (yahoo.com)
  4. https://6sense.com/tech/online-marketing/klaviyo-market-share
  5. https://www.crunchbase.com/organization/klaviyo/company_financials
  6. UPDATE 4-Marketing firm Klaviyo eyes up to $8.4 bln valuation in US IPO (yahoo.com)
  7. https://en.wikipedia.org/wiki/Klaviyo 
  8. https://www.inc.com/best-workplaces 
  9. https://www.theinformation.com/articles/ipo-hopeful-klaviyo-tries-to-prove-theres-more-to-life-than-shopify 
  10. https://enlyft.com/tech/products/klaviyo
  11. https://techcrunch.com/2022/08/02/shopify-makes-100m-strategic-investment-in-marketing-automation-startup-klaviyo/ 
  12. https://www.reuters.com/technology/klaviyo-files-confidentially-us-ipo-sources-2023-05-12/ 
  13. https://techcrunch.com/2021/04/19/klaviyo-ec1-origin/
  14. https://www.klaviyo.com/customers
  15. https://www.klaviyo.com/about
  16. https://connect.klaviyo.com/integrations/