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Marketing

Klaviyo

MarketingOfficial website

Klaviyo is a US-based email and SMS marketing automation platform widely used by e-commerce businesses. It tracks on-site behaviour, segments audiences based on purchase history and browsing, and automates personalised email and SMS campaigns. For EU-facing e-commerce, Klaviyo presents significant GDPR obligations: valid opt-in consent is required for both marketing emails and on-site tracking cookies, all data is processed in the US requiring SCCs, and the combination of behavioural tracking and marketing profiling warrants careful compliance documentation.

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Overview

What does Klaviyo do?

What is Klaviyo?

Klaviyo is a marketing automation platform focused on email and SMS, purpose-built for e-commerce businesses. It integrates deeply with Shopify, WooCommerce, Magento, and other e-commerce platforms to access purchase data, browse abandonment, cart abandonment, and product interaction history. Klaviyo uses this data to build detailed audience segments and trigger automated, personalised email and SMS flows. It is one of the most popular e-commerce marketing platforms, particularly among direct-to-consumer (DTC) brands.

Email and SMS consent under GDPR

GDPR requires freely given, specific, informed, and unambiguous consent for email and SMS marketing. For Klaviyo specifically: use a clear opt-in checkbox (not pre-ticked) at checkout or on signup forms, implement double opt-in to verify consent, record the consent timestamp and source, never import purchased or rented lists, and send a confirmation email that allows the subscriber to withdraw consent. SMS marketing requires a separate opt-in from email marketing.

On-site tracking and cookies

The Klaviyo JavaScript tag sets first-party cookies and tracks on-site visitor behaviour (page views, product views, cart additions) even before a visitor has identified themselves. This tracking requires consent under the ePrivacy Directive. Block the Klaviyo tag via your CMP until analytics consent is obtained. Without consent, Klaviyo should not be tracking anonymous visitor behaviour.

US data transfers and SCCs

All Klaviyo data is processed in the US. Sign the Klaviyo Data Processing Agreement (available from Klaviyo's privacy settings) which includes SCCs. Disclose the US transfer in your privacy policy. Configure your Klaviyo account with EU subscriber data only after DPA signature.

Practical compliance steps

Sign DPA and SCCs. Implement double opt-in for all EU subscribers. Record consent with timestamp and source. Block Klaviyo tracking tag until cookie consent. Configure unsubscribe flows that also delete contact data upon request. Add Klaviyo to your privacy policy and cookie notice. Never import contacts without documented consent. Implement a process for data subject erasure requests via the Klaviyo Profile deletion API.

Compliance

Klaviyo and the GDPR

Klaviyo is classified as “Marketing”. On a site that targets European visitors, it must only load after the visitor consents, and it must be listed in your cookie policy.

Legal basis
Consent (Art. 6(1)(a) GDPR) required for email marketing, SMS marketing, and on-site behavioural tracking cookies under the ePrivacy Directive. Marketing emails require valid opt-in consent. On-site tracking cookies must be blocked until analytics consent is obtained.
Risk level
high
Applicable regulations
GDPR, ePrivacy Directive, SCCs for US data transfers. Email marketing also subject to national spam laws (CASL, CAN-SPAM equivalent obligations under GDPR).

Impact assessment (DPIA)

A DPIA is recommended for large-scale e-commerce Klaviyo deployments that combine on-site behavioural tracking, purchase history profiling, and automated personalised marketing. The combination of detailed individual profiling for marketing purposes constitutes high-risk processing.

Sample text for your banner

I agree to receive personalised email and SMS marketing from [Brand]. I understand my purchase history and browsing behaviour may be used to personalise communications. I can unsubscribe at any time. See our privacy policy for full details.
Cookies and trackers

What Klaviyo sets and contacts

Tracking method
JavaScript tracking script, email tracking pixels, on-site behavioural tracking, first-party cookies, SMS marketing, form tracking
Server location
United States (Klaviyo is a US company with US-primary infrastructure)
Data transferred outside the EU
Klaviyo is a US-based email and SMS marketing automation platform. All data is processed on US infrastructure. EU personal data transfers require Standard Contractual Clauses. Klaviyo provides a GDPR-compliant DPA and SCCs.

Cookies set (2)

NameTypeDurationPurpose
__kla_idpersistent2 yearsKlaviyo visitor identifier linking on-site behaviour to email subscriber profiles for personalised marketing
_kl_sessionSessionKlaviyo session identifier grouping visitor interactions within a single browsing session

Third-party domains contacted (3)

  • klaviyo.com
  • a.klaviyo.com
  • static.klaviyo.com
Questions

Frequently asked questions about Klaviyo

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Does Klaviyo require GDPR consent for email marketing?

Yes. Klaviyo email marketing to EU contacts requires valid consent: freely given, specific, informed, unambiguous, and documented. Use unchecked opt-in boxes, implement double opt-in, and record the timestamp and source of each consent.

Do Klaviyo cookies require consent?

Yes. Klaviyo sets first-party tracking cookies monitoring on-site behaviour. These require opt-in consent under the ePrivacy Directive. Block the Klaviyo tag in your CMP until analytics consent is given.

Does Klaviyo require separate SMS consent?

Yes. SMS marketing requires separate explicit consent from email. Collect SMS consent via a dedicated opt-in field and record it separately in Klaviyo.

Does Klaviyo transfer data outside the EU?

Yes. All Klaviyo data is processed in the US. SCCs are required. Sign the Klaviyo DPA in Account Settings.

How do I configure double opt-in in Klaviyo?

Go to Lists and Segments, select your list, click Settings, enable double opt-in. Klaviyo sends a confirmation email subscribers must click to verify.

Can I import contacts from my e-commerce platform into Klaviyo?

Only if those contacts provided valid marketing consent. Contacts who provided email for transactional purposes only have not consented to marketing.

How do I handle erasure requests for Klaviyo?

Delete the profile via the Klaviyo API. Document the deletion and respond to the data subject within 30 days.

Are there EU-based alternatives to Klaviyo?

Brevo (France), ActiveCampaign (EU data centre option), and Mailjet (France) offer EU data residency. Brevo is the most established Klaviyo alternative for e-commerce.

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