With Klaviyo poised to go public soon, we took at look at the Klaviyo vendor profile in SiteScore to have a deeper look into their customer base.
Klaviyo's S1 filing states 130k customers as of June 2023, up from 105k the year prior. SiteScore data only identifies about 25k Klaviyo customers, which is understandable given SiteScore only tracks about the top 1m websites, and can only see those sites which include Klaviyo's code on their public website. Klaviyo's S1 indicates their strong focus on SMB businesses during their launch, which explains why SiteScore only knows of about 20% of their total customer base - as SiteScore data skews toward larger companies and enterprises.
Despite the significant gap in overall customer counts - we can use SiteScore's data to better understand Klaviyo's customer base for the sites we do track. SiteScore's vendor profile for Klaviyo shows:
73% of Klaviyo's customers have between 1-50 employees.
Klaviyo customers with over 1000 employees account for just 1% of their total customer base in our dataset. So, Klaviyo is squarely focused on the SMB market. This is similar to Mailchimp, one of Klaviyo's competitors who have about 70% of their customer base from the 1-50 employee base.
75% of Klaviyo's customers are headquartered in the United States.
Klaviyo's second largest customer group comes from United Kingdom (8%) and then Canada (5%). Klaviyo obviously has large growth opportunities in international markets. Compared to Mailchimp, Klaviyo has a greater concentration of customers in the United States - Mailchimp has just 62% of customers in the United States, compared to 75% for Klaviyo.
Klaviyo's customer base skews toward Retail, Apparel and Consumer Goods (59%)
Our industry data shows Klaviyo certainly has a strong customer base in a few certain industries. Klaviyo's S1 states their initial industry targets were ecommerce and retail, and we see this mirrored in SiteScore data for Klaviyo as well. Klaviyo's product focus on omnichannel communications including email and SMS channels is more sought after by modern consumer brands and mobile/online shopping experiences. Mailchimp, by comparison, only has 42% of their customer base come from these three industries - with 10% of their base coming from Information Technology, Publishing and Internet companies - none of which comprise more than 1% of Klaviyo's customer base. We expect this difference is based on product functionality - nearly every online business has an email marketing program (Mailchimp's focus), while fewer need the omnichannel functionality and commerce capabilities that are the focus of Klaviyo's offering.
Interested in learning more about Klaviyo's Customers?
SiteScore crawls the web to discover the tools and technologies publishers are using on their websites. Visit Klaviyo's vendor profile using the link below to discover more about their customers, as well as how they stack up versus their competitors
A note about our data
SiteScore data is limited to those public sites that we are able to crawl across the internet. Customer counts and demographic breakdown of customer websites may be partial or unavailable. We currently scan a limited number of pages of the top 1 million sites on the internet, so sites scanned may use other tools and technologies that we do not capture, and there are millions of other sites across the web that we are unable to scan at all. So, keep those limitations in mind when reviewing the data on our website.
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