Klaviyo customer base tops 196,000 as AI drives revenue
The marketing-automation platform reported 13.5% year-over-year growth in revenue from repeat customers during last year’s Black Friday weekend.
The marketing-automation platform Klaviyo (KVYO) added more than 13,000 paying customers in the latest quarter, pushing its total base above 196,000. The sequential increase marked the fourth straight quarter of growth for the company, which has sharpened its focus on artificial-intelligence tools and cross-channel messaging.
The results underscored a shift toward loyalty-driven revenue. During the 2025 Black Friday–Cyber Monday period, revenue from repeat customers rose 13.5% year-over-year, outpacing growth from new buyers. Klaviyo Attributed Value, a measure of revenue driven by the platform, reached $3.8 billion for the event, up 27% from the prior year, while messages delivered climbed 25% to 22.7 billion.
Revenue in the quarter rose 22% year-over-year to $285.1 million, and adjusted earnings came in at $0.12 a share. Both figures met the high end of guidance. The top-line growth rate accelerated from 18% in the prior quarter, driven by adoption of AI-powered product recommendations. Usage of those features jumped 45% year-over-year, and revenue from the messages surged 71%.
Text messaging continued to gain traction. Text revenue for brands grew 25% year-over-year, with send volume up 34%, while cross-channel campaigns that combined email and text accounted for 42% of total revenue during the Black Friday weekend. Shoppers exposed to both channels placed 11% more orders and viewed 71% more products than single-channel users.
Klaviyo did not update its full-year outlook but reiterated its expectation for revenue of $1.21 billion to $1.22 billion and adjusted earnings of $0.50 to $0.52 a share. The company also announced the appointment of Erica Smith as chief financial officer, succeeding Amanda Whalen.
In a separate move, Summit Partners sold 6.5 million shares of Klaviyo’s Series A common stock in August, following a 10.9 million-share sale by CEO Andrew Bialecki in May. Bialecki, who remains co-CEO alongside Chano Fernández, adopted a Rule 10b5-1 trading plan for up to 8 million additional shares.