Klaviyo flows are automated customer journeys that start when someone takes a specific action or meets certain conditions.

For a Shopify store, that could be someone joining your email list, viewing a product, adding something to cart, placing an order, or going too long without buying again.

If you’re using email marketing for ecommerce brands, these flows help you follow up at important points across the customer journey without having to send every email manually.

Here’s a simple list of Klaviyo flows Shopify stores can use.

Pre-Purchase Klaviyo Flows

Pre-purchase flows follow shoppers before their first order.

Their job is to turn interest into a purchase.

Welcome Flow

A welcome flow is a series of emails sent after someone subscribes to your email list. It’s usually the first automated interaction a new subscriber has with your brand.

Trigger: Added to Email List

Common Profile Filters / Splits:

• What someone has done (or not done): Placed Order zero times over all time

• If someone can or cannot receive marketing: Can receive email marketing

Purpose of a Welcome Flow

Introduce new subscribers to your brand, products, and offer.

Goal of a Welcome Flow

Convert new subscribers into first-time customers.

Site Abandonment Flow

A site abandonment flow targets identifiable visitors who came to your website but left before viewing a product, starting checkout, or making a purchase.

Trigger: Active on Site

Common Profile Filters:

• What someone has done (or not done): Active on Site zero times since starting this flow

• What someone has done (or not done): Viewed Product zero times since starting this flow

• What someone has done (or not done): Added to Cart zero times since starting this flow

• What someone has done (or not done): Started Checkout zero times since starting this flow

• What someone has done (or not done): Placed Order zero times since starting this flow

Purpose of a Site Abandonment Flow

Follow up with visitors who showed initial interest in your store.

Goal of a Site Abandonment Flow

Bring them back to continue shopping.

Browse Abandonment Flow

A browse abandonment flow follows up with an identifiable shopper who viewed a product but left without moving further towards a purchase. Klaviyo uses the Viewed Product event to trigger this flow.

Trigger: Viewed Product

Common Profile Filters:

• What someone has done (or not done): Placed Order zero times since starting this flow

• What someone has done (or not done): Started Checkout zero times since starting this flow

• What someone has done (or not done): Added to Cart zero times since starting this flow

• Has not been in this flow in the last 30 days

Purpose of a Browse Abandonment Flow

Remind shoppers about products they already showed interest in.

Goal of a Browse Abandonment Flow

Turn product interest into a purchase.

Added to Cart Flow

An added to cart flow targets shoppers who added something to their cart but haven’t yet moved into checkout.

This represents stronger purchase intent than simply viewing a product. Klaviyo supports Shopify’s Added to Cart event when behavioural tracking is enabled.

Trigger: Added to Cart

Common Profile Filters:

• What someone has done (or not done): Placed Order zero times since starting this flow

• What someone has done (or not done): Started Checkout zero times since starting this flow

Purpose of an Added to Cart Flow

Follow up with shoppers who left products in their cart.

Goal of an Added to Cart Flow

Bring them back and move them towards checkout.

Abandoned Checkout Flow

An abandoned checkout flow reaches shoppers who started the checkout process but didn’t complete their purchase.

Klaviyo’s standard abandoned cart setup commonly uses the Shopify checkout event and removes people from the flow once they place an order.

Trigger: Started Checkout / Checkout Started

Common Profile Filters:

• What someone has done (or not done): Placed Order zero times since starting this flow

Purpose of an Abandoned Checkout Flow

Remind high-intent shoppers about the order they left behind.

Goal of an Abandoned Checkout Flow

Recover lost checkout revenue.

These pre-purchase journeys are usually some of the first automations we review when providing Klaviyo email marketing services, because each flow responds to a different level of purchase intent.

Post-Purchase Klaviyo Flows

The customer journey doesn’t stop after checkout.

Post-purchase flows start after someone buys and can be used for thank-you messages, education, reviews, cross-sells, and other follow-up. Klaviyo generally uses Placed Order as the starting point for post-purchase flows.

Post-Purchase Flow

A post-purchase flow follows customers after an order is placed.

Trigger: Placed Order

Common Profile Filters / Splits:

• What someone has done (or not done): Cancelled Order zero times since starting this flow

• What someone has done (or not done): Placed Order equals 1 over all time for first-time buyers

• Trigger or conditional splits based on product, order value, or customer type

Purpose of a Post-Purchase Flow

Thank customers, educate them about their purchase, and guide what happens next.

Goal of a Post-Purchase Flow

Improve the customer experience and strengthen the relationship after the sale.

Review Request Flow

A review request flow asks customers for feedback after they’ve had enough time to receive and experience their order.

Trigger: Fulfilled Order or Placed Order with an appropriate delay

Common Profile Filters:

• What someone has done (or not done): Cancelled Order zero times since starting this flow

• Product or order conditions as needed

Purpose of a Review Request Flow

Ask customers to share their experience with the product.

Goal of a Review Request Flow

Generate reviews and social proof.

Cross-Sell Flow

A cross-sell flow recommends another product based on what a customer already purchased.

For example, someone who bought one product can be shown a complementary product they haven’t purchased yet. Klaviyo recommends using purchase data such as product name or SKU when building this type of targeting.

Trigger: Placed Order

Common Profile Filters / Splits:

• What someone has done (or not done): Ordered Product at least once where SKU or Product equals Product A

• What someone has done (or not done): Ordered Product zero times where SKU or Product equals Product B

Purpose of a Cross-Sell Flow

Recommend products that naturally complement a previous purchase.

Goal of a Cross-Sell Flow

Encourage another order and increase customer value.

Retention Klaviyo Flows

Retention flows focus on customers who have already bought.

The goal is to keep them buying instead of constantly relying on new customer acquisition.

Second Purchase Flow

A second purchase flow targets someone after their first order and encourages them to buy again.

Trigger: Placed Order

Common Profile Filters / Splits:

• What someone has done (or not done): Placed Order equals 1 over all time

• What someone has done (or not done): Placed Order zero times since starting this flow

Purpose of a Second Purchase Flow

Follow up specifically with first-time customers.

Goal of a Second Purchase Flow

Turn first-time buyers into repeat customers.

Replenishment Flow

A replenishment flow reminds customers when a product they previously bought may be running low.

The ideal timing depends on how quickly customers normally consume or reorder that product.

Trigger: Placed Order or Ordered Product

Common Profile Filters:

• What someone has done (or not done): Ordered Product at least once where Product equals X

• What someone has done (or not done): Ordered Product zero times since starting this flow where Product equals X

Purpose of a Replenishment Flow

Remind customers when it may be time to buy the same product again.

Goal of a Replenishment Flow

Generate repeat purchases at the right point in the buying cycle.

VIP Flow

A VIP flow gives your most valuable customers a different experience based on criteria such as total spend or number of purchases.

Trigger: Added to VIP Segment

Common Segment Conditions:

• What someone has done (or not done): Placed Order at least X times over all time

• What someone has done (or not done): Revenue is at least X over all time

Purpose of a VIP Flow

Recognise and reward high-value customers.

Goal of a VIP Flow

Build loyalty and increase customer lifetime value.

Re-Engagement Klaviyo Flows

Some customers eventually stop buying.

Others stop engaging with your emails.

Re-engagement flows are designed to either bring them back or help you identify people who no longer belong in your active sending audience.

Winback Flow

A winback flow targets customers who bought in the past but haven’t purchased again within their normal buying cycle.

Klaviyo recommends triggering the flow after a purchase, then using a time delay based on how long customers usually take to order again.

Trigger: Placed Order

Common Profile Filters:

• What someone has done (or not done): Placed Order zero times since starting this flow

Typical Setup:
Placed Order → Buying-cycle delay → Winback emails

Purpose of a Winback Flow

Reconnect with customers who are becoming inactive.

Goal of a Winback Flow

Bring previous customers back for another purchase.

Sunset Flow

A sunset flow is designed for subscribers who have stopped engaging with your emails.

It gives them one final opportunity to engage before you consider suppressing them from regular marketing sends. Klaviyo specifically recommends using sustained inactivity across email and onsite behaviour when identifying these profiles.

Trigger: Added to Inactive Segment

Common Segment Conditions:

• If someone can or cannot receive marketing: Can receive email marketing

• What someone has done (or not done): Received Email at least X times

• What someone has done (or not done): Opened Email zero times during your inactivity period

• What someone has done (or not done): Clicked Email zero times during your inactivity period

• Optional: Active on Site, Viewed Product, and Placed Order zero times during the same period

Purpose of a Sunset Flow

Give disengaged subscribers one final opportunity to reconnect with your brand.

Goal of a Sunset Flow

Maintain a healthier list and protect email deliverability.

Which Klaviyo Flows Should a Shopify Store Have?

You don’t need to build every possible automation inside Klaviyo.

A simpler way to think about it is to make sure your customer journey has coverage across four stages:

Pre-purchase → Post-purchase → Retention → Re-engagement

Then build additional flows, filters, delays, and conditional splits based on how customers actually behave.

The trigger starts the journey.

The filters make sure the right people stay in it.

And the messages should help customers take the next logical step.

If you want to know which Klaviyo flows you’re missing, we can help.

We’re a Klaviyo email marketing agency in the Philippines helping ecommerce brands build smarter lifecycle flows that turn more shoppers into customers and more customers into repeat buyers.

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