How to Increase Repeat Purchases on Shopify with Klaviyo | F2 Conversion and LTV Email AutomationHow to Increase Repeat Purchases on Shopify with Klaviyo | F2 Conversion and LTV Email AutomationHow to Increase Repeat Purchases on Shopify with Klaviyo | F2 Conversion and LTV Email Automation

How This Differs from Step Emails

Post-shipment follow-up (step emails) and the Klaviyo repurchase flow target different customers with different goals.

• Step emails: Triggered by order shipment — delivering a welcome message, post-delivery follow-up, and next-purchase prompt (learn more)
• Klaviyo repurchase flow: Detects customers who have passed their expected repurchase window and re-engages them with a discount coupon

The Klaviyo repurchase flow does not cover initial post-shipment follow-up. Instead, it focuses on customers who have not bought again despite enough time having passed — reaching them at the moment their purchase decision is most likely.

Why Investing in Repeat Purchases Matters

Growing an EC site on new customer acquisition alone is becoming increasingly difficult. Web advertising CPAs (cost per acquisition) rise year over year, and for many brands, the more they spend on ads, the harder it becomes to stay profitable.

The general benchmark is that reaching an existing customer costs 1/5 to 1/10 of acquiring a new one. Customers who have already purchased once have established trust in your product, which also means their repurchase conversion rate is significantly higher.

Metric	New Customer Acquisition	Repeat Purchase Approach
Cost to reach	High (CPA ¥3,000–¥15,000+)	Low (1/5–1/10 of new acquisition)
Conversion rate	1–3%	20–40%
LTV contribution	First purchase only	Compounds over time

Research consistently shows that customers who make a second purchase (F2 conversion) are far more likely to continue buying. Retention marketing is one of the most cost-efficient ways to improve an EC site's profitability.

What Is Klaviyo

Klaviyo is a marketing automation platform purpose-built for e-commerce. Its Shopify integration is deep — purchase history, browsing behavior, cart abandonment, and more can all trigger automated email flows.

As of 2024, Klaviyo is used by over 150,000 EC brands worldwide, with particular strength in repurchase and retention flow design. Beyond email, it also supports SMS and push notifications, enabling multi-channel customer outreach.

Identifying the Churn Date and Designing the Flow

In Klaviyo, a "churn date" is set based on a product's category and average repurchase cycle.

The churn date is the point at which a customer has passed the natural window for their next purchase decision and begins to drift toward competing brands. For consumable products — supplements, food, skincare — this is often 28–35 days after purchase. After this window, the risk of losing the customer to a competitor rises sharply.

Klaviyo syncs with Shopify's purchase data and can analyze purchase intervals by product and by customer. Using this analysis, you set the churn date and build a flow that automatically sends emails in the days leading up to and on that date.

Repurchase Flow Structure

Flow 1: Pre-Churn Reminder (5–7 days before churn date)

Send a timely reminder — for example, "Running low?" or "Time to restock?" — to prompt the customer before they move on. No coupon is included at this stage; the goal is to surface the repurchase intent naturally before the churn date arrives.

Flow 2: Churn Date (Discount Coupon Delivery)

On the churn date, automatically send a discount coupon to prompt the purchase. Klaviyo integrates with Shopify's discount system, allowing coupons to be generated and delivered directly within the flow. Discount rates should be calibrated to your product margins to avoid over-discounting.

Klaviyo Cost vs. CRM Tools

Klaviyo uses a usage-based pricing model tied to the number of contacts (profiles). This means you can start lean and scale costs as your customer base grows.

Tool	Monthly Cost (est.)	Notes
Salesforce Marketing Cloud	¥300,000–¥1,000,000+	Enterprise CRM, high-end
Braze	¥500,000–¥2,000,000+	Mobile-first, premium CRM
HubSpot Marketing Hub (Pro)	¥45,000+	All-in-one for SMBs
Klaviyo	Free–tens of thousands	EC-focused. Free up to 250 contacts

Salesforce and Braze are powerful platforms designed for large enterprises — they offer advanced segmentation, multi-channel coordination, and real-time analytics at a price point that's difficult to justify for early-stage EC sites.

Klaviyo's e-commerce-native design makes Shopify integration far simpler than other CRM tools. Segments, flows, and reports are all directly tied to purchase data, and the platform can be operated without a dedicated technical team.

Our Service and Pricing

Estimated cost: ¥100,000 (excl. tax, initial build)

We cover the full setup in a single engagement:

• Klaviyo account setup and Shopify integration
• Repurchase flow design (churn date configuration, scenario design)
• Email copywriting (all emails within the flow)
• Discount coupon configuration and automated delivery setup

Combining this with post-shipment step emails creates a complete email marketing system — from first-purchase follow-up through long-term repeat purchase. For the step email service, see Step Email Design and Build.

Ongoing optimization and A/B testing are available as an add-on — please inquire separately.

Summary

A Klaviyo repurchase flow lets you reach existing customers at a fraction of what web advertising costs.

• Automated discount coupons delivered around the churn date drive F2 and F3 conversion
• Approach existing customers at 1/5–1/10 the cost of new acquisition
• Klaviyo's usage-based pricing makes it viable to start small and scale

If you haven't yet invested in email marketing for existing customers, building a Klaviyo repurchase flow is the most efficient first step toward a sustainable repeat-purchase foundation.