Owning the Shopper Record

This is a fight over who owns the shopper record, because the company that controls the data and the daily workflow can keep adding adjacent products on top. Klaviyo started from email, SMS, and customer profiles, then moved into service with Helpdesk and Customer Agent. Gorgias started from the support inbox, then moved into lead capture and onsite conversion with Convert. In practice, both are trying to give a Shopify brand one place to see orders, messages, campaigns, and customer history, then sell more software into that same seat.

• Klaviyo has the wider base. It reached about $937M ARR in 2024 versus Gorgias at about $69M. That scale lets Klaviyo bundle service into an existing marketing relationship, where many brands already store subscriber lists, segments, purchase history, and campaign logic.
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• Gorgias has the more native support workflow. In a typical setup, a small Shopify brand runs one or two reps in Gorgias or Zendesk, and tools like Wonderment push shipping context and proactive tickets into that inbox. That makes Gorgias the operating screen for post purchase service, not just a generic ticket queue.
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• HubSpot for ecommerce means stitching together marketing and service around one customer timeline. Klaviyo built this from a site tracking snippet and segmentation engine that turned browsing and order events into campaigns. Gorgias is approaching the same destination from support, using AI and conversion tools to expand from ticket resolution into revenue generation.
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The next phase is less about adding one more channel and more about making the suite autonomous. Klaviyo is already combining Helpdesk and Customer Agent with its broader B2C CRM, while Gorgias is pushing AI deeper into support and onsite conversion. The winner will be the platform that can resolve issues, recommend products, and trigger campaigns from the same customer context with the least setup work.