5 Must-Have Klaviyo Flows Every Shopify Store Should Have
I open a lot of Klaviyo accounts. The pattern is almost always the same. A welcome flow somebody set up once. Maybe an abandoned cart. Then nothing.
Five Klaviyo flows do most of the heavy lifting in a Shopify email program. Set them up right and they run in the background, catching customers at the moments that matter and bringing in revenue while you work on everything else.
Here are the five, what each one does, and when it fires.
The Welcome Flow
This one fires the second someone joins your list. It's the highest-intent moment you'll ever get. They just raised their hand. They want to hear from you.
Most welcome flows waste it. One email, a coupon, done. Yours should introduce the brand, say why you exist, and make a clear first offer. Three to five emails, not one.
If your welcome flow is sending and the sales aren't showing up, that's usually a structure problem, and it's fixable. More on that in how to fix a welcome flow that isn't making sales.
One more thing. A welcome flow is only as good as what feeds it. If signups are thin, the welcome flow has nobody to talk to. That starts with the right signup form.
2. The Browse Abandonment Flow
This fires when someone looks at a product and leaves without adding it to cart. They were curious. They didn't commit.
A good browse abandonment flow nudges. It doesn't shove. Show them what they looked at. Add a little context, a review, a reason it's worth it.
Keep the discount out of it if you can. These shoppers weren't ready to buy yet, and training them to wait for a coupon is a habit you'll regret.
3. The Abandoned Cart Flow
This is the one that pays the bills. It fires when someone adds an item and doesn't check out. They were one click from buying. Something stopped them.
Your job is to remove the friction. Show the cart. Answer the quiet objection, whether that's shipping cost, sizing, or trust. Make it dead simple to finish.
This flow almost always earns the most of the five, because the buyer was closest to done. If you only build two Klaviyo flows this year, make it this one and the welcome flow.
4. The Post-Purchase Flow
This fires after someone buys. Most stores treat the sale as the finish line. It's the starting line.
A post-purchase flow thanks them, sets expectations on shipping, then a little later opens the door to the next purchase. Ask for a review. Suggest the thing that pairs with what they bought.
This is where one-time buyers turn into repeat customers. And repeat customers are where the real money in ecommerce lives.
5. The Win-Back Flow
This fires when a customer goes quiet. No opens, no purchases, for a set stretch of time. They used to be active. They drifted.
A win-back flow reaches out before they're gone for good. Remind them what they liked. Give them a real reason to come back. And know when to stop, because emailing people who are truly done hurts your deliverability.
This one leans hard on the segments you've built. Win-back only works if you can tell who's actually lapsing.
Here's what these five flows did for one of my Shopify clients in 30 days:
You don't need all five live tomorrow. Start with the welcome flow and the abandoned cart flow. Get them working. Then add the next three in order. The system builds on itself.
That's the whole point of Klaviyo flows. You do the work once, and they keep working long after.
Klaviyo Flow FAQs
What Klaviyo flows should every Shopify store have?
Start with five: welcome, browse abandonment, abandoned cart, post-purchase, and win-back. Together they cover the whole journey, from first signup to winning someone back after they go quiet.
What's the difference between browse abandonment and abandoned cart?
Browse abandonment fires when someone views a product but never adds it to cart. Abandoned cart fires when they add it and don't check out. The cart email is the higher-value one, because that buyer was closer to the finish line.
How many Klaviyo flows do I need to start?
Two. A welcome flow and an abandoned cart flow. They earn the most for the least setup. Add the rest once those are running.
Which Klaviyo flow makes the most money?
For most Shopify stores it's the welcome flow or the abandoned cart flow, because both catch people at high intent. Your own numbers will tell you which. Watch the data and build from there.