Klaviyo Composer is live: what it means for Shopify brands
As a Klaviyo partner, we get a release email from Klaviyo's partner team every few months, and we read it with one question in mind: which of these will our clients actually use? Most releases have one or two. This one has more than usual.
The headline is Composer, Klaviyo's AI marketing agent, which has been rebuilt and is now live for everyone. Around it sit three smaller updates that matter if you sell internationally, sell on Instagram, or run more than one type of customer through the same store.
Klaviyo's new Composer is live
Klaviyo announced Composer in March as a private beta, opened it up as a public beta at the end of June, and on 13 October listed "the new Composer is live" on its What's New page. Composer builds campaigns, flows and segments from plain-English prompts, and nothing goes out without someone approving it.
The interesting part of this release is the analysis side rather than the writing side. Composer can now audit your flows and benchmark them against top-performing brands, answer questions across up to 365 days of data, and save approaches that work as reusable Custom Composer Skills. In other words, the recurring checks that usually get pushed to "next month" can now be run in a few minutes.
Our take
Flows are the classic set-and-forget trap. A welcome series gets built during a launch, it makes money, and then nobody looks at it again because there's always something more urgent. A tool that makes the audit cheap is the most useful thing in this release, because small improvements to a flow that runs every day compound in a way a one-off campaign never will.
Two cautions. Benchmarks against "top-performing brands" are a starting point, not a verdict. A furniture store and a skincare brand should not have the same abandoned cart timing, and a generic benchmark won't know that. And Composer still writes like a machine until you teach it otherwise, so read everything before you approve it.
If you're on Klaviyo, here's where we'd start:
- Ask Composer to audit your three highest-revenue flows (usually welcome, abandoned cart and post-purchase).
- Pick one recommendation from the flow that earns the most and change only that. Measure it for a month before touching the next thing.
- When a prompt gives you a genuinely useful answer, save it as a skill so you can rerun the same check next month without rewriting it.
This is the sort of practical AI adoption we spend a lot of time on with clients. If you're trying to work out where tools like this fit in your business, our AI ecommerce consulting is a good place to start.
One definition of revenue, wherever you ask
The quieter change is that Klaviyo now turns plain-English questions into SQL using its own definitions of terms like revenue (SQL in Composer is currently in preview). Klaviyo is extending the same answers to Claude and ChatGPT through its MCP server, which picked up more than 260 new tools in August.
Anyone who has sat in a meeting where the Shopify number, the Klaviyo number and the Meta number all disagree will see why this matters. To be clear, it doesn't solve that problem. Klaviyo's revenue is still Klaviyo-attributed revenue, and it won't match your Shopify sales report. What it does fix is two people asking Klaviyo the same question and getting two different answers, which is a smaller win but a real one.
What else is in the release
Revenue from social conversations
A new Social Performance report (added 8 October) ties order-attributed revenue to Instagram comments, DMs and tags, along with top creators and trends over time. For brands that put real hours into replying to comments and DMs, this is the first time that effort shows up as a dollar figure next to email and SMS. That makes it much easier to decide whether social deserves more time or less.
Shopify Markets support in Customer Agent
Klaviyo's Customer Agent, its AI customer service agent, now detects a shopper's locale through Shopify Markets and responds with the right local catalogue, pricing and currency. For Australian brands selling into New Zealand, the UK or the US, this removes a common source of confused customers. The catch is that it relies on your Markets setup being right in the first place. If your international pricing and product availability are half-configured, the agent will confidently repeat the mistake. Worth checking before you switch it on, and if your stack has grown a few too many moving parts, our tech stack consulting can help untangle it.
Up to four RFM models
Since 3 September, Klaviyo accounts can run up to four independent RFM (recency, frequency, monetary value) models, each with its own conversion metric, thresholds and time frame. This matters for any business with more than one kind of customer. Take a coffee roaster with subscriptions and one-off bags: a subscriber who orders every month and a retail customer who buys every three months look very different, and a single RFM model will label one of them "at risk" for no good reason. Separate models for subscriptions, wholesale or distinct product lines mean your segments reflect how people actually buy from you.
None of this needs to be adopted at once. Pick the one update that matches your biggest gap, try it properly for a month, and go from there. If you'd like a Klaviyo partner to look at how it fits with the rest of your Shopify store, let's talk.
