How We Integrated BigCommerce Multi-Storefront (MSF) with Klaviyo

Why We Built The Klaviyo BigCommerce Multi-Storefront Integration

The Lack of Native Klaviyo Support for Multi-storefront

At the time of writing, Klaviyo hasn’t yet developed a native integration for BigCommerce Multi-storefront. Although there are rumors of a future update, it isn’t available as of the time of writing.

As a result, we needed to design a custom integration from the ground up to support our client’s email marketing goals.

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Our Client’s Background - Racquet Sports Retailer

When a racquet sports retailer on a custom-built eCommerce platform approached us, they had a unique challenge. With two separate storefronts—one for tennis and one for pickleball—they were looking to migrate to a SaaS eCommerce platform that could serve their unique needs. They wanted a single inventory management backend that fed products to unique storefronts under their command.

Our team recommended migrating this brand to a single BigCommerce instance using Multi-storefront (MSF). Once the project was well underway, this racquet sports retailer decided that they wanted to streamline their email marketing using Klaviyo. However, Klaviyo does not have a native integration for BigCommerce Multi-storefront as of October 2024.

Our client didn’t want to manage two separate Klaviyo accounts due to complications from the perspective of tracking and billing. They needed a custom solution to use a single Klaviyo instance while maintaining distinct views and segmentation for each storefront. 

This implementation was going to require a custom Klaviyo integration to handle analytics and customer segmentation based on the type of customer being measured or interacted with (tennis or pickleball).

Unique eCommerce Platform Requirements

Our client's team is unique in that they have in-house developers who had previously built a fully custom platform to host two individual sites. Their technical requirements called for a similar level of control with their new BigCommerce instance, which led to our primary challenge: integrating BigCommerce Multi-storefront with Klaviyo. 

How the BigCommerce Multi-Storefront Klaviyo Integration Works

To differentiate between the two storefronts, we leveraged BigCommerce channel IDs and the primary indicator of which storefront was being referenced. Each storefront (tennis and pickleball) is assigned a unique channel ID in BigCommerce. This identifier allows Klaviyo to track customer actions, signups, and purchases based on the storefront they interacted with.

This system enabled this tennis and pickleball retailer to track, trigger, and segment campaigns and flows for each storefront separately within a single Klaviyo account. Signups from the tennis site were tracked distinctly from those on the pickleball site, and customized email flows were created for each brand, complete with individualized theming and messaging.

Building the Custom Integration

When developing this integration, we initially explored using parts of Klaviyo’s native integration for BigCommerce. However, we quickly realized that conflicts between the native system and the needed custom code would cause data hygiene issues. Instead, we set up all the necessary Klaviyo properties—such as custom flow data, tracking, and segmentation—as custom elements.

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Integration Capabilities

• The integration tracks signups, customer actions, and purchases based on storefront.
• It supports separate email templates, product feeds, and flows for each storefront, giving our client the ability to tailor marketing uniquely for tennis and pickleball audiences.
• By turning off Klaviyo’s native integration, we avoided conflicts and ensured all custom properties were accurately tracked within the platform.

Want To Use Our Klaviyo BigCommerce Multi-Storefront Integration For Yourself?

Reusability and Customization

Although the custom integration was developed specifically for a single client, it is now repurposable for other BigCommerce Multi-storefront users. 

However, it is not a one-size-fits-all solution. Each client would require a discovery session to determine their specific email marketing flows, customer properties, and campaign setups.

Why This Integration Matters for Other Multi-Storefront Businesses

For businesses with multiple storefronts using BigCommerce Multi-storefront, managing email marketing through a single Klaviyo instance can provide significant operational efficiencies. By using channel IDs to track storefront interactions, businesses can enjoy detailed customer insights while avoiding the hassle of managing multiple accounts.

Although this integration requires customization, it can now be implemented faster and more cost-effectively thanks to the documentation and experience gained from the initial project.

Implementation Timeline and Project Process

The initial project took approximately 6 weeks to complete. This included a detailed discovery phase to ensure all of our client's unique needs were addressed. 

Future implementations are expected to follow a similar timeline, with development time and additional testing varying based on your specific requirements and customizations.

Ready To Get In Touch?

This custom Klaviyo integration showcases the potential for businesses to streamline their email marketing, even when working with complex eCommerce setups like BigCommerce Multi-storefront. While the solution requires customization, the benefits of a unified Klaviyo account with segmented customer tracking far outweigh the challenges.

If your business operates multiple storefronts and needs help with Klaviyo or BigCommerce, contact us to discuss how we can build a custom solution tailored to your needs.