Shopify customers.list is not a CRM. Klaviyo is an email tool, not a system of record. Wholesale rep order-taking lives in spreadsheets. Strkr unifies DTC repeat-purchase lifecycle, wholesale account management, VIP concierge threads, and order-aware messaging on one record.
Ecommerce operators sit in a tooling gap that no other category has quite the same shape of. The storefront covers DTC checkout. Klaviyo covers broadcast email. The warehouse system covers fulfillment. But the system of record for who a buyer is, what they have bought, which wholesale terms they signed, and which concierge threads are open rarely exists anywhere. Most brands fake it with four tabs open and a shared inbox. Here are the six places that fakery breaks.
Shopify ships a customers table with a name, a few addresses, an order history and tags. That is a transactional registry, not a CRM. There is no activity timeline, no concierge thread, no segmentation beyond tag soup, no wholesale terms object, no owner routing, no notes, no renewal clock, no cross-store identity. Brands outgrow it the week they hire the second CX agent.
Klaviyo is strong at broadcast email and abandoned-cart automation. It is not where you store wholesale net-30 terms, log a 1:1 concierge conversation, assign an account owner, or run a repeat-purchase sales motion on a high-LTV buyer. Treating Klaviyo as the CRM pushes operators into profile-property hacks that collapse the moment the brand needs a wholesale tier.
Wholesale and B2B motions on top of a DTC brand almost always start the same way: a shared Google Sheet with wholesale accounts, a shared inbox for reorder requests, a spreadsheet of custom pricing, and a line-sheet PDF that is already outdated. Reps take orders by email, type them into Shopify Draft Orders by hand, and the net-30 clock lives in nobody's head.
Once a wholesale buyer is on terms, the brand has to track invoice-issued date, due date, days outstanding, dunning cadence, credit limit, and which reorders should be held until payment. Shopify B2B supports terms in principle but the aging report, the dunning thread, and the credit-hold flag need to live where the account owner can see them. On most brands they do not live anywhere.
A wholesale buyer who returned 40 units last quarter is a different relationship than one who has never returned anything. A VIP who exchanged twice in a week needs a concierge touch, not an automated template. Gorgias handles the ticket. Shopify handles the refund. Neither records the pattern on the account record where the next conversation needs to see it.
A buyer who has spent 8,000 dollars across 32 orders should not get the same post-purchase email as a first-time buyer. They should get a named concierge thread, a direct SMS line, early access invites, and someone who knows what colorway they wear. Most brands know this and still rely on the CX agent remembering the regulars by name. That does not scale past the second hire.
Strkr is built so the account record is the center. The buyer, the wholesale company, the orders, the open tickets, the concierge thread, the terms, the loyalty tier, the owner, the next action, all on one screen. Here is what ships on every paid tier.
Native Shopify and BigCommerce integrations ingest orders, customers, addresses, line items, refunds, and fulfillment events into Strkr in real time. Every order creates or updates an account record, attaches to the buyer contact, writes to the activity timeline, and updates the lifetime value field. The CRM sees what the storefront sees, within seconds.
A buyer who starts DTC and later signs a wholesale agreement should be one account, not two. Strkr models the DTC side as a contact-level motion with its own order history, and layers a wholesale account on the same company when terms are signed. The DTC repeat-purchase flow and the wholesale rep motion run in parallel on records that share identity.
The wholesale account object ships with terms (net-15, net-30, net-60, prepaid), credit limit, assigned line sheet, assigned rep, order minimum, reorder cadence, and tier. The line sheet is a Strkr Docs page scoped to the account. The rep opens the record, sees everything, writes the next order into a draft without leaving the tab.
Strkr Marketing runs the repeat-purchase cadences the brand needs: welcome, second-order nudge at the expected replenishment window, VIP tier upgrade, dormancy win-back at 90 and 180 days, review request after fulfillment. Order events from Shopify trigger each flow. The marketing module is included on every paid tier, so there is no second subscription to add it later.
Strkr Messaging ships as a native module with the SMS and MMS line in the product. Order-status pings, back-in-stock alerts, VIP drops, and 1:1 concierge threads all land in the same inbox the account owner uses. The order id and line items appear in the thread so the agent has context before they type. BYO Twilio is supported for brands that want to keep an existing number.
When a return or exchange is initiated in Shopify or in a help desk, the event lands on the account record with reason code, line items, refund amount, and a link to the originating order. The pattern is visible to the next conversation. A buyer who returned once gets a different concierge touch than one who returned four times in a quarter.
When a buyer crosses a lifetime value or order-count threshold, Strkr promotes the contact into the VIP tier and assigns a concierge owner. The buyer gets a direct SMS line, inclusion in early-access drops, and a 1:1 thread the owner is responsible for. The concierge motion is a workflow, not a tribal practice held in one agent's head.
Segments can key on specific SKUs, categories, collections, order frequency, average order value, and days-since-last-purchase. A segment of buyers who bought the fall colorway and have not purchased in 60 days is one filter, not a BI project. The segment drops into a Marketing flow or a one-off SMS blast without an export step.
For brands with custom orders, made-to-measure, bulk corporate gifting, or complex configurations, Strkr Projects models the order as a project linked to the account. Milestones, approvals, proof signoff, production handoff, and shipping tracking all live on the project record. The rep sees the full state without a second tool.
The wholesale motion sits on top of the same storefront as DTC but behaves nothing like DTC. Buyers reorder on cadence, run on terms, negotiate pricing, request samples, and expect a named rep to answer in hours. Strkr models that motion natively so the brand is not pretending Google Sheets is a CRM.
Line sheets live as Strkr Docs pages scoped to the account. Pricing is per-tier or per-account. The rep opens the account, scrolls to the line sheet, builds a draft order against it. When the line sheet is updated, the change propagates to the next draft without emailing a new PDF. Docs is a wiki, with permissioned sections per account.
The rep builds a draft order from the account record, pricing pulled from the account line sheet, inventory pulled from Shopify, and the order pushes to Shopify as a Draft Order ready for the buyer to accept. The rep does not retype anything, does not switch tabs, does not maintain a parallel spreadsheet.
Every terms-based wholesale account has an aging report: invoice issued, due date, days outstanding, credit used, credit limit, dunning stage. A flow sends the day-7 reminder, the day-14 escalation, the day-30 past-due. The rep sees the aging summary on the account record. The CFO sees the aging roll-up on the dashboard.
When an account crosses a credit-limit or days-past-due threshold, a flow sets the credit-hold flag, notifies the account owner, and prevents new draft orders from pushing to Shopify as approved. The rep still logs the reorder request on the record so no demand is lost, but nothing ships until the terms clear. The ARDR team sees the queue of held orders.
Strkr tracks the historical reorder cadence per account. When an account is three to seven days late against its typical cadence, the rep gets a task to reach out. The buyer gets a product-aware nudge referencing their last order. The reorder motion stops being reactive and starts being a tracked pipeline.
Wholesale buyers request samples before they commit to a purchase order. Strkr tracks the request, the shipped samples, the follow-up task, the conversion to order. Brands running sample programs stop losing deals because nobody followed up after the swatches arrived. The sample program becomes a reported funnel.
Trade-show scanners export CSVs or push via webhook into Strkr as leads with the show source tagged. The follow-up cadence runs automatically: day-1 thank-you, day-7 line-sheet share, day-14 sample offer, day-21 rep call. The buyers who were just there to grab swag drop off. The buyers who are serious reach the rep already warm.
The DTC side of an ecommerce brand lives or dies on repeat-purchase economics. First-order margin is often near zero after acquisition cost. The second order and the fifteenth order are where the business is made. Strkr runs the lifecycle so the second order is a motion, not a guess.
A welcome flow runs on first order with product-aware content: how to use what they bought, cross-sells on complementary SKUs, review request after the fulfillment window, and a second-order nudge timed to the expected replenishment cadence for the category. Brands that run this motion see second-order rate climb into double-digit percentage points inside a quarter.
When a contact crosses a lifetime value or order-count threshold, a flow promotes them to the VIP tier, assigns a concierge owner, adds them to the VIP segment, and triggers the welcome-to-VIP touch. Early-access drops, concierge SMS, and tier-only perks follow. The tier is a field on the record, not a Slack channel.
When a buyer crosses the dormancy threshold for their predicted cadence, a win-back flow fires: product-aware email referencing their last favorite, SMS nudge, discount only if the second touch does not land. The win-back is tiered by LTV so high-value buyers get the concierge path, not the default coupon.
The review flow fires on fulfillment-delivered events, not on order-placed. The buyer has the product. The ask lands on the right day. Native integrations with Yotpo, Judge.me, and Okendo write the submitted review back to the account record so the next conversation sees it. A one-star review opens a concierge task before the brand responds publicly.
Loyalty tier can key on order count, lifetime value, order frequency, categories bought across, referrals made, reviews written. The brand defines the formula. The tier updates in real time. Marketing surfaces, concierge routing, early-access eligibility, and SMS cadence all read from the tier so the buyer gets the same treatment everywhere.
For brands running Shopify Subscriptions or Recharge, dunning events land on the account record. Payment failed, retry succeeded, retry failed, cancellation pending. The retention team sees the queue, intervenes on high-LTV subs before they churn. Payment recovery becomes a workflow, not a dashboard the retention lead opens once a week.
Creators and ambassadors sit on account records with their deliverables, posting cadence, promo code performance, product gift history, and payout schedule. The creator motion stops living in a shared Google Sheet. The brand sees which creators drive actual revenue and which just took the free product.
When a buyer texts "where is my order" to the brand SMS line, Strkr pulls the most recent order from the account record, the fulfillment status, the tracking link, and offers the buyer a reply with the information. If the buyer wants a human, the thread escalates to the owner. The common WISMO ask stops consuming CX hours.
Most CRM comparisons for ecommerce look at feature matrices that miss the point. The questions that matter are about shape of fit for a brand that runs both motions, the honest cost at the second year, and whether the tool can grow into the wholesale side when it opens.
Most CRMs treat B2C and B2B as separate schemas. Klaviyo is pure DTC. HubSpot sees a wholesale account well and a DTC buyer awkwardly. Strkr models them as one brand with two motions on records that share identity, which matches how modern ecommerce actually runs.
Strkr: typically 3 to 10 days to import the Shopify catalog, wire the webhook, build the first wholesale account, and have a rep taking draft orders. Klaviyo-plus-spreadsheets: never, because the spreadsheets never go away. HubSpot: 4 to 8 weeks to configure custom objects for wholesale terms if Sales Hub Pro is in play.
Strkr: flat per seat, full product on every paid tier, no marketing-contact meter. Klaviyo: per-contact pricing climbs sharply once the list grows past 100k, and still does not cover the wholesale motion. HubSpot: Sales Hub Pro plus Marketing Hub Pro plus marketing contact tiers, usually 2 to 3x year one by year three.
Strkr ships native Shopify and BigCommerce integrations that handle orders, customers, line items, refunds, fulfillment, and Shopify B2B specifics. The ingest is a two-click OAuth, not a bespoke integration project. Updates flow both ways where it matters: draft orders out, order events in.
Strkr Messaging ships as a module with the native SMS and MMS line included. Order-status pings, VIP concierge threads, and marketing SMS blasts all land in the same inbox the account owner uses. BYO Twilio is supported for brands that want to keep an existing number. Attentive and Postscript stay as options but are not required.
For brands with custom orders, Strkr Projects runs the production, approval, and shipping workflow on the account record. Klaviyo cannot model this. HubSpot has no project module. Teams that need this today stitch Asana or ClickUp on top, which creates a handoff gap right where the margin lives.
The brands that outperform in this cycle run a tighter stack than the ones chasing every point tool. The pattern is a system of record that spans every motion, broadcast email where broadcast email is strong, and a help desk only where the help desk earns its line item. Strkr is the record. The lifecycle, the wholesale desk, the concierge thread, the project queue all sit on top. Here is how that lands in practice.
DTC buyers above a lifetime value threshold get a concierge owner. Wholesale accounts get an assigned rep. Trade-show leads get a routed owner on scan. Nothing sits in a shared inbox waiting for someone to pick it up. The brand knows who is responsible for every account, which is the quiet lever behind most of the retention gains teams see in the first quarter on Strkr.
When a Gorgias or Zendesk ticket is created, the event lands on the matching account record in Strkr with status, agent, tag, and a link back to the ticket. The account owner sees the open support thread without opening a second tool. The CX team keeps working in the help desk. The brand gets one view of the relationship across both surfaces.
The CFO opens a Strkr dashboard and sees total AR outstanding, aging by bucket, dunning stage distribution, top ten past-due accounts, and credit exposure across the wholesale book. The data is live, not a spreadsheet copied from the ERP on Friday. The weekly cash-call meeting shortens from an hour of reconciliation to twenty minutes of decisions.
Many brands run multiple Shopify stores for international, B2B, or sub-brand reasons. Strkr ingests from each store and matches buyers across them using email or phone identity. A buyer who orders DTC in the US store and later signs a wholesale deal in the UK B2B store is one account with the full history visible on the record.
Permissions are set per team so the DTC lifecycle team does not see wholesale pricing and the wholesale rep team does not see DTC marketing contacts. Pro-tier field-level permissions mean credit-limit visibility can be scoped to finance only. The brand runs multiple motions on the same records without exposing data the other team should not touch.
The weekly leadership meeting pulls DTC repeat-purchase cohorts, VIP tier movement, wholesale pipeline, new-account acquisition, aging, and reorder forecast from one tool. The brand stops having one dashboard for DTC in Klaviyo, another for wholesale in a spreadsheet, and a third for AR in the ERP. The number of tabs the operator opens on Monday morning drops by five.
The most common ecommerce stack is Klaviyo for email, Shopify customers.list as pretend-CRM, and Gorgias for support. Here is the honest side-by-side when the brand needs a system of record that spans both motions.
| Feature | Strkr | Klaviyo + Shopify customers + Gorgias |
|---|---|---|
| System of record | One account record spans DTC, wholesale, concierge, and tickets | Fragmented across three tools, nothing is the source of truth |
| Wholesale account object | First-class with terms, line sheets, credit limit, assigned rep | Not modeled, lives in a Google Sheet or Shopify B2B tags |
| Net-30 and net-60 aging | Live aging report with dunning cadence and credit-hold automation | Spreadsheet tracked by hand, dunning sent manually |
| VIP concierge threads | Named owner, direct SMS line, 1:1 thread on the account record | Gorgias ticket queue with a VIP tag, no account-level thread |
| Order-aware segmentation | Segment on SKUs, categories, cadence, LTV, days since purchase | Klaviyo profile properties, with contact-tier pricing |
| Repeat-purchase lifecycle | Native Marketing module on every paid tier, flows + SMS included | Klaviyo flows, strong for email, separate SMS subscription |
| Custom-order fulfillment | Projects module on same records, milestones + approvals + shipping | Not supported, needs Asana or ClickUp bolted on |
| Returns + exchanges on timeline | Return events write to activity feed, pattern visible to next touch | Gorgias ticket, Shopify refund, neither surfaces on the record |
| Line-sheet library | Scoped Docs pages per account, versioned, permissioned | Emailed PDFs that are already outdated the day they ship |
| Reorder cadence tracking | Historical cadence per account, late-reorder task to the rep | Nobody tracks it, reorders are reactive to buyer email |
| Pricing basis | Flat per seat, full product on every paid tier | Klaviyo per-contact tier plus Gorgias per-seat plus SMS add-on |
| Trade-show lead capture | Native scanner ingest, automated follow-up cadence, rep handoff | Manual CSV import to Klaviyo, no wholesale account creation |
The common thread across ecommerce customers: the brand is running two or three motions on the same buyer and needs them to share one source of truth. The playbooks below are the five patterns that come up most often.
A direct-to-consumer apparel brand running 40,000 monthly orders promotes the top 2 percent of buyers by LTV into a VIP tier automatically. Each VIP gets a named concierge owner, a direct SMS line, and inclusion in early-access drops. Repeat-order rate on the VIP cohort climbs 15 to 25 points inside two quarters because the concierge motion is a workflow, not a tribal practice.
A beauty brand with a strong DTC business opens a wholesale channel to specialty retailers. Strkr runs the sales-rep motion: trade-show lead capture, sample program, line-sheet scoping, draft-order creation, net-30 tracking, dunning. The brand hits 50 wholesale accounts in six months without hiring a RevOps analyst, because the motion lives on the same records the DTC team already works.
A food-and-beverage brand sells 85 percent wholesale to independent grocers and 15 percent DTC. Reps carry a portfolio of accounts each, with reorder cadence prediction, late-reorder tasks, and credit-hold automation. The brand retires the shared Google Sheet, the spreadsheet of custom pricing, and the net-30 aging workbook in a single two-week cutover.
A supplements brand runs Shopify Subscriptions with a 30-day cadence. Payment-failure events land on the account record and queue a retention task on high-LTV subscribers. Save rate on the top-quartile subscribers climbs 8 to 14 points because the retention team touches them directly rather than relying on the Shopify three-retry default.
A home-goods brand runs made-to-measure orders and quarterly bulk corporate gifting. Each custom order is a Strkr Project on the account record: design approval, production handoff, shipping schedule, white-glove delivery. The sales rep sees the full state without a second tool. Corporate repeat-order rate climbs because the account history is already structured.
Start a 14-day trial with CRM, Marketing, Messaging, Projects, and Docs enabled from day one. Native Shopify and BigCommerce integrations wire up in two clicks. Import contacts from Klaviyo and wholesale accounts from CSV in an afternoon.
Yes, both. Strkr ships native Shopify and BigCommerce integrations that ingest orders, customers, line items, refunds, fulfillment events, and Shopify B2B specifics. The ingest is a two-click OAuth, not an integration project. Draft orders can be pushed from Strkr into Shopify so the wholesale rep creates orders from the account record without leaving the tab. The data flows both ways where it matters.
Every terms-based wholesale account has an aging report on the record: invoice issued, due date, days outstanding, credit used, credit limit, dunning stage. A flow sends the day-7 reminder, day-14 escalation, day-30 past-due. When an account crosses a credit-limit or past-due threshold, a flow sets the credit-hold flag and blocks new draft orders from being pushed as approved until the terms clear. The CFO sees the roll-up on a dashboard.
For most brands under 500k contacts, yes. Strkr Marketing ships as a native module on every paid tier with email flows, broadcast email, SMS and MMS, segmentation, A/B testing, and deliverability tooling. For very large list sizes with heavy deliverability tuning, some brands keep Klaviyo for broadcast and run Strkr as the system of record, with Klaviyo profile data syncing in via native integration. Both patterns work.
When a contact crosses a lifetime value or order-count threshold, a flow promotes them to the VIP tier, assigns a concierge owner, adds them to the VIP segment, and triggers the welcome-to-VIP touch. The buyer gets a direct SMS line, 1:1 thread with their named owner, inclusion in early-access drops, and tier-only perks. The concierge motion is a workflow on the record, not a Slack channel of regulars.
Yes. Subscription events land on the account record: subscription created, payment failed, retry succeeded, retry failed, cancellation pending, cancelled. The retention team sees the dunning queue and can intervene on high-LTV subs before they churn. Save-offer flows can run automatically or route to a human for the top-tier accounts. The subscription motion becomes a tracked workflow rather than a dashboard watched once a week.
Strkr has a Klaviyo migration tool that pulls contacts, profiles, segments, lists, and flow definitions over an afternoon. Wholesale accounts import from CSV with a mapping wizard that handles terms, credit limits, assigned reps, and line-sheet scoping. Most ecommerce brands complete the move in 2 to 4 weeks running Klaviyo and Strkr in parallel for the first order cycle before full cutover. The team keeps shipping while the migration happens.
Brands under 500 orders a year generally do not need a CRM yet and should stay on Shopify customers.list plus a basic email tool. Very large pure-DTC enterprises with multi-million-contact lists and dedicated deliverability engineering typically run Klaviyo or Salesforce Marketing Cloud for the email tier and may slot Strkr in as the account-level CRM. For brands between 500 orders a year and roughly 2 million orders a year, running any mix of DTC, wholesale, subscriptions, or custom orders, Strkr is the fit.
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