By Steve Merrill, Founder of WRKNG Digital | August 11, 2026
The core Klaviyo flows every Shopify store should have are welcome, abandoned cart, browse abandonment, post-purchase, winback, replenishment, review request, and VIP. These eight run automatically and drive the bulk of email revenue. Here's what each one does and why it matters.
Here's the thing about email. Flows beat campaigns because they run without you. Set them up once and they work every day. Most stores have two of these eight. That's leaving money on the table.
1. Welcome Flow
This greets new subscribers and turns them into first-time buyers. It's usually the highest-revenue flow because it catches people at peak interest. Start it the moment someone signs up.
2. Abandoned Cart Flow
Most carts get abandoned. This flow reminds shoppers what they left and recovers a real share of otherwise-lost orders. Shopify's email tools can trigger it, though a dedicated platform gives more control. Send the first email within an hour while intent is high.
3. Browse Abandonment Flow
Some shoppers view a product and leave without adding to cart. This flow nudges them back with the item they looked at. It catches intent earlier than the cart flow does.
4. Post-Purchase Flow
This thanks buyers, sets delivery expectations, and starts the path to a second order. A good post-purchase sequence raises lifetime value, which is where profit actually lives. See Klaviyo's flow library for structure ideas.
5. Winback Flow
Customers go quiet. This flow re-engages people who bought once and haven't returned, usually with a reason to come back. Cheaper than acquiring a new buyer.
6. Replenishment Flow
For consumable products, this reminds customers to reorder right before they run out. Timing it to the product's cycle turns one sale into a subscription-like pattern.
7. Review Request Flow
This asks happy buyers for a review after delivery. Reviews raise conversion and now feed AI trust signals, so they help your products get recommended by AI assistants too. Add review markup per Google's product schema guidance so those reviews are machine-readable.
8. VIP and Loyalty Flow
This rewards your best customers and keeps them buying. Recognizing top spenders builds loyalty and protects the revenue that's already your most reliable.
How We Chose This List
We ranked by revenue impact and how automatic each flow is. The top flows catch buyers at peak intent, and the rest compound lifetime value over time.
FAQ
Which Klaviyo flow makes the most money?
Usually the welcome flow, because it catches new subscribers at peak interest, followed closely by the abandoned cart flow.
How many flows does a Shopify store really need?
These eight cover the core buyer journey. Start with welcome, cart, and post-purchase, then add the rest as you grow.
Do email flows help with AI shopping visibility?
Indirectly. The review request flow builds reviews, and reviews are a trust signal AI assistants use when deciding which products to recommend.
How often should I update my flows?
Review them every quarter. Test subject lines, timing, and offers, and refresh the creative so the flows keep pace with your brand.
Want your email and AI visibility working together? Start with a free AI commerce audit at wrkngdigital.com/agentic-commerce-landing-page.
