Wholesale vs. Retail Accounts: Are yours separate?

Question

Hi everyone! We’re a small family-owned brand with both a retail and a wholesale side, and I’m trying to decide if we should split them into separate Klaviyo accounts or keep everything in one and segment. Right now we run separate flows for each (retail flows based on purchase frequency, plus wholesale flows for buyers who have and haven’t purchased).

If you’ve been through this, what made you choose your setup, and is there anything you’d do differently? I’d also love to know how the decision works with your website’s ecommerce integration. We’re on BigCommerce (one store), so I’m curious how it handles one account versus two.

ArpitBanjara · Answer

Hey ​@merrittv, I’d keep one Klaviyo account and split retail and wholesale with segments. Klaviyo says it works best as a 1:1 sync with your store, so one store talks to one account. A Klaviyo community manager also said in another thread that one BigCommerce site can’t connect to two Klaviyo accounts, though it’s not in the Help Center.BigCommerce can sync a Customer Group property, a label on each person’s Klaviyo profile. Open one wholesale buyer’s profile and see what value shows up. Build a wholesale segment (a group that updates itself) with the “Properties about someone” condition, and add a profile filter to your retail flows to keep wholesale buyers out. Klaviyo checks it again before each email. You can split order revenue by that property in a single metric deep dive report, but only for orders after the property showed up.Are your wholesale buyers in their own customer group in BigCommerce?I hope this helps and thank you for sharing your question here in the community.CheersArpit.

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