How to use product feeds and recommendations

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You will learn

Learn about product feeds in Klaviyo, including how they work, how to configure your feed data, and how to use them in your email campaigns and flows.

Product feeds are a type of data feed that can be used to generate product recommendations in an email. A product feed will pull product information from your ecommerce integration and display this information in an email template. This feature can be used in flow or campaign emails via the drag-and-drop product block.

Product blocks do not support any custom HTML. If you want to custom code your product block, you'll need to build one manually using the "Source" option of a Text Block.

Product feeds are available by default for these integrations:

  • BigCommerce
  • Magento
  • Magento 2
  • Prestashop
  • Salesforce Commerce Cloud
  • Shopify
  • Spree
  • WooCommerce

If you use an ecommerce platform that is not listed there, you'll need to sync your product catalog into Klaviyo by following our guide, Sync a custom catalog feed to Klaviyo.

For Shopify: If you are using Klaviyo to customize your store's default transactional email templates, you won't be able to export one of these transactional templates from Klaviyo if it contains a product block. This is because these blocks only work for emails sent by Klaviyo.

Create a product feed

  1. Navigate to the Data Feeds tab in Klaviyo
  2. Click Add Product Feed
  3. Give your feed a descriptive name
  4. If you have more than one catalog in your Klaviyo account, select the catalog you intend to use. If you only have one catalog, you will not see this option.

New data feed settings page in the Klaviyo email and sms platform

If you have one of our built-in ecommerce integrations enabled, popular and trending product feeds are automatically created for you.

Item filters

Next, choose filters for the items in the feed based on their category. To include certain categories in your feed, check Limit to specific categories, then select the categories you want to include. Likewise, to exclude categories, select Exclude specific categories, and choose the categories from the dropdown that you want to exclude.

If there is an item that is in both a category that is included and excluded, the product will not show in the feed.


Next, configure the product ordering for your feed. When there is not enough data on a customer to give a personalized recommendation, the ordering selected will determine what the customer sees. There are three options for you to choose from:

  • Random
    Products in the feed are randomly selected at recommendation time.
  • Popular products first
    Products are ordered in descending popularity — those that are purchased most frequently in the past 90 days are recommended first.
  • Trending products first
    Products are ordered not only by the frequency but also by the recency of their purchases. Under this option, a product purchased many times today will be ranked higher than a product that has not been purchased frequently in the last week.

Within Klaviyo's Data Feeds tab, the Ordering menu is open with Trending Product first highlighted

The following will not appear in recommendations:

  • Items without associated images
  • Items have already been purchased by the recipient
  • Out of stock items


Next, select the metric you'd like to use to determine an item's popularity and generate personalized recommendations. The variety of product recommendation types available creates an opportunity for you to experiment and learn what works best for your specific use case. Select one of the following options from the dropdown menu:

  • Ordered Product
    Ordered products and purchases send a strong signal about user preferences and likeliness to buy a particular product. Recommendations will be based on previous purchases and what similar customers have purchased. This is a good metric to choose if you have customer profiles with deep purchase history.
  • Viewed Product
    Viewed products are another good indicator of the types of products customers are likely to buy. New and smaller businesses can benefit greatly from viewed product-based product feeds when your customer base does not yet have purchase history. However, businesses of all sizes can benefit from leveraging view product data to create recommendations that cover a broader customer base, such as new customers with zero purchases and window shoppers, in addition to a larger variety of products, including newly-cataloged items and higher-priced items.
  • Blended
    Blended recommendations take advantage of both the high personalization signal from product orders and the voluminous nature of product views, providing a simple solution to create targeted and personalized recommendations for a broad customer base. 
Viewed product metrics will be unavailable if you have not yet set up your web tracking snippet. If you select viewed product and are unable to save your data feed, check to ensure your web tracking snippet has been set up and has collected a few product views. Learn how to set up web tracking.

Klaviyo marketing platform's Edit Data Feed settings page, the Metric menu is open with Viewed Product highlighted

Personalized recommendation engine

Klaviyo’s personalization engine tailors product recommendations to each email recipient based on their past behavior, depending on the metric you choose.

If you select Ordered Product: Klaviyo can infer each recipient’s preferences, and recommend products that are purchased by other customers who have similar tastes, styles, or needs based on your customers’ past order data. For example, if we know that a customer bought a green shirt, a green hat, and green shoes, and another customer buys a green shirt and hat, Klaviyo will recommend green shoes.

In order to use the ordered product personalized recommendation engine, a customer must have sufficient purchasing data. If they have never made a purchase before, they will receive recommendations based on the ordering you select.

If you select Viewed Product: Klaviyo will generate recommendations based on the products that customers have browsed in your store. Customers without existing purchase data can receive recommendations of products they've viewed, along with other similar products. With this metric, you will not need to wait for products newly added to your catalog to start gathering purchases before they can appear in product recommendations.

An existing profile is required to make personalized recommendations based on viewed products. It is not currently possible to use anonymous tracking for product recommendations.

If you select Blended: Klaviyo will generate recommendations based on a combination of Ordered Product and Viewed Product metrics. Blended recommendations consider both the customer's prior purchase history and the history of products they like to view.

Using a product block

In a Klaviyo account the Product Block in the email template editor is highlighted

After you’ve created a product feed, you can use your feed and the recommendation engine in your emails. Drag and drop in a product block to get started. For more information on product blocks, head to our article on Inserting a product block.

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