<b>HEARD: Mailchimp's grip on e-commerce automation slipped the day it stopped feeling native to Shopify.</b>

<b>HEARD: Mailchimp's grip on e-commerce automation slipped the day it stopped feeling native to Shopify.</b>
After the Shopify-Mailchimp falling-out years back, Klaviyo stepped into the gap with deeper store-event triggers and revenue-per-recipient reporting baked in.

Mailchimp rebuilt the integration, but the perception stuck: serious DTC brands default to Klaviyo now.

What we're hearing: the switching cost isn't the data — it's rebuilding flows around Klaviyo's event model, which thinks in placed-order and viewed-product, not just list membership.

Watch this.