Two announcements this week point to where DTC marketing is heading. Your customers can buy inside a Meta livestream without ever visiting your site. And your Klaviyo data can now power more conversational shopping experiences inside Shopify. If you run paid and lifecycle for a DTC brand, this is the week to pay attention.
Quick question: what percentage of your total revenue is coming from email and SMS right now? Hit reply and I'll tell you how that stacks up against the benchmarks we see across our portfolio. In this week's edition: |
- 2 Stories Worth Your Time
- Your Klaviyo Data Just Moved Into Shopify
- Meta Wants to Own the Entire Checkout
- Turning Email and SMS Into a Growth Engine
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2 Stories Worth Your Time
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Amazon's Prime Day Drives US Online Sales Up 9.3% - $26.4B in ecommerce spend over the event, per Adobe. Whether you sell on Amazon or not, Prime Day moves the entire market. Ad costs spike, consumer spending patterns shift, and the data signals where Q3 is heading for DTC.
LiveRamp Doubles Down on AI and Data Infrastructure - With an OpenAI partnership and its pending Publicis acquisition, LiveRamp is positioning itself at the center of AI-powered advertising.
The signal: AI is increasing the value of first-party data, identity, and measurement as core competitive advantages.
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Your Klaviyo Data Just Moved Into Shopify |
Klaviyo is one of the first partners to launch a Sidekick app extension inside Shopify. That means you can now ask Sidekick questions about your email and SMS performance directly in your Shopify admin.
Things like: "How did my welcome flow perform this week?" or "What's the revenue from my last campaign?" or "Show me my top segments." Sidekick calls Klaviyo's tools in the background and brings back the answer, right in context.
Why this matters for DTC operators:
The Shopify + Klaviyo integration was already deep. This makes it conversational. You can pull campaign performance, flow analytics, segment data, and revenue attribution without switching tabs or digging through dashboards. That saves time, and more importantly, it means lifecycle data is sitting right next to your store data when you're making decisions. The move this week: Open Sidekick in your Shopify admin and ask it about your last campaign's revenue. If you're on Klaviyo and Shopify, the extension is live now through the Shopify App Store. The brands that treat their CRM like a dashboard they check daily will outperform the ones that only open Klaviyo when it's time to send. Read the full announcement |
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Meta Wants to Own the Entire Checkout |
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Meta used Cannes Lions this week to lay out something bigger than a product update.
Live Video Ads hit Instagram and expand globally on Facebook. Viewers can browse, price-check, and buy mid-stream. AI-powered ad assembly lets Meta build a tailored ad per viewer from your product data and creative. And virtual cards mean shoppers checkout without handing over real card details.
Put it together: Meta is building discovery, content, shopping, and checkout into one closed loop. If a customer finds your product in a livestream, buys through a virtual card, and never touches your site, your lifecycle system is the only thing that turns that transaction into a relationship. What I'd do this week: |
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Audit your post-purchase flows. In-app checkout buyers have zero brand relationship outside a confirmation email. Your welcome and post-purchase sequences have to do the heavy lifting.
- Test a live shopping format. Even a basic Instagram Live with tagged products will tell you if your audience responds. Live commerce benchmarks show 9-30% conversion versus 2-3% standard.
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Clean your first-party data. As Meta owns more of the checkout, your Klaviyo profiles become your edge. Connect the in-app buyer to a real retention sequence and you win the margin game.
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The brands that treat Meta as a discovery engine and lifecycle as the retention engine will compound faster than the ones chasing ROAS in a blended dashboard.
Read the full breakdown |
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Turning Email and SMS Into a Growth Engine |
One thing we see again and again: when retention and paid work together, the whole system gets easier to scale. In a recent engagement with Healium Hair, One 10 Media focused on building a healthier full funnel engine across Email and SMS plus acquisition. Results: |
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1052.9% increase in total clicks
- 153.9% growth in ROAS
- 397.4% increase in total purchases
- 82.9% decrease in cost per click
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The part I love is how the founder described it: after three months, they hit their best month in three years, and called out the work as “method driven with constant contact.”
See more case studies here |
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