> For the complete documentation index, see [llms.txt](https://help.littledata.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://help.littledata.io/integrations/shopify-to-segment/shopify-segment-klaviyo.md).

# Using Shopify with Segment and Klaviyo

How Segment's Klaviyo destination and Littledata's direct Klaviyo connection differ, and how to use them together.

If you use Shopify, Segment and Klaviyo, Littledata can help in two ways. This page explains how Littledata's Klaviyo connection works alongside its Segment connection, and what each one adds.

### The four data connections

There are four data connections that matter for Shopify and Klaviyo:

1. The [Klaviyo source for Segment](https://segment.com/docs/connections/sources/catalog/cloud-apps/klaviyo/), which pulls customer events from Klaviyo into Segment.
2. Littledata's [Segment connection](https://help.littledata.io/integrations/shopify-to-segment), which sends Shopify data to Segment. Segment can then relay it to:
3. The [Klaviyo (Actions) destination](https://segment.com/docs/connections/destinations/catalog/actions-klaviyo/), which sends events and syncs profiles into Klaviyo.
4. Littledata's [Shopify to Klaviyo connection](https://help.littledata.io/integrations/shopify-klaviyo), which sends Shopify events (for example **Added to Cart - Littledata**, **Checkout Started - Littledata** and **Placed Order - Littledata**) directly to Klaviyo.

### Email identity

Email marketing platforms such as [Klaviyo](https://segment.com/docs/connections/destinations/catalog/klaviyo/#server-side-track) need an `email` property on server-side events to link them to a customer profile. Littledata adds that `email` property whenever an email address is set in the user `traits()` object (in device-mode) or is available from the Shopify customer record (in cloud-mode).

{% hint style="warning" %}
We do not recommend setting `Enforce Email as Primary Identifier` to FALSE or `Fallback on Anonymous ID` to TRUE in Segment. Both create many unusable profiles in Klaviyo. You can't market to these profiles, but you are still charged for them.
{% endhint %}

### Segment-to-Klaviyo vs Klaviyo-direct

Here is a closer look at the last two connections. Both are an upgrade on Klaviyo's [built-in Shopify tracking](https://help.klaviyo.com/hc/en-us/articles/115005080447), which comes with Klaviyo's Shopify app.

#### Segment's Klaviyo (Actions) destination

| Benefit                                 | Shopify source > Klaviyo (Actions) destination | Klaviyo's built-in tracking |
| --------------------------------------- | ---------------------------------------------- | --------------------------- |
| Server-side tracking of purchases       | Yes                                            | Yes                         |
| Client-side tracking of product views   | No                                             | Yes                         |
| Consistent ecommerce event schema\*     | Yes                                            | No                          |
| Sync extra customer traits with Klaviyo | Yes                                            | No                          |
| Sync Segment Engage audiences           | Yes                                            | No                          |

\*For example, with Klaviyo's built-in tracking, targeting people who bought a certain product means using the `extra.line_items.variant_title` property on the Checkout Started event, but the `Items.VariantTitle` property on the Placed Order event.

#### Littledata's Shopify to Klaviyo connection

| Benefit                                     | Littledata's Shopify > Klaviyo | Klaviyo's built-in tracking |
| ------------------------------------------- | ------------------------------ | --------------------------- |
| Server-side identity resolution             | Yes                            | No                          |
| More identified profiles for retargeting    | Yes                            | No                          |
| Server-side add to cart event               | Yes                            | No                          |
| Server-side viewed product event            | Yes                            | No                          |
| Requires a subscription to Segment Identify | No                             | No                          |

### Should you use both?

Yes. You still benefit from Littledata's Shopify to Klaviyo connection whether or not you also send data to Klaviyo through Segment.

Segment's Klaviyo destination can't increase the number of profiles that can be identified for abandoned cart or browse campaigns, even with Segment's Identify add-on. Littledata's direct connection can.

### Related articles

* [Shopify to Klaviyo connection](https://help.littledata.io/integrations/shopify-klaviyo)
* [How it works: Shopify to Klaviyo](https://help.littledata.io/integrations/shopify-klaviyo/how-it-works-shopify-to-klaviyo)
* [Shopify to Segment connection](https://help.littledata.io/integrations/shopify-to-segment)
* [Enhance your Segment setup with Littledata's direct connections](https://help.littledata.io/integrations/shopify-to-segment/enhance-segment-setup)