Sezzle, Klaviyo Collaborate to Combat Cart Abandonment

Buy now, pay later (BNPL) provider Sezzle has launched a direct integration with marketing automation platform Klaviyo, the companies announced Wednesday (Aug. 17).

According to the press release, the integration lets Klaviyo merchants offer customers Sezzle’s financing options when shoppers are ready to abandon their carts. Merchants can also launch marketing campaigns with “flexible finance messaging.”

“We’re excited to launch this integration with a leading player in the alternative payments space, helping our mutual customers strategically target shoppers via email and SMS marketing,” said Rich Gardner, vice president of global strategic partnerships at Klaviyo. “Sezzle’s purpose-driven approach to payments and mission of financial freedom directly aligns with Klaviyo’s vision to empower creators to their own destiny.”

Based in Boston, Klaviyo helps its users improve revenue, retention and repeat sales through personalized emails and SMS messages. Sezzle is a Minneapolis-based BNPL company that lets shoppers make purchases in installments spread over several weeks.

Related: Inflation, Credit Pressures Manageable for BNPL Providers Amid Soaring Volumes

Recent research by PYMNTS and Elastic Path found that nearly half of shoppers have abandoned their online shopping carts during a potential clothing and accessory or home furnishing purchase in the last year.

Our survey found that 54% of consumers had abandoned a clothing and accessory purchase in the previous 12 months, while 47% had done the same with a home furnishing purchase. The most common reasons consumers offered for their cart abandonment were the cost of delivery and the price of the product.

See also: The Tailored Shopping Experience

Among shoppers who abandoned an online clothing and accessory purchase, 38% said it was because the cost of delivery was too steep. Thirty-six percent said they did so because they found the product for a lower price somewhere else.

Shoppers searching for home furnishings were in a similar boat, although their priorities were a bit different: 40% said they found the product cheaper elsewhere, and 37% said delivery costs were too high.