Overview

Klaviyo and WooCommerce sought to establish sought to establish a unified presence at Shoptalk, ecommerce's largest tradeshow series. Rather than competing for merchant mindshare, the strategy centered on a coordinated go-to-market approach that positioned both platforms as complementary solutions. To maximize reach and relevance, the program was deployed across both Shoptalk US and Shoptalk EMEA, with customized positioning for each market.

Challenge

Entering major conferences at global scale requires significant resource coordination and market-specific differentiation. Klaviyo and Woo needed to demonstrate value to regionally distinct merchant audiences while managing cross-company alignment, localized messaging, and resource sharing across markets. Limited booth slots and high competition required the program to deliver measurable pipeline impact in each geography.

Solution

Klaviyo and Woo developed a co-hosted "Perfect Pair" partnership program deployed across both Shoptalk US (Las Vegas) and Shoptalk EMEA (Barcelona). The unified brand theme and integrated value proposition remained consistent across both markets, showcasing how their platforms work together to solve real merchant challenges. Localization was applied strategically: event branding and venue aesthetics were customized to match each location, and featured customer case studies reflected each region's merchant base and use cases. Both activations featured coordinated booth presence, direct merchant conversations, and systematic pipeline capture. Resource sharing between companies optimized investment while maintaining regional relevance and authenticity in customer storytelling.

Results

• Combined $276k ARR in primary sourced pipeline (US: $166k | EMEA: $110k)

• Combined $52M ARR of influenced pipeline opportunities (US: $30M | EMEA: $22M)

• 140+ target merchant decision makers engaged across both markets at capacity

• 100% achievement against combined pipeline goal

• Demonstrated successful market customization of vendor partnership at scale

• Established template for multi-region co-marketing programs at international conferences