Klaviyo says legacy martech loses ground with B2C enterprises as stack complexity slows marketing execution

Klaviyo analysis flagged rising competitive pressure on B2C enterprises as consumers spread spend across more brands, channels, devices. Australia: households buy from 16 brands a year; online purchases rose by four year over year; average basket size fell to $96. South East Asia: video commerce reached about 25% of ecommerce GMV within three years, increasing reliance on third-party platforms. Legacy marketing platforms seen losing effectiveness as complexity slows deployment, fragments customer data, delays decisions, weakens ROI measurement. Gartner cited martech utilization at 49% in 2025, down from 56% in 2024, with stack complexity the top obstacle. Disclaimer: This news brief was created by Public Technologies (PUBT) using generative artificial intelligence. While PUBT strives to provide accurate and timely information, this AI-generated content is for informational purposes only and should not be interpreted as financial, investment, or legal advice. Klaviyo Inc. published the original content used to generate this news brief on October 13, 2026, and is solely responsible for the information contained therein. (C)