EZ Bombs grows ecommerce revenue 27% YoY using Klaviyo x TikTok integrations
2
pre-built Klaviyo integrations with TikTok used
27%
YoY growth in total ecomm revenue in 2025
22%
YoY decrease in TikTok cost per lead with help from Klaviyo integrations
EZ Bombs might look like they sell bath bombs at first glance. But they actually sell a family recipe packed into seasoning bombs. The eye-catching product was created by mother and grandmother Tina Castaneda, designed for dishes she loved to make at home: birria, tinga, pozole, and more. Launched in 2024, the “bombs” exploded on social, and became a TikTok besteller that same year. Today, EZ Bombs continues building on that early momentum with help from Klaviyo.
Learn how Klaviyo’s TikTok integrations empower EZ Bombs to create a cohesive full-funnel strategy
Challenge
EZ Bombs was a hit on TikTok from the start, and as the brand scaled, the social platform remained a powerful discovery engine for them. But they struggled to neatly connect TikTok activity with their email provider.
“Our prior provider didn't have the cleanest integrations with social platforms,” recalls Ben Amaya, marketing director at EZ Bombs.
Pulling email contacts into TikTok for exclusions or retargeting was a manual process with Postscript. The email provider also made it difficult to synthesize EZ Bombs’ ecommerce data from Shopify and TikTok Shop.
Our prior provider didn't have the cleanest integrations with social platforms.
WIth their prior ESP, it was also hard to drive list growth in TikTok-native ways. EZ Bombs either directed TikTok users to their Shopify site to sign up via pop-up, or paid for Meta lead-generation campaigns. But Meta didn’t have the same reach as TikTok, and TikTok users were wary of leaving the app.
“List growth was an uphill battle,” Amaya says. “TikTok users are super impulsive, and we wanted signing up for emails to be as seamless as possible.”
EZ Bombs also used OneText for SMS. Running email and SMS on separate platforms didn’t just make it a manual, glitchy process to synchronize cross-channel campaigns. It also posed reporting challenges.
“If you wanted to track how an email and SMS campaign performed, you’d have to combine two different reports and almost assume the number,” Amaya says.
With plans to expand into Amazon, Target, and beyond, EZ Bombs needed a more consolidated, extendable CRM solution.
Solution
EZ Bombs decided to switch email and SMS to Klaviyo. A key part of the appeal: Klaviyo’s pre-built integrations with TikTok.
The TikTok Audiences integration allowed them to seamlessly export email segments and lists into TikTok for exclusions and retargeting.
And with the TikTok Lead Ads integration, they could streamline TikTok lead generation with app-native sign-up forms—accelerating list growth and improving CX for users who prefer to stay in the app.
“Our cost per TikTok lead is super low,” says Amaya. “Using Klaviyo and TikTok together allows us to filter for genuine intent.”
Our cost per lead is super low. Using Klaviyo and TikTok together allows us to filter for genuine intent.
Klaviyo also allows for easier cross-channel orchestration and more customizable reporting.
“Klaviyo made it easier to segment our list by preferred retail channel,” Amaya says. “We can also aggregate email and SMS performance for different campaign types, and get clear on what our consumers want.”
Klaviyo’s flexible data infrastructure also allows EZ Bombs to sharply differentiate Shopify and TikTok purchases, further clarifying performance.
With email and SMS consolidated in Klaviyo B2C CRM and tightly integrated with TikTok, EZ Bombs could create a more cohesive, full-funnel strategy.
Strategy
Today, EZ Bombs uses the streamlined, two-way connection between Klaviyo and TikTok in strategic ways throughout their funnel, from acquisition to personalization and creative strategy. For instance, they’ve seen success:
- Targeting true new prospects with TikTok ads: By pulling customer segments from Klaviyo into TikTok, EZ Bombs can run more precise awareness campaigns. They exclude not only prior TikTok Shop purchasers, but also Shopify buyers and customers who purchased in retail stores and reported that via a retailer-specific QR code on EZ Bombs’ packaging. “With Klaviyo integrated with TikTok, we can get true brand-new awareness,” Amaya says.
- Powering list growth and personalization with TikTok lead ads: Each of EZ Bombs’ TikTok lead ads highlights a different selling point of joining their email list, whether that's recipe inspiration or updates on their Costco rollout. In Klaviyo, the marketing team then segments TikTok sign-ups based on the messaging that drew them in, and personalizes the lifecycle journey so subscribers receive ongoing relevant campaigns.
- Using Klaviyo for top-of-funnel message testing: EZ Bombs uses click and revenue data from Klaviyo to gauge which messaging resonates most with their customers. When a phrase or tone performs particularly well, they roll it out across their website, paid media, and organic social. “Klaviyo data lets us know what our existing community wants more of, and what our brand identity is,” Amaya says. “Then we figure out how to make that interesting for new people.”
This is just the beginning. Next, EZ Bombs plans to build out a TikTok DM strategy with TikTok’s CRM tool, targeting those messages with a blend of Klaviyo and TikTok data.
“Klaviyo is great at keeping up with TikTok’s evolution,” Amaya says. “TikTok is our biggest channel, and Klaviyo is always updating and adding new integrations that allow us to use TikTok even more strategically.”
Klaviyo is great at keeping up with TikTok’s evolution. TikTok is our biggest channel, and Klaviyo is always updating and adding new integrations that allow us to use TikTok even more strategically.
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