The replenishment flow for Shopify stores
A replenishment flow for Shopify stores selling consumables: how to time it to when customers run out, full copy, and setup notes for Klaviyo and Omnisend.
The flow at a glance
For consumables like coffee, supplements, skincare, pet food and cleaning products, the best time to email is just before the customer runs out.
Condition: exit anyone who reorders the same product. Run one flow per product or product group with its own timing.
- 1Email 1: Easy reorder
- 2Email 2: Reminder and option
One flow per use time
A single replenishment flow for the whole store sends everyone the same reminder on the same day, which is right for nobody. Group products by how long they last and give each group its own flow, limited by a trigger filter to people who bought something in that group. source, checked 25 September 2026
Products bought in different sizes need the same care. A shopper who bought the large bag should not hear from you on the small bag's schedule, so split by variant where the sizes last noticeably different lengths of time.
Email 1: Easy reorder
Subject: Running low on product?
Preview: Reorder in one click
One line. The product, the size they bought, one button that adds it to the cart.
Email 2: Reminder and option
Subject: Don't run out of product
Preview: Or have it arrive on its own
The reorder button again, plus a short line on your subscription option, if you have one: how often, whether they can skip or cancel, and any saving.
Setup notes
Klaviyo: trigger on "Ordered Product" with a trigger filter for the product or collection. Set the delay to the product's use time minus a few days. Flow filter: has not ordered the product since starting the flow.
Omnisend: use an order-placed trigger with a product filter and delay.
Subscriptions: if you use Recharge or another subscription app, exclude active subscribers.
Working out the delay
Start from how long the product lasts, then pull the first reminder a few days earlier so it arrives before the last dose, not after it. Klaviyo's own worked example uses a month's supply of a supplement with the reminder several days before the end. source, checked 25 September 2026
Once you have a few months of orders, replace the guess with what your customers actually do: the typical gap between a first and second order of the same product. People rarely use a product exactly as the label says.
Klaviyo: the filter that keeps it polite
Shopify and BigCommerce stores get a ready-made replenishment flow in the library, and it comes with a profile filter that checks for a new order before every email. If you build from scratch, add that filter yourself, or customers who reordered last week get told they are running out. source, checked 25 September 2026
What to measure
- Reorder rate within a week of each email
- Days between orders, before and after the flow is live
- Subscription starts from email 2
Too early or too late
If most reorders land well after email 2, the delay is too short and the reminders are being ignored. If a lot of customers reorder before email 1 has gone, it is too long, and the flow is taking credit for orders that would have happened anyway. Move the delay a few days at a time and watch the days-between-orders number.
Questions people ask
How do I time a replenishment email?
Base it on how long the product lasts, then check it against how long your repeat customers actually wait before reordering. Send the first reminder a few days before they are likely to run out.
Should I push subscriptions in replenishment emails?
Offer it as an option, not a requirement. Some customers will never subscribe but will happily reorder when reminded.
Should the last reminder carry a discount?
Klaviyo's rule of thumb is two reminders, then a follow-up with an incentive once the buying cycle has passed. Tilly leaves the discount out by default, because a customer who reorders on time should not learn that waiting pays. Try it on a lapsed segment first if you want to test it. source, checked 25 September 2026
Can a replenishment email sell something new?
A little. Keep the reorder button first, then suggest one related product, like a new flavour next to the coffee they buy every month. source, checked 25 September 2026
How Tilly builds it
Tilly sets the timing from your real reorder gaps once Shopify is connected, and builds one flow per product group.
How Tilly's email agent runs it
Until it has your order history, Tilly starts from a default of one reorder email, sent 30 days after an order, with no discount. Klaviyo has no start for a set number of days after an order, so the flow goes up as a Placed Order flow that waits 30 days first, and Tilly tells you that before you publish.
See this on your own store
Paste your store URL. The first pass takes about a minute and needs no account. Save a card (nothing is charged) and Tilly reads the whole store and works out who buys from you.