Klaviyo pricing for Shopify stores: what you pay and what changed

A Shopify store with 10,000 active profiles pays $150 a month on Klaviyo Email, and $400 a month at 25,000. The word that decides the bill is active: Klaviyo prices every profile it can email, and the Shopify integration feeds it every buyer and every checkout email, not only your newsletter list. This guide covers what Klaviyo costs at real Shopify list sizes, what the free Klaviyo Starter plan in Shopify includes, what the February 2025 billing rules changed, what that means in a Black Friday month, and what the same audience costs on a flat rate. Klaviyo prices read from klaviyo.com/pricing on 25 October 2026. All figures are US dollars with monthly billing, and every rule links to Klaviyo's help center.

How Klaviyo prices a Shopify store (active profiles, not subscribers)

Klaviyo's pricing page shows two paid plans on the same active profile slider: Email, and Marketing, which costs more at every list size. SMS and other mobile messages are billed separately. Both plans are priced by active profiles: any profile in your account that can be emailed and is not suppressed. That is wider than "subscribers". Klaviyo's own definition names two groups, people who consented to marketing through a form, and people added by general engagement, such as placing an order or starting a checkout and typing an email address without ever ticking a marketing box. Both are billable as long as they are reachable.

This is where Shopify matters. The integration syncs customers, orders and checkouts, so every past buyer and every abandoned checkout with an email address becomes a profile. A store with 4,000 newsletter subscribers can carry 9,000 active profiles once two years of customers and checkout emails are in the account, and the plan is priced on the 9,000. Suppressed and unsubscribed profiles stop counting once the suppression has processed, which Klaviyo says can take up to 72 hours.

Klaviyo price table at common Shopify list sizes

Both Klaviyo plans at the list sizes a Shopify store passes through, with the monthly email sends included, the Email price per 1,000 profiles, and the MailingPlatform plan that covers the same audience.

Klaviyo prices read from klaviyo.com/pricing on 25 October 2026, US dollars, "Estimated price per month" with monthly billing. The 250 row is Klaviyo's free plan. At 500 profiles Klaviyo shows a limited first-month promotion; the table uses the list price. Price per 1,000 profiles is our arithmetic: the monthly Email price divided by the profile count, times 1,000. MailingPlatform prices are monthly billing in euro excluding VAT; yearly billing is about 20 percent less. MailingPlatform sends are unlimited and run through your own Amazon SES account, which AWS bills separately at its list rate.

At 3,000 profiles Klaviyo Email is $70 a month against €39 on MailingPlatform Starter, and between 3,001 and 5,000 Klaviyo Email is cheaper on the sticker than the Professional plan. At 10,000 the prices meet ($150 against €129). From there Klaviyo's curve bends upward: 15,000 profiles costs more than double the 10,000 price, 25,000 is $400 against €129, and 100,000 is $1,380 against €299. Per 1,000 profiles Klaviyo Email gets cheaper as you grow, from $40.00 at 500 to $13.03 at 150,000, except at 15,000, where it climbs back to $23.33. If your list is small and will stay small, price is not a reason to move. If it is growing, or mostly checkout emails, it is. Klaviyo vs Mailchimp pricing at 1k to 100k contacts puts the two bills side by side at your list size. If you are deciding between Klaviyo and Shopify's own app, read Shopify Email vs Klaviyo.

Klaviyo Starter in Shopify: what the free plan covers

If you install Klaviyo from the Shopify App Store, you can start on Klaviyo Starter, a free plan that runs inside Shopify admin. It has the same free limits as klaviyo.com, and you will hit them sooner than you think once real traffic arrives:

• 250 active profiles.
• 500 emails a month, shared between campaigns and automations, including anything you send from klaviyo.com.
• 3 automations live at once.
• 1 live sign-up form.
• Powered by Klaviyo branding on emails and forms.

When you reach the email limit, campaign and automated sending pauses until your monthly allowance resets or you upgrade. The profile limit arrives early for a Shopify store, because customers who typed an email address at checkout count as active profiles even without a marketing opt-in. A store with 100 newsletter subscribers and a few hundred orders can already be past 250.

To upgrade, go to Settings > Plan and usage > Upgrade. A paid plan removes the automation and form limits and the branding, and the price follows the table above: $20 a month at 500 profiles and $30 at 1,000 on Email. SMS is a separate plan and is not part of Starter or the Email plan. If you are weighing Klaviyo against Shopify's own email app, read Shopify Email vs Klaviyo.

Source: Klaviyo help center, Understanding free plan limits and upgrading in Klaviyo Starter in Shopify, updated 21 September 2026, read 25 October 2026.

Klaviyo pricing changes: what happened on 18 February 2025

Klaviyo announced new billing rules on 14 January 2025 and applied them from 18 February 2025 to every customer paying by credit card. Its FAQ lists three changes, and they are still the rules today.

• Profile plan compliance. Your email plan must match or exceed your active profile count. If it does not, Klaviyo moves you to the tier that covers your count at the start of the next billing cycle, with notifications to owners and admins on the way. On the free plan you cannot send or set flows live until the count is back under the limit. Before this, accounts could sit on a tier below their real profile count for years.
• Flexible sending. A billing preference for peak months. When you use up your plan's sends, Klaviyo bills you up front for extra capacity at your current plan's unit rate and drops you back when the cycle resets.
• Auto-downgrade. Moves you down a tier automatically at the start of a cycle if your active profile count qualifies for a cheaper plan. Off by default.

There was also an appreciation discount for legacy accounts far beyond their tier: not a 25 percent discount but a cap, so the move to a compliant plan raised the email price by at most 25 percent, with the difference applied as a standing discount that shrinks with any later downgrade. If your account was upgraded in spring 2025 for less than the table suggests, that is why. Sources: Klaviyo's FAQ on the February 18 billing changes and FAQ on the appreciation discount, both checked 25 October 2026.

What it means in Q4 and Black Friday for a Shopify store

Two rules bite hardest in the fourth quarter. The first is the send cap. Klaviyo's help center states that the send limit is 10 times the maximum number of profiles in your plan: a 10,000 profile plan includes 100,000 emails a month. In an ordinary month a weekly newsletter, a welcome flow and an abandoned cart sequence use perhaps four to six sends per profile. In November a store adds a teaser, early access, a Black Friday morning email, a reminder, Cyber Monday and a last call, and ten per profile arrives quickly. Then either flexible sending bills the next tier's block at your unit rate or the auto-upgrade moves you up, which between 10,000 and 15,000 profiles means $150 becomes $350.

The second is the way Shopify grows your active profile count exactly when you can least afford it. Every checkout started in Black Friday traffic adds a profile with an email address, whether or not the shopper ticked the marketing box. A store that doubles its order volume in November can cross a tier boundary on profiles alone, and the compliance rule upgrades the plan at the next cycle. Cleaning up afterwards works, but the active count can take up to 72 hours to refresh after a suppression, and the plan picker will not let you choose a tier that is too small for the count it still sees. Suppressing the day before your billing date is too late.

How to keep your Klaviyo bill down

None of this makes Klaviyo a bad product. If SMS, predictive analytics or Customer Hub earn their keep for you, the bill is justified. But a store can usually pay for the audience it markets to rather than for every address that passed through checkout. Klaviyo's own documentation recommends the following.

• Suppress inactive profiles on a schedule. Klaviyo publishes a ready-made inactivity segment: created at least 180 days ago, received at least five emails, zero opens, zero clicks, never active on site, never started a checkout, never placed an order. Run a short sunset flow at them first, then bulk suppress the segment.
• Turn on auto-downgrade. It is a preference, not the default. Without it a cleanup lowers your profile count and nothing happens to the price.
• Review before the billing date, not after. Compliance is checked at the start of each cycle and suppression takes up to 72 hours to show.
• Prefer flexible sending for one-off peaks. The flex block is priced at your current unit rate and resets next cycle. If you flex every month, the upgrade is cheaper, and Klaviyo says so.
• Remember what does not count. Double opt-in confirmation emails do not count toward send usage, and hard bounces are suppressed automatically.

A flat-rate alternative for Shopify

The other way out is a price that does not move with your checkout. MailingPlatform prices by active subscribers in four bands: Starter €39 a month for up to 3,000, Professional €129 for up to 25,000, Scale €299 for up to 100,000, and Unlimited €499 with no audience cap. Prices exclude VAT; yearly billing is about 20 percent less. Every plan has every feature, including all automations, segmentation, the AI builder, the REST API and the Shopify and WooCommerce apps. Platform sends are unlimited, with no cap, no credits and no overage, so a Black Friday week with eight sends to the whole list costs the same as a quiet week in March. Only active, emailable subscribers count; unsubscribed and bounced contacts never appear on the invoice. Every plan starts with a 14-day free trial without a card, and the platform stays free up to 100 active subscribers. The flat rate email marketing pricing page has the calculator and the full comparison.

What a year costs at three list sizes

Monthly price times 12, with monthly billing on both sides. Klaviyo is in US dollars and MailingPlatform is in euro excluding VAT. We have not converted between them, so read the gap, not an exact saving.

MailingPlatform yearly billing is about 20 percent less than the figures above. Amazon SES sending is billed by AWS on top, at its list rate. Klaviyo prices read from klaviyo.com/pricing on 25 October 2026.

The Shopify side is native: one click installs the app, and orders, checkouts, customers, products and inventory stream in over webhooks, so abandoned cart, back in stock and post-purchase flows run on live store data. Each recipient can get unique discount codes created in Shopify at send time and bound to their customer account, so a Black Friday code cannot leak to a coupon site. Subscriber data is hosted in the EU. What you do not get is SMS or Klaviyo's predictive analytics; if those drive your revenue, Klaviyo remains the better fit. The honest footnote is that delivery runs through your own Amazon SES account, which AWS bills at its list rate, currently $0.10 to $0.16 per 1,000 emails, so 300,000 emails in a peak month adds roughly $30 to $48, and you own your sender reputation.

If the arithmetic points that way, moving from Klaviyo is a CSV export and an afternoon: subscribers, tags, custom fields and unsubscribe status come across, and the Shopify app rebuilds behavioural data from the first webhook. The Shopify email marketing page shows what the integration does with the data once it is flowing. Whichever platform you choose, do the count once properly: active profiles, not subscribers, times the sends you plan in your busiest month. That single number explains most of the gap between the price page and the invoice.

Klaviyo pricing FAQ

Source for the active profile rules: Klaviyo help center, How Klaviyo billing works, updated 20 October 2026, read 25 October 2026.