The short answer
At $10M GMV, Klaviyo typically runs $1,200–$3,500/month for email-only, depending on active-profile count. Add another $300–$800/month for Klaviyo SMS if you’re running it natively. Most operators at this scale land between $1,800 and $2,800/month on email alone, with active profile counts of 80K–180K driving the band.
The longer answer
Klaviyo’s pricing is based on active profiles — the number of contacts you’ve emailed or SMSed in the last 30 days — not total contacts in the database. At $10M GMV, that number is usually 60K–200K active depending on how long the brand has been compounding the email file and how aggressive the broadcast cadence is.
At 60K active profiles, Klaviyo email is roughly $720/month. At 100K, $1,400. At 150K, $2,300. At 200K, $3,100. The exact pricing changes annually but the curve is roughly linear in this range. Klaviyo SMS adds $300–$800/month on top, depending on send volume.
Two cost-management notes. First, profile-cleaning matters more than most operators think: suppressing unengaged 180-day+ profiles drops the active count meaningfully without affecting program ROI. Second, Klaviyo annual contracts above $2K/month are negotiable — operators on annual deals typically save 10–18% vs month-to-month at the same volume.
For comparison: Drip at the same profile count runs roughly the same (slightly cheaper but not materially). Omnisend is meaningfully cheaper (~50–60% of Klaviyo’s cost) but trails on Shopify integration depth and segmentation. Sendlane bundles email + SMS for $1.5K–$4K/month at $10M scale and is the right consolidation play if cost is the binding constraint.