Summary
Shopify Customer Intelligence helps you create dynamic customer segments using customer profiles, purchase behavior, and commerce insights from your Shopify store. Instead of targeting customers using only basic information, you can group them based on how they shop, how much they spend, how often they purchase, and where they are in their customer journey. These segments can then be used across Wati for personalized campaigns and automation workflows.
Availability
Customer Segments are available for merchants who have Shopify Customer Intelligence enabled.
After your Shopify customer data has been synchronized and processed, commerce attributes become available when creating customer segments.
Instructions
Why use customer segments?
Not every customer should receive the same message.
Customer segmentation allows you to group customers with similar behaviors so you can deliver more relevant and personalized communications.
With Shopify Customer Intelligence, you can create segments for customers who:
Purchase frequently
Have not made a purchase recently
Spend more than the average customer
Prefer specific product categories
Regularly use discounts
Are first-time or repeat customers
Belong to a particular customer lifecycle stage
Targeted messaging helps improve engagement, increase conversions, and build stronger customer relationships.
Who should use this feature?
Customer Segments are useful for:
Marketing teams running targeted campaigns
Customer relationship management (CRM) and lifecycle marketing teams
Ecommerce businesses with large customer databases
Merchants looking to improve customer retention and repeat purchases
Create a customer segment
Follow these steps to create a customer segment using Shopify Customer Intelligence.
Step 1: Open the Segments page
Go to Contacts > Segments.
Click + Add Segment.
Step 2: Select the segment type
Enter the name for your segment
Select the type of the segment: active or static
Step 3: Choose your filters
When building a segment, you can use Shopify commerce attributes together with existing customer attributes.
Available filter categories include:
Customer Value
Purchase Behavior
Purchase Frequency
Customer Lifecycle
Product Preferences
Discount Behavior
Customer Location
Customer Metafields
Step 3: Add segment conditions
Select the customer attributes you want to use as conditions.
For example:
Lifetime Spend > $500
Or:
Repeat Customer = Yes
You can combine multiple conditions to create more specific audiences.
For example:
Repeat Customer = Yes AND Orders in Last 90 Days > 2
Step 4: Save the segment
Click on preview to preview the contacts in the segment.
Click on Create Segment to save the segment.
Your segment updates automatically as customer data changes, ensuring customers continue to match the conditions you defined.
Available Customer Intelligence filters
Shopify Customer Intelligence provides several categories of commerce attributes that you can use when creating customer segments.
Customer value
Use customer value metrics to identify your highest-value customers.
Available filters include:
Lifetime Spend
Total Orders
Average Order Value
Highest Order Value
Customer Value Tier
Example
Lifetime Spend > $1000
Example segment: VIP Customers
Purchase behavior
Segment customers based on their recent purchasing activity.
Available filters include:
First Order Date
Last Order Date
Days Since Last Purchase
Orders in Last 30 Days
Orders in Last 90 Days
Orders in Last 180 Days
Example
Days Since Last Purchase > 90
Example segment: Inactive Customers
Purchase frequency
Identify customers based on how often they shop.
Available filters include:
Purchase Frequency
Purchase Interval
Repeat Customer
Example
Repeat Customer = Yes
Example segment: Repeat Buyers
Customer lifecycle
Group customers according to their stage in the buying journey.
Available filters include:
Lifecycle Stage
Predicted Spend Tier
Example
Lifecycle Stage = At Risk
Example segment: Win-back Audience
Product preferences
Create audiences based on customer purchasing interests.
Available filters include:
Top Category
Favorite Product
Recent Category
Category Affinity Score
Example
Top Category = Sneakers
Example segment: Sneaker Enthusiasts
Discount behavior
Identify customers who regularly purchase using discounts.
Available filters include:
Discount Orders
Discount Dependency
Average Discount Percentage
Example
Discount Dependency > 50%
Example segment: Discount Shoppers
Customer location
Build location-based customer segments using Shopify customer information.
Available filters include:
Country
State or Province
City
Example
Country = United States AND State = California
Example segment: California Customers
Customer metafields
If your Shopify store uses customer metafields, they are synchronized as additional customer attributes.
Examples include:
Loyalty Tier
Membership Level
Birthday
Customer Preferences
You can combine these attributes with commerce insights to create more personalized customer segments.
Example customer segments
The following are examples of customer segments you can create using Shopify Customer Intelligence.
Customer segment | Example criteria | Common use case |
VIP Customers | Lifetime Spend > $1,000 | Exclusive offers and early access |
Repeat Buyers | Repeat Customer = Yes | Loyalty and retention campaigns |
High AOV Customers | Average Order Value > $200 | Premium product recommendations |
Inactive Customers | Days Since Last Purchase > 90 | Win-back campaigns |
Sneaker Buyers | Top Category = Sneakers | Category-specific promotions |
Discount Shoppers | Discount Dependency > 50% | Promotional campaigns |
New Customers | First Order Date within the last 30 days | Welcome journeys |
Best practices
To create effective customer segments:
Combine multiple attributes to create more targeted audiences.
Review the estimated segment size before launching a campaign.
Personalize campaign messaging based on each segment.
Avoid creating segments with very few customers unless required.
Review your segments regularly as customer behavior changes over time.
Frequently Asked Questions (FAQs)
Creating customer segments
1. Can I combine multiple conditions in a customer segment?
Yes. You can combine multiple Customer Intelligence attributes using logical conditions to create more targeted customer segments.
2. Can I segment customers based on their purchase history?
Yes. You can create customer segments using purchase-related attributes such as Total Orders, Lifetime Spend, Average Order Value, Purchase Frequency, and Last Order Date.
3. Can I target customers who have not purchased recently?
Yes. You can use the Days Since Last Purchase or Lifecycle Stage attributes to identify inactive customers and create win-back campaigns.
4. Can I create customer segments using product preferences?
Yes. You can create customer segments using attributes such as Top Category, Favorite Product, and Recent Category to deliver more relevant product recommendations.
5. Can I use Shopify customer metafields for segmentation?
Yes. Shopify customer metafields are synchronized as custom customer attributes and can be used alongside Customer Intelligence attributes, where supported, to create more personalized customer segments.
Using customer segments
6. Do customer segments update automatically?
Yes. Customer segments are dynamic and update automatically as customer profiles and commerce data change.
7. Can I use customer segments for WhatsApp campaigns?
Yes. You can select saved customer segments when creating WhatsApp campaigns to target specific audiences with personalized messages.
8. Can I use customer segments in automation workflows?
Yes. Customer segments can be used in automation workflows to deliver personalized customer journeys.
Managing customer segments
9. Can I edit or delete a customer segment after creating it?
Yes. You can edit or delete customer segments at any time. Any changes are reflected wherever the segment is used.