Segments
Segments are live cohorts of shoppers computed directly from behaviour. There is no separate membership table and no sync step — each segment is a query over shopper profiles, so every count reflects real shopper state the instant you look. Segments are the audience layer for broadcasts, journeys, and widget audience rules.
Where it lives
Dashboard → Segments. The header shows your total shopper count. Below it: a custom-segment builder, your saved custom segments, and a grid of the built-in catalog. Each catalog card shows the segment size, its share of all shoppers, a 30-day change indicator, a one-line commercial rationale, a View shoppers link, and a suggested playbook to activate it.
The built-in catalog
Six segments ship out of the box, each in a category that drives its badge colour:
| Segment | Definition | Category |
|---|---|---|
| VIP · $500+ lifetime value | Lifetime spend ≥ $500. | vip |
| New customers (30d) | Exactly 1 order, placed in the last 30 days. | new |
| At-risk repeat buyers | 2+ orders, last order 60–180 days ago. | at_risk |
| Dormant shoppers (180d) | No activity in the last 180 days. | dormant |
| High-intent prospects | 3+ chat conversations, still 0 orders. | engaged |
| Marketing opt-ins with email | Consented to marketing and has a verified email. | marketing |
The marketing opt-ins segment is the baseline audience for every broadcast and lifecycle send — keep it healthy, because hygiene matters more than raw size.
The 30-day change is an approximation
Custom segments
Build your own from the Build a custom segment card. Give it a name, pick a field, an operator, and a value, then save — it becomes a reusable segment any journey can target. Custom segments evaluate live, exactly like the built-ins, and show a current match count next to each saved row.
Fields you can filter on
| Field | Type | Note |
|---|---|---|
| total orders | number | Lifetime order count. |
| total spend cents | number | Lifetime spend — in cents (50000 = $500). |
| average order value cents | number | AOV in cents. |
| days since last order | number | Computed from last order date. |
| days since last visit | number | Computed from last seen date. |
| accepts marketing | boolean | Value is true or false. |
| lifecycle stage | string | Matches the shopper’s current stage. |
Operators
Numeric fields accept the full set: =, ≠, >, ≥, <, ≤. String fields accept = and ≠ only. Boolean fields accept = only. The builder type-checks the field/value pair before saving, so an unrunnable filter can never be stored.
Money and time are not in obvious units
total spend cents ≥ 50000 for $500, not 500. Recency fields are days — days since last order > 60 means lapsed two months.What segments power
- Broadcasts — the segment dropdown in the broadcast composer is this exact catalog.
- Journeys — target a journey at a segment so shoppers enter and exit automatically as they qualify.
- Widget audience rules — change how the widget behaves for a cohort.
- Activation — each catalog card links to a suggested playbook (welcome series, win-back, browse abandonment, post-purchase thank-you) so a segment leads straight to a next action.
Gotchas
- Membership is always live. A shopper enters and leaves a segment automatically as their behaviour changes — there is nothing to refresh and no list to re-import.
- View shoppers deep-links into Customers filtered by the segment, so you can inspect exactly who matches.
- Custom segments are scoped to your store and editable only by owners and admins. Every create and delete is written to the audit log.
- A custom filter spec supports up to 10 conditions combined with
ANDorOR; the quick builder on the page creates single-condition segments.
Related
- Shoppers, lifecycle & VIP — the profiles and lifecycle stages segments query.
- Broadcasts — send a one-off campaign to a segment.
- Journeys & sequences — automate sends to a segment over time.
- Cart & browse rescue — recovery uses behavioural triggers alongside segments.