In the age of personalization, broad “one-size-fits-all” marketing is no longer effective. Today’s shoppers expect relevance — offers, content, and communications that reflect their interests and behaviors. One of the most effective ways to deliver this is through Shopify customer segmentation based on the product categories customers have browsed or purchased.
Shopify recently introduced a powerful feature: the ability to filter and group customers by their interactions with product categories using Shopify’s built-in taxonomy of over 16,000 categories. This unlocks a deeper level of personalization for your Shopify marketing campaigns, email flows, discount targeting, and automation workflows.
In this post, we’ll explore why this update is a game-changer, how to set it up, and best practices to get the most out of it.
Why Shopify Customer Segmentation by Category Is a Game-Changer
Segmenting customers by the product categories they browse or buy offers powerful benefits:
1. More relevant marketing
When you know a customer has browsed or bought Beauty → Facial Cleansers, you can tailor your next message to skincare routines or complementary products. Personalized outreach consistently outperforms generic campaigns.
2. Better cross-sell and upsell opportunities
If someone browses Sports & Outdoors, it’s easier to suggest related gear, premium upgrades, or accessories.
3. Cleaner segments and automation
Category-based filters make your segments more precise. Shopify even includes parent categories automatically (so buying Facial Cleansers also counts as Beauty and Health & Beauty). This simplifies campaign targeting.
4. Unified across marketing tools
These segments work not only in Shopify Email but also in third-party marketing apps connected to your store — keeping your campaigns consistent across channels.
How to Segment Customers by Browsed or Purchased Categories in Shopify
If you’re on Shopify:
- Go to your Customer Segments area.
- Add a filter such as:
- “Customer has browsed products in category X”
- “Customer has purchased products in category Y”
- Choose from Shopify’s 16,000+ built-in categories.
- Save your segment and use it in emails, discounts, workflows, or retargeting campaigns.
Not on Shopify?
You can still replicate this approach in your e-commerce platform:
- Tag products by category.
- Track browsing behavior (categories viewed).
- Log purchases and associate them with categories.
- Build segments such as:
- Browsed category A in last 30 days
- Purchased in category B in last 90 days
- Combine with criteria like spend, recency, or engagement for more precision.
Best Practices for Customer Segmentation in Shopify Marketing
| Tip | Recommendation |
|---|---|
| Use meaningful category granularity | Avoid overly broad categories like Apparel — use Sportswear or Activewear for better targeting. |
| Include parent categories | Don’t miss customers by only targeting subcategories. Shopify automatically includes parent categories. |
| Combine with behavior & recency | A recent browse is more relevant than one from months ago. |
| A/B test campaigns | Test category-based campaigns against general emails to measure lift. |
| Avoid over-segmentation | Focus on your top product categories to keep campaigns manageable. |
| Update dynamically | Refresh segments frequently — customer interests change over time. |
| Use across channels | Apply segmentation not only in email, but also in SMS, push notifications, and paid ads. |
Example Use Cases for Shopify Category Segmentation
- Beauty brand: Segment “Browsed Skincare → Serums in last 14 days” → send a discount on serums or skincare bundles.
- Sports store: “Purchased Running Shoes in last 6 months” → cross-sell socks, insoles, or apparel.
- Home & Living: “Browsed Kitchen Appliances” → showcase trending gadgets.
- Seasonal campaigns: “Browsed Swimwear + Beach Accessories” → target for summer promotions.
Wrap-Up
Segmentation based on what customers browse or buy at the category level is one of the most powerful tools for Shopify personalization and marketing automation. Shopify’s new built-in category filters make this easier than ever — but the same strategy applies across any e-commerce setup.