Introduction: Personalization Is the Future of eCommerce
In today’s competitive e-commerce world, personalization is the key to winning and retaining customers. Whether you’re running a fashion store in London, an electronics retailer in New York, or a B2B marketplace in Germany, your buyers expect a tailored experience.
That’s where Magento 2 Customer Segments (available in Adobe Commerce) come into play. This powerful feature helps merchants deliver targeted promotions, pricing, and content to specific customer groups — all automatically.
In this blog, we will explore:
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What the Customer Segments feature is
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How developers can configure and use it effectively
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And most importantly, how it helps business owners boost sales and engagement
What Are Customer Segments in Magento 2?
The Customer Segments feature in Adobe Commerce allows store owners to categorize customers dynamically based on their behavior, attributes, or purchase patterns.
For example:
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Show a special discount to repeat customers
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Display different banners or promotions for new visitors
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Offer custom pricing for B2B clients
It’s not just a static customer group — it’s a smart, rule-based system that automatically updates who belongs to which segment in real-time.
How Developers Can Configure Customer Segments
Here’s how you can set up Customer Segments step-by-step:
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Navigate to:
Admin → Customers → Customer Segments → Add Segment -
Define Segment Conditions
Choose criteria like: Customer group (e.g., Retail, Wholesale) -
Shopping cart content
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Order history
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Product views or wishlist
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Customer attributes (location, gender, etc.)
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Assign Segment to Promotions or CMS Blocks
Once defined, you can attach this segment to: -
Cart price rules
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Catalog price rules
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CMS blocks or banners
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Email campaigns
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Preview & Test
Before enabling, Magento allows you to preview matching customers to ensure your rule logic is correct. -
Save & Automate
Once active, Magento automatically updates customers in each segment as their data changes.
Developer Tip:
For custom integrations, you can extend this feature using Magento’s APIs to sync customer segment data with your CRM or marketing tools.
Why This Matters for Business Owners & Merchants
Here’s how Customer Segments can directly improve your business performance:
- Personalized Marketing
- Deliver product recommendations, promotions, and content that match your buyer’s interests — improving click-through and conversion rates.
- Boost Sales with Targeted Discounts
- Instead of sending one-size-fits-all offers, show relevant deals based on purchase history or cart value.
- Enhance Customer Loyalty
- Customers feel recognized when your store “remembers” their preferences. That emotional connection leads to higher retention.
- Improve ROI on Campaigns
- By focusing on the right audience, your ad spend and email marketing efforts produce better results.
- Data-Driven Decisions
- Get clear insights into how different customer groups behave — enabling smarter business planning.
Real-World Example
Imagine you run a Magento-powered fashion store in the UK:
Segment A: Returning customers who purchased above £100 in the last 60 days
Segment B: New visitors with items in cart but no purchase
You could:
Offer a 10% loyalty discount to Segment A
Send cart recovery emails to Segment B with a limited-time offer
Result?
- More engagement,
- Higher conversion,
- Happier customers.
How Our Magento Agency Helps
At Evrig, we specialize in Magento 2 development and Adobe Commerce customization. Our certified Magento developers can help you:
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Configure and optimize Customer Segments
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Build personalized storefronts
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Integrate marketing automation tools
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Measure the impact of personalization with analytics
Whether you’re a growing retailer or a large B2B enterprise, our team can turn your Magento store into a high-performing, data-driven eCommerce engine.Connect with us to start transforming your Magento experience into measurable results.