Customer lists and segments

Navigate the Customers page — total customers, purchased vs prospects, email subscribers, LTV, and the Whales filter for your top 20% of spenders.

Ordinary Written by The Ordinary Team · Updated

Customer lists and segments

Everything Shopify knows about your buyers and prospects is on the Customers page. Left nav → Customers.

The stat tiles

Across the top, a row of counters:

  • Total Customers — every row in your customer database.
  • Purchased — customers with ≥1 completed order.
  • Prospects — customers with 0 orders (newsletter signups, abandoned carts). Derived as Total − Purchased.
  • Subscribers — active Recharge subscribers.
  • Email Subscribers — customers who’ve opted into email marketing.
  • LTV — average spend across all purchased customers.
  • Avg Orders / Customer — how many times an average customer has bought.
  • Avg Days Between Orders — purchase frequency for repeat customers.
  • Lifecycle buckets — New / Due Reorder / Lapsed / Lost (see Customer lifecycle stages).

The table

Columns can be toggled via the Columns dropdown. Default shows:

  • Customer (name + avatar initial)
  • Email
  • Orders
  • Total Spent
  • Subscribed (email opt-in)
  • Customer Since
  • Last Order
  • Days Since Order

Click any column header to sort. Click a row to drill into that customer’s detail page.

The search box on the top-right matches across name, email, phone, and any column visible. Searches update as you type.

Date range

The date picker filters customers by Last Order — useful for questions like “show me everyone who ordered in March.” Customers without any orders are still shown regardless of range.

Whales filter

The Whales toggle next to the customer count narrows the list to your top 20% of spenders — customers at or above the 80th percentile of lifetime spend among your buying population.

Notes:

  • The threshold is computed over customers with >$0 lifetime spend, not over every row. Including zero-spend records would drag the cutoff to $0 on newer stores and make the filter meaningless.
  • The actual dollar threshold is shown inline when the filter is active — e.g. “Top 20% · $127+ lifetime spend” — so you can see where the cutoff sits and decide whether to re-frame the question.
  • Sort and search still work on top of the filter. “Whales who bought from us in the last 30 days” = Whales on + date range set.
  • Useful for: VIP outreach, retention campaigns, referral asks, early-access invites, shipping-promo targeting.
  • If a new store has zero buying customers yet, Whales returns an empty list rather than everyone.

Drilling into a customer

Click any row. The detail page shows:

  • Profile (name, email, phone, marketing consent)
  • Order history with line items
  • LTV, avg order value
  • First-touch channel attribution
  • Lifecycle stage
  • Subscription status (if Recharge)

Syncing from Shopify

Customers sync from Shopify via webhook on create/update. If you just imported a big customer list into Shopify, expect a few minutes of lag before they’re all in Ordinary.

If a customer is missing, see Orders not showing up — same root cause.

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