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 Since Last Order — on average, how many days it has been since each purchasing customer last ordered.
• New, Due Reorder, Lapsed and Lost — how many purchased customers sit in each lifecycle stage, with each stage’s day range underneath. These are at the end of the row; scroll the row sideways to reach them. See Customer lifecycle stages.

If Klaviyo is connected (Starter and higher), a Klaviyo Subscribers counter also appears, showing how many of your Klaviyo profiles are opted in.

The Subscribers tab at the top of the page switches from your Shopify customers to your Klaviyo subscriber list.

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
• Last WhatsApp

Phone, Tags and Shopify ID are available from the Columns dropdown.

To change the order, click Sort and pick Customer since, Total spent, Number of orders or Last order, then ascending or descending. Column headers don’t sort. Click a row to drill into that customer’s detail page.

Search

The search box at the top of the customers table matches first name, last name, email, phone, and tags. Results update shortly after you stop typing.

Date range

The date range picker doesn’t filter the customer list — it always shows every customer. To find recent buyers, use Sort → Last order.

Whales filter

The All / Whales control at the top of the page switches between every customer and 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 most recently” = Whales + Sort → Last order.
• 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 — customer since, total spent, number of orders, last order, email, phone, email marketing consent and Shopify tags
• Orders — their most recent orders
• Journey — the channels and visits that led up to their orders

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.

Related features

• Customer lifecycle stages — what the New / Due Reorder / Lapsed / Lost stages mean and how to tune them.
• Cohorts — what each month’s new customers are worth over time (Advanced).
• Offer calculator — model the ROI of a discount against customer LTV.