# 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.

Source: https://help.tryordinary.com/features/customers

---

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](https://help.tryordinary.com/features/customer-lifecycle)).

## 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.


### Search

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](https://help.tryordinary.com/troubleshooting/orders-missing) —
same root cause.

## Related features

- [Customer lifecycle stages](https://help.tryordinary.com/features/customer-lifecycle) — breakdown of
  the New / Active / Due Reorder / Lapsed / Lost buckets.
- [Cohort retention analysis](https://help.tryordinary.com/features/cohort-retention) — month-over-month
  retention curves (Advanced).
- [Offer calculator](https://help.tryordinary.com/features/offer-calculator) — model the ROI of a
  discount against customer LTV.