Segmenting Shopify Subscribers by Purchase History

PushEngage automatically creates two segments when you install the Shopify app: Customers (subscribers who have purchased) and Leads (subscribers who have not). Beyond these defaults, you can create custom segments based on specific purchase behavior – such as what a subscriber bought, how much they spent, or how recently they purchased using dynamic segmentation.

This guide covers the default segments and how to build custom purchase-based segments using PushEngage’s dynamic segmentation.

Before You Start

• PushEngage is installed on your Shopify store with active push subscribers.
• The Customers and Leads segments are enabled. See Understanding Default Shopify Segmentation and Audience Groups if they are not.
• Custom purchase-based segments require adding a JavaScript snippet to your Shopify theme’s order confirmation page. This is a one-time setup.

Default Segments: Customers and Leads

The two auto-created segments cover the broadest purchase split.

These segments update automatically. A subscriber moves from Leads to Customers as soon as they complete their first order.

To view them, go to Audience » Segments in your PushEngage dashboard.

Building Custom Purchase-Based Segments

For more precise targeting, you can create segments that group subscribers by specific purchase behaviors. These use PushEngage’s dynamic segmentation feature, which adds subscribers to a segment when a defined event occurs on your store.

Step 1: Create the Segment in PushEngage

1. Go to Audience » Segments.
2. Click Create a New Segment.
3. Enter a descriptive name.
4. Click Save Segment (leave URL patterns blank — this segment will be populated by event, not by page visit).

Step 2: Add the Tracking Snippet to Your Shopify Theme

Once the segment is created, you need to fire the PushEngage segment API on the Shopify order confirmation page (also called the Thank You page) when a qualifying purchase occurs.

The JavaScript snippet looks like this:

window._peq.push(["add-to-segment", "Segment Name"]);

For dynamic segments (where you want the subscriber to leave the segment after a set number of days):

window._peq.push(["add-to-dynamic-segment", "Segment Name", 30]);

The number 30 is the number of days the subscriber stays in the segment before being removed automatically.

To add this to Shopify, go to Settings » Checkout » Order status page in your Shopify admin and paste the snippet in the Additional scripts field, wrapped in a condition to fire only on completed orders.

Note: If you need help placing this snippet, contact our support team.

Recommended Purchase-Based Segments

Recent Buyers (Dynamic, 30 Days)

Subscribers who completed a purchase in the last 30 days. Use this segment to exclude recent buyers from acquisition campaigns so they do not receive a first-purchase discount they no longer need.

window._peq.push(["add-to-dynamic-segment", "Recent Buyers", 30]);

Repeat Buyers

Subscribers who have placed more than one order. Fire this segment on the second order confirmation.

window._peq.push(["add-to-segment", "Repeat Buyers"]);

Use case: Send exclusive loyalty discounts or early-access product announcements.

High Value Customers

Subscribers whose order total exceeds a threshold (for example, over $100). Use your Shopify theme’s Liquid variables to conditionally fire this segment.

{% if order.total_price > 10000 %}
<script>window._peq.push(["add-to-segment", "High Value Customers"]);</script>
{% endif %}

(In Shopify Liquid, prices are in cents — 10000 = $100.)

Use case: VIP-only campaigns, early sale access, premium product launches.

Category Buyers

Subscribers who purchased from a specific product type or collection. Fire this segment when the order contains a product tagged with a particular category.

{% for line_item in order.line_items %}
  {% if line_item.product.type == "Skincare" %}
  <script>window._peq.push(["add-to-segment", "Skincare Buyers"]);</script>
  {% endif %}
{% endfor %}

Use case: Send targeted new arrivals or restocks relevant to what each subscriber has already bought.

Using Segments When Sending Campaigns

Once subscribers are in your segments, select them when creating any campaign type.

For Push Broadcasts:

1. Go to Campaigns » Push Broadcasts » Create New Push Broadcast.
2. In the Audience tab, select Segment and choose from the dropdown.

For Drip Autoresponders:

1. In the campaign editor, navigate to the Audience section.
2. Select the target segment.

For Audience Groups: Combine a purchase segment with other criteria like geography or device. Go to Audience » Audience Group to build a group. See Understanding Default Shopify Segmentation and Audience Groups for full instructions.

Segment Use Cases Reference

Frequently Asked Questions

Do custom segments update automatically? Dynamic segments update automatically based on the snippet firing and the duration you set. Static segments (without a duration) only add subscribers and do not remove them automatically.

Can a subscriber be in multiple segments at once? Yes. A subscriber can be in Customers, Repeat Buyers, and High Value Customers all at the same time.

What if I cannot edit my Shopify theme? If you do not have theme access, you can ask your developer to add the snippet or contact our support team for help.

Are segments available on all plans? Basic segments (Customers, Leads) are available on all plans. Custom segments and dynamic segments are available on Growth plans and above.

If you run into any issues, please feel free to contact us by clicking here. Our support team will be able to help you.