Shopify Audiences: What it is and how to leverage it

May 09, 2023

Shopify Audiences

If you own and run an e-commerce business, then attracting more customers and growing your business would be your basic objectives. Many tools are available in the market that can help in the growth and success of your e-commerce brand. But, one of the widely used and successful tools for e-commerce in the market currently is Shopify Audiences.

In this article, we will find out what Shopify Audiences is all about and how you can leverage this tool to maximize your online presence, attract more customers, and boost your sales. So, let’s start by answering some basic questions. 

What is Shopify Audiences

Shopify Audiences is a powerful marketing tool provided by the Shopify platform. It allows businesses to create and manage segmented audience groups based on various parameters such as customer behavior, demographics, and purchasing patterns.

Using this marketing tool, businesses can enhance their understanding of their customer base and effectively target specific segments with personalized marketing campaigns. This tool enables businesses to personalize their messaging, optimize their advertising efforts, and improve overall customer engagement.

By utilizing the potential of this marketing tool, businesses can successfully connect with their desired audience, boost conversion rates, and promote sustainable e-commerce growth.

How to create Shopify Audiences

Creating Shopify Audiences is a straightforward process that allows you to target specific customer segments and optimize your marketing efforts. To create your customized Shopify Audiences, follow these four simple steps.

  • Access the audiences. Tab Log in to your Shopify account and navigate to the Audiences tab located in the Marketing section. This is where you can manage and create your audiences.

  •  Select a data source. Choose a relevant data source for your audience creation. You have the flexibility to select from various sources such as your customer list, website visitors, or even your Facebook page audience.

  •  Define your audience criteria. Define the criteria for your audience based on specific characteristics and behaviors. This can include factors like demographics, purchase history, browsing behavior, or engagement with your marketing campaigns. By setting clear criteria, you can create targeted segments that align with your business goals.

  • Save and name your audience. Once you have defined your audience, save it and assign a name that reflects its purpose or characteristics. This allows you to easily identify and manage your audiences within Shopify.

By following these steps, you can create Shopify Audiences for your e-commerce website. With the capability of targeted marketing, you can effectively engage with your customers, make adjustments, and move your business to another level.

How to leverage Shopify Audiences to grow your business

Now that you familiarized yourself with the process of creating a Shopify audience, let’s see how you can effectively use it to promote your e-commerce business.


Retargeting is a highly effective strategy that can be leveraged using the tool. With this feature, you can create an audience consisting of customers who have abandoned their shopping carts or shown interest in specific products. By utilizing this audience, you can implement personalized ad campaigns or targeted email marketing to reconnect with these potential customers. 

This approach serves as a gentle nudge, reminding them of their initial interest and encouraging them to return to your website to complete their purchase. Through retargeting, Shopify Audiences helps you to re-engage with your audience and maximize conversion rates, ultimately driving business growth and boosting revenue.

Lookalike audiences

Another feature offered is the ability to create lookalike audiences. These audiences are crafted based on the characteristics and behaviors of your existing customers. By leveraging this functionality, you can effectively expand your reach and target new customers who share similarities with your current customer base. 

Lookalike audiences provide a valuable opportunity to tap into untapped markets and connect with individuals who are more inclined to be interested in your products or services. This strategic approach helps you optimize your marketing efforts by reaching a wider audience that exhibits similar traits and preferences as your existing customer base and increasing the chances of attracting new customers. 

Shopify Audiences helps you to maximize the potential of lookalike audiences, opening doors to new opportunities and expanding your customer base effectively.

Customized marketing

With Shopify Audiences, you have the flexibility to design and implement customized marketing campaigns tailored to specific groups of customers. 

This targeted approach enables you to deliver personalized messages, offers, and promotions that resonate with each customer segment. For instance, you can create a campaign specifically for customers who have made purchases in the past, rewarding their loyalty with exclusive discounts or promotions. 

By acknowledging their past interactions with your brand and providing them with unique incentives, you foster a sense of appreciation and encourage repeat purchases. 

Customized marketing campaigns allow you to nurture customer relationships, strengthen brand loyalty, and drive customer engagement, ultimately leading to increased customer satisfaction and sustained business growth.

Upselling and cross-selling

Shopify Audiences provides you with a powerful tool to implement upselling and cross-selling strategies to maximize your revenue potential. By creating an audience comprised of customers who have previously made purchases, you can leverage this segment to promote related products or complementary items that align with their interests and preferences. 

Through personalized recommendations and targeted messaging, you can effectively showcase the value and benefits of these additional offerings, enticing customers to make additional purchases. 

By utilizing Shopify Audiences for upselling and cross-selling, you not only enhance the shopping experience for your customers but also increase your average order value and boost your overall sales performance. This strategic approach enables you to capitalize on existing customer relationships, foster repeat business, and drive sustainable revenue growth.


Shopify Audiences serves as a robust marketing solution that empowers the growth of your e-commerce business.  Creating custom audiences and targeting them with personalized marketing campaigns can attract more customers, increase sales, and build customer loyalty. So, take advantage of this powerful tool and begin harnessing its potential to promote your e-commerce business!

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