Target Group Segmentation In E-Commerce

Segmentation is one of the most important steps in the customer journey, and it’s a step that gets plenty of attention. But what about segmentation? In this post, we’ll explore how to target customers in e-commerce with an eye toward making your marketing efforts more effective.

Understand Your Target Customer

Understanding your target customer is the key to successful segmentation. You need to understand their needs, expectations, buying patterns, demographics, psychographics and location. This will help you figure out who they are. Once you know who they are and what they like then it becomes easier for you to segment them into different groups based on their behavior and preferences.

Know Your Customers’ Needs And Expectations

Knowing your customers’ needs and expectations is key to successfully targeting a segment. You can begin by asking questions like:

  • What products or services do they buy?
  • How often do they buy them?
  • What kind of people are they (demographic, psychographic) and what are their behaviors, attitudes and motivations?

You should also keep track of how many times someone has visited your website in the past, how long it took them to make a purchase and which product category was most popular for them. This will give you valuable information about each customer’s preferences so that you can tailor future marketing campaigns to suit their needs.

Understand Their Buying Patterns

If you want to identify your target groups and create an appropriate segmentation strategy, it’s important to understand what they like and don’t like. You need to know how they buy products in the digital environment, which channels they use more often and so on. That way, when creating new products or setting up campaigns, you can make sure that the product will appeal to the right group of customers.

Bridging The Gender Gap

Gender gap is a term used to describe the difference in the way men and women shop. While this may seem like common sense, it’s important to understand that gender isn’t just about women buying more than men; it’s also about how men and women shop differently. For example, women are more likely to research products before they buy them while men tend to be impulsive buyers who are more concerned with price than quality or brand name.

A huge part of bridging this gap is understanding how each gender approaches shopping differently, so let’s take a look at some key differences between male and female shoppers:

  • Women tend to read reviews and compare prices before making their purchase decision; men rarely do either of these things unless there is a sale going on (or if their mother tells them too).
  • Women tend to seek out reviews from friends or family members before deciding what product they want—men usually have an opinion already formed in their mind based on past experiences with certain brands/products.

Understanding The Age Divide

Age is a key factor in buying decisions, and the age divide is an important way to segment your target audience. A customer’s age gives you information about their life stage (like whether they are still in university or have started a family), income level, education, interests and lifestyle.

Age can be a proxy for many different things—and this is why it’s so useful when segmenting your target market.

Winning With Geodemographic Segmentation

Geodemographic segmentation is a way to segment customers based on their location. This includes the geographic region, neighborhood or city you live in, and so on. For example, if you are a retailer in the United States and want to target shoppers who live in New York City, then geodemographic segmentation would help you find those specific shoppers.

Geodemographic segmentation is also useful for retailers looking to target customers based on demographics such as age or gender. For example: If your store sells clothing for women aged 25-40 years old living in New York City with at least $75k annual salary and college education level or above, then geodemographic segmentation will help you identify these kind of shoppers without having them search through thousands of irrelevant results just because they happen to share similar interests as other customers within that category (i.e., “women who care about fashion”).

Finally, geodemographic segmentation can be used by retailers who want to create personalized experiences tailored specifically towards each individual customer’s lifestyle/interests while browsing through different products listed online (e..g., sports fans).

If a person searches “soccer jerseys” after reading an article about how well soccer teams performed last weekend during World Cup season finale game highlights but has nothing directly related such as where they live or what they do professionally yet still clicked through those results because they wanted more information regarding soccer related news updates along with other fun facts; then geodemographic data would give us clues about how many people love watching this sport but don’t necessarily follow professional teams religiously every single day!

Segmentation Is Essential For Marketing Success

In order to market effectively, you need to understand your customers and their needs. Segmentation helps you do just that. It’s the process of dividing a market into smaller groups of people who share similar needs, wants, and behaviors.

Understanding these patterns will help you develop marketing strategies that are more relevant to your customers and increase the chances of making them happy.


We’ve covered the basic principles of segmentation and how it can be applied to your e-commerce business. With a little creativity, you can develop a comprehensive target group analysis that helps you understand your customers better. Once you know who they are and what makes them tick, it becomes easier to tailor marketing messages that resonate with them—and make sales!

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