A segment is a group of customers defined by rules. Customers who match are added automatically, and drop out when they stop matching, so you never have to maintain a list by hand.
You use segments to choose who gets a campaign. See How to reach customers with WhatsApp campaigns and automations.
Segments live in Marketing → Segments, and admins and managers can set them up.
How to create a segment
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Go to Marketing → Segments and create a new segment
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Give it a name
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Click Add condition and pick a field, like total spent or last order date
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Add more conditions, or click Add group for another set of conditions
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Check the preview and save
How conditions and groups combine
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Inside a group, choose match all of these or match any of these
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Between groups, a customer who matches any group is in the segment
So "spent over 200 and ordered in the last 90 days" is one group set to match all. "Spent over 200 or ordered in the last 90 days" is one group set to match any, or two separate groups.
What you can build rules from
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Consent: WhatsApp, email and SMS consent, and whether they accept marketing in Shopify
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Purchases: total spent, order count, first order date and last order date
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Engagement: lifecycle stage and last engaged date
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Customer details: name, email, phone, language, country, city, customer tags and created date
Reading the preview
The preview shows how many customers match, and how many of them are Reachable on WhatsApp, meaning they've opted in to WhatsApp marketing. Only those customers get a WhatsApp campaign. Everyone else in the segment is skipped and shows up as suppressed in the campaign report.
If the reachable number is much lower than the total, that's a consent issue, not a segment issue. See How WhatsApp marketing consent and message frequency work.
Ideas to start with
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VIPs: total spent over a threshold you pick
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Lapsed customers: last order date more than 90 days ago
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First-timers: order count is 1
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Local customers: country or city matches, for a store event or local delivery offer