# Build the segments

A [segment](/product/audience-data-and-segmentation/segmentation/) is a saved group of shoppers who match your conditions, for example shoppers who added a product to the cart and did not order. You can send a one-time push, in-app message, or email to a segment, or use it in a journey to decide who enters and which message each shopper gets. Build the segments before the journeys.

## How to create segments

Create each segment in **Audience** → **Segments** with the filters from the tables below.

There are several ways to build a segment. This page covers segments by events and by tags. You can also build segments from:

* [Existing segments](/product/audience-data-and-segmentation/segmentation/create-segments/by-existing-segments/)
* [Anniversary dates](/product/audience-data-and-segmentation/segmentation/create-segments/anniversary-segments/)
* [User ID](/product/audience-data-and-segmentation/segmentation/create-segments/by-user-id/)
* [An imported file](/product/audience-data-and-segmentation/segmentation/create-segments/by-import/)
* [Geolocation](/product/audience-data-and-segmentation/segmentation/create-segments/by-geo/)
* [A description in plain words, with AI](/product/audience-data-and-segmentation/segmentation/create-segments/build-segments-with-ai/)

For all the ways, see [How to create segments](/product/audience-data-and-segmentation/segmentation/create-segments/).

<Aside type="tip" title="Let AI Assistant create the segments">
[AI Assistant](/product/pushwoosh-ai/ai-assistant/) can create the segments from this page in your application. Send it the link to the page and ask it to create them. It creates them right away. When it is done, open **Audience** → **Segments** and check the result.
</Aside>

### Ready-made RFM segments

RFM segmentation groups shoppers by how recently, how often, and how much they buy, and builds the segments for you, such as Champions and At risk. To build them:

1. Open **Audience** → **RFM segmentation**.
2. Select `PW_Conversion` as the **Purchase Event** and its `value` attribute as the **Monetary Attribute**. `PW_Conversion` appears in the list after the first `Order placed` with `__amount` and `__currency` arrives. See [Track revenue from orders](/tutorials/industry-playbooks/ecommerce/collect-shopper-data/#track-revenue-from-orders).
3. Click **Calculate**.

Pushwoosh builds 10 segments, refreshes them every 24 hours, and scores only the last 90 days. An application keeps one RFM setup. Shoppers with no order in the last 90 days are not in these segments. See [RFM segmentation](/product/audience-data-and-segmentation/segmentation/rfm-segmentation/).

## Segments by events

These segments are built from the main events that shoppers trigger in the app. Use them as a starting point or for inspiration. Change the numbers, such as the days, or build your own segments. The number of days depends on how often your customers buy. For example, a store that sells groceries needs shorter windows than a store that sells furniture. To set the filters, see [Build segments by events](/product/audience-data-and-segmentation/segmentation/create-segments/by-events/).

Most of them feed a journey from [Build the journeys](/tutorials/industry-playbooks/ecommerce/build-the-journeys/), so build the ones for the journeys you plan to launch.

<span id="cart-abandoners" />
<span id="browsers-without-a-cart" />
<span id="wishlist-shoppers" />
<span id="first-time-buyers" />
<span id="repeat-buyers" />
<span id="recent-buyers" />
<span id="at-risk-customers" />
<span id="lapsed-customers" />

| Segment | Filters | Use it to |
| --- | --- | --- |
| Cart abandoners | <ul><li>`Product added to cart` exactly or more, 1 time, during the last 3 days</li><li>AND `Order placed` never, during the last 3 days</li></ul> | Remind shoppers about products they put in the cart and did not order. The journey for this case starts on the event, so use the segment for a one-time campaign, for example a weekend reminder. See [Cart abandonment](/tutorials/industry-playbooks/ecommerce/build-the-journeys/browse-and-cart/#cart-abandonment) |
| Browsers without a cart | <ul><li>`Product viewed` exactly or more, 3 times, during the last 7 days</li><li>AND `Product added to cart` never, during the last 7 days</li></ul> | Reach shoppers who looked at products several times and added nothing to the cart. Feeds the [Reminder about viewed products](/tutorials/industry-playbooks/ecommerce/build-the-journeys/browse-and-cart/#reminder-about-viewed-products) journey |
| Wishlist shoppers | <ul><li>`Product added to wishlist` exactly or more, 1 time, during the last 30 days</li><li>AND `Order placed` never, during the last 30 days</li></ul> | Send a promotion to shoppers who saved a product and have not ordered. The product back in stock journey starts on its own event |
| First-time buyers | <ul><li>`Order placed` exactly 1 time, on or after the date you started tracking orders</li></ul> | Tell a shopper's first order from later ones. Shoppers who ordered before you started tracking orders also count as first-time buyers. Feeds the [Second order offer](/tutorials/industry-playbooks/ecommerce/build-the-journeys/after-purchase/#second-order-offer) journey |
| Repeat buyers | <ul><li>`Order placed` exactly or more, 2 times, during the last 90 days</li></ul> | Give shoppers who order again their own offers, for example early access to a sale. Feeds the [Early access for loyal customers](/tutorials/industry-playbooks/ecommerce/build-the-journeys/loyalty-and-win-back/#early-access-for-loyal-customers) journey |
| Recent buyers | <ul><li>`Order placed` exactly or more, 1 time, during the last 30 days</li></ul> | Tell buyers apart from other shoppers, for example to leave them out of a first-order promotion |
| At-risk customers | <ul><li>`Order placed` never, during the last 60 days</li><li>AND `Order placed` exactly or more, 1 time, during the last 180 days</li></ul> | Win back shoppers who ordered before and have been quiet for two months. This is the first stage of win-back. Feeds the [Win-back for inactive customers](/tutorials/industry-playbooks/ecommerce/build-the-journeys/loyalty-and-win-back/#win-back-for-inactive-customers) journey |
| Lapsed customers | <ul><li>`Order placed` never, during the last 180 days</li><li>AND `Order placed` exactly or more, 1 time, during the last 365 days</li></ul> | Win back shoppers who have not ordered for half a year, with a bigger offer than for At-risk customers. The second filter leaves out shoppers with no orders recorded. Feeds a copy of the [Win-back for inactive customers](/tutorials/industry-playbooks/ecommerce/build-the-journeys/loyalty-and-win-back/#win-back-for-inactive-customers) journey |

### Segments that start empty

The At-risk customers and Lapsed customers segments find shoppers who ordered before and then stopped. They need order history, so right after you set up the `Order placed` event they are empty. At-risk customers start to fill 60 days after the first events arrive, and Lapsed customers after 180 days.

To fill these two segments sooner, use the `PW_ApplicationOpen` event instead of `Order placed` in their filters. The segments then go by app opens, so they also take in shoppers who stopped opening the app but never ordered.

### Filters with never

A filter with **never** counts a device only if it has a push token. A device gets the token when the app asks for push permission, whatever the shopper answers. Until then, the shopper is not in such segments as Cart abandoners, Browsers without a cart, Wishlist shoppers, At-risk customers, and Lapsed customers. To include shoppers earlier, ask for permission earlier. See [Ask for push permission at the right moment](/tutorials/industry-playbooks/ecommerce/prepare-for-communication/#ask-for-push-permission-at-the-right-moment).

## Segments by tags

These segments are built from shopper tags. Use them as a starting point or for inspiration. Change the values, or build your own segments. To set the filters, see [Build segments by tags](/product/audience-data-and-segmentation/segmentation/create-segments/by-tags/).

Most of them need the tags from [Store shopper data in tags](/tutorials/industry-playbooks/ecommerce/collect-shopper-data/#store-shopper-data-in-tags).

<span id="shoppers-without-push" />
<span id="vip-customers" />
<span id="sneaker-fans" />
<span id="members" />

| Segment | Filter | Use it to |
| --- | --- | --- |
| Shoppers without push | `Push Alerts Enabled` is false | Find shoppers who declined or never allowed notifications, for example to ask them again with an in-app message or to reach them by email |
| VIP customers | `loyalty_tier` is `gold` | Give top customers their own offers and early access. Feeds the [Early access for loyal customers](/tutorials/industry-playbooks/ecommerce/build-the-journeys/loyalty-and-win-back/#early-access-for-loyal-customers) journey |
| Sneaker fans | `favorite_category` is `sneakers` | Announce a new collection to the shoppers who buy this category most |
| Members | `is_subscriber` is true | Send offers meant for members of your program |