Bottom 10th Percentile Customers by Total Sales
Customers in the bottom 10th percentile of Total Sales.
Who’s in This Segment
A customer is in this segment when their Total Sales percentile is 10 or lower.
Every customer who has ordered gets a percentile from 1 (lowest) to 100 (highest) for their Total Sales, ranked against your other customers who have ordered. Customers with no orders get no percentile, so they’re never in this segment.
Percentile 10 or lower is at most the bottom 10% of the customers who have ordered. Customers with the same Total Sales share one percentile, and a tied group is in this segment only when all of it fits. So the segment can hold fewer customers than that, or none.
Total Sales is what the customer has spent across their orders: item prices after discounts, plus shipping, plus tax where your prices don’t already include it, minus refunds.
Orders that were canceled, or whose payment was voided or expired, don’t count toward any of this.
Membership is worked out again each time your customer data refreshes, so customers move in and out of the segment on their own.
What to Do With It
Your lowest spenders among customers who have ordered. Try a second-purchase offer, and leave them out of costly retargeting.
To use the segment outside By the Numbers, open it from the Customer Segments page and choose Sync under Sync Destinations. You can send it to Klaviyo, Mailchimp or Attentive for email and SMS, or to Meta, Google Ads, TikTok or Reddit Ads as an audience.
Auto-sync is on by default and resends the segment every 2–4 days, depending on the platform, so the audience keeps matching it. Sync now sends it straight away.
Inside By the Numbers, you can also apply the segment as a filter on reports to see how these customers buy.
Where to Find It
- Customer Segments: this segment is on the Preset Segments tab. Open it to see who’s in it, how it’s trending and where it syncs.
- Customer Loyalty: how your customers spread across loyalty groups by how recently and how often they buy.
- How to Create a Custom Segment: build your own version of this segment with different rules.