---
title: What are markets and segment(s)?
description: Create merchandising strategies for your collection pages, which can be customised for specific markets and segments
---

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# What are markets and segment(s)?

## Create merchandising strategies for your collection pages, which can be customised for specific markets and segments

Markets in Shopify are defined sets of customers grouped by specific countries, regions, or other criteria that you create to customise the shopping experience. Each market can have its own settings, such as currency, product catalogue, and theme customisations tailored to the customers in that market.

**What is customer segmentation?** Customer segmentation divides your online visitors into groups based on shared characteristics, allowing you to create targeted merchandising experiences.  
 Some examples of customer segments are:

- New or returning customers
- Organic visitors or visitors through social media

**Note:** These customer segments are defined/created in Shopify or a third-party platform and not on Tagalys. On Tagalys, you can create customer segments based on specific markets and the countries within those markets.

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