Segmentation of customers in e-commerce involves the categorization of customers into smaller groups in order to study how they behave or how to meet their needs in a more personalized manner.
In e-commerce one size does not fit all. What works of Zenith may not work for Zenaya. You have to shape your marketing strategy in such a way that it appeals to each segment of your customers.
Segmentation helps you eliminate guesswork and helps you take more informed decisions.