Shopify Audiences: find new customers through your data

Advertising audiences powered by the Shopify network

Shopify Audiences is an acquisition tool that uses aggregated data from the Shopify network to create ultra-targeted advertising audiences. Instead of targeting generic audiences on Meta or Google, you target buyers whose purchasing behavior is similar to that of your existing customers. Merchants who use Shopify Audiences see a significant reduction in their customer acquisition cost.

How it works

Shopify Audiences analyzes aggregated and anonymized purchase data from millions of Shopify stores. The algorithm identifies buyers who have a profile similar to your customers: same product categories, same price range, same purchase frequency. These profiles are compiled into audiences that you export to your advertising platforms.

The strength of Shopify Audiences lies in data quality. Unlike audiences based on interests (Meta) or search intent (Google), Shopify Audiences relies on real purchase data. A buyer who has purchased products similar to yours on another Shopify store is a high-quality prospect.

Available audience types

Shopify Audiences generates several types of audiences. Prospecting audiences target buyers who do not yet know your brand but who have a compatible purchase profile. Retargeting audiences target visitors to your store who did not convert. Lookalike audiences extend your existing customer base to similar profiles.

Each audience is updated automatically. New buyers who match the profile are added, and outdated profiles are removed. This continuous updating keeps the audiences relevant over time.

Integration with advertising platforms

Shopify Audiences integrates directly with Meta (Facebook/Instagram), Google Ads, TikTok, Pinterest, Snapchat and Criteo. Audiences are exported automatically to the connected platforms. You use them like any custom audience in your advertising campaigns.

Attribution is measured directly in Shopify. You see which sales come from Shopify audiences, what the acquisition cost is per audience and what the return on advertising spend is. This visibility lets you optimize your advertising spend.

Impact on acquisition cost

Merchants using Shopify Audiences report a reduction in cost per acquisition (CPA) compared to the standard audiences of advertising platforms. This reduction is explained by the superior quality of purchase data compared to behavioral or declared data.

The impact is especially visible in a context of growing restrictions on advertising tracking (iOS App Tracking Transparency, the end of third-party cookies). Shopify Audiences offers a first-party alternative to the targeting data that is becoming scarce.

LCMH, a Shopify partner in Alsace, helps merchants configure Shopify Audiences and optimize their advertising campaigns.

For acquisition trends, read our 2025 e-commerce landscape and growth outlook.

Sources

1. Shopify, Shopify Audiences. shopify.com/audiences
2. Shopify, Shopify Audiences Help. help.shopify.com/en/manual/promoting-marketing/shopify-audiences
3. Shopify, Shopify Audiences Performance. shopify.com/blog/shopify-audiences