Customer segmentation is the process of dividing customers into segments with the same or similar characteristics, which can be divided into demographic, geographical, psychological and behavioral. These types of segmentation can be further divided into smaller segments. Commercial segmentation opportunities are reflected in the success of trade companies to successfully segment customers by market research, and based on the results identify target markets for which they will adapt their range and promotional materials.. This paper contains theories of experts on segmentation and its types and divisions, examples of customer segmentation, and analysis of customer segmentation on the examples of stores of different types of products. The paper concludes that retailers are increasingly using customer segmentation and adapting to customer needs, desires and habits in order to achieve sales growth, market competitiveness and higher profits.