This research paper examines the impact of customer segmentation on purchasing intentions in online shoppers. Using the K-means method and the Online Shoppers Purchasing Intention Dataset, which includes 12,330 sessions from a popular e-commerce website, the study analyzes customer behavior. The findings highlight notable sales surges in August, varying preferences across countries, and the significance of customer engagement and transactional activity. Through RFM and K-means segmentations, exceptional customers with high engagement and value are identified, emphasizing the importance of customer retention strategies. Moreover, opportunities to re-engage less active customers are uncovered. The research provides valuable insights for businesses to optimize marketing efforts, enhance customer satisfaction and loyalty, and maximize revenue potential in the online shopping.