diff --git a/packages/medusa-plugin-segment/src/subscribers/order.js b/packages/medusa-plugin-segment/src/subscribers/order.js
index b048245d5f..2ee8a25985 100644
--- a/packages/medusa-plugin-segment/src/subscribers/order.js
+++ b/packages/medusa-plugin-segment/src/subscribers/order.js
@@ -318,6 +318,15 @@ class OrderSubscriber {
         integrations,
       }
 
+      segmentService.identify({
+        userId: order.customer_id,
+        traits: {
+          email: order.email,
+          firstName: order.shipping_address.first_name,
+          lastName: order.shipping_address.last_name,
+        },
+      })
+
       segmentService.track(orderEvent)
     })
   }