Can I show the booster only to certain customers, such as retail customers and not B2B or wholesale? (Essential Free Shipping Upsell app)

Not at the moment. Boosters can be targeted by country, currency, product, collection, product tag, page, and URL, and you can exclude products. The app cannot target by customer type, customer tags, B2B or company status, or wholesale status, so there is no built-in way to show a booster only to retail customers.

To show a booster only in certain countries, use Geolocation targeting on the Placement and Targeting tab. It is available on Starter and higher plans.

Matching a page and a country does not guarantee that the booster appears. It also needs an active app embed or placement, a matching currency, and the other targeting rules you set.