When people go out to buy things in shops, they are shoppers:a busy street full of shoppers
When people buy things from a particular shop, they are that shop's customers:
The shop-assistant is serving some customers.
If you are paying for professional services, for example from a lawyer or a bank, you are a client, but in the case of medical services, you are a patient. If you are staying at a hotel, you are a guest. If you are using transportation services you are a passenger, though increasingly customer is used in this way.
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