diff --git a/src/Umbraco.Web/Models/ContentEditing/ContentPropertyBasic.cs b/src/Umbraco.Web/Models/ContentEditing/ContentPropertyBasic.cs
index c5c22484ad..2b70a63035 100644
--- a/src/Umbraco.Web/Models/ContentEditing/ContentPropertyBasic.cs
+++ b/src/Umbraco.Web/Models/ContentEditing/ContentPropertyBasic.cs
@@ -53,11 +53,21 @@ namespace Umbraco.Web.Models.ContentEditing
         [ReadOnly(true)]
         public string Culture { get; set; }
 
+        /// <summary>
+        /// The segment of the property
+        /// </summary>
+        /// <remarks>
+        /// The segment value of a property can always be null but can only have a non-null value
+        /// when the property can be varied by segment.
+        /// </remarks>
+        [DataMember(Name = "segment")]
+        [ReadOnly(true)]
+        public string Segment { get; set; }
+
         /// <summary>
         /// Used internally during model mapping
         /// </summary>
         [IgnoreDataMember]
         internal IDataEditor PropertyEditor { get; set; }
-
     }
 }
diff --git a/src/Umbraco.Web/Models/Mapping/ContentPropertyBasicMapper.cs b/src/Umbraco.Web/Models/Mapping/ContentPropertyBasicMapper.cs
index 36c1b360b2..aacafd2f2a 100644
--- a/src/Umbraco.Web/Models/Mapping/ContentPropertyBasicMapper.cs
+++ b/src/Umbraco.Web/Models/Mapping/ContentPropertyBasicMapper.cs
@@ -70,8 +70,14 @@ namespace Umbraco.Web.Models.Mapping
 
             dest.Culture = culture;
 
+            var segment = context.GetSegment();
+
+            // The current segment can always be null, even if the propertyType *can* be varied by segment
+            // so the nullcheck like with culture is not performed here.
+            dest.Segment = segment;
+
             // if no 'IncludeProperties' were specified or this property is set to be included - we will map the value and return.
-            dest.Value = editor.GetValueEditor().ToEditor(property, DataTypeService, culture);
+            dest.Value = editor.GetValueEditor().ToEditor(property, DataTypeService, culture, segment);
         }
     }
 }
diff --git a/src/Umbraco.Web/Models/Mapping/ContentVariantMapper.cs b/src/Umbraco.Web/Models/Mapping/ContentVariantMapper.cs
index c279ae2c70..848eaa0594 100644
--- a/src/Umbraco.Web/Models/Mapping/ContentVariantMapper.cs
+++ b/src/Umbraco.Web/Models/Mapping/ContentVariantMapper.cs
@@ -21,27 +21,35 @@ namespace Umbraco.Web.Models.Mapping
 
         public IEnumerable<ContentVariantDisplay> Map(IContent source, MapperContext context)
         {
-            var result = new List<ContentVariantDisplay>();
-            if (!source.ContentType.VariesByCulture())
+            var variants = new List<ContentVariantDisplay>();
+
+            var variesByCulture = source.ContentType.VariesByCulture();
+            var variesBySegment = source.ContentType.VariesBySegment();
+
+            if (!variesByCulture && !variesBySegment)
             {
                 //this is invariant so just map the IContent instance to ContentVariationDisplay
-                result.Add(context.Map<ContentVariantDisplay>(source));
+                variants.Add(context.Map<ContentVariantDisplay>(source));
+                return variants;
             }
-            else
+
+            if (variesByCulture && !variesBySegment)
             {
+                // Culture only
+
                 var allLanguages = _localizationService.GetAllLanguages().OrderBy(x => x.Id).ToList();
                 if (allLanguages.Count == 0) return Enumerable.Empty<ContentVariantDisplay>(); //this should never happen
 
                 var langs = context.MapEnumerable<ILanguage, Language>(allLanguages).ToList();
 
                 //create a variant for each language, then we'll populate the values
-                var variants = langs.Select(x =>
+                variants.AddRange(langs.Select(x =>
                 {
                     //We need to set the culture in the mapping context since this is needed to ensure that the correct property values
                     //are resolved during the mapping
                     context.SetCulture(x.IsoCode);
                     return context.Map<ContentVariantDisplay>(source);
-                }).ToList();
+                }));
 
                 for (int i = 0; i < langs.Count; i++)
                 {
@@ -63,10 +71,49 @@ namespace Umbraco.Web.Models.Mapping
 
                 //Insert the default language as the first item
                 variants.Insert(0, defaultLang);
-
-                return variants;
             }
-            return result;
+            else if (variesBySegment && !variesByCulture)
+            {
+                // Segment only
+                throw new NotSupportedException("ContentVariantMapper not implemented for segment only!");
+            }
+            else
+            {
+                // Culture and segment
+
+                var allLanguages = _localizationService.GetAllLanguages().OrderBy(x => x.Id).ToList();
+                if (allLanguages.Count == 0) return Enumerable.Empty<ContentVariantDisplay>(); //this should never happen
+
+                var langs = context.MapEnumerable<ILanguage, Language>(allLanguages).ToList();
+
+                // All segments, including the unsegmented (= NULL) segment.
+                // TODO: The NULl segment might have to be changed to be empty string?
+                var segments = source.Properties
+                    .SelectMany(p => p.Values.Select(v => v.Segment))
+                    .Distinct();
+
+                // Add all variants
+                foreach (var language in langs)
+                {
+                    foreach (var segment in segments)
+                    {
+                        context.SetCulture(language.IsoCode);
+                        context.SetSegment(segment);
+
+                        var variantDisplay = context.Map<ContentVariantDisplay>(source);
+
+                        variantDisplay.Language = language;
+                        variantDisplay.Segment = segment;
+                        variantDisplay.Name = source.GetCultureName(language.IsoCode);
+
+                        variants.Add(variantDisplay);
+                    }
+                }
+
+                // TODO: Sorting
+            }
+
+            return variants;
         }
     }
 }
diff --git a/src/Umbraco.Web/Models/Mapping/MapperContextExtensions.cs b/src/Umbraco.Web/Models/Mapping/MapperContextExtensions.cs
index 1538f1a987..20a387c679 100644
--- a/src/Umbraco.Web/Models/Mapping/MapperContextExtensions.cs
+++ b/src/Umbraco.Web/Models/Mapping/MapperContextExtensions.cs
@@ -8,6 +8,7 @@ namespace Umbraco.Web.Models.Mapping
     internal static class MapperContextExtensions
     {
         private const string CultureKey = "Map.Culture";
+        private const string SegmentKey = "Map.Segment";
         private const string IncludedPropertiesKey = "Map.IncludedProperties";
 
         /// <summary>
@@ -18,6 +19,14 @@ namespace Umbraco.Web.Models.Mapping
             return context.HasItems && context.Items.TryGetValue(CultureKey, out var obj) && obj is string s ? s : null;
         }
 
+        /// <summary>
+        /// Gets the context segment.
+        /// </summary>
+        public static string GetSegment(this MapperContext context)
+        {
+            return context.HasItems && context.Items.TryGetValue(SegmentKey, out var obj) && obj is string s ? s : null;
+        }
+
         /// <summary>
         /// Sets a context culture.
         /// </summary>
@@ -26,6 +35,14 @@ namespace Umbraco.Web.Models.Mapping
             context.Items[CultureKey] = culture;
         }
 
+        /// <summary>
+        /// Sets a context segment.
+        /// </summary>
+        public static void SetSegment(this MapperContext context, string segment)
+        {
+            context.Items[SegmentKey] = segment;
+        }
+
         /// <summary>
         /// Get included properties.
         /// </summary>
@@ -42,4 +59,4 @@ namespace Umbraco.Web.Models.Mapping
             context.Items[IncludedPropertiesKey] = properties;
         }
     }
-}
\ No newline at end of file
+}