Ladies is the plural form of lady, so the apostrophe goes to the right - ladies'. If you are wondering why we don't write ladies's, it is because ladies is one of the exceptions, along with girls', parents', players', weeks' and even Klingons' It can get a bit niggly with names too. Aristophanes' plays, but Jesus's miracles and (usually) James ...
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The plural possessive is "ladies'." "Lady" is singular, so if you were referring solely to one woman's shoes, it would be "the lady's shoes." As for your second question, I'm assuming you're referring to a group of women in your salutation of them, so it would be "Good morning, ladies." And as you're addressing them directly, the comma preceding "ladies" is necessary.