Gorgias automation to create zero touch resolutions

If you're running an e-commerce support team, the dream is "zero touch resolutions," right? It’s that sweet spot where you automate the simple, repetitive questions so your team can breathe, response times drop, and customers get the instant answers they want. For anyone in e-commerce, especially on Shopify, the name Gorgias probably rings a bell. It's a go-to helpdesk known for its powerful automation tools.

This guide will walk you through how to use Gorgias automation, what it can actually do, and how its pricing really works. But more importantly, we’ll talk about its limitations and explore a more flexible, and frankly, more powerful way to get that intelligent support automation working with the tools you already have.

What is Gorgias automation?

When we say "Gorgias automation," what are we actually talking about? At its heart, Gorgias is a customer service platform built to pull all your customer conversations, from email, live chat, social media, you name it, into one clean inbox. The automation part is all about cutting down on the grunt work that keeps your support team buried in tickets.

The whole system is built on a few key pieces:

• Rules and Macros: These are the real workhorses. Think of Rules as simple "if this happens, then do that" commands. They can automatically tag tickets, assign them to the right person, or even send a reply. Macros are the pre-written responses (or canned responses) that your Rules can send out, which keeps everything fast and consistent.

• AI Agent: This is the more advanced feature. The AI Agent tries to understand what a customer is actually asking for and give them a complete answer without a human needing to jump in. It’s designed to handle common stuff like order tracking, returns, and even basic product questions.

• Help Center & Self-Service: This is your customer-facing FAQ page or knowledge base. It's where you post articles and guides for customers to find answers on their own. This content also fuels the AI Agent and chat widget, giving them the information they need to answer questions automatically.

When used together, these tools are meant to deflect the most common questions and get customers what they need, fast. That's the first step toward achieving zero-touch resolutions for your simpler issues.

A screenshot of the Gorgias dashboard, which provides a centralized view for managing customer support tickets and achieving zero-touch resolutions.

How to set up Gorgias automation

Alright, let's get practical. Setting up Gorgias to handle tickets on its own isn't a one-and-done thing. It’s more about layering your tools, starting with the simple stuff and building up from there.

Start with rules and macros

Your first layer of automation in Gorgias should always be Rules and Macros. They're the foundation. Think of Rules as the traffic directors for your inbox. You set up simple "if-then" conditions to manage incoming tickets automatically. For instance, if an email comes in with the word "refund" in the subject line, you can create a Rule that automatically tags it as a "Refund Request" and assigns it directly to your finance specialist. No one has to manually sort it.

Macros are the other half of this duo. They're the pre-written replies you create for the questions you get a dozen times a day. Your team can use them with a single click, or better yet, your Rules can send them automatically. This is your first real step toward speeding up resolutions for those all-too-common questions.

An image displaying how to set up if-then commands in Gorgias to auto-assign tickets, a key step in achieving zero-touch resolutions.

Deploy the AI agent

Once you have your basic Rules filtering traffic, the AI Agent is supposed to be the brain of your zero-touch operation. It goes a step beyond the simple logic of Rules by using AI to figure out a customer's intent. Instead of just tagging a ticket, it tries to solve it completely.

The AI Agent is best suited for things like:

• Answering "Where is my order?" (WISMO) questions: It connects to your e-commerce platform to pull up live order status and tracking info for the customer.

• Processing returns and refunds: It can walk a customer through your return policy and get the process started for them.

• Suggesting products: If a customer asks about a specific item being out of stock, it can suggest similar products that are available.

The goal here is for the AI Agent to have a complete conversation and close the ticket, freeing up your human agents for more complex problems.

A snapshot of the Gorgias AI assistant automatically handling a customer's e-commerce query, demonstrating a successful zero-touch resolution.

Build a help center to power self-service

A well-organized Gorgias Help Center is the fuel for your automation. Both the AI Agent and your automated chat flows pull their answers directly from the articles you publish. This is great in theory, but it creates a huge dependency: for Gorgias’s automation to work at its best, all your knowledge has to live inside Gorgias.

This can be a massive headache. Most teams I know have important information scattered all over the place. You might have internal wikis on Confluence, standard operating procedures in Google Docs, and a goldmine of information in thousands of past support tickets. If you’re not keen on migrating every last document into a new system, you're stuck.

This is where a tool like eesel AI comes in. Instead of forcing you to move everything, it plugs directly into your helpdesk and connects to all your existing knowledge sources instantly. It delivers more accurate, context-rich answers without making you do the heavy lifting of a huge content migration project.

The business impact and key limitations of Gorgias automation

When it works, it works well. Gorgias automation can definitely give your team a boost. But it's not all sunshine and automated tickets. You have to understand the real-world drawbacks, especially around cost and flexibility.

The benefits of Gorgias automation: A more efficient team and happier customers

Let's start with the good stuff. Gorgias claims its AI can help brands autonomously resolve up to 60% of common inquiries. That has a real impact on productivity. With fewer repetitive tickets cluttering their queue, agents can become 40% more efficient. This lets them focus on the tricky, high-value conversations that actually build customer relationships and drive sales.

The hidden costs of Gorgias automation: That tricky ticket-based pricing

Now for the catch. Gorgias’s pricing is based on the number of "billable tickets" you handle each month. A billable ticket is basically any conversation that gets a response, whether from a human agent or an AI-powered automation.

Their plans start with a Starter option at $10 for just 50 tickets, but it jumps quickly. The Basic plan is $60 for 300 tickets, Pro is $360 for 2,000, and Advanced is $900 for 5,000. If you go over your limit, you start paying overage fees, which can be as high as $40 per 100 extra tickets.

The biggest issue here is how unpredictable your costs can become. Imagine this: you launch a killer Black Friday sale. Your marketing team is high-fiving, sales are through the roof, but your support volume triples. Next thing you know, you've flown past your monthly ticket limit and are facing a hefty overage bill. In a way, the model penalizes you for growing. A great month for your business shouldn't automatically mean a surprise bill from your helpdesk.

An overview of the Gorgias agent pricing plans, which are crucial to understanding the costs associated with achieving zero-touch resolutions.

The operational hurdles of Gorgias automation: A closed system and tricky setup

To really get the most out of Gorgias automation, you have to go all-in on their platform. Your helpdesk, your knowledge base, your chatbot, everything needs to live within their ecosystem. This can be a major issue for teams that like to use best-in-class tools for different tasks, like Confluence for detailed technical documents or Notion for internal processes.

On top of that, getting the AI Agent and advanced Rules set up isn't exactly a walk in the park. It takes a lot of initial configuration and constant tweaking to make sure it's performing well and staying current with your company's policies.

This is where a tool like eesel AI offers a totally different philosophy. It’s built to integrate with your existing helpdesk (including Gorgias), so there's no need to ditch your current setup. It’s also designed to be super self-serve, so you can get it live in minutes, not spend months on implementation.

A more flexible approach to zero-touch resolutions with eesel AI

Instead of boxing you into a single system, eesel AI works like an intelligent layer that enhances the tools you already love. It gives you far more power and control over your support automation.

Unify all your knowledge, not just what's in Gorgias

The biggest difference with eesel AI is that it connects to all your knowledge sources right out of the box. Imagine an AI that doesn’t just learn from your help center, but also from your internal Google Docs, your Confluence wiki, your entire history of support conversations in Gorgias, and even your Shopify product catalog. This creates a single, unified brain for your support team, making sure every automated response is accurate, context-aware, and based on the most up-to-date info, no matter where it’s stored.

A visual of the Gorgias and Shopify integration, showcasing how connected data helps achieve zero-touch resolutions for e-commerce businesses.

Get total control with a fully customizable workflow engine

With eesel AI, you get fine-grained control through "selective automation." You get to decide exactly which types of tickets the AI handles and what actions it can take. You can build custom workflows that let the AI do things like look up order information through an API or update specific fields on a ticket. This level of customization goes way beyond the rigid "if-then" rules in most platforms, giving you the confidence to slowly automate more and more complex issues.

Test everything with a risk-free simulation mode

This is one of the coolest and most unique features of eesel AI: its simulation mode. Before you let the AI talk to a single customer, you can run it on thousands of your past support tickets. This gives you a startlingly accurate preview of how it will perform, showing you projected automation rates and how much you'll save. It takes all the guesswork and risk out of launching a new AI tool, letting you fine-tune everything in a safe environment.

Escape per-resolution fees with predictable pricing

Remember the pain of unpredictable, ticket-based pricing? eesel AI gets rid of it. Our plans are based on a flat, predictable number of AI interactions per month, with zero per-resolution fees. Your bill won’t suddenly jump just because you had a successful sales month. We also offer flexible monthly plans, so you aren't stuck in a long-term contract. It's straightforward, transparent, and built to scale with your business, not punish it.

Moving beyond basic Gorgias automation for smarter support

Look, Gorgias is a solid tool for getting started with e-commerce automation. No question. It lays a good foundation. But if you're serious about achieving true zero-touch resolutions at scale, you need more flexibility, better knowledge integration, and pricing that doesn’t give you a headache. The old way of doing things locks you into one ecosystem and can hit you with surprise costs when you're growing.

Modern AI tools should make your team's life easier by working with the systems you already have. They should give you the control to automate on your terms and the confidence to know exactly how they'll perform before you even go live. That’s what truly intelligent customer support looks like.

Take the next step toward effortless automation

Ready to see what a truly flexible and powerful AI agent can do for your support team? You can enhance your Gorgias setup with an AI that learns from all your knowledge and operates on your terms.

Try eesel AI for free or book a demo to see our powerful simulation mode in action.