How to use Gorgias automation to route tickets by language and storefront

If your ecommerce brand is growing, you know the deal. Expanding into new markets is great for business, but it can wreak havoc on your customer support. Suddenly you're juggling different languages and multiple storefronts, and your once-organized Gorgias helpdesk starts to feel... chaotic. The good news is, you can definitely get it back under control.

We’re going to walk through exactly how to use the built-in Gorgias automation to route tickets by language and storefront. It's all about getting the right ticket to the right person, automatically. Then, we’ll look at an AI-powered way to handle this that makes scaling your support a whole lot easier, without piling on more manual work for your team.

Why using Gorgias automation to route tickets by language and storefront is a big deal for ecommerce support

Before we get into the nitty-gritty, let's talk about why this is worth your time. Manually sorting a firehose of tickets is slow, tedious, and practically begs for mistakes to happen. When you automate your ticket routing, things just get better:

• Happier customers. Your customers get faster replies in their native language from agents who actually get their market. No more awkward Google Translate moments.

• More productive agents. Your team can stop playing air traffic control with the support queue and spend their time actually solving problems. Tickets just land where they need to go.

• Faster resolutions. Cutting out the manual sorting and hand-offs means you solve issues faster. And faster solutions are a big part of what keeps customers coming back.

Bottom line: getting your ticketing system organized is essential if you want to provide great ecommerce support while your brand grows.

What you'll need to get started with Gorgias automation to route tickets by language and storefront

To follow along, you just need a couple of things ready to go:

• A Gorgias account: These features are available on all Gorgias plans.

• Admin access: You’ll need to be an Admin in Gorgias to create and manage teams and rules.

• Clearly defined teams: You should have a good idea of which agents handle which languages or storefronts, like a "French Support" team or a "US Store" team.

How to set up Gorgias automation to route tickets by language and storefront

Gorgias makes this happen with two main features: Teams and Rules. The logic is straightforward: you group your agents into teams, and then create rules that automatically assign tickets to those teams based on criteria you set. Let's walk through it.

Step 1: Create teams in Gorgias

First up, you need to set up a team for each group you plan to route tickets to. So, if you support English, French, and German, you’ll create three separate teams. If you have a US and a UK storefront, you'll make two teams for those.

1. Navigate to Settings > Teams in your Gorgias dashboard.

2. Click Create Team in the top-right corner.

3. Give your team a clear, obvious name, like "Support - French" or "Storefront - UK". This will save you headaches later.

4. Add the agents who will be handling the tickets for that specific language or store.

5. Click Create Team.

6. Rinse and repeat for every language and storefront you need to support.

Step 2: Create routing rules

With your teams in place, it’s time to build the rules that will automatically send tickets to them. You'll need to create one rule for every single condition you want to route by.

For routing by language:

Gorgias does a pretty good job of automatically detecting a message's language. You can use this detection as a trigger for your rule.

1. Go to Settings > Rules.

2. Click Create Rule, then Create Custom Rule.

3. Name your rule something descriptive so you can remember what it does, like "[Auto-assign] Route French Tickets".

4. Under the "WHEN" section, select Ticket created.

5. Under the "IF" section, add the condition: Message language | is | French.

6. Under the "THEN" section, add the action: Assign team | Support - French.

7. Click Create Rule.

A screenshot showing the rule creation interface in Gorgias, where conditions like message language are set up for ticket routing.

For routing by storefront:

Routing based on the storefront is similar, but instead of language, you'll use the store integration or the email address the ticket was sent to.

1. Create a new Rule and give it a clear name, for example, "[Auto-assign] Route UK Storefront".

2. Set the "WHEN" condition to Ticket created.

3. Under the "IF" section, add a condition that identifies your UK store. This could be one of two things:

   • Ticket integration | is | Your UK Shopify Store (if you have separate integrations for each store).
   • OR Ticket channel | is | email AND Ticket to address | is | "support@yourukstore.com" (if you use different support emails).

4. Under the "THEN" section, add the action: Assign team | Storefront - UK.

5. Click Create Rule.

Just remember, you have to create a separate rule for every single language and every single storefront you support. It's a bit of a manual setup, but it works.

Step 3: Enable auto-assignment for your teams

Assigning a ticket to a team is just the first part. To make sure it actually gets handled, you can have Gorgias automatically give it to an available agent on that team. This is perfect for balancing the workload and preventing agents from cherry-picking all the easy tickets.

1. Go to Settings > Ticket Assignment.

2. Under Team auto-assignment settings, check the box for Auto-assign tickets.

3. Under Auto-assignment limits, you can set the maximum number of chat and text tickets an agent can have at one time. This is a great way to prevent your team from getting overloaded during busy periods.

4. Click Save Changes.

Now, when a new ticket comes in that matches one of your rules, Gorgias will assign it to the correct team and then hand it off to an available agent on that team.

The challenges of scaling Gorgias automation to route tickets by language and storefront

Okay, so the rules engine in Gorgias is pretty solid for getting started. But as your business grows, it can become a real headache to manage. You’ll probably start running into a few of these problems:

• Rule overload. If you have five storefronts and support ten languages, you could easily end up trying to manage 50+ different rules. It gets incredibly complex to maintain, update, and troubleshoot. A single change to your workflow might mean you have to go in and edit a dozen different rules, which is tedious and a little risky.

• Rigid logic. Rules do exactly what you tell them, and nothing more. They can see a language or an email address, but they can't understand the customer's intent or urgency without a complicated web of keyword rules. What happens when a French-speaking customer writes in English about an urgent problem with an order from your German store? A simple rule will probably send it to the wrong place.

• The "hope for the best" testing method. How do you know if your new rule will work? With Gorgias, there isn't a way to test your rules on past tickets to see what would have happened. You have to switch it on and hope for the best, which can lead to a mess of misassigned tickets if you got something wrong.

A simpler, smarter way: Using eesel AI to enhance Gorgias automation to route tickets by language and storefront

The good news is you don't have to rip out and replace Gorgias to get past these roadblocks. You can add a layer of intelligence on top of it. A tool like eesel AI is built for this. It plugs right into your helpdesk to give you smarter, more flexible automation, without making you migrate to a new platform or build a mountain of rules.

Here’s how an AI approach helps with the headaches we just talked about:

Get set up in minutes

Forget about building rules one by one. eesel AI offers a one-click integration with Gorgias and learns from your past tickets automatically. Within minutes of connecting, it starts to understand your brand voice, common customer issues, and how your team has historically resolved tickets.

Route based on actual intent

eesel AI goes beyond simple language detection. It reads the ticket to understand what the customer really needs. It can tell the difference between a simple "Where is my order?" request, a complaint about a damaged product, and a pre-sales question, then route it to the right team or even resolve it instantly.

Test your automations with zero risk

Before you activate anything, eesel AI lets you run a simulation on thousands of your historical tickets. You can see exactly how the AI would have responded, tagged, or routed each ticket, giving you a clear forecast of its performance. This lets you fine-tune everything in a completely risk-free environment before it ever touches a live customer conversation.

Stay in control of the workflow

With eesel AI, you decide which types of tickets the AI handles. You can start small by automating simple questions for just one language and have it send everything else to a human. As you get more comfortable, you can gradually let it handle more. This selective approach gives you much more control than a rigid, all-or-nothing set of rules.

Build a smarter foundation for your global support

So, there you have it. Setting up Gorgias automation to route tickets by language and storefront is a smart move for any ecommerce business that's growing. By following the steps above, you can use Gorgias's own tools to make your helpdesk a lot more organized and efficient.

But as you keep growing, you'll likely feel the limits of a system based purely on rules. It can become a real bottleneck. That’s where tools like eesel AI offer a more flexible way to scale. By plugging into Gorgias, it lets you automate with confidence and frees up your team to focus on what they're best at: making customers happy.

Ready to see how AI can streamline your support operations? Get started with eesel AI today.