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 present new challenges for your customer support. Suddenly you're juggling different languages and multiple storefronts, and your Gorgias helpdesk needs a bit more structure to stay efficient. The good news is, you can definitely get everything organized.

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 even smoother as you grow in 2026.

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 large volume of tickets can be time-consuming. 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. This ensures high-quality communication every time.

• More productive agents. Your team can stop manually moving tickets and spend their time actually solving problems. Tickets just land where they need to go.

• Faster resolutions. Cutting out manual 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.

graph TD A[Step 1: Create Teams] --> B[Step 2: Create Rules]; B --> C[Step 3: Enable Auto-Assignment]; subgraph Teams direction LR A1(Language Teams) A2(Storefront Teams) end subgraph Rules direction LR B1(Route by Language) B2(Route by Storefront) end subgraph Auto-Assignment C1(Assign to Available Agent) end A --> A1 & A2; B --> B1 & B2; C --> C1;

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".

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

5. Click Create Team.

6. 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 a rule for each condition you want to route by.

For routing by language:

Gorgias does a great 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, 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.

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:

   • 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.

By creating these rules, you ensure every incoming ticket is handled by the most appropriate team.

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 across your support staff.

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 manage team capacity 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.

Considerations for scaling Gorgias automation to route tickets by language and storefront

The rules engine in Gorgias is a solid foundation for your support workflow. As your business grows, you might want to consider how to optimize your setup for even higher volumes:

• Rule management at scale. If you have many storefronts and support several languages, you will manage a comprehensive list of rules. Keeping these updated as you grow is an important task for your support admins to ensure everything remains perfectly aligned with your workflows.

• Structured logic. Rules follow the specific parameters you set. They are excellent for routing based on language or integration. For teams that want to route based on nuanced customer intent or sentiment, layering additional AI tools can provide even more granularity to your existing Gorgias setup.

• Workflow testing. When building complex new workflows, it's important to monitor their performance. While Gorgias manages live rules excellently, some teams choose to use supplementary tools to simulate how new automation logic might affect their historical ticket data before going live.

A complementary approach: Using eesel AI to enhance Gorgias automation to route tickets by language and storefront

You don't have to change your Gorgias setup to move to the next level of automation. You can add a layer of intelligence on top of it. A tool like eesel AI is built to work within the Gorgias ecosystem. It plugs right into your helpdesk to give you more flexible automation without changing your core platform.

Here’s how an AI approach can complement your Gorgias workflow:

Quick setup and learning eesel AI offers a one-click integration with Gorgias and can learn from your past tickets. This helps it understand your brand voice and common customer issues to support your existing routing rules.

Route based on customer intent eesel AI can work alongside Gorgias's language detection to understand what the customer really needs. It can help distinguish between a standard inquiry and a more complex request, ensuring the ticket reaches the right specialist in your Gorgias team.

Test automations with simulations Before activating new logic, eesel AI allows you to run simulations on your historical tickets. You can see how the AI would have tagged or routed tickets, giving you a clear view of its performance and allowing you to fine-tune your Gorgias workflows in a risk-free environment.

Maintain full control With eesel AI, you decide exactly which types of tickets the AI assists with. You can use it to help automate simple questions while ensuring your human agents in Gorgias handle the more personal interactions. This selective approach gives you great control over your support experience.

Build a smarter foundation for your global support in 2026

Setting up Gorgias automation to route tickets by language and storefront is a smart move for any growing ecommerce business. By following the steps above, you can use Gorgias's mature toolset to make your helpdesk more organized and efficient.

As you continue to scale in 2026, you can further enhance this foundation with complementary tools like eesel AI. By integrating with Gorgias, it helps you scale your automation with confidence and lets your team focus on delivering the best possible customer experience.

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