Gorgias automation to route tickets by storefront or brand: A complete overview

Let's be honest, managing customer support for one brand is a handful. Add a second, third, or fourth brand into a single Gorgias helpdesk, and things can get messy. Fast. Without a smart system for organizing tickets, you're looking at slower responses, agents guessing who should answer what, and a general sense of chaos that slowly wears down customer satisfaction.

The fix is ticket routing, which is just a way to automatically send customer questions to the right person or team. While Gorgias has some solid built-in tools to get you started, you might find you hit a ceiling as your business grows. When you need to scale your multi-brand support without hiring a massive team, you often need something a bit smarter.

Here, we'll walk through setting up Gorgias's own automation for ticket routing, talk about where you might hit some roadblocks, and show how AI-powered tools can offer a more flexible and powerful solution.

What is ticket routing by storefront or brand?

Ticket routing is the process of automatically assigning support tickets to the right agent or team based on rules you create. Think of it as a digital mail sorter that stops your inbox from becoming a free-for-all.

For any business juggling multiple brands, this isn't just a nice feature; it's a necessity. Here's why it matters so much:

• Get tickets to the right experts: It makes sure the agents who know Brand A inside and out are the ones handling questions about Brand A.

• Keep your brand voice consistent: Each of your storefronts likely has a unique personality. Routing helps your team maintain that specific voice in every customer email or chat.

• Make reporting easier: When tickets are sorted by brand from the start, pulling performance reports for each storefront becomes much more straightforward.

• Speed up your support: By cutting out the manual "who should take this?" step, you improve important metrics like first response time and how quickly you can resolve an issue.

In Gorgias, this whole process is handled by Rules. They're basically simple "if-then" commands. For example, IF a ticket comes from a specific email address, THEN Gorgias can add a tag or assign it to a team.

How to set up basic ticket routing in Gorgias

Getting started with rule-based routing in Gorgias is a great first step for any multi-brand business. It helps you build a more organized foundation.

<protip text="Before you start building rules, make sure each of your brands has its own dedicated support email address or contact form (like "support@brand-a.com" and "support@brand-b.com"). This gives you the cleanest and most reliable trigger for routing.">

Using Gorgias rules for ticket routing

Setting up rules in Gorgias is thankfully not a super technical job. It’s all based on straightforward "if-then" logic that anyone can follow. Here’s a quick look at how it works:

1. Find your trigger: The easiest trigger to use for routing by brand is the channel the ticket came through. A ticket sent to "support@brand-a.com" is a clear signal it belongs to Brand A.

2. Create a new rule: Head over to your Gorgias settings, where you'll find a section for Rules to build your automations.

3. Define your conditions: This is the "IF" part of your command. You’d set a condition that says something like: IF ticket channel IS "support@brand-a.com".

4. Set the actions: This is the "THEN" part. When a ticket meets your condition, you tell Gorgias what to do next. For routing, the most common actions are:

   • Add a tag: You can apply a tag like "brand-a" or "storefront-a" so you can easily spot the ticket.

   • Assign to a team: If you have dedicated support teams, you can send it directly to your "Brand A Support Team."

   • Apply a Macro: This lets you automatically send a brand-specific auto-reply confirming you've received the customer's question.

A screenshot showing the if-then commands for Gorgias automation to route tickets by storefront or brand.

Creating brand-specific views

After your tickets are being tagged correctly, the next step is to create Views. A View is just a filtered inbox that lets agents see only the tickets they need to worry about. For instance, you can create a "Brand A Tickets" view that only shows tickets that have the "brand-a" tag.

This gives your team clean, focused queues to work from and really cuts down on the chance of an agent sending a customer the wrong information from the wrong brand.

Limitations of native Gorgias automation

Gorgias Rules are great for getting your basic routing in order. But as your business adds more brands and your support gets more complicated, you’ll probably start noticing the cracks in a purely rule-based system.

Why rule-based routing gets complicated

When you just have two brands and two email addresses, managing a handful of rules is no big deal. But what happens when you add more brands? Or more support channels like social media and chat? The number of rules you need can quickly balloon.

You can easily end up with a long list of rules that becomes a headache to manage, troubleshoot, and update. If you need to change a routing policy, you might have to dig through and edit dozens of individual rules, which takes time and opens the door to mistakes.

Inability to understand context or urgency

Rules are black and white. They work off exact keyword matches or specific triggers you set up ahead of time. They can't figure out the intent or urgency of a customer's message if it doesn't fit perfectly into one of your predefined boxes.

For example, a native rule can't easily distinguish between a simple "Where is my order?" question for Brand A and an angry message about a broken product from the same brand. You could try to build out a bunch of keyword rules to catch certain words, but you’ll always be playing catch-up with the million different ways a customer can phrase their problem.

Lack of connection to external knowledge

Gorgias Rules mostly rely on the data inside the ticket itself. They can't look at external information, like an internal process doc in Confluence or a policy guide in Google Docs, to make better routing decisions. They also don't learn from how you've handled similar tickets in the past.

To get past these hurdles, you need a more dynamic approach that can work with your existing Gorgias setup.

A smarter alternative to native rules: Using an AI agent

Instead of ripping out your entire helpdesk, you can add an AI agent that works right on top of it. Tools like eesel AI act as an intelligent co-pilot for your helpdesk, adding a lot more power and flexibility to your workflows without forcing you to switch platforms. Here’s how an AI-first approach helps with multi-brand routing in Gorgias.

Intelligent ticket triage

One of the biggest pains with new software is a long setup. eesel AI gets around this with a one-click integration for Gorgias. You don't need a developer or any custom API work, which is a big difference from platforms that require you to migrate everything over.

Once connected, eesel AI's AI Triage starts learning from your history of Gorgias tickets. It reviews thousands of your past conversations to automatically understand the context, topic, and urgency of incoming tickets. This leads to much more accurate routing than you can get with just keywords. For instance, it can spot a complaint about a "damaged item" for Brand B and automatically tag it as "urgent" and "brand-b", even if the customer never used those exact words.

Full control over automation

Handing tasks over to an AI can feel like a bit of a gamble, but modern tools are designed to give you complete control. With eesel AI, you decide exactly which types of tickets the AI is allowed to handle.

A really helpful part of this is the simulation feature. Before you let the AI touch a single live ticket, you can run a simulation on thousands of your past Gorgias tickets. This shows you exactly how the AI would have tagged, routed, and responded to them, giving you a clear picture of its performance and building confidence. It’s a risk-free way to test everything out. You can start small by letting the AI route tickets for just one storefront and then expand its duties as you get comfortable.

A screenshot of the simulation feature for Gorgias automation to route tickets by storefront or brand.

Connect all your knowledge

Unlike native rules that are stuck with just the ticket data, eesel AI can connect to all your company's knowledge, wherever it lives. You can link it to your internal wikis in Confluence, your process docs in Google Docs, FAQs in Notion, and your public help center.

This gives the AI a much richer understanding of your business. For example, if a customer mentions a specific error code, and that error code is documented in your internal Confluence as a "high-priority issue for Brand A," eesel AI can use that context to route the ticket to the right engineering team instantly. It moves beyond simple triggers to make truly informed routing decisions.

An infographic showing how eesel AI integrates knowledge for Gorgias automation to route tickets by storefront or brand.

A transparent pricing model built for scale

Nobody likes surprise bills, especially when you're trying to grow. Gorgias's pricing is based on the number of "billable tickets," which means your monthly costs can jump around, particularly during busy seasons.

In contrast, eesel AI's pricing is designed to be straightforward and predictable.

Feature	Gorgias	eesel AI
Pricing Model	Based on monthly billable tickets	Based on a flat monthly rate for AI interactions
Cost Predictability	Can be unpredictable; costs rise with ticket volume	Predictable; your bill doesn't spike during busy months
Contract Flexibility	Varies by plan	Flexible month-to-month plans available; cancel anytime

Here are the key differences in eesel AI's approach:

• No per-resolution fees: Plans include a set number of AI interactions for a flat monthly fee. You won't get an unexpectedly high bill just because you had a busy month.

• Flexible plans: You can start with a month-to-month plan and cancel whenever you want. This gives you a level of flexibility that's uncommon in a market where many tools push for annual contracts.

Putting it all together

For any growing ecommerce business with multiple brands, an organized helpdesk is non-negotiable. Gorgias Rules are a perfectly fine place to start for basic ticket routing, but as your company grows, their limits in handling complexity and understanding nuance become more obvious.

AI-powered automation offers a way to handle the more subtle and demanding parts of a multi-brand operation. By adding a tool like eesel AI to your existing Gorgias setup, you aren’t replacing what already works; you're just adding a more powerful engine to create a support system that can actually scale with you.

Ready to see how you can automate your multi-brand support with more confidence? Start a free trial with eesel AI or book a demo to see the simulation feature in action on your own tickets.