A complete guide to Gorgias managing multiple brands

So, your business is booming. You're expanding with new brands, breaking into different regions, or launching new product lines. First of all, congratulations, that’s a great spot to be in. But that growth brings a tricky new problem: how do you handle customer support for all these different storefronts? Each one has its own personality, its own return policies, and its own product details. Before you know it, your once-efficient support team is tangled in a web of complexity.

Helpdesks like Gorgias have features designed for this exact situation. But setting it up right means knowing what the platform can do and, just as importantly, where you might hit a wall. This guide will walk you through Gorgias's multi-brand tools, point out the limitations you'll likely face as you grow, and show you a more flexible way to manage multi-brand support using a smart AI layer.

What is Gorgias?

At its core, Gorgias is a customer service helpdesk built specifically for e-commerce, especially for brands on platforms like Shopify or BigCommerce. The big appeal is that it pulls all your customer conversations, email, social media, live chat, into one place. It also connects directly to your e-commerce backend, so your agents can see order details right beside a customer's message, which saves a ton of clicking around. For many direct-to-consumer brands, it's the go-to for getting support under control.

A screenshot of the Gorgias dashboard, which is essential for Gorgias managing multiple brands efficiently.

How Gorgias manages multiple brands

Gorgias lets you manage all your brands from a single account, which is a massive improvement over making agents log in and out of different systems all day. Here’s a look at how that actually works.

Centralize support tickets

You can connect as many brand integrations as you need to one Gorgias helpdesk. The key to keeping everything straight is a feature called "Views." This allows you to create custom queues for your tickets based on pretty much anything you can think of: the brand it belongs to, the channel it came from, or the agent it’s assigned to.

For example, you could set up a separate View for "Brand A" and another for "Brand B." When an agent needs to work on Brand A tickets, they just click into that view. When they’re ready to switch gears, they hop over to the Brand B view. This unified inbox helps your team fluidly move between different brand questions without dropping the ball.

Customize workflows and automations

You can't just use a generic script for every brand, and Gorgias understands that. It lets you create brand-specific Macros (which are basically saved responses) and Rules (which are automation triggers). For instance, you could create a Rule that automatically tags any email sent to "support@brand-a.com" with "Brand A" and sends it to the right team. You can also set up unique email signatures for each store, so every message that goes out feels like it’s coming from the right place.

Gorgias allows for the creation of rules to automate ticket assignments, a key aspect of Gorgias managing multiple brands.

Connect multiple accounts

It's not just about email. Gorgias lets you connect multiple Shopify, BigCommerce, or Magento stores. You can also link up multiple Facebook and Instagram accounts, letting your team handle DMs and comments for all your brands in one dashboard. This keeps all the customer data in one place, so when a customer who bought from Brand B messages you, the agent instantly sees their order history from that specific store, not a confusing mix from your entire portfolio.

The Shopify integration in Gorgias is a powerful tool for Gorgias managing multiple brands, as it provides immediate access to customer order data.

Limitations of Gorgias for multiple brands

While Gorgias gives you a solid start, businesses that are scaling fast often bump up against a few operational ceilings.

Complex third-party integrations

This is a big one. While you can connect multiple stores, trying to connect multiple accounts from the same third-party app can be a real headache. A quick glance at the Gorgias product roadmap shows that "Multi-brand support for OAuth2 integrations" has been a long-standing request from users.

Here’s why that matters. Let's say you have three brands. Each one has its own Klaviyo account for email marketing and its own Recharge account for subscriptions. You probably won't be able to integrate all three of those separate accounts into your single Gorgias helpdesk. The result? Your agents are back to juggling browser tabs to get the full story on a customer, which kind of defeats the purpose of having a unified system in the first place.

Rigid AI

Gorgias has its own AI Agent, and it does a decent job of pulling information that lives inside the Gorgias ecosystem, like order data. But things get complicated when you need it to know specific details that are stored elsewhere.

What if Brand A’s return policy is in a Google Doc, Brand B’s is on a Notion page, and Brand C’s technical specs are buried in a Confluence space? The native Gorgias AI can’t connect to all those different knowledge sources. It’s stuck answering only the simple questions ("Where is my order?") and has to pass anything more complex to a human agent. This really limits how much the AI can actually automate.

Connecting various knowledge sources is a challenge for Gorgias managing multiple brands, which third-party tools can solve.

This is exactly where a tool like eesel AI comes in handy. It's built to plug into your helpdesk and sync with all those scattered knowledge sources, so it can give answers that are truly aware of each brand's specific rules.

Unpredictable pricing

Gorgias's pricing is tied to the number of "billable tickets" you process. As you add more brands, your ticket volume will naturally increase, which can push you into higher, more expensive pricing tiers. To make things even more complicated, their AI Agent adds a charge per automated interaction, and each of those interactions also counts as a billable helpdesk ticket.

This model can make your monthly bill jump around a lot. A successful marketing campaign for just one of your brands could trigger a spike in support tickets, and your costs could go up significantly, almost overnight.

Gorgias pricing for multiple brands: Explained

Gorgias has several plans that grow with your ticket volume. A nice touch is that all plans come with unlimited user seats, but the main cost is directly linked to how many tickets your team resolves each month.

AI Agent Pricing: It’s worth remembering that the AI Agent is an add-on. It costs $0.90 per fully resolved conversation if you're on an annual plan, and that's on top of your base subscription. And to repeat, each AI resolution also counts as one of your billable helpdesk tickets.

A better way to scale: Add a smart AI layer

Instead of replacing the helpdesk your team already knows and uses, you can get around these limitations by adding a flexible AI layer that works with your existing Gorgias setup. This is what eesel AI was built for.

Unify knowledge sources

eesel AI integrates with Gorgias, but it also connects to your other knowledge sources, whether that’s Google Docs, Notion, or Confluence.

This allows you to create a separate AI bot for each of your brands and train it only on that brand's specific documents. When a ticket for Brand A comes in, the "Brand A" bot provides the answer. When a Brand B ticket arrives, its bot handles it. This solves the problem of generic, one-size-fits-all AI responses and makes sure every automated answer is accurate and sounds right for that brand.

Get up and running in minutes

Unlike platforms that require a huge implementation project, eesel AI is designed to be self-serve. It plugs directly into the tools you’re already using without needing developers or complicated API work. You can connect your Gorgias account with a single click and get going immediately. It works with your current multi-brand workflow; it just makes it smarter.

Simulate and deploy with confidence

One of the most useful features in eesel AI is its simulation mode. Before you let the AI talk to a single customer, you can test your bots on thousands of your past Gorgias tickets. This gives you a clear forecast of your potential automation rate and shows you exactly how the AI would have replied to real customer questions for each of your brands.

The simulation mode in eesel AI helps build confidence when Gorgias managing multiple brands by testing AI responses before deployment.

You also get fine-grained control. You can start small by having the AI automate just one simple ticket type for one brand (like "Where is my order?" questions for Brand A) and then slowly expand its role as you get more comfortable. This takes a lot of the risk and guesswork out of bringing AI into your support workflow.

Final thoughts on managing multiple brands with Gorgias

Gorgias offers a good starting point for managing multiple brands from a single helpdesk, with useful features for centralization and basic automation. But as you grow, you might find its built-in tools have their limits, particularly with third-party integrations, scattered knowledge bases, and a pricing model that can become costly and unpredictable.

For businesses looking to scale their multi-brand support without the growing pains, adding a dedicated and flexible AI platform is often the most sensible move. A tool like eesel AI brings intelligent automation, better cost control, and a truly brand-specific customer experience, all without asking you to ditch the helpdesk your team already relies on.

Ready to scale your multi-brand support the smart way?

Managing multiple brands doesn't have to mean multiplying your problems. eesel AI plugs into your existing Gorgias helpdesk to provide smart, brand-aware automation that you control.

Start a free trial today and see how you can scale your support without scaling your costs.