Gorgias vs. Front: Which one is right for your team?

Gorgias vs. Front: Which one is right for your team?

Let’s be real, picking a customer support platform is a big deal. This tool is where your support team lives and breathes every day, and getting it right affects everything from your team’s sanity to how happy your customers are. Two names you’ve probably heard a lot are Gorgias and Front, but they approach customer support from completely different angles.

This isn’t just about ticking off features on a comparison list. It’s about deciding how you want your team to function. Are you looking for a tool built specifically to handle the beautiful chaos of e-commerce? Or do you need a central hub that helps your team collaborate on every single customer conversation, no matter the channel?

In this guide, we’ll get into the weeds of the Gorgias vs. Front. We’ll look at what they do best, check out their AI and automation features, and dissect their pricing. We’ll also talk about how you can add a separate AI brain to either platform to level up your support without starting from scratch.

The Gorgias vs. Front debate: What are Gorgias and Front?

Okay, before we get into the nitty-gritty, let’s zoom out. Both platforms help you talk to customers, but they have very different ideas about the best way to do it.

Gorgias vs. Front: What is Gorgias?

Gorgias is a help desk built specifically for e-commerce businesses. It’s designed to work hand-in-glove with online stores on platforms like Shopify, BigCommerce, and Magento.

Its main advantage is how deeply it connects with the backend of your store. It pulls all the important customer and order info right into your agent’s workspace. This means your team can see purchase history, edit orders, and issue refunds without having to jump over to another tab. It’s also one of the many platforms that eesel AI integrates with.

Gorgias vs. Front: What is Front?

Front, on the other hand, is what you’d call a customer operations platform. Think of it as a shared inbox on steroids, built for teams to work together. It’s not just for e-commerce, companies in SaaS, logistics, and other industries use it too.

Its main strength is bringing all your communication channels, email, SMS, live chat, social media, into one place. The goal isn’t just to answer tickets, but to make it easy for your team to collaborate internally and give customers a single, polished response.

A deep dive into the core features of Gorgias vs. Front

Both tools help you manage customer chats, but their features are pointed in very different directions. Gorgias is focused on giving individual agents all the e-commerce data they need, while Front is all about helping teams work together on those conversations.

User interface and experience in Gorgias vs. Front

When you’re staring at a screen all day, the user interface really matters. Gorgias is packed with data, showing a ton of e-commerce information right next to a ticket. For an e-commerce agent, this is a dream. For anyone else, it might feel a bit crowded.

Front has a cleaner, more modern feel, almost like an upgraded version of Gmail or Outlook. The focus is on the conversation and the tools that help your team collaborate, like internal comments and shared drafts. It’s pretty easy to pick up for anyone who’s used email before.

Gorgias vs. Front: E-commerce integration (specifically Shopify)

This is where you see the biggest difference between the two. Gorgias’s integration with Shopify is serious business. Agents can see a customer’s full order history, process refunds, change shipping details, and cancel orders without ever leaving the Gorgias dashboard. This gets rid of the endless tab-switching that drives so many e-commerce support teams crazy.

Front’s Shopify integration is more of a light touch. It lets agents see customer and order details inside the inbox, which is nice for context, but they can’t actually do anything with it. To give a refund or edit an order, the agent has to log into Shopify, which adds a bit of friction.

Team collaboration: A differentiator in Gorgias vs. Front

If you need your team to work together closely, Front has the edge. It was designed for collaboration from the get-go. Features like shared drafts let a few people work on a reply at the same time. You can have private chats with @mentions right inside an email thread and assign conversations to a multiple people or a whole team. It’s built to be the command center for any team that talks to customers.

Gorgias has the basics, like internal notes, but collaboration isn’t its main focus. It’s more about equipping individual agents to solve tickets on their own as fast as possible.

Feature	Gorgias	Front
Primary use case	E-commerce customer support	General customer operations & team collaboration
Shopify integration	Deep (view, edit, refund orders in-app)	Basic (view order data only)
Collaboration tools	Standard (internal notes)	Advanced (shared drafts, multi-assignee)
User interface	Data-rich, e-commerce focused	Clean, email-like
Target audience	E-commerce brands of all sizes	B2B, SaaS, logistics, non-retail businesses
Supported channels	Email, chat, social, phone, SMS	Email, chat, social, SMS, WhatsApp

Comparing the AI and automation capabilities of Gorgias vs. Front

Both platforms use automation to help teams work faster, but their built-in AI has some real limits. They’re great for automating simple workflows, but they don’t have a deep understanding of your company’s knowledge.

Gorgias vs. Front: How Gorgias uses AI

Gorgias’s AI is all about e-commerce. Its best trick is automatically spotting common questions like "Where is my order?" (WISMO) and shooting back a canned response with the customer’s tracking info. It can also automatically tag tickets based on what the customer wants, like a "refund request," which helps get the ticket to the right person.

The catch? Its AI is smart but has tunnel vision. Its knowledge is stuck inside Gorgias and your e-commerce store. It can’t look up an answer in your internal Confluence wiki or a process doc in Google Docs. That means any question that’s a little out of the ordinary still needs a human to go hunting for the answer.

Gorgias vs. Front: How Front uses AI

Front’s automation is more of a generalist. You can build some pretty slick rule-based workflows to route emails, add tags, or send alerts about service level agreements (SLAs). It also has some handy AI features like summarizing long conversations to help agents get up to speed.

But just like Gorgias, its AI is stuck in a silo. The automations are good for managing the flow of work, but they don’t have the context to actually answer complicated questions. All that useful information sitting in your other company tools is out of reach.

The third option in Gorgias vs. Front: Layering AI

This brings us to a third option: adding a layer of AI on top of the help desk you already use. Instead of going through the pain of switching platforms, you can plug in a smarter AI that fills the gaps in tools like Gorgias and Front.

That’s exactly what a tool like eesel AI does. It connects to both Gorgias and Front and gives them a serious upgrade. Here’s how it’s different:

1. It reads everything. eesel AI doesn’t just learn from your past tickets and help center articles. It connects to your company’s collective brain: the wikis in Confluence, the guides in Google Docs, project details in Notion, and even your product info in Shopify. This gives it a complete picture of your business that a built-in AI just can’t get.

2. It actually solves problems. With all that knowledge, eesel’s AI Agent can handle a big slice of your support tickets all on its own. For the tickets that do need a human touch, the AI Copilot helps your team by drafting accurate, detailed replies in seconds. And this works whether you’re on Team Gorgias or Team Front.

Understanding the pricing models: Gorgias vs. Front

The way Gorgias and Front charge for their services says a lot about how they see the world. Picking the wrong pricing plan can definitely mess with your budget as your team grows, so it’s worth paying attention to.

Gorgias vs. Front: Gorgias’s ticket-based pricing

Gorgias charges you based on how many tickets your team handles each month. For example, their starter plan is $60/month for 350 tickets, and you can usually have as many users as you want.

• The upside: This is pretty great if you have a big team or if your team size changes a lot (like bringing on seasonal help for the holidays). You don’t get penalized for adding more people.

• The downside: Your bill can be unpredictable. If a big sale or a product glitch causes a flood of tickets, your costs can shoot up unexpectedly.

Gorgias vs. Front: Front’s user-based pricing

Front uses the classic per-user pricing model. You pay a set amount for each person on your team, every month. Their plans start at $19 per user, per month, and typically let you handle unlimited conversations.

• The upside: Your costs are totally predictable. This often works out cheaper for smaller teams or for teams where each agent is juggling a massive number of conversations.

• The downside: The price grows right alongside your team. Every time you hire a new agent, your bill goes up. This can get pricey for bigger teams.

Pro tip: When you’re running the numbers, don’t forget about the cost of a good AI tool. A solution like eesel AI has straightforward, interaction-based pricing. Since it’s separate from your help desk, it gives you a predictable cost that won’t change even if you switch from Gorgias to Front later on.

Aspect	Gorgias	Front
Model	Ticket-based	User-based
Starting price	$60/month (for 350 tickets)	$19/user/month
Best for	Large teams with variable ticket volumes	Small-to-medium teams with high ticket volume per agent
Scalability	Scales with ticket volume	Scales with number of agents

Gorgias vs. Front: Making the right choice for your team

So, after all that, what’s the final call on Gorgias vs. Front? The truth is, there’s no single best answer, just the one that’s best for your team.

• Go with Gorgias if you’re an e-commerce brand that runs on Shopify. If your top priority is helping agents fly through order-related questions, its deep e-commerce integration is the real deal.

• Go with Front if you’re not in e-commerce, or if your main goal is to get your teams working together smoothly across every channel.

But here’s the key thing to remember: choosing your help desk isn’t the end of the story. No matter which one you pick, adding a smart AI layer like eesel AI can transform your setup. You can automate a huge chunk of your common questions and build a support operation that’s ready for whatever comes next. Since eesel works with both platforms, it might just be the smartest move you can make, regardless of which help desk you end up with.

Ready to transform your customer support with AI? Whether you choose Gorgias or Front, start a free trial or book a demo to see how eesel AI can supercharge your help desk with intelligent automation and seamless knowledge integration.