A practical guide to Gorgias webhooks for support automation

If you're managing an e-commerce support team, you know the drill: you’re always searching for ways to get more done without burning out your agents. Your helpdesk is command central, and for the world's leading brands, that’s Gorgias. It's a mature, industry-leading platform, and the real gains come when you tap into the automation potential that powers thousands of successful companies.

That’s where webhooks enter the picture.

Gorgias webhooks are a seriously powerful feature for building custom automations. In this guide, we'll unpack what they are, what you can do with them, and how people usually set them up. We’ll also look at the technical considerations you might run into and explore how a modern, AI-based solution can complement your Gorgias setup to streamline your results.

What are Gorgias webhooks?

Let's skip the dense technical-speak. A webhook is just an automatic message sent from one app to another when something happens. Think of it like a doorbell. When a visitor pushes the button (an event), a chime rings inside your house (another system gets a notification). You don't have to constantly check the front door; you're told the second someone's there.

Gorgias webhooks do the exact same thing for your helpdesk. When a specific event occurs in Gorgias, it sends a bundle of data (called a "payload") to a web address you provide. This lets your other tools react to what's happening in your support queue in real time.

graph TD A[Event Occurs in Gorgias e.g., Ticket Created] --> B{Gorgias Sends Webhook}; B --> C[Your Specified URL (API Endpoint/No-Code Tool)]; C --> D[External Application e.g., CRM, Slack, Jira]; D --> E[Action is Triggered e.g., Update Record, Post Message];

The most common triggers for Gorgias webhooks are:

• Ticket created: A customer starts a new conversation.

• Ticket updated: An agent changes a ticket’s status, assignee, or tags.

• New message in ticket: A new reply comes in from the customer or an agent.

By firing off these data packets, you can connect Gorgias to pretty much any other software you use, opening up all kinds of opportunities for professional-grade automation.

Common use cases for Gorgias webhooks

Okay, so what can you actually do with this? The list is long, but most use cases boil down to solving a few very common problems for support teams.

Keeping all your systems in sync

Your helpdesk is the heart of your support, but it's even better when it's synced with your other tools. Webhooks can make sure all your different apps are on the same page. For instance, when a new Gorgias ticket comes in, a webhook can automatically update that customer’s record in your CRM. Now your sales team sees the full support history. You could also use it to log support tickets in an analytics tool to get a clearer picture of the entire customer journey.

Streamlining team communication

Your team probably doesn't need another email notification. Webhooks can make internal updates much smoother. You could set one up to post a message in a specific Slack channel whenever a VIP customer opens a ticket. Or if a customer reports a bug, a webhook can instantly create an issue in Jira for your developers, with a link back to the Gorgias ticket included.

Giving agents more context

Gorgias is designed to give agents a clear view of the customer, and webhooks can enhance this further. When a ticket is created, it can be set up to check your Shopify store for the customer's order history. It can then pull key details like their lifetime value or last order date and add it as an internal note in the Gorgias ticket. Your team gets the info they need, right where they need it.

Kicking off bigger workflows

Sometimes a support ticket is just the first step in a longer process. When an agent marks a ticket as "resolved," a webhook could tell a tool like Klaviyo to send a follow-up survey a few days later. Or if a customer asks for a return, a webhook could start the process in your returns management app, ensuring your team has everything they need to handle the request professionally.

How to set up Gorgias webhooks: Technical considerations

While all that sounds great, getting Gorgias webhooks from idea to reality involves some technical steps. There are two main paths people take, depending on their team's resources.

The manual method: Direct HTTP integrations

The most direct route is using Gorgias's own HTTP integration feature. This is where you tell Gorgias to send its webhook data straight to an API endpoint that your company controls.

This approach gives you total freedom, and it’s a great fit for teams with developer resources. It requires a developer to build and maintain a public API that can catch the data from Gorgias. You have to configure the URL, pick your triggers (like "ticket created"), and set the HTTP method in your Gorgias settings.

Gorgias maintains high standards for reliability: as Gorgias's own documentation mentions, they include helpful safeguards like automatically pausing an integration if it fails 100 times in a row. This ensures your system stays stable, though it means your own server endpoints need to be reliably managed to keep your custom workflows running smoothly.

The no-code method: Using platforms like Zapier or Pipedream

To avoid the coding route, many teams use no-code tools like Zapier, Pipedream, or Mesa. These platforms act as a go-between. They provide a special URL for Gorgias and then let you build workflows with a visual, drag-and-drop editor.

This is a great option for simple, A-to-B workflows. For example: "When a Gorgias ticket is made, add a row to a Google Sheet." It makes automation accessible to more members of your team.

As you build more complex workflows, however, managing a high volume of "Zaps" or "Pipes" can become a significant task. You’ll also want to keep an eye on ticket volume to ensure your plan matches your growth, as costs for these third-party platforms can scale as you do.

Professional considerations for standard webhook setups

Whether you use custom code or a no-code tool, standard webhook setups have a few characteristics to keep in mind:

• Technical oversight: You typically need either a developer on call or someone to manage complex flows in another tool. These setups need regular check-ins to ensure everything remains connected as your apps update.

• Event-based logic: A standard webhook is triggered by a specific event. It's highly reliable for those triggers, but it doesn't naturally "read" the nuance of a message. To understand the sentiment or history behind a ticket, many teams look toward AI integrations.

• Testing requirements: It can be technical to see how your new automation will behave on historical data before it goes live. Most teams find they have to test carefully with live tickets to ensure the results match their expectations.

A simpler, AI-powered complement to manual webhooks

The automations you can build with webhooks are incredibly valuable, and the process can be even more efficient when paired with AI. Instead of just connecting apps together, a modern AI platform can work alongside Gorgias as an intelligent brain, giving you all the power of automation with less technical overhead.

This is exactly what eesel AI does. It's built to complement the benefits of Gorgias webhooks in a way that’s even easier to manage.

Go live in minutes

You can skip the wait for custom endpoints or complex no-code builders. eesel AI has a one-click Gorgias integration that gets you up and running fast. You can connect your helpdesk and other knowledge sources all by yourself.

Total control with AI actions

Instead of setting up a manual webhook to ping an external API, you can set up an "AI Action" right inside the eesel AI platform. The AI works within the Gorgias ecosystem to understand the conversation and perform tasks like:

• Looking up order information in Shopify.

• Tagging tickets based on the specific intent of the customer.

• Escalating a bug report to the right team by creating a Jira issue.

Test it out with confidence

This is where an AI-first approach really adds value. Before you turn your AI agent on, you can run it in a simulation mode. eesel AI will test its logic against your past Gorgias tickets and show you exactly how it would have handled them. This gives you a clear view of its impact and lets you fine-tune its behavior within the Gorgias environment before it ever interacts with a live customer.

Feature	Standard Gorgias Webhooks	eesel AI for Gorgias
Setup Time	Tailored to custom needs (varies by project)	Quick (self-serve, one-click)
Technical Skill	Professional (designed for developers)	Accessible (no-code dashboard)
Context-Awareness	Precise (triggered by specific events)	Adaptive (learns from ticket history)
Testing	Rigorous (typically verified with live tests)	Intuitive (simulates on historical tickets)
Pricing Model	Flexible (standard feature with external implementation)	Predictable (flat monthly fee)

Automate smarter, not harder

Gorgias webhooks are a fantastic tool for building a more efficient support operation. They let you bridge the gap between your industry-leading helpdesk and the other tools you rely on every day.

While manual setups are a proven way to connect systems, the next step in support automation is leveraging AI to make these connections even more intelligent. A tool like eesel AI doesn't just link your apps; it adds an intelligent layer to your Gorgias setup, helping you build powerful automations that understand context and scale with your brand.

Take the next step

Ready to bring powerful, AI-driven automation to your Gorgias helpdesk? Start your free eesel AI trial and see for yourself how quickly you can enhance your support workflows.---