The company
SamCart is a platform for selling digital products online: checkout pages, one-click upsells, subscriptions, an affiliate center and a courses app. It started in 2013 as a payment tool for the founders' own baseball training business and left beta in 2015. Today more than 75,000 businesses sell through it. Its knowledge base is at help.samcart.com and support runs in Freshdesk.
The problem
Sellers on SamCart ask about the same things in high volume: how to build a two column checkout, how to set up an order bump, why a payment did not go through, how the Courses App works. Nearly all of it is in the help center. The team wanted a first reply out fast, from the help center, and a person on the ticket only when one is needed.
They also wanted the chat on the website to feel different from email: a different opening line, a different approach, without duplicating the knowledge behind it.
How it runs
SamCart tried eesel in November 2025 by loading its help center and its past Freshdesk tickets, and subscribed on a custom plan. The setup has grown since, and Edward Wilde runs it now.
- Freshdesk. Automations in Freshdesk decide which tickets the agent replies to: specific groups, and only while no agent is assigned. A teammate taking the ticket, or a seller asking for a person, ends the agent's part.
- The website chat bubble. A separate agent with its own greeting, styled to match the site. It collects a name and email first, then answers from the same help center.
- Knowledge. About 280 help center articles from help.samcart.com, plus past tickets. The agents are told to cite only public help center links, so older internal material can inform an answer without being sent to a seller.
- Corrections. When an article describes something that is no longer available, the team adds a correction and the agent stops offering it.
- A second product. In 2026 SamCart launched a new platform with its own support address, and set up its own agent, SAM AI, in the same workspace so replies come from the right place.
The setup in numbers
The agents answer from about 280 help center articles and past Freshdesk tickets. The plan covers 8,000 interactions a month, and at least one month in 2026 went past that. There are four agents in the workspace: the Freshdesk ticket agent, the website chat agent, one for a specific customer group, and SAM AI for the new product.
What is next
SAM AI, the agent for the new product, is being connected to its own Freshdesk automations so it replies from that product's support address. The team is also looking at giving the chat bubble a path into HubSpot, so a name and email collected in chat becomes a contact there.