Gorgias: eCommerce Customer Support Guide

What is Gorgias

Gorgias is a customer support platform built specifically for eCommerce. It centralizes all conversations — email, live chat, WhatsApp, Instagram, Facebook, and SMS — in a single panel with direct access to order data from Shopify, BigCommerce, or WooCommerce.

What sets Gorgias apart from general-purpose helpdesks like Zendesk or Freshdesk is its native integration with eCommerce platforms. Agents can view order history, modify a shipment, or apply a discount without leaving the conversation window. This cuts resolution time and improves the customer experience.

For any CRO strategy, customer support is a conversion multiplier: a chat answered in under 2 minutes can be the difference between a purchase and an abandonment.

Core features

Unified inbox

Gorgias brings all channels into a single inbox. Each ticket shows the full customer profile: past orders, lifetime value (LTV), previous conversations, and tags. This enables contextual replies without asking customers to repeat themselves.

Automation with macros and AI

Macros allow you to create predefined responses with dynamic variables (name, order number, shipping status). Gorgias AI goes further: it classifies tickets by intent, suggests responses, and can resolve simple queries (shipment tracking, return policy) completely autonomously.

Brands that set up automation well report 30–40% of tickets resolved without human intervention.

Revenue tracking

Gorgias attributes revenue to each support conversation. If an agent helps a customer who then makes a purchase, the sale is attributed to the ticket. This transforms customer support from a cost center to a profit center and justifies investment in the team.

eCommerce integrations

• Shopify: access to orders, refunds, discounts, order editing
• Klaviyo: sync support data with email flows
• Yotpo: manage reviews from the same panel
• Recharge: subscription management

Gorgias vs alternatives

Feature	Gorgias	Zendesk	Freshdesk	Tidio
Native Shopify integration	Excellent	Plugin	Plugin	Basic
Revenue tracking	Yes	No	No	No
AI automation	Advanced	Advanced	Medium	Basic
Live chat	Yes	Yes	Yes	Yes
Starting price	$10/month	$19/agent	Free	Free
eCommerce focus	100%	Generalist	Generalist	Generalist

Impact on conversion

Customer support directly impacts three conversion metrics:

Chat conversion rate: users who interact with live chat convert 3x to 5x more than those who don't. The key is proactivity — triggering chat at friction moments (checkout, high-price product pages, returns page).

Repeat purchase rate: a fast, empathetic resolution increases NPS and the likelihood of repurchase. Gorgias lets you measure post-ticket CSAT directly.

Abandonment reduction: unanswered questions about sizing, shipping, or returns are the leading cause of cart abandonment that isn't price-related. A proactive chat at checkout reduces that abandonment.

Recommended CRO configuration

1. Proactive chat at checkout: set a trigger to launch chat if the user has been on the payment page for more than 60 seconds
2. Macros for FAQs: create responses for the 10 most common questions with dynamic variables
3. Shipping automation: configure automatic replies for "where's my order?" with real-time tracking data
4. Intent tags: classify each ticket by type (pre-sale, post-sale, return, incident) to identify patterns
5. Revenue dashboard: enable revenue tracking to demonstrate the ROI of your support team

Limitations

• Price scales with ticket volume, which can get expensive for high-volume brands
• AI automation requires a training period with real data
• Integrations outside of Shopify are less deep
• Live chat has no native cobrowsing

Conclusion

Gorgias transforms customer support from a necessary cost into a sales channel. For Shopify eCommerce, it's the most complete option thanks to its native integration, revenue tracking, and AI automation.

If you want to optimize your online store's conversion holistically — from product to support — a CRO audit can identify exactly where to have the most impact first.

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Adrià Vidal — CRO & Digital Strategy at Boost