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Make AI Sound More Human
Make AI Sound More Human

Make AI Sound More Human: How to Avoid Robotic Replies in Customer Support

Learn how small tweaks can make AI sound human and build trust in customer support.
0 min read . By Gorgias Team

TL;DR:

  • Train your AI on your brand voice. A clear voice guide that covers tone, style, and formality helps your AI sound more natural and aligned with your brand.
  • Add short delays before AI responds. A one- or two-second pause can make AI responses seem more thoughtful.
  • Avoid generic phrases. Swap out formal responses for on-brand language that sounds like a real person on your team.
  • Mention customer context in replies. Referencing order history or previous conversations makes AI sound more human and builds trust.
  • Balance automation with human support. Let customers know when they are speaking to AI and escalate to a human when needed to avoid frustration.

Your AI sounds like a robot, and your customers can tell.

Sure, the answer is right, but something feels off. The tone of voice is stiff. The phrases are predictable and generic. At most, it sounds copy-pasted. This may not be a big deal from your side of support. In reality, it’s costing you more than you think.

Recent data shows that 45% of U.S. adults find customer service chatbots unfavorable, up from 43% in 2022. As awareness of chatbots has increased, so have negative opinions of them. Only 19% of people say chatbots are helpful or beneficial in addressing their queries. The gap isn't just about capability. It's about trust. When AI sounds impersonal, customers disengage or leave frustrated.

Luckily, you don't need to choose between automation and the human touch. 

In this guide, we'll show you six practical ways to train your AI to sound natural, build trust, and deliver the kind of support your customers actually like.

1. Train your AI on your brand voice

The fastest way to make your AI sound more human is to teach it to sound like you. AI is only as good as the input you give it, so the more detailed your brand voice training, the more natural and on-brand your responses will be.

Start by building a brand voice guide. It doesn't need to be complicated, but it should clearly define how your brand communicates with customers. At minimum, include:

  • Tone: Is your brand warm and empathetic? Confident and cheeky? Straightforward and helpful?‍
  • Style: How does your brand write? What is your personality? Short or long sentences, contractions or not, punctuation choices, and overall rhythm.‍
  • Formality: Do you use slang? Emojis? Address customers as “you,” “y’all,” or something else?‍
  • Friendliness: How personable should your AI sound? Is it playful, or should responses stay neutral and professional?

Think of your AI as a character. Samantha Gagliardi, Associate Director of Customer Experience at Rhoback, described their approach as building an AI persona:

"I kind of treat it like breaking down an actor. I used to sing and perform for a living — how would I break down the character of Rhoback? How does Rhoback speak? What age are they? What makes the most sense?" 

Next step

✅ Create a brand voice guide with tone, style, formality, and example phrases.

2. Delay responses to mimic human behavior

Humans associate short pauses with thinking, so when your AI responds too quickly, it instantly feels unnatural.

Adding small delays helps your AI feel more like a real teammate.

Where to add response delays:

  • Before sharing info that would realistically take a moment to look up, e.g., order history
  • Before confirming an action like issuing a refund or applying a discount
  • Transitioning or escalating between steps or agents
  • Emotional messages, like customer complaints and product quality issues

Even a one- to two-second pause can make a big difference in a robotic or human-sounding AI.

Next step

✅ Add instructions in your AI’s knowledge base to include short response delays during key moments.

3. Avoid generic phrasing and canned language

Generic phrases make your AI sound like... well, AI. Customers can spot a copy-pasted response immediately — especially when it's overly formal.

That doesn't mean you need to be extremely casual. It means being true to your brand. Whether your voice is professional or conversational, the goal is the same: sound like a real person on your team.

Here's how to replace robotic phrasing with more brand-aligned responses:

Generic Phrase

More Natural Alternative

“We apologize for the inconvenience.”

“Sorry about that, we’re working on it now.” (friendly)
“Apologies for the trouble. We’re resolving this ASAP.” (professional)

“Your satisfaction is our top priority.”

“We want to make sure this works for you.” (friendly)
“Let us know how we can make this right.” (professional)

“Please be advised…”

“Just a quick heads up…” (friendly)
“For your reference…” (professional)

“Your request has been received.”

“Got it. Thanks for reaching out.” (friendly)
“We’ve received your request and will follow up shortly.” (professional)

“I will now review your request.”

“Let me take a quick look.” (friendly)
“I’m reviewing the details now.” (professional)

Next step

✅ Identify your five most common inquiries and give your AI a rewritten example response for each.

4. Use context to inform answers

One of the biggest tells that a response is AI-generated? It ignores what's already happened.

When your AI doesn't reference order history or past conversations, customers are forced to repeat themselves. Repetition can lead to frustration and can quickly turn a good customer experience into a bad one.

Great AI uses context to craft replies that feel personalized and genuinely helpful.

Here's what good context looks like in AI responses:

  • Order awareness: The AI knows the customer placed an order yesterday and provides an accurate delivery estimate without asking for the order number again.
  • ‍Conversation continuity: If the customer reached out earlier that week from a different support channel, the AI references that interaction or picks up where things left off.‍
  • Customer type: First-time shopper? VIP? The AI adjusts tone and detail level accordingly.

Tools like Gorgias AI Agent automatically pull in customer and order data, so replies feel human and contextual without sacrificing speed.

Next step

✅ Add instructions that prompt your AI to reference order details and/or past conversations in its replies, so customers feel acknowledged.

5. Balance automation with human handoff

Customers just want help. They don't care whether it comes from a human or AI, as long as it's the right help. But if you try to trick them, it backfires fast. AI that pretend to be human often give customers the runaround, especially when the issue is complex or emotional.

A better approach is to be transparent. Solve what you can, and hand off anything else to an agent as needed.

When to disclose that the customer is talking to AI:

  • You can disclose it at the start of the conversation, or include a disclaimer in your chat widget, contact page, or help center to let customers know AI may assist
  • When the customer asks to speak to a human or expresses frustration
  • If the AI cannot fulfill the request and needs to escalate
  • Anytime the AI is making decisions, like issuing refunds or processing cancellations
  • When transitioning from AI to a human agent

For more on this topic, check out our article: Should You Tell Customers They're Talking to AI?

Next step

✅ Set clear rules for when your AI should escalate to a human and include handoff messaging that sets expectations and preserves context.

6. Add intentional imperfections to sound human

We're giving you permission to break the rules a little bit. The most human-sounding AI doesn't follow perfect grammar or structure. It reflects the messiness of real dialogue.

People don't speak in flawless sentences every time. We pause, rephrase, cut ourselves off, and throw in the occasional emoji or "uh." When AI has an unpredictable cadence, it feels more relatable and, in turn, more human.

What an imperfect AI could look like: 

  • Vary sentence length and structure. Some short and choppy, others long. 
  • Add subtle grammatical “mistakes” like sentence fragments or informal punctuation. 
  • Mix in casual phrasing or idioms where appropriate. 
  • Avoid mechanical-sounding transitions. 
  • Occasionally use filler phrases like "kinda," "just checking," or "I think."

These imperfections give your AI a more believable voice.

Next step

✅ Add instructions for your AI that permit variation in grammar, tone, and sentence structure to mimic real human speech.

Natural-sounding AI is easier to set up than you think

Human-sounding AI doesn’t require complex prompts or endless fine-tuning. With the right voice guidelines, small tone adjustments, and a few smart instructions, your AI can sound like a real part of your team.

Book a demo of Gorgias AI Agent and see for yourself.

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By Gorgias Team

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Featured articles

Conversational Commerce Strategy

AI in CX Webinar Recap: Building a Conversational Commerce Strategy that Converts

By Gabrielle Policella
0 min read . By Gabrielle Policella

TL;DR:

  • Implement quickly and optimize continuously. Cornbread's rollout was three phases: audit knowledge base, launch, then refine. Stacy conducts biweekly audits and provides daily AI feedback to ensure responses are accurate and on-brand.
  • Simplify your knowledge base language. Before BFCM, Stacy rephrased all guidance documentation to be concise and straightforward so Shopping Assistant could deliver information quickly without confusion.
  • Use proactive suggested questions. Most of Cornbread's Shopping Assistant engagement comes from Suggested Product Questions that anticipate customer needs before they even ask.
  • Treat AI as another team member. Make sure the tone and language AI uses match what human agents would say to maintain consistent customer relationships.
  • Free up agents for high-value work. With AI handling straightforward inquiries, Cornbread's CX team expanded into social media support, launched a retail pop-up shop, and has more time for relationship-building phone calls.

Customer education has become a critical factor in converting browsers into buyers. For wellness brands like Cornbread Hemp, where customers need to understand ingredients, dosages, and benefits before making a purchase, education has a direct impact on sales. The challenge is scaling personalized education when support teams are stretched thin, especially during peak sales periods.

Katherine Goodman, Senior Director of Customer Experience, and Stacy Williams, Senior Customer Experience Manager, explain how implementing Gorgias's AI Shopping Assistant transformed their customer education strategy into a conversion powerhouse. 

In our second AI in CX episode, we dive into how Cornbread achieved a 30% conversion rate during BFCM, saving their CX team over four days of manual work.

Top learnings from Cornbread's conversational commerce strategy

1. Customer education drives conversions in wellness

Before diving into tactics, understanding why education matters in the wellness space helps contextualize this approach.

Katherine, Senior Director of Customer Experience at Cornbread Hemp, explains:

"Wellness is a very saturated market right now. Getting to the nitty-gritty and getting to the bottom of what our product actually does for people, making sure they're educated on the differences between products to feel comfortable with what they're putting in their body."

The most common pre-purchase questions Cornbread receives center around three areas: ingredients, dosages, and specific benefits. Customers want to know which product will help with their particular symptoms. They need reassurance that they're making the right choice.

What makes this challenging: These questions require nuanced, personalized responses that consider the customer's specific needs and concerns. Traditionally, this meant every customer had to speak with a human agent, creating a bottleneck that slowed conversions and overwhelmed support teams during peak periods.

2. Shopping Assistant provides education that never sleeps

Stacy, Senior Customer Experience Manager at Cornbread, identified the game-changing impact of Shopping Assistant:

"It's had a major impact, especially during non-operating hours. Shopping Assistant is able to answer questions when our CX agents aren't available, so it continues the customer order process."

A customer lands on your site at 11 PM, has questions about dosage or ingredients, and instead of abandoning their cart or waiting until morning for a response, they get immediate, accurate answers that move them toward purchase.

The real impact happens in how the tool anticipates customer needs. Cornbread uses suggested product questions that pop up as customers browse product pages. Stacy notes:

"Most of our Shopping Assistant engagement comes from those suggested product features. It almost anticipates what the customer is asking or needing to know."

Actionable takeaway: Don't wait for customers to ask questions. Surface the most common concerns proactively. When you anticipate hesitation and address it immediately, you remove friction from the buying journey.

3. Implementation follows a clear three-phase approach

One of the biggest myths about AI is that implementation is complicated. Stacy explains how Cornbread’s rollout was a straightforward three-step process: audit your knowledge base, flip the switch, then optimize.

"It was literally the flip of a switch and just making sure that our data and information in Gorgias was up to date and accurate." 

Here's Cornbread’s three-phase approach:

  1. Preparation. Before launching, Cornbread conducted a comprehensive audit of their knowledge base to ensure accuracy and completeness. This groundwork is critical because your AI is only as good as the information it has access to.
  2. Launch and training. After going live, the team met weekly with their Gorgias representative for three to four weeks. They analyzed engagements, reviewed tickets, and provided extensive AI feedback to teach Shopping Assistant which responses were appropriate and how to pull from the knowledge base effectively.
  3. Ongoing optimization. Now, Stacy conducts audits biweekly and continuously updates the knowledge base with new products, promotions, and internal changes. She also provides daily AI feedback, ensuring responses stay accurate and on-brand.

Actionable takeaway: Block out time for that initial knowledge base audit. Then commit to regular check-ins because your business evolves, and your AI should evolve with it.

Read more: AI in CX Webinar Recap: Turning AI Implementation into Team Alignment

4. Simple, concise language converts better

Here's something most brands miss: the way you write your knowledge base articles directly impacts conversion rates.

Before BFCM, Stacy reviewed all of Cornbread's Guidance and rephrased the language to make it easier for AI Agent to understand. 

"The language in the Guidance had to be simple, concise, very straightforward so that Shopping Assistant could deliver that information without being confused or getting too complicated," Stacy explains. When your AI can quickly parse and deliver information, customers get faster, more accurate answers. And faster answers mean more conversions.

Katherine adds another crucial element: tone consistency.

"We treat AI as another team member. Making sure that the tone and the language that AI used were very similar to the tone and the language that our human agents use was crucial in creating and maintaining a customer relationship."

As a result, customers often don't realize they're talking to AI. Some even leave reviews saying they loved chatting with "Ally" (Cornbread's AI agent name), not realizing Ally isn't human.

Actionable takeaway: Review your knowledge base with fresh eyes. Can you simplify without losing meaning? Does it sound like your brand? Would a customer be satisfied with this interaction? If not, time for a rewrite.

Read more: How to Write Guidance with the “When, If, Then” Framework

5. Black Friday results proved the strategy works under pressure

The real test of any CX strategy is how it performs under pressure. For Cornbread, Black Friday Cyber Monday 2025 proved that their conversational commerce strategy wasn't just working, it was thriving.

Over the peak season, Cornbread saw: 

  • Shopping Assistant conversion rate jumped from a 20% baseline to 30% during BFCM
  • First response time dropped from over two minutes in 2024 to just 21 seconds in 2025
  • Attributed revenue grew by 75%
  • Tickets doubled, but AI handled 400% more tickets compared to the previous year
  • CSAT scores stayed exactly in line with the previous year, despite the massive volume increase

Katherine breaks down what made the difference:

"Shopping Assistant popping up, answering those questions with the correct promo information helps customers get from point A to point B before the deal ends."

During high-stakes sales events, customers are in a hurry. They're comparing options, checking out competitors, and making quick decisions. If you can't answer their questions immediately, they're gone. Shopping Assistant kept customers engaged and moving toward purchase, even when human agents were swamped.

Actionable takeaway: Peak periods require a fail-safe CX strategy. The brands that win are the ones that prepare their AI tools in advance.

6. Strategic work replaces reactive tasks

One of the most transformative impacts of conversational commerce goes beyond conversion rates. What your team can do with their newfound bandwidth matters just as much.

With AI handling straightforward inquiries, Cornbread's CX team has evolved into a strategic problem-solving team. They've expanded into social media support, provided real-time service during a retail pop-up, and have time for the high-value interactions that actually build customer relationships.

Katherine describes phone calls as their highest value touchpoint, where agents can build genuine relationships with customers. “We have an older demographic, especially with CBD. We received a lot of customer calls requesting orders and asking questions. And sometimes we end up just yapping,” Katherine shares. “I was yapping with a customer last week, and we'd been on the call for about 15 minutes. This really helps build those long-term relationships that keep customers coming back."

That's the kind of experience that builds loyalty, and becomes possible only when your team isn't stuck answering repetitive tickets.

Stacy adds that agents now focus on "higher-level tickets or customer issues that they need to resolve. AI handles straightforward things, and our agents now really are more engaged in more complicated, higher-level resolutions."

Actionable takeaway: Stop thinking about AI only as a cost-cutting tool and start seeing it as an impact multiplier. The goal is to free your team to work on conversations that actually move the needle on customer lifetime value.

7. Continuous optimization for January and beyond

Cornbread isn't resting on their BFCM success. They're already optimizing for January, traditionally the biggest month for wellness brands as customers commit to New Year's resolutions.

Their focus areas include optimizing their product quiz to provide better data to both AI and human agents, educating customers on realistic expectations with CBD use, and using Shopping Assistant to spotlight new products launching in Q1.

Build your conversational commerce strategy now

The brands winning at conversational commerce aren't the ones with the biggest budgets or the largest teams. They're the ones who understand that customer education drives conversions, and they've built systems to deliver that education at scale.

Cornbread Hemp's success comes down to three core principles: investing time upfront to train AI properly, maintaining consistent optimization, and treating AI as a team member that deserves the same attention to tone and quality as human agents.

As Katherine puts it:

"The more time that you put into training and optimizing AI, the less time you're going to have to babysit it later. Then, it's actually going to give your customers that really amazing experience."

Watch the replay of the whole conversation with Katherine and Stacy to learn how Gorgias’s Shopping Assistant helps them turn browsers into buyers. 

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min read.

How to Pitch Gorgias Shopping Assistant to Leadership

Want to show leadership how AI can boost revenue and cut support costs? Learn how to pitch Gorgias Shopping Assistant with data that makes the case.
By Alexa Hertel
0 min read . By Alexa Hertel

TL;DR:

  • Position Shopping Assistant as a revenue-driving tool. It boosts AOV, GMV, and chat conversion rates, with some brands seeing up to 97% higher AOV and 13x ROI.
  • Highlight its role as a proactive sales agent, not just a support bot. It recommends products, applies discounts, and guides shoppers to checkout in real time.
  • Use cross-industry case studies to make your case. Show leadership success stories from brands like Arc’teryx, bareMinerals, and TUSHY to prove impact.
  • Focus on the KPIs it improves. Track AOV, GMV, chat conversion, CSAT, and resolution rate to demonstrate clear ROI.

Rising customer expectations, shoppers willing to pay a premium for convenience, and a growing lack of trust in social media channels to make purchase decisions are making it more challenging to turn a profit.  

In this emerging era, AI’s role is becoming not only more pronounced, but a necessity for brands who want to stay ahead. Tools like Gorgias Shopping Assistant can help drive measurable revenue while reducing support costs. 

For example, a brand that specializes in premium outdoor apparel implemented Shopping Assistant and saw a 2.25% uplift in GMV and 29% uplift in average order volume (AOV).

But how, among competing priorities and expenses, do you convince leadership to implement it? We’ll show you.

Why conversational AI matters for modern ecommerce

1) Meet high consumer expectations

Shoppers want on-demand help in real time that’s personalized across devices. 

Shopping Assistant recalls a shopper’s browsing history, like what they have clicked, viewed, and added to their cart. This allows it to make more relevant suggestions that feel personal to each customer. 

2) Keep up with market momentum

The AI ecommerce tools market was valued at $7.25 billion in 2024 and is expected to reach $21.55 billion by 2030. 

Your competitors are using conversational AI to support, sell, and retain. Shopping Assistant satisfies that need, providing upsells and recommendations rooted in real shopper behavior. 

3) Raise AOV and GMV

Conversational AI has real revenue implications, impacting customer retention, average order value (AOV), conversion rates, and gross market value (GMV). 

For example, a leading nutrition brand saw a GMV uplift of over 1%, an increase in AOV of over 16%, and a chat conversion rate of over 15% after implementing Shopping Assistant.

Overall, Shopping Assistant drives higher engagement and more revenue per visitor, sometimes surpassing 50% and 20%, respectively.

AI Agent chat offering 8% discount on Haabitual Shimmer Layer with adjustable strategy slider.
Shopping Assistant can send discounts based on shopper behavior in real time.

How to show the business impact & ROI of Shopping Assistant

1) Pitch its core capabilities

Shopping Assistant engages, personalizes, recommends, and converts. It provides proactive recommendations, smart upsells, dynamic discounts, and is highly personalized, all helping to guide shoppers to checkout. 

Success spotlight

After implementing Shopping Assistant, leading ecommerce brands saw real results:

Industry

Primary Use Case

GMV Uplift (%)

AOV Uplift (%)

Chat CVR (%)

Home & interior decor 🖼️

Help shoppers coordinate furniture with existing pieces and color schemes.

+1.17

+97.15

10.30

Outdoor apparel 🎿

In-depth explanations of technical features and confidence when purchasing premium, performance-driven products.

+2.25

+29.41

6.88

Nutrition 🍎

Personalized guidance on supplement selection based on age, goals, and optimal timing.

+1.09

+16.40

15.15

Health & wellness 💊

Comparing similar products and understanding functional differences to choose the best option.

+1.08

+11.27

8.55

Home furnishings 🛋️

Help choose furniture sizes and styles appropriate for children and safety needs.

+12.26

+10.19

1.12

Stuffed toys 🧸

Clear care instructions and support finding replacements after accidental product damage.

+4.43

+9.87

3.62

Face & body care 💆‍♀️

Assistance finding the correct shade online, especially when previously purchased products are no longer available.

+6.55

+1.02

5.29

2) Position it as a revenue driver

Shopping Assistant drives uplift in chat conversion rate and makes successful upsell recommendations.  

Success spotlight

“It’s been awesome to see Shopping Assistant guide customers through our technical product range without any human input. It’s a much smoother journey for the shopper,” says Nathan Larner, Customer Experience Advisor for Arc’teryx. 

For Arc’teryx, that smoother customer journey translated into sales. The brand saw a 75% increase in conversion rate (from 4% to 7%) and 3.7% of overall revenue influenced by Shopping Assistant. 

Arc'teryx Rho Zip Neck Women's product page showing black base layer and live chat box.
Arc’teryx saw a 75% increase in conversion rate after implementing Shopping Assistant. Arc’teryx 

3) Show its efficiency and cost savings

Because it follows shoppers’ live journey during each session on your website, Shopping Assistant catches shoppers in the moment. It answers questions or concerns that might normally halt a purchase, gets strategic with discounting (based on rules you set), and upsells. 

The overall ROI can be significant. For example, bareMinerals saw an 8.83x return on investment.  

Success spotlight

"The real-time Shopify integration was essential as we needed to ensure that product recommendations were relevant and displayed accurate inventory,” says Katia Komar, Sr. Manager of Ecommerce and Customer Service Operations, UK at bareMinerals. 

“Avoiding customer frustration from out-of-stock recommendations was non-negotiable, especially in beauty, where shade availability is crucial to customer trust and satisfaction. This approach has led to increased CSAT on AI converted tickets."

AI Agent chat recommending foundation shades and closing ticket with 5-star review.

4) Present the metrics it can impact

Shopping Assistant can impact CSAT scores, response times, resolution rates, AOV, and GMV.  

Success spotlight

For Caitlyn Minimalist, those metrics were an 11.3% uplift in AOV, an 18% click through rate for product recommendations, and a 50% sales lift versus human-only chats. 

"Shopping Assistant has become an intuitive extension of our team, offering product guidance that feels personal and intentional,” says Anthony Ponce, its Head of Customer Experience.

 

AI Agent chat assisting customer about 18K gold earrings, allergies, and shipping details.
Caitlyn Minimalist leverages Shopping Assistant to help guide customers to purchase. Caitlyn Minimalist 

5) Highlight its helpfulness as a sales agent 

Support agents have limited time to assist customers as it is, so taking advantage of sales opportunities can be difficult. Shopping Assistant takes over that role, removing obstacles for purchase or clearing up the right choice among a stacked product catalog.

Success spotlight

With a product that’s not yet mainstream in the US, TUSHY leverages Shopping Assistant for product education and clarification. 

"Shopping Assistant has been a game-changer for our team, especially with the launch of our latest bidet models,” says Ren Fuller-Wasserman, Sr. Director of Customer Experience at TUSHY. 

“Expanding our product catalog has given customers more choices than ever, which can overwhelm first-time buyers. Now, they’re increasingly looking to us for guidance on finding the right fit for their home and personal hygiene needs.”

The bidet brand saw 13x return on investment after implementation, a 15% increase in chat conversion rate, and a 2x higher conversion rate for AI conversations versus human ones. 

AI Agent chat helping customer check toilet compatibility and measurements for TUSHY bidet.
AI Agent chat helping customer check toilet compatibility and measurements for TUSHY bidet.

6) Provide the KPIs you’ll track 

Customer support metrics include: 

  • Resolution rate 
  • CSAT score 

Revenue metrics to track include: 

  • Average order value (AOV) 
  • Gross market value (GMV) 
  • Chat conversion rate 

Shopping Assistant: AI that understands your brand 

Shopping Assistant connects to your ecommerce platform (like Shopify), and streamlines information between your helpdesk and order data. It’s also trained on your catalog and support history. 

Allow your agents to focus on support and sell more by tackling questions that are getting in the way of sales. 

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min read.
Future of Ecommerce

The Future of Ecommerce: What the Data is Already Telling Us

Five converging trends are widening the gap between high-performing brands and everyone else.
By Gorgias Team
0 min read . By Gorgias Team

TL;DR:

  • AI crossed the trust threshold in 2025. Customer satisfaction with AI support now nearly matches human agents, with brands reporting 85% confidence in AI-generated responses.
  • Documentation quality separates high performers from everyone else. Brands with clear help center content automate 60%+ of tickets, while those with vague policies plateau at 20-30%.
  • Support is becoming a scalable revenue channel. AI-powered product recommendations are driving 10-97% AOV lifts across brands by making every conversation a sales opportunity.
  • Connected context matters more than response speed. Customers expect you to remember them across every channel, and systems that share data seamlessly will define premium CX by 2026.
  • Post-purchase experience predicts repeat purchases better than marketing. 96% of customers will repurchase after an easy return experience. How you handle returns, delays, and problems will determine customer lifetime value.

While most ecommerce brands debate whether to implement AI support, customers already rate AI assistance nearly as highly as human support. The future isn't coming. It's being built in real-time by brands paying attention.

As a conversational commerce platform processing millions of support tickets across thousands of brands, we see what's working before it becomes common knowledge. Three major shifts are converging faster than most founders realize, and this article breaks down what's already happening rather than what might happen someday.

Documentation quality separates high performers from the rest

By the end of 2026, we predict that the performance gap between ecommerce brands won't be determined by who adopted AI first. It will be determined by who built the content foundation that makes AI actually work.

Right now, we're watching this split happen in real time. AI can only be as good as the knowledge base it draws from. When we analyze why AI escalates tickets to human agents, the pattern is unmistakable. 

The five topics triggering the most AI escalations are:

  • Order status, 12.4%
  • Return requests, 7.9%
  • Order cancellations, 6.1%
  • Product quality issues, 5.9%
  • Missing items, 4.6%

These aren’t complicated questions — they're routine questions every ecommerce brand faces daily. Yet some brands automate these at 60%+ rates while others plateau at 20%. The difference isn't better AI. It's better documentation.

What the leading brands are doing

Take SuitShop, a formalwear brand that reached 30% automation with a lean CX team. Their Director of Customer Experience, Katy Eriks, treats AI like a team member who needs coaching, not a plug-and-play tool.

When Katy first turned on AI in August 2023, the results were underwhelming. So she paused during their slow season and rebuilt their Help Center from the ground up. "I went back to the tickets I had to answer myself, checked what people were searching in the Help Center, and filled in the gaps," she explained.

The brands achieving high automation rates share Katie's approach:

  • Help Center articles written in customer language, not internal jargon
  • Policies with explicit if/then logic instead of “contact us for details”
  • Regular content audits based on which questions trigger escalations
  • Deep integration between their helpdesk and ecommerce platform, so AI can access real-time data

AI echoes whatever foundation you provide. Clear documentation becomes instant, accurate support. Vague policies become confused AI that defaults to human escalation.

Read more: Coach AI Agent in one hour a week: SuitShop’s guide

What happens next

Two distinct groups will emerge next year. Brands that invest in documentation quality now will deliver consistently better experiences at lower costs. Those who try to deploy AI on top of messy operations will hit automation plateaus and rising support costs. Every brand will eventually have access to similar AI technology. The competitive advantage will belong to those who did the unexciting work first.

Thoroughness matters more than speed in customer support 

Something shifted in July 2025. Gorgias’s AI accuracy jumped significantly after the GPT-5 release. For the first time, CX teams stopped second-guessing every AI response. We watched brand confidence in AI-generated responses rise from 57% to 85% in just a few months.

What this means in practice is that AI now outperforms human agents:

  • Language proficiency: AI scores 4.77/5 versus humans at 4.4/5
  • Empathy and communication: AI at 4.48/5 versus humans at 4.27/5
  • Resolution completeness: AI at a perfect 1.0 versus humans at 0.99

For the first time, AI isn't just faster than humans. It's more consistent, more accurate, and even more empathetic at scale.

This isn't about replacing humans. It's about what becomes possible when you free your team from repetitive work. Customer expectations are being reset by whoever responds fastest and most completely, and the brands crossing this threshold first are creating a competitive moat.

At Gorgias, the most telling signal was AI CSAT on chat improved 40% faster than on email this year. In other words, customers are beginning to prefer AI for certain interactions because it's immediate and complete.

What happens next

Within the next year, we expect the satisfaction gap to hit zero for transactional support. The question isn't whether AI can match humans. It's what you'll do with your human agents once it does.

AI finally makes support-as-revenue scalable

The brands that have always known support should drive revenue will finally have the infrastructure to make it happen on a bigger scale. AI removes the constraint that's held this strategy back: human bandwidth.

Most ecommerce leaders already understand that support conversations are sales opportunities. Product questions, sizing concerns, and “just browsing” chats are all chances to recommend, upsell, and convert. The problem wasn't awareness but execution at volume.

What the data shows

We analyzed revenue impact across brands using AI-powered product recommendations in support conversations. The results speak for themselves:

  • An outdoor apparel brand saw 29.41% AOV uplift and 6.88% chat conversion rate by helping customers understand technical product details before purchase
  • A furniture brand achieved 12.26% GMV uplift by guiding parents to age-appropriate furniture for their children
  • A lingerie brand reached 16.78% chat conversion rate by helping customers find the right size through conversational guidance
  • A home decor brand saw 97.15% AOV uplift by recommending complementary pieces based on customers' existing furniture and color palettes

It's clear that conversations that weave in product recommendations convert at higher rates and result in larger order values. It’s time to treat support conversations as active buying conversations.

What happens next

If you're already training support teams on product knowledge and tracking revenue per conversation, keep doing exactly what you're doing. You've been ahead of the curve. Now AI gives you the infrastructure to scale those same practices without the cost increase.

If you've been treating support purely as a cost center, start measuring revenue influence now. Track which conversations lead to purchases, which agents naturally upsell, and where customers ask for product guidance.

Connected customer data matters more than quick replies

We are now past the point where response time is a brand's key differentiator. It is now the use of conversational commerce or systems that share details and context across every touchpoint.

Today, a typical customer journey looks something like this: see product on Instagram, ask a question via DM, complete purchase on mobile, track order via email. At each step, customers expect you to remember everything from the last interaction.

What the leading brands are doing

The most successful ecommerce tech stacks treat the helpdesk as the foundation that connects everything else. When your support platform connects to your ecommerce platform, shipping providers, returns portal, and every customer communication channel, context flows automatically.

A modern integration approach looks like this. Your ecommerce platform (like Shopify) feeds order data into a helpdesk like Gorgias, which becomes the hub for all customer conversations across email, chat, SMS, and social DMs. From there, connections branch out to payment providers, shipping carriers, and marketing automation tools.

As Dr. Bronner’s Senior CX Manager noted, “While Salesforce needed heavy development, Gorgias connected to our entire stack with just a few clicks. Our team can now manage workflows without needing custom development — we save $100k/year by switching."

What happens next

As new channels emerge, brands with flexible tech stacks will adapt quickly while those with static systems will need months of development work to support new touchpoints. The winners will be brands that invest in their tools before adding new channels, not after customer complaints force their hand.

Start auditing your current integrations now. Where does customer data get stuck? Which systems don’t connect to each other? These gaps are costing you more than you realize, and in the future, they'll be the key to scaling or staying stagnant.

Post-purchase experience determines repeat purchase rate

Post-purchase support quality will be a stronger predictor of customer lifetime value than any email campaign. Brands that treat support as a retention investment rather than a cost center will outperform in repeat purchase rates.

What the data shows

Returns and exchanges are make-or-break moments for customer lifetime value. How you handle problems, delays, and disappointments determines whether customers come back or shop elsewhere next time. According to Narvar, 96% of customers say they won’t repurchase from a brand after a poor return experience.

What customers expect reflects this reality. They want proactive shipping updates without having to ask, one-click returns with instant label generation, and notifications about problems before they have to reach out. When something goes wrong, they expect you to tell them first, not make them track you down for answers.

The quality of your response when things go wrong matters more than getting everything right the first time. Exchange suggestions during the return flow can keep the sale alive, turning a potential loss into loyalty.

What happens next

Brands that treat post-purchase as a retention strategy rather than a task to cross off will see much higher repeat purchase rates. Those still relying purely on email marketing for retention will wonder why their customer lifetime value plateaus.

Start measuring post-return CSAT scores and repeat purchase rates by support interaction quality. These metrics will tell you whether your post-purchase experience is building loyalty or quietly eroding it.

The roadmap to get ahead of the competition

After absorbing these predictions about AI accuracy, content infrastructure, revenue-centric support, context, and post-purchase tactics, here's your roadmap for the next 24 months.

Now (in 90 days):

  • Audit your top 10 ticket types using your helpdesk data
  • Build or improve Help Center documentation using actual customer language
  • Set up basic automation for order tracking and return eligibility
  • Implement proactive shipping notifications

Next (in 6-12 months):

  • Use AI support on your highest-volume channel
  • Measure support metrics tied to revenue influence
  • Launch a self-service return portal with exchange suggestions
  • Expand conversational commerce to social channels (Instagram, WhatsApp)
  • Train support team on product knowledge and consultative selling

Watch (in 12-24 months):

  • Voice commerce integration is maturing
  • AI reaching zero satisfaction gap with humans for transactional support
  • Social commerce shifting from experimental to primary
  • Support conversations becoming the main retention driver over email marketing

Tomorrow's ecommerce leaders are investing in foundations today

The patterns we've shared, from AI crossing the accuracy threshold to documentation quality, are happening right now across thousands of brands. Over the next 24 months, teams will be separated by operational maturity.

Book a demo to see how leading brands are already there.

{{lead-magnet-2}}

min read.
Call to action
Create powerful self-service resources
Capture support-generated revenue
Automate repetitive tasks

Further reading

Live Statistics

Live Statistics for teams who want to perform

By Ilke Akcasoy
6 min read.
0 min read . By Ilke Akcasoy

Do you switch multiple screens and views to understand what’s going on with your team? If you do, we’re happy to report that there is now a shortcut. 🪄 Live Statistics on Gorgias is your destination to get a quick overview of ticket volume, agent activity and active channels in real-time.   

Where is it? 

It’s up top! Once you navigate to Statistics, you will see Live Statistics conveniently placed at the top. Click on Overview to see a snapshot of all customer support activity over all channels and agents.

Ok, what am I looking at?

In Live Overview, you will see the number of Agents Online and offline. Next to these, you will find the numbers of Open Tickets in two sections (to indicate whether they’re assigned or unassigned).


Pro tip: Hover over the tooltip to see a quick list of the actual agents who are online and offline. ⬇️


Consider the number of Agents Online compared to Open Tickets

Say it’s late afternoon and you’re seeing a spike in open tickets. In Live Overview, you read 60 Open Tickets, and only 2 Agents Online. → 30 tickets per person 😱 

With this information, you can immediately make decisions and take action on how to handle the higher volume your team is experiencing. For example, you may consider:

• Going to Live Agents Statistics to see the number of Chat tickets

• Creating a macro and a rule for your Chat customers who are waiting for longer than 1 minute ⌛️

• Creating a macro and a rule to set expectations around the delay

• Check internally to see if there is a problem with your delivery ops

• Stepping in to answer tickets with the Urgent tag

Knowing exactly what’s going on as it happens live, later observing fluctuations in First Response Time or Resolution Time won’t catch you by surprise. You can make a better assessment on your team’s performance by being fully aware of the circumstances around your metrics.  

In Live Statistics, we simplify and organize information so you can be fully aware without needing to contact your team personally or be physically there.

Monitor Support Volume live

In Live Overview, you will see a nice graph to inform you on the hourly Support Volume. Use this graph to see how your team is responding to inquiries as they emerge. 


Looking at this graph, you can quickly grasp the volume you’re getting by the number of Tickets Created, Tickets Replied and Tickets Closed separately, but on the same timeline so you can compare. 

Observe when Tickets Created see a spike, compare it to Tickets Replied

When do you receive the bulk of inquiries? Does it happen before business hours? 


You can see above an example where a lot of customers decided to contact the support team throughout the night. As a manager, you can monitor to see if this is a consistent pattern over time, and develop strategies on the support and operations side to improve experience. Looking at this graph, and seeing this type of pattern, you may want to ask: 

• Are these tickets urgent? Are we properly auto-tagging to identify urgency?

• Are my agents ready to tackle this ticket volume at the beginning of their shift?

• Are these tickets auto-assigned?

• If these inquiries are urgent, should we set autoresponders?

• Is it worth getting additional staffing or how can I leverage self-service?

Monitoring the Support Volume graph, you can start to detect patterns that are connected to the entire customer experience. Anticipating problems or delays before they can occur, you can take measures to improve CSAT despite the predicaments due to international shipping challenges or a mix-up on a batch of orders etc. You can use the visibility and insights from Live Statistics to inform your overall operations.

Live means real-time 

Live Statistics is designed to inform you on an hourly basis. It gathers the right metrics and combines them strategically so you can get the right information and react quickly without being there.

All metrics in Live Statistics reflect your current day from 12:00 am to 11:59 pm in your time zone. If you need to change the time zone, you can easily do this in Business Hours under Settings.

Who is working?

In Live Agents, you will see whether each team member is currently online or offline, indicated by a green dot if they’re online - 💪 working away, or an orange dot indicating that  💤 they’re offline. 


Pro Tip: Hover over these dots to see when they signed in (on the green dot), and when they were last seen that day (on the orange dot). 


Live Agents Statistics will show you the exact amount of time each team member has been online in hours and minutes (e.g. 2h 6m). On this table, you will also see the number of Tickets Closed and Messages Sent. The ability to see this exact combination of data per agent will really help you monitor your team’s efficiency and know which agents to coach to improve performance.


Have all of your team use this, so everyone can self-check 🩺 and have their sense of achievement for the day based on data - 😉 not just feelings. Reviewing Live Statistics as a team, you can collaborate to come up with effective strategies to reduce the rate of messages sent per ticket closed.

Who is working  on what?

Located in the far right column, Open Tickets 🤩 feature makes Live Statistics whole. This is where you can clearly see who’s working on what. You can see the total number of open tickets currently being helped by each team member. Placed immediately next to this number is the breakdown by channel.


You can read above how Jenny has 15 open tickets, with 3 from Chat, 7 from Email, 3 from Facebook and 2 from Instagram.

Click on this number to see just exactly what Jenny’s working on. Each of the numbers provided under Open Tickets, the total and by channel, is clickable and it will bring you to a readily filtered view where you can take a closer look at what your agent has at hand.

This experience will help you review your team’s activity in microscopic detail as you desire, without needing to interfere or navigate to different Views.

Help your team on the spot

Check out the full combination of Online Time, Tickets Closed, Messages Sent and Open Tickets. Let’s bring back Jenny and look closer to see that she has 3 Tickets Closed, 12 Messages Sent and 15 Open Tickets. Under Online Time, it reads 6h 12m so she is approaching the end of her shift. 


Right away, we can notice that she’s approaching the end of her shift with a lot (15) more tickets to go. There’s no need to get alarmed, but it’s better to take a quick look at what’s going on. Clicking on the number listed under Open Tickets, we can easily review the tickets she’s working on. Taking a quick look at her tickets, we notice a shipping problem on multiple orders - all large items shipping internationally with a third party. Knowing Jenny’s not familiar with third party shipping, we can remove these tickets from Jenny’s queue and make sure that we mark our calendar to train her on this topic before BFCM hits. ✅

All of these features in Live Statistics, Overview and Agents are designed to give you full visibility and control so you can take timely action to remove stress from work and from your team. 😅 

Still waiting to give it a try? Go to Live Statistics now ➡️

📞 Let’s get on a call to have a quick chat.
✏️ We love hearing your insights, please drop us a note here.

Gorgias Product
Customer Service Measurement
October 2021: New Gorgias Integrations

7 new apps that integrate with Gorgias

By Morgan Smith
3 min read.
0 min read . By Morgan Smith

Gorgias connects to over 70 leading ecommerce applications, giving you the power to centralize customer data in your helpdesk, perform support actions from a single place, and streamline your store’s toolkit. 

This month, we launched 7 new integrations: 

  1. LoyaltyLion
  2. Twitter (No longer supported in 2023)
  3. Call Hippo
  4. Shipup
  5. Tolstoy
  6. Autopilot
  7. Sentisum
  8. Yotpo (updates to our existing integration) 

Read on to learn how you can use these tools to help manage your store, and visit the Gorgias App Store to activate them today!

1. LoyaltyLion

LoyaltyLion is a digital loyalty framework that gives ecommerce stores innovative ways to engage and retain customers. If you're using LoyaltyLion for your loyalty program, you can connect it to Gorgias to display information next to support tickets, and reward loyalty points using Macros. 


2. Twitter

Note: Gorgias no longer supports Twitter. You can still use Facebook, Instagram, and WhatsApp in Gorgias.

Give your support team the power to provide customer service to shoppers on Twitter, without having to log into another platform or share credentials with your social media manager. View past Twitter conversations, gain cross-channel message context, and customize your replies to provide exceptional customer support.

Note: This integration is currently only available for Enterprise plans. View pricing here.


3. Call Hippo

CallHippo allows startups and businesses to buy instant local support numbers from over 50+ countries around the world. With this integration, you can create tickets in Gorgias for phone calls and SMS conversations via Call Hippo. 

4. ShipUp

Shipup follows your packages in real-time to create a seamless, transparent, and branded delivery experience. With the Gorgias integration, you can easily share shipping information with your support team, immediately notify them with a ticket in Gorgias when an incident occurs, and find customer information right next to conversations. 

5. Tolstoy

Tolstoy is an interactive video platform, helping users create meaningful and personal conversations at scale. With this integration, Gorgias users can sync their Tolstoy videos and monitor every viewer interaction as a ticket, empowering support agents to engage without ever leaving the help desk. 


6. Autopilot

Autopilot is a data and customer journey marketing platform designed for businesses who sell online. With this integration, you can now combine your Shopify and Gorgias data together seamlessly in Autopilot. You’ll not only have a single view of your customer, but you’ll be able to deliver a more personalized marketing experience and get glowing reviews from satisfied customers.


7. SentiSum

SentiSum is an automated ticket tagging engine powered by natural language processing technology. With this integration, SentiSum tags can auto-fill form fields directly in Gorgias. From there, you can implement additional automation that saves agent time and improves customer outcomes.


8. Yotpo

You can now receive Yotpo product reviews right in Gorgias and reply to them as tickets! This gives your agents visibility into how shoppers feel about your product and allows them to address concerns without ever leaving the helpdesk. Each ticket will include the review details (like score and product) and allow you to either reply publicly or privately, so you can customize the support experience. 


To add these integrations and discover more, go to the Gorgias App Store.

Apps and Integrations
Top Integrations Used By Gorgias Merchants

Top 10 Integrations Used by Gorgias Ecommerce Merchants

By Morgan Smith
6 min read.
0 min read . By Morgan Smith

Have you ever wondered how other leading ecommerce stores manage customer support, especially when they are using Gorgias? We love identifying these trends and wanted to see what integrations have been the most useful in our customers' ecommerce tech stacks so far.

In order to help you bring all your customer data in one place and offer truly exceptional, personalized support, here are the top 10 integrations being used by Gorgias customers:

  1. Email, specifically Gmail
  2. Gorgias Chat
  3. Facebook and Instagram
  4. SMS apps
  5. Klaviyo
  6. Recharge
  7. Phone, either our native solution or Aircall
  8. Yotpo
  9. Smile
  10. ChannelReply

1. Email, specifically Gmail

If you've been worried that email is becoming obsolete in the age of chat boxes and SMS support, don't be. Email is the leading support channel on Gorgias, used by 67% of customers.

This make sense. While faster, more instantaneous methods of communications are becoming common, email is still the primary channel to answer complicated support questions and send transactional messages like shipping updates, return logistics, and order/cancellation confirmations.

Of email integrations, Gmail is the leading provider with 59% of Gorgias customers having it active.

To learn more about our Gmail integration, click here.

2. Gorgias chat

Chat support is the second most common channel we see our merchants using, in order to offer real-time communication in addition to traditional emails or tickets. And thanks to our native chat integrations, it's easier than ever to launch a chat widget on your website.

57% of Gorgias merchants use our native chat integrations to offer real-time support.

‍

This allows your shoppers to talk to an agent faster, but also presents a great opportunity to implement self-service options so they can help themselves. (Our Self-Service Chat Portal can help with that!)

3. Facebook and Instagram

Managing inquiries on social media and gaining insights into the conversations happening in those communities is te next priority for our merchants.

Over 50% of Gorgias brands are integrated with Facebook and/or Instagram.

Our Facebook integrations (which also includes Instagram) allows you to manage messages, comments, ad comments, and mentions as tickets in Gorgias. This gives your agents visibility into every conversation no matter where it happens, and empowers them to reply directly to shoppers without having to log into separate platforms or coordinate with your brand's social media team.

"The Gorgias-Facebook-Shopify integration is amazing. We've stopped hunting and matching Facebook users to customer accounts on Shopify. The information we need is surfaced so we can respond better and faster. Gorgias allows us to operate both ecommerce and social commerce business seamlessly." - Guita Gopalan, Chief Revenue Officer at Ellana

Read their story here.

Nervous about the quantity of tickets that would be created from integrating social channels with Gorgias? Don't be. You can use Rules to filter out comments your team doesn't need to worry about (like comments that only consist of emojis), or even auto-assign tickets to specify agents/teams so no one has to triage the requests.

4. SMS apps

Text message marketing has become an incredible revenue generator for ecommerce brands, but it also opens another new communication channel with your customers: SMS.

In order to make the most of SMS as a marketing tool, you also need to be ready to support it when customers reply back with questions. That's where Gorgias comes in; we integrate with SMS apps to help you connect your agents with shoppers sooner and collect all customer conversations in one place.

Over 23% of Gorgias customers are integrated with an SMS tool.

The top SMS apps connected to Gorgias are:

"Working with Postscript and Gorgias gave us the leverage to keep customers close to deliver the best possible customer experience. It is super helpful to have a full view of the customer, all in one-spot." -Eli Weiss, Director of CX at OLIPOP

Read their full story here.

5. Klaviyo

The next app on our list will help you collaborate with your marketing team to create a best-in-class shopper experience, whether they are interacting with the support team or receiving the latest promotion.

Klaviyo is an email and SMS marketing app for businesses that sell online. Our integration connects the two platforms, allowing you to use the data to create better campaigns.

‍

17% of Gorgias merchants are integrated with Klaviyo.

With this integration, you can push Gorgias events into Klaviyo for advances and customer-centric email segmenting.

For example, here are some of the ways we've seen customers use the two tools together:

  • Promoting sales or new products to customers who had positive support experiences to drive upsell and revenue generation from support.
  • Excluding customers with open support tickets from promotional messaging campaigns.
  • Sending target coupons or discounts to win back customers who reported poor support experiences.

You can learn more about our Klaviyo integration or activate it here.

6. Recharge

The most common integration will help with subscription management, which is probably no surprise: Even with a great payment platform, subscription questions and transactions tend to result in a lot of support requests.

Recharge us a subscription and recurring payment platform for ecommerce sites, and helps you turn transactions into relationships.

15% of Gorgias merchants are integrated with Recharge.

Connect Gorgias and ReCharge for a simple way to manage customer subscriptions and customer service from one convenient location.

When you integrate Gorgias and Recharge, you can:

  • Display ReCharge subscriptions next to support tickets in Gorgias, to gather full customer context before replying to questions.
  • Cancel subscriptions, re-activate subscriptions, or refund a charge (either partially or totally) right from the Gorgias helpdesk.
  • Embed ReCharge data in your Macro replies to automate the most common support questions.

Click here to learn more about our Recharge integration.

7. Phone, either our native solution or Aircall

It's clear that digital support is the first priority for most of our merchants, as seen by email, chat, and social media being the top three integrations on our list.

Sometimes it's nice to have a real conversation with your customers, however, which is why phone integrations are next.

‍

12% of merchants offer phone support.

Many use our Aircall integration, which is great if you need the advanced feature a dedicated tool like Aircall provides. If you're just adding phones for the first time, we released a native phone integration this year that's helping merchants begin to offer voice support.

8. Yotpo

Beyond answering customer questions, your support team may want to engage with reviews from shoppers in order to address issues, win back unhappy customers, and interact with your biggest fans!

Yotpo, a platform for ecommerce marketing and reviews, is great for this.

Over 8% of Gorgias merchants have activated our Yotpo integration.

The integration allows you to:

  • Display customer's Yotpo data un Gorgias customer Activity Sidebar such as loyalty points, provided ratings, latest reviews, etc.
  • Manage customer loyalty plans (change point balance, assign VIP tier, honor redemptions, and send rewards) from the Gorgias sidebar.
  • Respond to a question with an answer either publicly or privately as new tickets.
  • Moderate customer reviews (product and site) and questions from within Gorgias as new tickets.
  • Request reviews from a customer.

Click here to learn more about our Yotpo integration and activate it.

9. Smile

No one knows your shoppers quite like your support team, which makes an integration with a loyalty app a natural fit! Smile.io is a favorite of Gorgias merchants, which helps you manage a reward program and build strong relationships with your newest and most loyal customers.

6% of Gorgias merchants integrate with Smile.io.

With this integration, you'll be able to see customer loyalty information right next to tickets in Gorgias, so every agent knows when they are talking to a new customer or one of your VIPs! You can also use this information to help triage tickets or separate ticket views by loyalty status (which is great for managing different levels of support SLAs).

To learn more about our integration with Smile.io and activate it for your account, click here.

10. ChannelReply

If your shop sells on public marketplaces beyond your own Shopify store, the final app on our list is a must. ChannelReply helps you manage messages from Amazon, eBay, and Walmart.

With our integration, you can then manage all those messages right from your helpdesk, eliminating the need for your agents to open different browser tabs for each platform.

Over 5% of Gorgias merchants use the ChannelReply integrations.

To learn more about ChannelReply and activate the integration for your account, click here.

And there you have it: The top 10 integrations with Gorgias in 2021! We hope this helps inspire you how you can use your helpdesk to offer exceptional, conceptual support and how to streamline the tools your store uses everyday to grow your business.

To get more ecommerce tool suggestions, check out our list of 150+ great tools. And to view all integrations with our platform, visit the Gorgias App Store.

Apps and Integrations
Gorgias Product
New Gorgias Integrations

12 New Apps That Integrates With Gorgias

By Morgan Smith
4 min read.
0 min read . By Morgan Smith

Gorgias connects to over 65 leading ecommerce applications, giving you the power to centralize customer data in your helpdesk, perform support actions from a single place, and streamline your store’s toolkit. 

This month, we launched 12 new integrations: 

  1. SMS Live
  2. Checkout Champ
  3. CallHippo
  4. Konnektive
  5. TXTFi
  6. Shopney
  7. ReturnLogic
  8. Stateset
  9. Gatsby
  10. Trustpilot
  11. ShipBob
  12. AfterShip

Read on to learn how you can use these tools to help manage your store, and visit the Gorgias App Store to activate them today!

1. SMS Live

SMS Live is an SMS texting app for Shopify and Shopify Plus. When you add this integration, you’ll see customer information from SMS Live in the Gorgias sidebar, so your agents don’t have to switch between the two applications. You’ll also be able to respond to SMS messages within the Gorgias helpdesk or switch those conversations to a different channel, such as email or phone. 

2. Checkout Champ

Checkout Champ simplifies the checkout process and makes it easy to charge for subscription services or one-click upsells. With the Gorgias integration, you can manage all of your customer interactions to include refunds, fulfillment tracking, purchase alterations, and all messaging and tickets.


3. Konnektive

Konnektive is a cloud-based CRM and order management solution that helps optimize, centralize, and automate ecommerce business processes. With this integration, you can display order information right next to tickets in Gorgias and update customer information between the two platforms. It automatically comes with 10 pre-built Macros, to help you get started right away!



4. TXTFi

TXTFi allows brands to leverage purchasing through SMS and ensures side-by-side customer support to communicate with customers in real time. With this integration, you can manage SMS conversations from TXTFi as tickets in Gorgias in order to quickly connect your shoppers with a live agent. 

5. Shopney

Shopney is a mobile app builder for Shopify and Shopify Plus that lets you build an app for your store in just one day. With this integration, the conversations that happen through Shopney’s in-app live chat can be managed in the Gorgias helpdesk for a streamlined experience for your agents. 

6. ReturnLogic

ReturnLogic helps D2C brands give their customers an easy returns process while automating workflows for their customer service and warehouse teams. With the Gorgias integration, you can embed the Gorgias Chat Box right on the ReturnLogic portal, giving shoppers another opportunity to make their return, exchange, or warranty process as smooth as possible. You can also manage these chat conversations in Gorgias and populate ReturnLogic data into Gorgias tickets. 

7. Stateset

Stateset is your single source of truth for managing your online business and automating your commerce operations. The Stateset AI Responder app uses state-of-the-art artificial intelligence and robotic process automation to quickly and accurately build data-driven responses ready for your customer service team to approve. When you connect the Gorgias integration, you can start generating intelligent and dynamic responses directly from Gorgias or from within Shopify. 

8. Gatsby

See Instagram insights when responding to tickets, track Instagram mentions and engagement for your brand, and automate valuable influencer workflows all in Gorgias. 

With the Gorgias and Gatsby integration, you can now identify when influential customers are reaching out for support and take that into account when prioritizing tickets, asking them to share positive support experiences and more.

9. Trustpilot Reviews

Trustpilot Reviews is a customer review platform. With the Gorgias integration, you can streamline review responses with machine learning and AI. Trustpilot Review data is displayed in the Gorgias Customer Sidebar, ready to be leveraged by agents to reward happy customers and help recover customers at risk of churn.

10. ShipBob

ShipBob is an ecommerce fulfillment solution for online brands. With the Gorgias integration, you can sync customer and order information associated with a specific ShipBob account into the corresponding Gorgias account. You can also display data from ShipBob in the Customer Sidebar, and use that data in Gorgias Macros to automate responses to common claims. 


11. AfterShip

AfterShip is an automated shipment tracking platform for e-commerce businesses. With the Gorgias integration, you can sync and display all customer shipment tracking data in the Customer Sidebar, allowing your agents to quickly answer questions without switching applications. 


To add these integrations and discover more, go to the Gorgias App Store.

Apps and Integrations
Instagram Interactions On Gorgias

10 Rules to Help You Efficiently Manage Instagram Interactions on Gorgias

By Morgan Smith
6 min read.
0 min read . By Morgan Smith

Instagram is really the perfect social channel for Ecommerce brands. You can show off your products, share user-generated content, and engage with your community to build brand loyalty. 

All that engagement is great, except it adds a task to your plate that quickly multiplies as your brand grows: You have to interact back. Or at least you should, if you want to capitalize on all that engagement!

Sometimes your marketing team or social media manager will handle Instagram replies, but sooner or later you’ll start to get the “Where is my order?” (or “WISMO”) question from shoppers, regardless of the content being shared. This can result in an inefficient workflow between social and support teams to communicate the question, track down an order status, and get a reply back to the customer. 

That’s why Gorgias integrates directly with Instagram (and other social media platforms), to streamline the management and interaction with top-level comments, ad comments, private messages, and replies. Instead of going back and forth between your Ecommerce platform, the social team, and the support team, you can empower your agents to reply quickly and accurately to any question that comes in, thanks to over 50+ integrations with the leading Ecommerce apps. (So all the context they need will be in one single browser tab!) 

You could even have your marketing team or social media manager help create Macros, so your support agents can use templated (and on brand) messages that speed up their replies. Getting everything centralized in a single place is the first step to providing excellent social support for your store. The next is to start automating replies to common engagements, so you can free up your agents to focus on more important conversations instead of saying “Thanks for the mention!” for the hundredth time. ‍

To help your store start managing Instagram support more efficiently, I’ve collected a list of Rules that Gorgias customers are using to engage with their shoppers, resolve questions faster, and keep their agents focused on the most important conversations. 

Here are 10 Rule ideas for more efficient Instagram support: 

  1. Auto-close tickets from giveaway posts 
  2. Auto-close all Instagram tickets
  3. Auto-tag all Instagram interactions 
  4. Auto-tag likely buyers & create a specialized view 
  5. Auto-tag interactions from influencers for VIP support
  6. Auto-tag public comments vs private messages
  7. Auto-tag Instagram tickets with questions
  8. Auto-close Instagram tickets the don’t mention support or order status
  9. Auto-tag negative comments 
  10. Auto-assign Instagram tickets to an agent or team

1. Auto-close tickets from giveaway posts

Giveaway posts are great for brand awareness, but can also result in a large increase in tickets in your help desk. To stop this from ever becoming a problem, you can set up a Rule to auto-close tickets generated from giveaway posts, based on the message content. 


In this example, we’re auto-closing tickets without the words “who,” “what,” “when,” “where,” “why,” and “how,” in order to avoid accidentally closing an actual question that your team might want to respond to. You could also customize this to close tickets that include a specific word or phrase, based on the criteria of the giveaway. I recommend working closely with your social media manager whenever a new promotion starts, to make sure your helpdesk is set up to triage tickets accordingly. 

2. Auto-close all Instagram tickets

If you want to see Instagram engagements in a contact’s message history, but not necessarily respond to them from Gorgias yet, you can auto-close any ticket generated from Instagram, that way it doesn’t fill up the open queue. 


By doing this, your agents will have the full cross-channel message history when interacting with a shopper, so they can customize the conversation and know exactly what they’ve asked in the past. 

3. Auto-tag all Instagram interactions

Tagging tickets in Gorgias is a great way to measure channel statistics and create customized Views. While your agents will always have the option to manually add tags, you can create a Rule to do the tagging automatically, that way it’s one less step in their workflow. 


Then when you go to Statistics > Tags, you’ll be able to see how many tickets are generated from Instagram during a given period, and what percentage that is of all the tickets you receive. 

Pro-tip: If you haven’t started managing Instagram tickets in Gorgias yet because you’re not sure what exactly the ticket volume would be, you can Auto-tag and Auto-close tickets in order to see the stats without conversations counting toward your plan’s ticket count yet. 

4. Auto-tag potential shoppers & create a specialized view

Prioritize the messages and comments from those most likely to purchase. By detecting message sentiment and filtering by common phrases, you can automatically tag tickets with a high purchase intent, allowing your agents to answer questions quickly or send along a discount code to speed up the purchase. 


Once you’ve set up the Rule, you can create a View to filter tickets that only contain this tag, that way your agents can easily see right in the left-hand sidebar whenever there’s a ticket from Instagram from a likely lead!

5. Auto-tag interactions from influencers for VIP support

If you work with influencers, it’s critical to reply to them right away to maximize the impact of their community. To make sure your team never misses an opportunity, you can auto-tag tickets created from the partners you’re working with based on their email address. 


Once the Rule is auto-tagging these tickets, you can also create a view to segment these messages from the others. Depending on how many partners and influencers your brand manages at a time, it may be helpful to set up one View per influencer (in which case you’d want to use separate tags), or group them all together in an “Influencers” section. 

6. Auto-tag public comments vs private messages

Whenever you reply to a ticket in Gorgias, you’ll see a small icon next to the customer’s name that signals what channel you’re replying on. If you want some extra assurance that your reps are only replying with personal details in private channels however (such as Instagram messages) you can automatically add tags to designate “public” vs “private,” so everyone can see right at the top of the ticket which type of communication it is. 

7. Auto-tag Instagram tickets with questions

Prioritize interactions that are asking your brand something, instead of just commenting with emojis. If your brand receives a lot of engagement, this can help you filter out what needs to be addressed and what can likely just be closed out (or handled by the social team). 

8. Auto-close Instagram tickets the don’t mention support or order status

If your support team is only interested in responding to the Instagram tickets that specifically mention customer service, you can auto-close everything else (and assume the brand team will take care of it). To do this, create a rule that closes tickets that do not include phrases like “order” “status” “support” or “customer service.” 

9. Auto-tag negative interactions

Escalate the tickets that have negative intent to get them a response faster. You can add keywords (or emojis) and use our sentiment detection to auto-tag negative comments, so your agents see right away what kind of ticket they’re opening. 

10. Auto-assign Instagram tickets to an agent or team

If you have a specific person who handles social media, whether that’s an agent or the social media manager, you can automatically assign tickets created via that channel to them, so those tickets never get routed to the rest of your team. 


I hope these 10 Rules help you engage with your shoppers, resolve questions faster, and keep your agents focused on the most important conversations. If you haven’t connected your Gorgias account to Instagram yet, follow this guide to get started.

Alternatively, keep reading about social media for customer service, or check out our list of the best social media integrations for your Shopify store.

Gorgias Product
Social Media
New Integration: Instagram Messages

New integration: Manage Instagram messages from Gorgias

By Morgan Smith
4 min read.
0 min read . By Morgan Smith

If your store leverages Instagram to drive sales, you know it’s important to engage with every member of your community whether they’re commenting on your posts, engaging with your Story, or sending you a message. 

Over 4,000 teams on Gorgias have been using our Instagram integration to respond to (or automate responses to) mentions, comments, and ad comments. Earlier this summer, some customers were able to also start receiving and responding to Instagram messages (but it was limited to accounts with between 1,000-100,000 followers). 

Today, we’re excited to share that there’s no longer a follower requirement to use Instagram messaging! ‍

Every Gorgias customer (with a non-legacy plan) can manage Instagram messages (including Story mentions) directly from your helpdesk, allowing you to engage with your shoppers quickly and efficiently so you never miss a conversation. ‍

Plus you’ll also be able to reply to comments with a message, giving your team the option to turn a public conversation into a 1-1 chat. 

Customers who were able to start using this feature early have already replied to over 300,000 messages and Story mentions. In fact, about 2% of tickets in Gorgias are Instagram messages! 

It’s clear our customers love using Instagram to engage with their communities and drive sales, which is why we’re so excited to open this channel up for all of our merchants regardless of their follower count.

Related: Our list of the best social media apps for Shopify. ‍

To get started, you’ll need to make sure you have the "Allow Access to Messages" setting active in Instagram.

You can do this In Instagram Business Messenger by going to Settings → Privacy → Messages and setting the toggle to active. 

Once that’s done, go to the Integrations tab in your Gorgias helpdesk and select “Facebook, Messenger & Instagram.” 

Click the green “Reconnect” button to refresh your settings, and then you’ll be able to enable “Instagram Direct Messages” in the checkboxes. 


This will connect Messages and Story mentions to Gorgias, allowing you to reply directly from the helpdesk and see previous conversation history (so your agents have all the information they need right in one place). 

The following video will show you how to get started, along with some common troubleshooting tips. 

If you’re managing a lot of customer support conversations on Instagram, it may be helpful to set up views for each type of interaction. For example, you could have a view for Instagram comments, another for Instagram Messages, and a third for Instagram ad comments. 

You can also use Rules and Macros in Gorgias to reply even faster (or automate conversations entirely!) in order to free up your agents to focus on more important conversations. 

Here are a few ideas to get you started!‍

1. Create a Macro sending a message to say “Thanks for the mention!” ‍

If you have customers that love to tag your brand or products in their own posts, an easy way to continue building brand loyalty is to send a quick “thank you.” To save your agents time, you can create a Macro they can re-use anytime you get a Message that you’ve been mentioned in someone’s story or post. 

2. Adding tags to track Instagram Story mentions‍

If you want to track how often your brand is mentioned in Instagram Stories, you can tag tickets that come in from the Messages channel with “Mentioned you” in the message body. 

By creating a Rule to do this, you can automate this process so it doesn’t add any extra time or steps into your agents workflow, but gives you powerful insights. 

3. Creating a Rule to auto-reply to Instagram messages outside of business hours 

If you don’t want to reply to messages 24/7, it may be helpful to create an auto-response to set some expectations outside of your business hours. 

You can easily do this with a Rule, and even encourage your followers to go somewhere else in the meantime, such as your website, a specific landing page, or even a partner account!

Hopefully this gives you some inspiration on how you can start using Gorgias to engage with your Instagram community without increasing the workload on your support agents. And if you're interested in messaging customers directly, check out our social media and SMS features. With social media for customer service, you can interact with customers on platforms like Instagram or Facebook. And with SMS for customer service, you can enable texting for your most on-the-go customers.

Related: Lean how Gorgias customer Berkey Filters launched SMS and drove incredible customer adoption to this new, faster channel.

To start simplifying management of your messages, comments, and mentions, get started with Gorgias and add the Instagram integration today!


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Gorgias Is SOC-2 Type II Certified

It’s Official: Gorgias is Now SOC 2 Type II Certified

By Camille Savary
1 min read.
0 min read . By Camille Savary

When you use Gorgias, we know that you’re putting your trust in us. That’s why we hold our commitment to your security as our highest priority and safeguard your data with full transparency. Our security policy contains penetration testing, incident response plan, data lifecycle, comprehensive system status live report, and more.

We're thrilled to share that Gorgias is Service Organization Control (SOC) 2 compliant for Type 2. This achievement follows our numerous investments in platform security over the years as part of our goals to secure customer data. 

An independent auditor conducted a thorough audit of our servers, systems, and products over six months. They verified that our information security practices, policies, procedures, and operations meet the thorough SOC 2 standards for security.

2022 update: We're happy to share that we renewed our SOC 2 Type 2 certification to continue protecting our customer data.

This industry-wide recognition serves as our reassurance that your data is managed in a controlled and audited environment. 

What is SOC 2 Type II Compliance?

Developed by the American Institute of CPAs (AICPA), SOC 2 defines criteria for evaluating how well a company manages customer data and ensuring a set of security controls are in place. A SOC 2 report is unique to each organization because it’s in line with specific business practices. 

Source: AICPA

There are two types of SOC 2 reports: Type I and Type II. Type I checks if a system can handle issues like data breaches. Meanwhile, Type II examines how the system works and how effective it is to protect data against security threats.

What Does Our SOC 2 Type 2 Compliance Mean for You?

Our completion of the SOC 2 Type II audit is our testament to the fact that we always prioritize your data security and privacy. We appreciate your trust in us and strive to strengthen this trust in the long term. 

You can be sure that:

  • The data you share with Gorgias meets the AICPA standards for security. That goes for your personal information, ticket inquiries, customer data, and the like. 
  • Your data is protected with procedures and controls to assess, minimize, and eliminate risks and vulnerabilities. 
  • We always conduct ongoing monitoring of features and processes across our platform to maintain security. 

What’s Next?

We hope our successful SOC 2 Type 2 helps you rest easy knowing that your data in Gorgias is secure. But this update is only the latest milestone in delivering our commitment. We’re continuing to improve our security control and data privacy practices for all merchants. To learn more about our security policies, visit our security page or contact us at support@gorgias.com.

Gorgias Team
Yotpo Integration

Increase Retention and Reward Your Super Fans with Yotpo + Gorgias

By Chris Lavoie
2 min read.
0 min read . By Chris Lavoie

With visibility into product reviews right in the Yotpo widget in Gorgias, your support agents will know right away if they're talking to someone who didn't love their last product, or someone who is a big fan of your brand. This knowledge will help you customize the conversation for the best experience possible.

You can now see the customer review history right in Gorgias
"At OLIPOP, we’re always looking to have a holistic view of the customer to be able to offer the best possible experience. Having the ability to see their most recent reviews within the Gorgias platform is a total game-changer. " - OLIPOP, Director of Customer Experience, Eli Weiss

How to make the most of this integration

You can use Gorgias macros to quickly respond to customers that leave 5-star reviews to build brand loyalty. You can also create macros for customers who leave negative reviews to ensure their concerns are properly addressed, and send them a discount code to help rebuild trust!

By looking at the shopper's review history, your support agents can also quickly shift from just offering customer service to acting as members of the sales team. They can recommend products that are either similar to something the customer previously loved, or different than something they had a bad experience with.

"Gorgias clearly understands the needs of customer service agents, and with this new feature is working towards making all the day-to-day tools accessible from one tab, making work even more agile and with less distractions. We're particularly excited about the ability to understand customer sentiment from the get go, and how we can better approach our users based on the feelings they have shared about their past TUSHY purchases. If we see they are a super fan, we can go heavy on the butt puns, but if they've had a less than stellar experience we will aim to make up for it in our subsequent conversations, and even address things they don't directly mention! We're excited to see how this feature will help us deepen our genuine human connections. " - TUSHY, Director of Customer Experience, Ren Fuller-Wasserman

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