Systems Stack
Support: when to stay lean, when to install, when to build.
Gorgias, Zendesk, Re:amaze, or email. When to stay lean, when macros and order lookup matter, and when to build self-service in the theme.
Last updated: September 10, 2026
Gorgias prices by ticket volume with unlimited seats. Zendesk and Re:amaze price per agent. Keep that in mind reading the numbers below, they're two different bills to budget for.
| Band | Install / use | Skip | Replace with |
|---|---|---|---|
| $50K/year | Gmail/Outlook + Shopify Inbox | Gorgias, Zendesk, Re:amaze | Theme order-tracking page |
| $250K/year | Gorgias or Zendesk | Complex multi-tier escalation | Self-service lookup in theme |
| $1M/year | Gorgias/Zendesk + Flow | Helpdesk only for WISMO | Theme portal + proactive Flow |
Support stack at $50K/year
Install: Nothing. Use Gmail or Outlook. At $50K/year (roughly 100–200 orders/month), you're getting 20–50 support emails a week. That's 3–7 per day. Use a shared inbox (support@), Gmail labels or Outlook folders, and canned responses. Total cost: $0. Time cost: manageable for one person.
Add: Shopify Inbox (free, native). For live chat widget on the site. Handles "where is my order" and "is this in stock" questions in real-time. It's free, lives in Shopify admin, integrates with Shopify orders, and now includes Shopify Magic AI-suggested replies for common questions, still no seat cost. Pair with Gmail for async email support.
Skip: Gorgias, Zendesk, Re:amaze. Gorgias's entry tier is cheap on paper (around $10/month for 50 tickets), but Zendesk and Re:amaze both charge per agent (Zendesk from roughly $19/agent/month, Re:amaze from $29/agent/month), which adds up fast for a two-person team. At 3–7 emails a day, none of it beats free Gmail. The ROI doesn't exist yet. Stay lean.
Kill signal: You're copying and pasting the same 3 answers every day. If 50% of your emails are "where is my order," build a self-service order tracking page in the theme (customers enter email + order number, see status). Cuts WISMO tickets by 40–60%. Or keep using Gmail. It's still cheaper than a helpdesk at this band.
Support stack at $250K/year
Install: Gorgias (roughly $360/month at this ticket volume) or Zendesk (from $19–$55/agent/month). At $250K/year (500–800 orders/month), you're getting 100–200 tickets a week, 400–800 a month, which is past Gorgias's $60/month tier (300 tickets) and into its $360/month Pro tier (2,000 tickets). You need macros (saved responses), team collaboration (assign tickets), and native Shopify order lookup (see customer's orders in the ticket view). Gorgias is built for Shopify: shows orders, Klaviyo emails, subscriptions, unlimited seats. Zendesk is general-purpose, per agent, takes longer to set up, works if you sell on multiple channels (Shopify + Amazon + wholesale).
Add: Self-service order lookup page (theme code). Build a "Track Your Order" page in the theme. Customer enters email + order number (or just email if logged in), sees order status, tracking link, estimated delivery. This is Liquid plus Shopify's Order Status page and Customer Account API. Cuts "where is my order" tickets by 30–50%. We build this as part of storefront work. Dev time: 4–8 hours.
Skip: Complex workflows and escalation rules. If you're building multi-tier escalation (Level 1 → Level 2 → Manager), you're over-engineering. At this band, 1–2 people handle support. Use macros and tags, not escalation automation.
Kill signal: 40% of tickets are "where is my order." If WISMO tickets dominate, you need self-service order lookup. Either build a tracking page in the theme or use Gorgias's self-service portal (extra $). Theme-based tracking is faster and cheaper (one-time dev vs monthly fee).
Support stack at $1M/year
Install: Gorgias ($360–$900+/month, by ticket volume) or Zendesk ($55–$115/agent/month). At $1M/year (2000–3000 orders/month), you're running a 3–5 person support team generating enough tickets to land on Gorgias's Pro or Advanced tier, not a bigger team meaning a bigger Gorgias bill, ticket volume is what moves the price. You need macros, SLAs (response time targets), automation rules (auto-tag, auto-assign), reporting (response time, resolution time, CSAT), and integrations with Shopify, Klaviyo, subscription apps, and your 3PL. Gorgias is standard for Shopify at this band. Zendesk works if you're omnichannel (Shopify + Amazon + wholesale + B2B), priced per agent so a 5-person team runs $275–$575+/month depending on tier.
Replace with theme code: Self-service tools (order lookup, returns, FAQ). Build order tracking, return request forms, and searchable FAQ into the theme. Customers log in (or enter email), see order status, request returns, search common questions. This cuts ticket volume by 40–60%. Most "where is my order" and "how do I return this" tickets disappear. Dev time: 1–2 weeks for full portal.
Replace with Flow: Proactive ticket deflection. Use Shopify Flow to send proactive emails before customers ask: "Your order is delayed" (if fulfillment date passes), "Your refund was issued" (before they email asking). Send via Klaviyo or Shopify Email. Customer never emails you. Flow is free, Klaviyo sends the email.
Kill signal: You're on Gorgias Advanced ($900/month) and 60% of tickets are "check order status." If most tickets are WISMO, build a self-service portal in the theme. One-time dev cost ($2K–$5K) vs the difference in Gorgias fees. You still need Gorgias for complex tickets (refund disputes, damaged items, etc.), but if ticket volume drops 50–60%, you drop a tier too, from Advanced ($900/month) down to Pro ($360/month) or lower.
Or replace entirely: Custom support portal (theme + metafields + Flow). If you're paying $900+/month for Gorgias, consider building custom: order tracking, return requests, live chat (Shopify Inbox or custom), ticket submission form (saves to metafields or sends to email), FAQ search. This is 2–4 weeks of dev work. Only worth it if Gorgias cost is high and ticket complexity is low (mostly WISMO, returns, FAQs). Complex tickets (refund disputes, fraud) still need human review.
WISMO is the job
Kill signal: 30–40%+ of tickets are "where is my order?" and you're paying a bigger helpdesk bill for it, whether that's ticket-volume overage on Gorgias or another seat on Zendesk. Build order-lookup / tracking in the theme or account page before buying more of either.
At $50K: Email + Shopify Inbox / shared inbox. At $250K: Gorgias (or similar) when macros and Shopify order context pay for themselves. At $1M: Helpdesk + self-service theme tools so humans aren't the tracking page.
When to call us
We build self-service order lookup, return request forms, and FAQ pages in the theme. We also wire Flow automations that deflect tickets before they arrive. Storefront, business automations, and email. A project or a retainer.
Straight answers.
Not at $50K/year. If you're getting 20 support emails a week, use Gmail or your existing email. At $250K+, macros, order lookup, and team collaboration justify Gorgias or Zendesk.