Groove vs Gorgias (2026)

TL;DR

• Pick Groove if you run a general SMB or B2B support team and want a simple, affordable shared inbox with smart automation and no ecommerce baggage.
• Pick Gorgias if you sell on Shopify and want agents acting on live order data — refunds, edits, discounts — straight from the ticket.

Pricing

These two price on completely different models, which makes head-to-head math tricky. Gorgias charges by monthly ticket volume rather than per agent: Starter begins around $10/month for a small ticket allotment, and Pro plans climb to roughly $360/month as volume grows. That suits seasonal ecommerce spikes but can scale up fast if overages aren't watched, and its AI Agent is billed separately per automated interaction. Groove doesn't publish pricing publicly, so you'll need a sales conversation — but its model is oriented toward growing teams rather than transaction volume, so headcount, not ticket count, drives your cost.

Ecommerce and Shopify

This is the heart of the comparison. Gorgias is purpose-built for Shopify merchants: agents see full order history and can cancel or modify orders, issue refunds, and apply discounts without leaving the helpdesk, and it ties support conversations to revenue attribution. Groove has no such commerce-native layer — it integrates with tools like Stripe, Salesforce, and HubSpot, but it treats support as support, not as a sales surface. If your queue is dominated by "where is my order" tickets, Gorgias is built for exactly that. If your support has nothing to do with a storefront, that depth is wasted.

AI and automation

Both lean on AI, but toward different goals. Gorgias's AI Agent aims to autonomously resolve routine ecommerce inquiries — order status, returns — with vendors citing high instant-resolution rates, priced as a per-interaction add-on. Groove's AI is assistive: sentiment analysis, suggested replies, and auto-tagging that help human agents move faster rather than replacing them outright. Groove also offers rule-based routing, collision detection, and SLA tracking that B2B teams with service commitments will appreciate.

Channels and fit

Gorgias unifies email, chat, Instagram, Facebook, TikTok, SMS, and voice — a channel mix tuned to consumer brands. Groove consolidates email, live chat, and social into a tidy, low-clutter queue aimed at teams graduating from forwarded emails. Groove fits startups and mid-size companies that value approachability; Gorgias fits DTC and multi-channel retailers living inside the Shopify ecosystem.

Bottom line

The decision is almost entirely about your business model. If you run a Shopify store and want support and sales working together, Gorgias will likely pay for itself and Groove won't compete on commerce features. If you're a general support team — SaaS, services, B2B — Groove gives you a cleaner, simpler tool without paying for ecommerce machinery you'll never touch. Teams on BigCommerce, WooCommerce, or custom platforms should weigh Groove or another general-purpose option before committing to Gorgias's Shopify-centric design.