Our approach: Through our own testing and client feedback, we gathered these comparison points to reflect not just product specs but how these tools perform in practice from an end-consumer perspective. This guide was put together by our product and commercial team who is exposed to the market on a daily basis.
We strive to be as honest as humanly possible and tell you where we don't have enough information to compare. We don't shy away from introducing direct competitors publicly, because we believe that if you run an underwear or swimwear business, Brarista is the most complete and helpful AI solution available. If you spot anything that needs clarification or updating, we welcome your feedback. This guide was last reviewed in April 2026.
Why lingerie retailers
choose Brarista over Gorgias
Gorgias automates customer service support, but that is not lingerie's #1 problem
Gorgias was built to reduce operational burden and drive revenue through support automation.
But Gorgias was never designed to address the root cause of returns in lingerie: incorrect bra sizing. A tool that draws its intelligence from help centre articles, Shopify product data, and brand-written rules cannot recognise that only 10% of lingerie size charts are accurate to begin with. Reducing operational burden does not solve a problem that starts at the product level.
Brarista brings two layers of intelligence that fill that gap. A baseline of specialist lingerie knowledge built over years and co-created with professional fitters, which exists independently of anything your brand provides. And a brand-specific layer built during onboarding, where our team consults directly on your size chart, product catalogue, and fit logic to identify inconsistencies before they ever reach a shopper. One informs the other.
20k+
real fit records
Bella Trang Ngo
Some items chosen for you
Lace Bralette
AI Recommended Size:
32DD
Lace Bra
AI Recommended Size:
80C
Band Size
30
32
Cup Size
DD-F
FF-G
Fit Preference
Full Coverage
Breast shape
Asymmetric Breasts
Boutique fit-by-eye expertise vs. ecommerce support intelligence
Gorgias answers a sizing question the same way it answers a delivery question: by finding the most relevant information it has been given. For lingerie, that produces surface-level answers.
Brarista's fitting logic is anchored to the fit-by-eye standard used in specialist boutiques. It runs through both the conversational flow and an integrated visual fitting quiz, accounting for variables that product data cannot capture: breast shape, projection, tissue fullness, sister sizing, and life stage. Knowing a shopper is a 34D tells you very little about which bra will actually work for them. That distinction is built into Brarista's core logic.
Conversational AI that answers "will this fit me?", not just "what should I buy?"
Gorgias's Shopping Assistant drives revenue through product education and recommendations, surfacing information from your existing product data. Brarista does this too, but for lingerie, driving revenue from a conversation requires first solving a more specific question: "will this fit me?"
Shoppers who are not confident in their fit are 67% more likely to abandon their cart. Brarista is built specifically for that moment. AI-recommended sizes and fit notes sit directly on product cards, giving shoppers specific guidance rather than a size chart to interpret. "Best for" tags surface body-specific compatibility on product pages, generated from Brarista's specialist knowledge base rather than your product descriptions. Fit confidence comes first. Revenue naturally follows.
Halterneck Friendly
Narrow Shoulders
Suitable for Short Breast Root
Friendly for Prominent Nipples
Fit philosophy
Processes
Tone of voice
Past fit &
sales data
Brarista size
mapping tech
Brarista AI
You configure Gorgias. We configure Brarista for you.
Setting up Gorgias's AI agent means connecting your help centre, writing brand guidance, uploading documents, defining rules, and refining the AI over time as it learns. That assumes your team has both the capacity and the specialist knowledge to do it well - and in lingerie retail, neither is a given.
Most customer service teams are not trained bra fitters, and there is rarely a designated person to monitor and refine an AI system over time.
Brarista was built with this in mind. Onboarding is handled by our team, not yours. After consulting with your team, we build the fitting logic, the customisation, and the ongoing quality review, so the tool improves without the burden falling on your side.
Brarista can be a standalone, but it is also built to fit seamlessly into your existing stack
For some lingerie retailers, Gorgias and Brarista are not an either/or decision. Gorgias handles the operational layer - order management, returns, omnichannel support - while Brarista handles the specialist layer that Gorgias was not built for: fit, sizing, and the high-friction moment at the product page.
Replacing your existing setup is not always the right answer, and Brarista does not ask you to. Brarista exists in different formats so you can choose what fits your setup. When LOU came to us with an existing customer service setup they wanted to keep, we introduced the Mini Chatbot at the product page level only, acting as a specialist fitter beside every product without disrupting anything else. You can read about that here.
Fitting expertise
Product recommendation intelligence
UX optimisation and customisation
Customer service and operations
Analytics and reporting on ROI and end customer metrics
Lingerie-specific insights: size distribution, sizing habits, demographic sizing systems
Daily summary emails sent to your inbox & weekly human quality review
Ongoing quality review and optimisation handled for you
Requires ongoing refinement from your side
Technical integration
100% handled by us
Mostly DIY
Pricing
£££
Comparable
Our previous Gorgias chatbot wasn't as personalised and the Brarista solution came with a development option to train the chatbot better than we can using their expertise from other brands. This was a real value add for us.
The depth of sizing answers was unexpected - things like international conversions is something I would not have expected. This is a great surprise and great customer experience for our international customers as well.
Priya Downes
Founder of Nudea
AI Customisation
Share your product catalog and customisation requirements with us to tailor the experience to your brand.
Demo & Integration
While we integrate the AI into your site, you can test the demo with your team and VIPs. We’ll gather feedback and fine-tune the solution.
Launch - or money back!
We'll launch and monitor the first 3 months on a daily basis to make sure everything works. And if we don't go live due to our technical limitation - it's full refund on the onboarding fees!