Markets

What a market is

A market is a version of your team: one country, one storefront, one brand. Each market can carry its own language, its own brand name, its own opening hours, its own reply address and its own extra instructions for the AI.

If you sell in Denmark and Sweden under the same name, that is two markets. If you run two brands out of one support team, that is also two markets. Every conversation belongs to exactly one market, and a lot of what the customer ends up experiencing follows from which one it landed in.

One market means the system is off

A team with a single market is not really using markets. Every conversation is assigned to it automatically and no rules are evaluated at all.

That is deliberate rather than a shortcut. It means the day you add a second market, your history is already sorted and you only have to think about the new one.

How a conversation gets its market

From two markets onwards, four things can decide it, and they are tried in this order.

• Single 1️⃣ Only one market exists, so it gets assigned with no questions asked.
• Rule 📐 Each market can carry conversation rules. The first market whose rules match the conversation wins. Markets with no rules at all are skipped rather than treated as a catch-all.
• Fallback 🪂 No rules matched, so the conversation is given the team's default market. This is written to the conversation log, so you can always tell a real match from a fallback.
• Language 🗣 Once the AI has detected the language, a conversation that fell back to the default is moved to the market whose language matches.

Note: Language refinement only rescues conversations that landed on the default market by fallback. If a rule put the conversation somewhere, a detected language never overrides it. A wrong rule stays wrong, which is exactly why the rules are worth getting right.

What a market actually changes

This is the part worth understanding, because it explains most "why did it say that" questions in a multi-country setup.

• Brand name 🏷 Set a local brand name and the AI uses it instead of the team name, both in replies and in automatic translations. Useful when the same company trades under a different name in another country.
• Language 🌍 The market's language is what the AI prefers when the customer's own language is unclear. It never overrides a customer who clearly writes in something else.
• Agent instructions 📝 Free text that is added to the AI's instructions only for this market. Shipping partners, local return windows, a phrase you must or must not use in that country.
• Order ID example 🔢 An example of what an order number looks like here, for instance #1001 or ORD-123456. The AI is shown this when it asks a customer for an order number or looks one up, so it asks for the right shape.
• Opening hours 🕘 Business hours can be set per market, with the team's hours as the fallback. That is what makes "we are closed right now" correct in every country at once.
• Reply address ✉️ Email identities can be tied to a market, so replies go out from the local address rather than a single shared one. Team-wide addresses still work everywhere.
• Phone pronunciation 📞 A market can override how text to speech pronounces the brand name, so the voice agent does not read a Danish brand with an English mouth.
• Help center 📚 A market can serve its own help center on its own domain.

Knowledge and product lookups also happen with the market in context, so the AI is working from the right catalogue rather than everything you sell everywhere.

Setting one up

Go to Settings, then Markets, and add one. The fields worth a moment's thought:

• Name is internal. Use whatever your team says out loud: "Denmark", "Sweden", "DE wholesale".
• Emoji shows up next to the name everywhere in the product. A flag makes the helpdesk far quicker to scan than a list of words.
• Language is optional but does real work. It is both the preferred reply language and the hook that language refinement uses.
• Default market is a toggle, and only one market can hold it. Set it. Without a default, a conversation that matches no rule ends up with no market at all.
• Conversation rules decide what lands here. See below.

Writing assignment rules that hold

Use the signal that cannot lie. The address the customer wrote to, the domain the chat was opened on, the store the order came from. These are facts about where the message arrived, and they do not change with how the customer happens to phrase things.

Do not route on language alone. Plenty of Danes write in English and plenty of Swedes read Danish. Language is a good tie-breaker, which is exactly the job the fallback refinement already does for you. It is a poor primary rule.

Keep rules from overlapping. When two markets both match, one of them wins and which one is not something you control. If you find yourself reasoning about ordering, the rules are too loose. Make each one describe a condition only that market can meet.

Leave the default market's rules empty. A market with no rules is skipped during matching, which is what you want: it catches everything through the fallback instead of competing with the real rules.

Where markets show up elsewhere

Once markets exist, they become a dimension you can work in across the product.

• In the helpdesk, a conversation shows its market and you can change it by hand when something was assigned wrongly.
• SLAs can be scoped to a market, so a country with a smaller team can carry a longer response target.
• Auto Closer runs can be filtered by market when you want to see what was closed in one country.
• Reporting can be broken down by market, which is usually the first honest answer to "is the AI working better in some countries than others".

Good habits

Add the second market before you need it. The work is mostly in deciding the rules, and that is easier to think about calmly than during a launch week.

Check the fallback rate. A steady stream of conversations landing on the default market by fallback means a rule is missing, not that customers are being unusual.

Keep market instructions market-specific. Anything true for the whole company belongs in your general AI instructions. When the same paragraph is copied into five markets, it is in the wrong place, and you will eventually update four of them.

Set the order ID example everywhere. It is a single field and it is the difference between the AI asking for "your order number" and asking for "your order number, for example #1001".