Zapier
Automation platform to connect apps and automate workflows
What it does
Zapier connects 7,000+ apps by wiring "when X happens in App A, do Y in App B" without code. Triggers, actions, filters, formatters, paths (if/else branching), delays, schedules, webhooks. Newer additions: Tables (a lightweight database for state), Interfaces (simple UIs), Canvas (workflow diagramming), and AI (add ChatGPT/Claude steps to any workflow, run a summarizer or classifier mid-flow). It is the standard glue layer between SMB SaaS tools. Slower and pricier than Make on complex workflows; faster and easier for anyone starting out.
Free tier
Yes
Starts at
$20/mo
Setup
medium
Key features
Integrates with
Google Sheets, Slack, Gmail, Salesforce, Shopify, 6000+ more
Who this fits
- SMB owners connecting the tools they already have (CRM + email + calendar + Slack)
- Marketing ops wiring lead-capture forms into CRM into Slack notifications
- Ecommerce running order-triggered flows (Shopify → email → shipping → accounting)
- Agencies wiring client stacks together without a developer
- Trades and service businesses wiring Jobber/Housecall into QuickBooks/Slack/email
- Anyone who wants automation without learning a workflow builder deeply
Who it does NOT fit
- Deep multi-step workflows with loops and complex data manipulation (Make is stronger, cheaper at volume)
- Enterprise iPaaS needs (Workato, Boomi)
- Real-time data pipelines (needs a message queue and code)
- Cost-sensitive users at high task volume (Make gives more tasks per dollar; n8n self-hosted is free)
- Anyone whose workflow needs custom auth or unusual API handling — Zapier's opinionated actions can get in the way
Pricing
Real gotchas
- Every step is one task. Multi-step Zaps at volume eat quota fast — model your monthly task count before committing to a tier
- Zaps run on Zapier's schedule (as fast as 1-minute polling on Pro, instant on webhooks). Not real-time by default
- "Premium apps" (Salesforce, some ERP tools) are restricted to higher tiers
- Silent failures happen. Set up "Zap turned off" and error notifications, and review your task history weekly
- No native loop over an array — you have to hack it with Formatter or move to Make
- Data storage is thin. Tables help but this is not a database
- API rate limits on the destination app can throttle Zaps unexpectedly
Integrations that matter
Otto’s take on this tool
Recommend Zapier when: user needs to connect 2+ tools and does not code. Almost universal fit — safe to recommend for any SMB stack. Pairs with the CRM, form, email, and Slack the user already has. Do NOT recommend as the primary tool if the user needs deep custom automation, is cost-sensitive at high task volume, or wants a self-hosted solution. If the user's automations are simple (single trigger, 1-3 actions), Zapier is the answer. If they are complex (branching, loops, data transformation, low cost per action), Make is the better pick. Always warn about task counting on multi-step Zaps and recommend error notifications from day one.
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