The short answer
Zapier is the simplest and quickest to set up, and suits one or two straightforward connections between well-known apps. Make (formerly Integromat) does the same job but handles more complex, branching workflows for a lower running cost once you're past the basics. A custom integration, built directly against each system's API, is worth the extra cost only when you're moving a lot of data, need it to be reliable at scale, or need logic that off-the-shelf connectors simply can't do. Most small businesses start with Zapier or Make and only need custom code once they've genuinely outgrown both.
What each one actually is
Zapier connects two or more apps using pre-built triggers and actions: "when a new row appears in this spreadsheet, send this email." It supports thousands of apps out of the box and is the easiest to learn, with a visual, step-by-step builder.
Make does a similar job but with a visual canvas that shows the whole workflow as a diagram, including branches, filters and loops. It's a bit more technical to learn than Zapier but can do more per workflow, and its pricing is based on the number of operations rather than the number of separate automations, which often works out cheaper for busier workflows.
A custom integration means code written specifically to connect two or more systems through their APIs, built and hosted for your business rather than running through a third-party platform. This is the option when the connection needs to run constantly, handle a high volume of data, include business logic too specific for a connector tool, or avoid the monthly subscription of a platform entirely.
Comparing them side by side
| Zapier | Make | Custom integration | |
|---|---|---|---|
| Best for | One or two simple, well-known app connections | Several steps, branching logic, higher volume | High volume, bespoke logic, or long-term cost control |
| Setup time | Hours | A day or two | Weeks |
| Technical skill needed | Low | Moderate | Developer required |
| Ongoing cost | Monthly subscription, scales with use | Monthly subscription, often cheaper at scale | One-off build, lower or no ongoing platform fee |
| Flexibility | Limited to supported apps and actions | Wider, with custom logic and filters | Unlimited, built to your exact need |
| Who maintains it | You, with no code | You, with some learning curve | Needs a developer for changes |
| Typical small business use | Form to email, new lead to spreadsheet | Multi-step quote-to-invoice-to-CRM workflows | Syncing a bespoke system, high-volume data moves |
How to choose
Ask yourself these questions in order:
- Does the app I need already exist in Zapier or Make's library? If both of your systems are well-known (Xero, Google Sheets, Mailchimp, HubSpot and similar), you almost certainly don't need custom code.
- How many steps does the workflow have? One trigger, one action: Zapier is fine. Several steps with conditions and branches: Make is usually the better fit and often cheaper at that complexity.
- How much volume are we talking about? A few dozen automations a month costs very little on either platform. Thousands of transactions a month is where platform fees start adding up, and a custom integration can become cheaper over a year or two.
- Is there logic a connector can't express? Complex pricing rules, multi-way conditional routing, or anything that needs to query your own database, usually needs custom code.
- Does it need to be rock solid? Connector platforms are reliable for typical volumes, but if a failed sync would cause real damage (missed orders, wrong stock levels), a custom-built integration with proper error handling and alerts is worth the extra cost.
If you're earlier in the process and still working out which admin tasks are worth automating at all, our guide to 10 admin tasks small businesses can automate this month is a good starting point.
What this costs in practice
Zapier and Make both have free tiers for testing, then paid plans based on how many automations or operations you run each month; check current pricing on their sites, since both change their plans from time to time. The setup itself, if you do it yourself, costs nothing but your time; if you'd rather it was built properly and tested, a single automated workflow set up for you starts from £350 as a guide price, with more involved multi-step workflows or integrations connecting several systems scoped individually. A custom integration is a different kind of project entirely, closer to the custom software work covered in our guide on off-the-shelf or custom software and in how much a custom app costs in the UK, and is priced after understanding exactly what needs to connect and how much it needs to handle. See pricing for our current guide prices either way.
What to watch out for
- Don't build on a personal account. Set up Zapier, Make or any automation under a business account with shared access, so it doesn't stop working the day someone leaves.
- Watch the operation count. Make and Zapier both charge based on usage, and a workflow that runs every few minutes can rack up a bill you didn't expect. Check how often a "zap" or "scenario" actually needs to run.
- Add error notifications. Both platforms can email you if a step fails. Turn this on, or a broken automation can quietly stop working for weeks before anyone notices.
- Keep a manual fallback for anything critical. If an automation sends order confirmations, make sure there's still a way to check orders went out, especially in the first month.
- Don't connect more than you need to. Each additional connected app is another thing that can break if that provider changes its system; connect only the systems that genuinely save you time.
If you'd rather not do this yourself
We can tell you honestly, after a quick look at what you're trying to connect, whether Zapier, Make or something custom-built is the right fit, and set it up properly either way. Visit our workflow automation service, or start your project to get a fixed quote after a free 30-minute call.
Frequently asked questions
Is Make cheaper than Zapier?
It depends on volume and complexity. Zapier tends to be simpler and quicker for one or two basic automations. Make's pricing, based on operations rather than separate automations, often works out cheaper once a workflow has several steps or runs frequently. Check current pricing on each platform, since both change from time to time.
Can Zapier or Make replace a developer entirely?
For most everyday admin automation, yes. Where they fall short is complex business logic, very high transaction volumes, or anything that needs to talk to a bespoke internal system that doesn't have a ready-made connector.
What happens if the connected app changes its system?
Zapier and Make both maintain their library of app connections and generally update them when a provider makes a change, though occasionally an integration breaks and needs re-authorising. This is one advantage of a custom integration: you control when and how it changes.
Do I need technical knowledge to use Make?
Not programming knowledge, but it's less immediately intuitive than Zapier. Most small business owners can learn the basics within a few hours, and we can also set the first few workflows up for you so your team just uses them.
How do I know if I've outgrown Zapier or Make?
Common signs are frequent failures when a workflow gets complex, a monthly bill that's grown far beyond what the automation is worth, or a piece of logic you can't express no matter how you arrange the steps. At that point, a custom integration usually pays for itself.
Can I start with Zapier and move to custom later?
Yes, and it's a sensible way to do it. Starting with a connector tool proves the automation is worth having before you spend more on a bespoke build, and the lessons from the first version usually make the custom build faster.