Comparison · Automation Platforms
Zapier vs Make: which is better for small business?
Both tools connect your apps and automate workflows. Zapier is simpler and has more integrations. Make (formerly Integromat) is more powerful and cheaper. Here's how to pick the right one without overthinking it.
01 · Quick Verdict
The short answer, before we get into the details.
Zapier if you want simplicity and the widest app library. Make if you want power and lower costs. Both are good tools. the right one depends on how you work and what you're automating.
| Category | Zapier | Make |
|---|---|---|
| Best For | Beginners, simple automations, rare app connections | Power users, complex workflows, budget-conscious teams |
| Starting Price | Free (100 tasks/mo). Paid from $19.99/mo | Free (1,000 ops/mo). Paid from $9/mo |
| App Integrations | 8,000+ | ~2,000 |
| Learning Curve | Low. pick trigger, pick action, done | Medium. visual builder takes time to learn |
| Our Pick | Great starting point for most small businesses | Better long-term value if you're willing to learn |
02 · Zapier
Zapier. what you need to know.
The market leader. Simple, broad, and well-documented. They've had over a decade to build integrations with basically every app you've ever heard of.
Zapier has been around since 2011 and it shows. in a good way. If you need to connect two tools, Zapier probably supports both of them.
The free plan gives you 100 tasks per month with single-step Zaps. That's enough to test the waters, but you'll hit the limit fast if you're running a real business. Paid plans start at $19.99/month for 750 tasks with multi-step Zaps.
Zapier recently added AI features that let you describe what you want in plain English and it builds the Zap for you. It's not perfect, but it makes getting started genuinely faster.
- Massive app library. 8,000+ integrations. If a tool exists, Zapier probably connects to it. This is their biggest advantage, period.
- Easiest to learn. The "if this, then that" logic is intuitive even if you've never automated anything. Pick a trigger, pick an action, test it, turn it on.
- Great documentation. Their help docs, templates, and community are the best in the space. You can find a tutorial for almost any use case.
- AI Zap builder. Describe your workflow in plain English and Zapier will draft it for you. Not always perfect, but a huge time-saver.
- Gets expensive at scale. Task-based pricing means every step of every automation counts. A 5-step workflow uses 5 tasks. Run that 100 times and you've burned 500 tasks.
- Less flexible for complex logic. Branching, looping, and conditional logic exist but feel bolted on. If your workflow has a lot of "if this, do that, but if not, do this other thing" steps, you'll fight the interface.
- No visual builder. You build Zaps in a linear, step-by-step list. Fine for simple automations, but hard to visualize complex flows.
03 · Make
Make. what you need to know.
The power user's choice. Visual, flexible, and significantly cheaper. Make (formerly Integromat) took a completely different approach to automation.
Instead of a linear list, you build automations on a visual canvas. dragging and connecting modules like a flowchart. It looks more complex at first, but once you get it, you can build things that would take a dozen Zapier steps in half the time.
The free plan is dramatically more generous: 1,000 operations per month vs. Zapier's 100 tasks. And because Make counts operations differently (an operation is one module execution, not one entire Zap run), you get even more out of it. Paid plans start at just $9/month.
- Way cheaper at scale. Make's pricing model is more forgiving. A 5-step scenario uses 5 operations, but the per-operation cost is a fraction of Zapier's per-task cost. For high-volume workflows, you can save 50–80% vs. Zapier.
- Visual scenario builder. You can see your entire workflow as a flowchart. Branching, parallel paths, error handling. it's all visual. Complex automations are much easier to build and debug.
- More flexible logic. Routers, filters, iterators, aggregators. Make gives you building blocks that handle nearly any workflow pattern. If you can draw it on a whiteboard, you can build it in Make.
- Data transformation built in. Make has powerful built-in functions for transforming data between steps. No need for a separate "Formatter" step like in Zapier.
- Steeper learning curve. The visual builder is powerful but not intuitive at first. Plan on spending a few hours learning the interface before you're productive.
- Fewer native integrations. ~2,000 apps vs. Zapier's 8,000+. For popular tools (Google, Slack, Stripe, etc.) it doesn't matter. But if you use niche industry software, check Make's app directory first.
- Less support content. Zapier's community and tutorial library is much larger. When you get stuck in Make, you might have to figure it out on your own.
04 · Head-to-Head
Every category that matters, side by side.
Here's the full breakdown. Each row shows where one tool has a clear edge.
| Feature | Zapier | Make | Winner |
|---|---|---|---|
| Pricing Model | Per task (each Zap run = 1 task per step) | Per operation (each module execution = 1 op) | Make. cheaper at any volume |
| Free Tier | 100 tasks/mo, single-step only | 1,000 ops/mo, all features | Make. 10x more generous |
| App Integrations | 8,000+ | ~2,000 | Zapier. by a wide margin |
| Workflow Complexity | Good for linear, simple flows | Excellent for branching, parallel, conditional | Make. much more flexible |
| AI Features | AI Zap builder, AI-powered actions | AI scenario suggestions (newer, less mature) | Zapier. more developed AI tools |
| Error Handling | Basic retry, notification on failure | Visual error routes, custom fallback logic | Make. much more robust |
| Team Collaboration | Shared folders, role-based access (paid) | Team workspaces, role permissions (paid) | Tie. both are fine |
| Mobile App | Yes. monitor and manage Zaps | No dedicated mobile app | Zapier. if mobile matters to you |
| Customer Support | Email, chat (paid plans), large community | Email, chat (paid plans), smaller community | Zapier. better support ecosystem |
| Learning Curve | Low. 15 min to first automation | Medium. 1–2 hrs to get comfortable | Zapier. faster to start |
| Best For | Non-technical owners, simple automations, rare app connections | Tech-comfortable teams, complex workflows, budget-conscious | Depends on you |
~$200–$500/mo
Saved by choosing the right platform
~5 hrs/wk
Saved from workflow automations
Based on a typical small business running 10–25 active automations across marketing, sales, and operations.
05 · Which Should You Choose
Cut through the analysis paralysis.
Stop debating. Here's the decision framework.
- You want simple automations. "When I get a form submission, add them to my email list and send a welcome email." Zapier handles this in 5 minutes flat.
- You're not technical. If words like "iterator" and "aggregator" make your eyes glaze over, Zapier's simpler interface is going to be less frustrating.
- You need rare app integrations. If you use niche industry software (specialty CRMs, field service tools, etc.), Zapier's 8,000+ integrations give you the best odds of finding a native connection.
- You're building complex workflows. Multi-step automations with branching logic, error handling, and data transformation are where Make shines.
- You're budget-conscious. If you're running 10+ automations or high-volume workflows, Make will save you hundreds per month compared to Zapier's pricing.
- You're comfortable with a visual builder. If you think in flowcharts and don't mind spending an afternoon learning a new tool, Make's canvas will feel like a superpower.
You want someone to build and maintain it for you. That's literally what we do. We'll pick the right platform, build your workflows, test them, and keep them running. You don't need to learn either tool. that's our Automation Retainer service.
06 · Hidden Costs
The pricing pages lie by omission.
Both Zapier and Make advertise a free tier. Neither one leads with the number that will actually matter to you six months in. the hard wall where your automations stop running.
- The free plan caps you at 100 tasks/month. A single two-step Zap that fires 10 times a day uses 300 tasks in a month. You'll hit the wall in the first week.
- Every step counts as a task. A three-step Zap (trigger + filter + action) costs 2 tasks per run, not 1. Most people don't realize this until they're burning through their quota at double the expected rate. Filters, formatters, and path steps all count.
- Premium app connectors cost extra. Zapier divides apps into "standard" and "premium" categories. Salesforce, HubSpot, Marketo, and other enterprise tools require a Professional plan or higher. you can't use them on Starter even if you have tasks left.
- Execution history is capped. Zapier's task history is capped at 7 days on Starter. If you need audit trails for compliance or debugging, you're looking at higher tiers.
- Operations add up faster than you expect. Make charges per module execution. A scenario with 8–10 modules that runs 100 times = 800–1,000 operations. The free plan gives you 1,000 operations/month. gone in a day on a busy workflow.
- Scenario scheduling has limits on free. On the free plan, scenarios run at minimum 15-minute intervals. To run every minute, you need the Pro plan ($16/mo). For high-frequency business triggers, that interval gap matters.
- Execution history is limited on lower tiers. Make limits execution history on lower tiers, just like Zapier. If you need audit trails, budget for a higher plan.
The real cost comparison at small business scale. If you're running 20–30 automations (CRM syncs, form-to-email routing, invoice notifications, appointment confirmations), here's what you're actually looking at annually:
- Zapier Professional: $49/mo = $588/yr for 2,000 tasks. If you need more, the Teams plan at $299/mo ($3,588/yr) is the next jump.
- Make Core: $9/mo = $108/yr for 10,000 operations. The Pro plan at $16/mo ($192/yr) covers 40,000 operations and faster scheduling.
That's a $400+ annual difference for comparable automation volume. For a bootstrapped business, that gap is real money. Make wins on price at every equivalent tier. but only if you're willing to invest time in learning its scenario builder.
07 · Real-World Use Case
A service business that actually uses both.
Abstract comparisons don't close decisions. Here's what it looks like with real numbers.
A small marketing agency with 12 clients runs the following automations to handle operations without hiring an ops person:
- Lead capture → CRM (Zapier): New form submission triggers a Zap that creates a contact in HubSpot, sends an internal Slack notification, and adds the lead to a follow-up sequence. Fires roughly 40 times/month. Cost: ~80 Zapier tasks/month.
- Client reporting (Make): Every Monday, a Make scenario pulls data from Google Analytics, Google Ads, and Facebook Ads for each client, formats it into a Google Sheets template, and sends a summary email via Gmail. 12 clients × 4 steps per scenario × 4 weeks = ~192 operations/month. Cost: covered in Make's free plan.
- Invoice follow-up (Make): A scenario monitors a Google Sheet of outstanding invoices. When an invoice hits 7 days past due, it sends a follow-up email and logs the action. ~15 operations/month.
- Contract signature notification (Zapier): DocuSign completion triggers a Zap that notifies the team in Slack and moves the project to "active" in their project management tool. ~12 tasks/month.
What this actually costs them. Total Zapier usage: ~92 tasks/month. comfortably inside the free plan. Total Make usage: ~207 operations/month. well inside the free plan. Combined monthly cost: $0. They hit that math by routing simple, fast-firing tasks to Zapier's free tier and using Make for multi-step data workflows where Make's free operations go further.
When they needed to add a Salesforce sync (a premium app on Zapier), they faced a choice: upgrade to Zapier Professional at $49/mo, or rebuild that automation in Make at $9/mo. They went with Make and saved $480/year.
The stack we recommend for service businesses.
You don't have to pick one or the other. The smarter move is to use both for what they're each good at:
- Quick wins and simple two-step automations
- Anything involving premium app connectors you already pay for
- Situations where your team needs to build automations without technical help
- Multi-step workflows, data transformation, scheduled reporting
- Anything involving loops or conditional logic
- High-volume automations where task/operation costs add up
- Consider n8n (self-hosted) once you're running 50,000+ operations/month. no per-operation costs, but requires technical setup
Native integrations first: Before building an automation in Zapier or Make, check if your tools connect natively. HubSpot + Gmail, Notion + Slack, Stripe + QuickBooks. many have built-in syncs that don't cost you anything extra. Use Zapier/Make for the gaps.
Is Make cheaper than Zapier?
Yes, in most cases. Make's free plan gives you 1,000 operations per month compared to Zapier's 100 tasks. Paid plans start at $9/month for Make vs $19.99/month for Zapier. At scale, the difference gets even bigger. Make's operation-based pricing is significantly cheaper than Zapier's task-based model for complex, multi-step workflows.
Can I switch from Zapier to Make?
Yes, but there's no automatic migration tool. You'll need to rebuild your Zaps as Make scenarios manually. The good news: Make's visual builder makes it pretty straightforward to recreate most workflows, and many people find their automations actually work better in Make because of the more flexible logic options. Start by migrating your most important workflows first, run both platforms in parallel for a week, then shut down the Zapier versions.
Which is better for beginners?
Zapier is easier for complete beginners. Its interface is more straightforward. you pick a trigger, pick an action, and you're done. Make has a steeper learning curve because of its visual scenario builder, but it's more powerful once you learn it. If you've never automated anything before, start with Zapier. If you're comfortable with technology and want more control, go straight to Make.
Do I need Zapier or Make if I have GoHighLevel?
Maybe not. GoHighLevel has built-in automation workflows that handle most common tasks. lead follow-ups, appointment reminders, review requests, email sequences. You'd only need Zapier or Make if you need to connect GHL to tools it doesn't natively integrate with (like specific accounting software or niche industry tools). For most small businesses using GHL, the built-in automations are enough.
What's the best free automation tool?
Make offers the most generous free plan. 1,000 operations per month with access to all features. Zapier's free plan gives you 100 tasks per month with single-step Zaps only. If you need more power for free, n8n is an open-source alternative you can self-host at no cost, but it requires technical knowledge to set up and maintain. For most small business owners, Make's free tier is the best starting point.
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