What Is Zapier?
Zapier is the original 'connect your apps' automation platform. Founded in 2011, it pioneered the idea that anyone—regardless of technical skill—should be able to automate repetitive tasks between different software applications.
The concept is simple: when something happens in App A, automatically do something in App B. New email? Add to spreadsheet. Form submitted? Create CRM contact. Payment received? Send notification.
Zapier calls these automations 'Zaps'. Each Zap has a trigger (what starts it) and one or more actions (what happens next).
With over 5,000 app integrations—more than any competitor—Zapier likely connects the tools you're already using.
Why Zapier Remains Popular
Unmatched Simplicity
Zapier's interface is designed for people who've never automated anything:
- Clear, step-by-step setup wizards
- Plain English descriptions of every option
- Excellent help documentation
- Templates for common use cases
If you can follow instructions, you can build a Zap.
5,000+ App Integrations
This is Zapier's trump card. Whatever apps you use, Zapier probably connects them:
- Every major CRM: Salesforce, HubSpot, Pipedrive, Zoho
- All email platforms: Gmail, Outlook, Mailchimp, SendGrid
- Project tools: Asana, Trello, Monday, Notion, ClickUp
- Accounting: Xero, QuickBooks, FreshBooks
- E-commerce: Shopify, WooCommerce, Stripe, PayPal
- Communication: Slack, Teams, Discord, WhatsApp Business
- Thousands more, including niche industry tools
Competitors have 400-1,500 integrations. Zapier has 5,000+.
Reliable and Well-Supported
Zapier is a mature, well-funded company:
- 99.9% uptime commitment
- Responsive customer support
- Regular updates and improvements
- Strong documentation and learning resources
When you're depending on automation for business processes, reliability matters.
AI Features
Zapier has embraced AI integration:
- AI Actions: Use ChatGPT, Claude, or other AI directly in Zaps
- Natural language Zap building: Describe what you want in plain English
- AI-powered troubleshooting: Get help when things go wrong
For businesses wanting to incorporate AI into workflows, Zapier makes it accessible.
Understanding Zapier's Pricing
Zapier's pricing is its main drawback. Be clear-eyed about costs.
How Pricing Works
Zapier charges based on 'tasks'—each action your Zaps perform counts as one task.
Example: A Zap that adds form responses to a spreadsheet and sends a Slack notification uses 2 tasks per run.
Current Plans (December 2025)
| Plan | Tasks/Month | Zaps | Price |
|---|---|---|---|
| Free | 100 | 5 | £0 |
| Starter | 750 | 20 | £15.50/month |
| Professional | 2,000 | Unlimited | £39/month |
| Team | 50,000 | Unlimited | £299/month |
| Enterprise | Custom | Unlimited | Custom |
The Real Cost
Tasks add up faster than expected:
- A lead capture Zap running 50 times/day = 1,500 tasks/month (just one Zap)
- Multi-step Zaps multiply task usage
- You'll likely need Professional within months of serious use
Annual cost at different levels:
- Light use (Starter): £186/year
- Moderate use (Professional): £468/year
- Business-wide (Team): £3,588/year
For context: Make offers 10,000 operations for £174/year. n8n self-hosted costs £60-120/year.
When Zapier Is Worth It
Despite the cost, Zapier makes sense in specific situations:
You Need a Specific Integration
If Zapier has an integration others lack, that settles the question. Check before assuming alternatives will work.
Time > Money
Zapier's learning curve is shorter than alternatives. If your time is expensive and automation isn't your core competency, paying Zapier's premium to 'just get it done' is reasonable.
You're Just Starting
Zapier's free tier and simple interface make it ideal for learning automation concepts. Start with Zapier, understand the possibilities, then consider alternatives if costs become problematic.
Your Automations Are Simple
For basic 'when X happens, do Y' workflows, Zapier's simplicity is an advantage. Its limitations only matter for complex scenarios.
You Value Support
Zapier offers actual customer support. Self-hosted tools offer community forums. If you want someone to help when things break, Zapier provides that.
Building Your First Zap
Step 1: Identify the Opportunity
Look for repetitive tasks:
- Copying data between apps
- Sending notifications when things happen
- Creating records when forms are submitted
- Following up on events after a delay
Step 2: Create the Zap
1. Log into Zapier
2. Click 'Create Zap'
3. Choose your trigger app (what starts the automation)
4. Select the trigger event (which specific event)
5. Connect your account for that app
6. Test the trigger
7. Choose your action app (what happens next)
8. Select the action event
9. Connect and configure
10. Map data from trigger to action
11. Test the action
12. Turn on your Zap
Example: Lead Notification
Goal: When someone fills out your website contact form, get a Slack message.
1. Trigger: Google Forms > New Response
2. Connect Google account
3. Select your contact form
4. Test (Zapier will fetch a recent response)
5. Action: Slack > Send Channel Message
6. Connect Slack workspace
7. Choose channel (#sales or #leads)
8. Compose message: 'New lead: {Name} - {Email} - {Message}'
9. Test message
10. Activate
Total time: 10-15 minutes.
Multi-Step Zaps
Free Zapier limits you to single actions. Paid plans allow multi-step Zaps:
Example: Complete Lead Processing
1. Trigger: Form submission
2. Action 1: Create HubSpot contact
3. Action 2: Send welcome email via Gmail
4. Action 3: Add to Google Sheet for tracking
5. Action 4: Notify team in Slack
6. Action 5: Create follow-up task in Asana
Each action = 1 task. This Zap uses 5 tasks per lead.
Zapier Features Beyond Basic Zaps
Filters
Only continue if conditions are met:
- Only process leads from UK
- Only notify for orders over £100
- Skip test emails
Filters don't count as tasks.
Paths (Conditional Logic)
Different actions based on conditions:
- If lead source = 'Referral', send to senior salesperson
- If order includes Product A, send specific instructions
Available on Professional plan and above.
Formatter
Transform data between steps:
- Convert dates to different formats
- Extract text using patterns
- Combine or split text fields
- Perform calculations
Delay
Wait before continuing:
- Send follow-up email 3 days after signup
- Check order status 24 hours after placement
Webhooks
Connect to services without official integrations:
- Catch incoming webhooks from any source
- Send data to any URL/API
Requires some technical understanding.
Common Zapier Use Cases
Lead Management
- Typeform → CRM → Email → Slack
- Facebook Lead Ads → Google Sheets → Follow-up email
E-commerce
- Shopify order → Invoice → Shipping notification
- Stripe payment → Thank you email → Add to customer list
Social Media
- RSS → Twitter/LinkedIn/Facebook posts
- New blog post → Multiple platform shares
HR and Operations
- New employee in HR system → Create accounts → Send onboarding docs
- Time-off request → Manager notification → Calendar update
Customer Success
- Support ticket closed → Feedback request
- Subscription cancelled → Alert team → Retention outreach
Zapier Limitations to Know
Cost Scales Quickly
As mentioned, heavy automation gets expensive. Monitor task usage carefully.
Complex Logic Is Limited
Paths help, but Zapier isn't designed for intricate conditional logic. Make or n8n handle this better.
No Self-Hosting
Zapier is cloud-only. If you need data to stay on your infrastructure, look elsewhere.
Real-Time Has Limits
Most Zapier triggers poll every 1-15 minutes. True instant automation requires webhooks or premium integrations.
Loop Limitations
Processing lists of items (looping) is awkward in Zapier. Alternatives handle this more elegantly.
Tips for Using Zapier Efficiently
Minimise Tasks
- Combine actions where possible
- Use filters to avoid unnecessary processing
- Check if one Zap can replace multiple
Use Templates
Zapier offers thousands of pre-built templates. Start there before building from scratch.
Monitor Usage
Dashboard shows task consumption. Set up alerts before hitting limits.
Optimise Trigger Frequency
Instant triggers (webhooks) use fewer resources than polling triggers checking repeatedly.
Consider Alternatives for Heavy Usage
If you're on Team plan, evaluate whether Make or n8n would save money.
The Bottom Line
Zapier pioneered accessible automation, and it remains the easiest platform to start with. The breadth of integrations is unmatched, the interface is genuinely beginner-friendly, and the company is reliable.
The cost is the elephant in the room. Zapier is significantly more expensive than alternatives, and the pricing model encourages costs to grow as you rely on it more.
Our recommendation:
- Start with Zapier's free tier to learn automation concepts
- Build essential workflows on Starter or Professional
- If costs exceed £500/year, evaluate Make or n8n seriously
- Keep Zapier for specific integrations unavailable elsewhere
Automation saves time and reduces errors. Whether Zapier specifically is worth its premium depends on your circumstances—but automation itself is almost always worth the investment.
