Zapier, Make or Custom Automation: Which Should You Choose?
Zapier, Make and custom integrations can all automate business processes. Learn how their approaches differ and what to consider before choosing.
In this guideJump straight to what you need3 sections
You want information from your website to appear automatically in your customer management system.
A quick search introduces you to Zapier, Make and the possibility of hiring a developer to build a custom integration.
All three approaches can be useful. The difficult part is knowing which one makes sense for your business.
The answer depends less on which technology is fashionable and more on what the workflow actually needs to do.
When an automation platform makes sense
Zapier and Make are automation platforms designed to connect applications and perform actions based on events or rules.
For example, when a new form submission arrives, an automation might create a customer record, update a spreadsheet or send a notification.
These platforms can be particularly useful when the applications involved are already supported and the workflow follows predictable steps.
Zapier generally emphasises straightforward application-to-application workflows, while Make provides a visual environment for building and managing more detailed sequences.
Both can support more complex scenarios, although their capabilities, pricing structures and supported integrations differ.
For a small business with a relatively simple requirement, either platform may offer a practical starting point.
However, a connection appearing in a platform's application directory doesn't guarantee that every feature of the underlying software is available.
It's important to check the specific actions, fields and permissions the workflow requires.
When custom development becomes useful
Sometimes a business needs to connect software that isn't supported by an automation platform.
In other cases, the application is supported but the available actions don't cover an essential requirement.
A custom integration can provide more control over how information is validated, transformed and transferred.
Consider a fictional equipment hire company.
Its booking application contains detailed information about equipment availability, deposits and collection times. The business wants that information to interact with a separate internal system using specific rules.
A standard automation platform might handle some of the work. But if the workflow requires specialised logic or an unsupported API operation, custom development could be more appropriate.
That flexibility comes with responsibilities.
Custom integrations need testing, monitoring, security controls and maintenance when connected applications change.
They aren't automatically better simply because they're tailored.
Compare the complete workflow
Before choosing a tool, map out the process.
What starts the automation? Which applications are involved? What information moves between them? What happens if a record is missing or an API request fails?
Then consider who will maintain the workflow.
An automation platform may be convenient for employees who want to make small changes themselves. A custom integration may offer greater control but require technical support.
Subscription fees, usage limits, reliability requirements and the consequences of failure also deserve attention.
The best choice may even be a combination of approaches.
At Software Logic, we help businesses assess integration options and choose practical solutions based on their existing tools and requirements.
Are you choosing an automation platform because it solves your problem, or are you trying to reshape your business process to fit the platform?
Have a question about your business? Talk to Liam.
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