Zapier Exposed by Airtable and Webflow

The unstable part is that each company has a reason to pull the workflow closer to itself, because owning more of the stack makes the product simpler to use and captures more of the customer spend. Airtable already combined database, automations, and integrations inside the product, while Webflow turned its CMS into a real database layer for site content. That leaves Zapier most exposed when customers want fewer handoffs between tools and more native workflows.

• Airtable was never just a spreadsheet replacement. It was already building tables, views, apps, and automations into one system, and its own integration pages now position Airtable Sync and Airtable Automations as native ways to move data and trigger actions with tools like Salesforce, alongside Zapier as an optional iPaaS layer.
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• Webflow also has an incentive to absorb more of the stack. Its CMS Collections are a built in database for structured content, like blog posts, job listings, or case studies, which reduces the need to keep content in Airtable and push it over. Newer CMS access controls also make Webflow more viable for bigger editorial teams.
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• Zapier still has the broadest horizontal reach, with more than 7,000 integrations in its app directory, but that breadth is weakest when major apps replace generic triggers and actions with purpose built native workflows. The risk is not that automation disappears, it is that Zapier gets pushed toward the long tail of edge cases.
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The direction of travel is toward bundled no code products that combine data, interface, and automation in one place. As Airtable and Webflow keep adding native workflow features, the independent controller layer becomes less central. The winners will be the products that let a team store the data, edit it, automate it, and share it without switching tabs.