Zapier's Dominant Market Position

The customer gap mattered because automation is a scale business, and Zapier had already won the distribution engine that brought everyday users into the category. In 2020, Zapier had about 125,000 paying customers versus roughly 5,000 for Integromat, alongside 3,000 plus integrations, 6 million monthly site visits, and a search machine that turned each new app into more landing pages, more traffic, and more workflow builders.1 2

• Zapier sold a simpler habit. A marketer or ops person could connect a trigger like a form fill or inbound email to an action like adding a row in Airtable or posting to Slack. That broad, easy default mattered more than maximum power for most buyers.1
• Integromat, now Make, competed by going deeper rather than wider. It offered a visual canvas, lower pricing, and more API endpoints per app, which made it better for more technical or complex workflows, but that product shape appealed to a narrower slice of the market.3 4
• The gap also created a partner advantage. SaaS apps integrated with Zapier to cover the long tail of connections and get discovered by users searching for app pairings. That reinforced Zapier's lead, even as partners worried that Zapier turned apps into interchangeable parts.1 2

Going forward, the market keeps splitting in two. Zapier is positioned to remain the default horizontal layer for the long tail of app connections, while competitors like Make win users who need more control inside fewer, more complex workflows. The next battle is whether automation stays a separate tool, or gets absorbed into the apps themselves.2 3 4