Zapier is excellent for simple linear workflows. When your logic gets complex, your volume gets high, or your tools are not supported — custom automation is the answer.
Zapier's limits show up when: your workflow needs conditional logic more complex than basic if-then branching; you are hitting task limits and the pricing at scale is comparable to a custom build; the tools you need are not in Zapier's library; you need the automation to run on mobile devices; or you need a management dashboard specific to your operation.
Custom automation: handles any logic complexity including loops, branches, multi-step conditionals, and exception handling; connects to any tool with an API; runs at any volume without per-task pricing; operates on mobile devices as well as web; includes a management dashboard built for your use case; and is owned by you with no monthly subscription.
At £200-400/month in Zapier costs, a custom automation in the £3,000-5,000 range breaks even in 12-18 months and runs cheaper indefinitely after.
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