Most online stores reach a point where people spend hours every week copying data between systems: orders into the accounting tool, customers into the email platform, stock levels into a spreadsheet, reviews into Slack. Workflow automation tools fix this.
The three names that come up most often are Zapier, Make (formerly Integromat) and n8n. All three can do the basics. The differences show up when volumes grow, workflows get complex, or data privacy matters. This comparison is written from the point of view of an e-commerce business.
The short answer
- Zapier: easiest to start, largest app library. Best for small teams with simple, low-volume workflows.
- Make: visual and powerful, good value for medium complexity. Best for marketing and operations teams who like building visually.
- n8n: most flexible, can be self-hosted, strong for developers and AI workflows. Best when you have high volumes, custom systems or strict data requirements.
Comparison table
| Zapier | Make | n8n | |
|---|---|---|---|
| Learning curve | Very easy | Moderate | Moderate to technical |
| Hosting | Cloud only | Cloud only | Cloud or self-hosted |
| Pricing model | Per task | Per operation / credit | Per workflow execution (cloud) or own server |
| Complex logic | Possible, can get clumsy | Strong (routers, iterators) | Strong, plus custom code |
| Custom code | Limited | Limited | JavaScript and Python nodes |
| AI and agents | Built-in AI features | Built-in AI modules | Strong AI agent and LLM nodes |
| Data control | Vendor cloud | Vendor cloud | Full control when self-hosted |
Pricing details change often, so always check each vendor’s current pricing page. What matters more is the pricing model, because it decides how your costs grow.
Why the pricing model matters so much for stores
E-commerce workflows are high-volume by nature. One order can trigger many steps: create the customer in the CRM, add a tag, send to accounting, update a sheet, notify the warehouse.
- On a per-task model, every step of every order counts. Costs grow quickly with order volume.
- On a per-execution model, a whole workflow run counts once, no matter how many steps it has.
- With self-hosting, you pay for a server and maintenance instead of usage.
For a store with a few dozen orders a day, any model is fine. For a store with thousands of orders a day, the difference can be large.
Typical e-commerce workflows
Here are workflows I see in almost every store, and how each tool handles them:
- New order → accounting software. All three handle this well with standard connectors.
- New customer → email marketing (Mailchimp, Klaviyo, Brevo) with segments. All three. Make and n8n are better when you need conditional logic.
- Abandoned cart or post-purchase sequences with custom data. Easier in Make or n8n.
- Stock sync between ERP and multiple storefronts. This needs batching, error handling and retries. n8n or a custom integration is usually the safer choice.
- AI classification of tickets or reviews. All three have AI steps now, but n8n gives the most control over prompts, models and tools.
- Connecting to a custom or legacy system without a ready connector. n8n’s HTTP and code nodes make this the most flexible option.
Data privacy and GDPR
When workflows move customer data (names, addresses, order history), you need to know where that data goes. Zapier and Make process data in their own cloud, and you rely on their data processing agreements and hosting regions. With self-hosted n8n you can keep the data on your own server in your chosen region. For many EU stores, this is a deciding factor.
Self-hosting is not free, though. Someone has to handle updates, backups, monitoring and security. If no one in your team can do that, a managed cloud plan may be the better trade-off.
Mistakes to avoid
- No error handling. A failed step that nobody notices can mean missing invoices for weeks. Always add error notifications.
- No documentation. After a year, nobody remembers what “Zap 37” does. Name workflows clearly and keep a simple list.
- Automating a broken process. If the manual process is unclear, automation only makes the mess faster.
- Ignoring rate limits. Store and CRM APIs have limits. Bulk syncs need batching.
How to choose in practice
Ask these four questions:
- How many orders and events per day will flow through the tool?
- Do you need to connect custom or self-built systems?
- Does customer data need to stay in a specific region or on your own infrastructure?
- Who will build and maintain the workflows: a marketer or a developer?
If the answers are “few, no, no, marketer”, start with Zapier or Make. If any answer points to volume, custom systems, data control or developers, n8n is usually worth a serious look.
Frequently asked questions
Can I migrate from Zapier to n8n later?
Yes, but workflows have to be rebuilt, not imported. Migrating is a good moment to clean up and document what you have.
Is n8n free?
n8n can be self-hosted, which removes usage fees but adds server and maintenance costs. Check n8n’s current license and plan terms for your specific use case.
Do I need a developer for n8n?
For simple workflows, no. For self-hosting, custom code and complex integrations, having a developer involved saves a lot of time.
Want your store’s workflows to run themselves?
I design and build automation between stores, CRMs, email tools and ERPs with n8n and other tools, including error handling and documentation. See my marketing automation service or tell me about your workflows.