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Zapier: The Silent Giant of Automation
How 1,200 employees generate $277M with a 1.4-star rating paradox
Zapier is the invisible glue of the modern internet, silently processing millions of workflows while its own user satisfaction ratings crater. This is the story of a $277M revenue machine built on a paradox of scale.
"Zapier proves that in B2B, reliability trumps delight—until it doesn't."
The Traffic Paradox
With 5.9M monthly visits and a top 5K global rank, Zapier commands massive organic search traffic (48%) and direct visits (47%). Yet its top keyword isn't 'automation' or 'integration'—it's 'zapier' itself, showing brand dominance. The real insight? They rank for 'grok' (12.9M volume) and 'reddit' (20.7M volume), capturing users searching for anything remotely related to automation tools. This isn't SEO luck; it's a content moat.
The 1.4-Star Paradox
266 Trustpilot reviews at 1.4/5 stars is catastrophic for any SaaS company. Yet Zapier's revenue hits $277M. This reveals a brutal truth: when you become the critical infrastructure layer, users can't leave even when frustrated. The complaints likely center on pricing (increasingly complex tiers) and reliability (automation failures). But their 5.6M backlinks and 48% organic traffic show they're still the default choice. This is lock-in, not loyalty.
Zapier's tech stack—Next.js, Ant Design, Vite—reveals a modern, scalable architecture. But the real magic is invisible: they've built a platform that processes workflows across 5,000+ apps without most users ever thinking about the infrastructure. Their 1,210 employees aren't building features; they're maintaining a complex web of integrations that powers the backbone of SMB automation.
- The 'zapier' keyword dominates with 836K monthly searches—brand moat is real
- Traffic split is nearly 50/50 organic vs direct, showing strong brand recall
- 5.6M backlinks is a fortress few competitors can breach
- Top 5K global rank puts them in elite company for pure B2B SaaS
The Infrastructure Play Wins
Zapier isn't selling software—it's selling the absence of problems. And that's why users pay $277M while complaining. The moat isn't happiness; it's indispensability.
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5 keywordsWhat is Zapier's revenue?
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Reviews (20)
Great
Great ! Works perfectly and very intuitive !
used zapier for a while
used zapier for a while, it's decent but sometimes it felt like more trouble than it's was worth. I explored other ai tools that simplified things a lot more....
It works fine
It works fine, but the cost becomes a concern once you move past the intro allowance. :( So priceeeyy
Deception: Wasted 3 days and they don't care.
It's asked me which account type I wanted, I selected free version, spent three days on their slow website building an automation system, only to find it was on a free trial and half the things I did are not available on the free version at all. Wasted three days, it was slow, the AI made constant mistakes, and when I written to them in an email explaining the situation, they gave me the choice of use it for a few days or pay £30 per month just to have one email automation per week, is if I didn't already point out the situation and acknowledge that that was the current seeming options. Absolutely disgraceful and they clearly don't give a s***. Wasted three days of my time and then speak to me as if they're a vending machine. Never again I recommend you avoid these people at all costs. I'm just grateful I didn't sign up for anything because people don't seem to be having refunds when they break their promises. Disgusting that business owners like this can get away with it, they belong in prison.
Not reliable
Not reliable - you have to check the zaps all the time in case they have stopped working.
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About zapier.com
Company Overview
Technology Stack
zapier.com uses 22 technologies across their website including imgix, Cloudinary, Google Fonts, Okta, and more.
Media
imgix, Cloudinary
Fonts
Google Fonts
Authentication
Okta
Security
HSTS
Error Tracking
Sentry
CMS
Webflow
Traffic & Audience
zapier.com receives approximately 5.9M monthly visitors and ranks #5,382 globally. The website has a bounce rate of 37% with visitors viewing an average of 11.3 pages per visit. Users spend an average of 7:07 on the site.
The majority of zapier.com's traffic comes from undefined, undefined, .
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This page provides publicly available information about zapier.com. Data is collected from various public sources and may not always be up to date. For the most accurate information, please visit zapier.com directly at https://zapier.com.