Running a Shopify store is a constant battle against manual tasks. From tagging high-value customers to notifying your warehouse team about low stock, These "micro-tasks" can swallow your entire workday if you don't automate them.
When it comes to automation, two names dominate the conversation: Shopify Flow and Make (formerly Integromat). One is built directly into your dashboard; the other is a powerhouse "glue" that connects thousands of apps.
Choosing the wrong one can lead to a messy tech stack or, worse, automation that breaks when you scale. In this guide, we’ll break down the architecture, pricing, and specific use cases to help you decide which tool deserves a spot in your operations.
What is Shopify Flow? Shopify Flow is a native, low-code automation tool. Originally exclusive to Shopify Plus, it is now available to all merchants on the Shopify, Advanced, and Plus plans.
It functions on a simple Trigger-Condition-Action logic. - Trigger: An event happens (e.g., An order is placed). - Condition: Does it meet criteria? (e.g., Is the total over $500?). - Action: What happens next? (e.g., Tag the customer as ‘VIP’).
The Pros of Shopify Flow 1. Zero Latency: Because it lives inside Shopify, it reacts to store events instantly. 2. Ease of Use: If you can draw a flow chart, you can use Shopify Flow. No APIs or webhooks required. 3. Internal App Connectors: Many popular Shopify apps (like Klaviyo or Back in Stock) have built-in Flow connectors, making it easy to send data between apps without leaving the ecosystem.
The Cons 1. Limited to ‘Shopify Events’: If you want to trigger an automation based on something happening in your accounting software or a random Google Sheet, Flow can’t help you. 2. Linear Logic: While it has improved, Flow still struggles with complex loops or data transformations.
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What is Make (Integromat)? Make is a third-party automation platform that connects Shopify to over 1,000+ different apps. It’s often called the "power user’s Zapier" because it offers a visual interface with much more granular control.
The Pros of Make 1. Multi-App Orchestration: You can build a workflow that starts with a Typeform entry, checks a Google Sheet, creates a Shopify order, and then pings a Slack channel. 2. Data Manipulation: Make allows you to perform "math" on your data. You can split strings, format dates, and use functions that Shopify Flow simply doesn't offer. 3. Advanced Scheduling: You can set a Make scenario to run every Monday at 9 AM, or every 15 minutes. Shopify Flow is primarily event-driven.
The Cons 1. Learning Curve: Make uses terms like "JSON," "Webhooks," and "Iterators." It’s built for those who aren’t afraid to look at a bit of technical documentation. 2. Extra Cost: Unlike Flow, Make is a separate subscription. As you scale, your "operation" count can lead to a hefty monthly bill.
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Direct Comparison: How They Stack Up
| Feature | Shopify Flow | Make (Integromat) | | :--- | :--- | :--- | | Availability | Included in Shopify plans | Separate tiered pricing | | Setup Time | Minutes | Hours (depending on complexity) | | Reliability | Native (High) | Third-party API dependent | | External Integrations | Limited to App Partners | 1,000+ Apps + Universal HTTP | | Logic | Simplified If/Then | Complex Branching, Filters, Arrays |
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Use Case 1: Simple Store Management (Winner: Shopify Flow) If your goals are purely internal to Shopify, use Flow.
Example Workflow: - Trigger: Order created. - Condition: Shipping country is "International." - Action: Email the fulfillment team to check customs forms.
There is no reason to pay for a third-party tool like Make for this. Shopify Flow handles store tags, customer segments, and basic internal notifications with zero friction.
Use Case 2: Deep Data & Cross-Platform Syncing (Winner: Make) If your business logic requires "talking" to platforms outside the Shopify ecosystem, Make is the clear winner.
Example Workflow: - Trigger: A new product is added to Shopify. - Action: Automatically generate a social media post via OpenAI, upload the image to Dropbox, and schedule it on Pinterest.
Shopify Flow simply cannot step outside the "Shopify Greenhouse" this way. Make allows you to treat Shopify as just one piece of a much larger machine.
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Pricing: The Hidden Costs One of the biggest mistakes merchants make is ignoring the "time cost" of automation.
Shopify Flow is "free" (included in your plan). However, if you spend 10 hours trying to make Flow do something it wasn't designed to do—like complex tax calculations—you've wasted $1,000+ of your time.
Make follows a "pay-per-op" model. You get a certain number of "operations" (tasks) per month. If you have 5,000 orders a month and each order triggers a 10-step automation, that’s 50,000 operations. This can quickly jump from $10/month to $100+/month.
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Can You Use Both? In fact, many elite e-commerce brands use a hybrid approach.
They use Shopify Flow for the "Internal Logic"—tagging orders, managing inventory levels, and handling basic customer segmentation. This keeps the store fast and the costs low.
They then use Make for "External Growth"—connecting their store to CRM systems like Salesforce, syncing data with custom mobile apps, or managing complex multi-channel reporting.
Final Verdict: Which Should You Choose?
Choose Shopify Flow if: - You are new to automation. - Your tasks are 100% focused on Shopify (tags, alerts, basic app triggers). - You want a set-it-and-forget-it solution that "just works."
Choose Make if: - You need to connect Shopify to Google Sheets, Airtable, or non-Shopify apps. - You need to perform complex data transformations (math, text formatting). - You are building a custom tech stack that treats Shopify as a database rather than just a storefront.
Automation is about reclaiming your time. Start with Shopify Flow to handle the low-hanging fruit. When you hit a wall—when you find yourself saying, "I wish I could send this data to [App X]"—that is the moment to sign up for Make.