“We can connect those systems via the API.”

“Does that have an API?”

“We’d need to build a custom API integration.”

If you’re nodding along in meetings without really understanding what this means, you’re not alone. API is thrown around like everyone should know. Most people don’t.

Here’s what you actually need to understand.

What an API Actually Is

API stands for Application Programming Interface. That doesn’t help at all.

Here’s the simple version: an API is how software talks to other software.

Think of it like a restaurant. You (the customer) don’t go into the kitchen and cook. You interact with a waiter who takes your order, brings it to the kitchen, and brings back your food.

The API is the waiter. Your software asks for something, the other software processes the request, and data comes back.

Without APIs, your CRM couldn’t talk to your email marketing platform. Your website couldn’t process payments. Your accounting software couldn’t sync with your bank.

Why You Should Care

APIs enable integrations. Integrations save you time. That’s the connection.

When someone says “these systems integrate,” they usually mean there’s an API connection moving data between them.

Without integration: Staff manually exports data from System A and imports into System B. Every day or week. Forever.

With integration: Data flows automatically. What happens in System A appears in System B.

The difference is hours of staff time. And data accuracy. Manual entry means errors.

The Different Types of Integrations

Native Integrations

The software vendors built a connection between their products.

Example: HubSpot and Gmail have a native integration. HubSpot built it. You turn it on in settings. It works.

Pros: Usually reliable. Supported by the vendor. Easy to set up.

Cons: Only exists between popular products. Limited customization.

Third-Party Connectors (Zapier, Make)

A middleman service connects products that don’t have native integrations.

Example: Zapier connects your web form to your CRM. Zapier talks to both via their APIs.

Pros: Connects almost anything. No coding required. Quick to set up.

Cons: Ongoing subscription cost. Can break if vendor APIs change. Not ideal for high-volume data.

Custom API Integrations

A developer builds a specific connection for your needs.

Example: Your custom inventory system needs to sync with your e-commerce platform. A developer writes code that uses both APIs.

Pros: Exactly what you need. Can handle complex logic. High reliability.

Cons: Costs money upfront. Needs maintenance. Requires technical resources.

Questions to Ask Vendors

When evaluating software, API capabilities matter:

“Does this have an API?” If no, integrations will be limited or impossible.

“Is the API documented?” Good documentation means developers can build integrations. Poor documentation means expensive development or impossible connections.

“What does API access cost?” Some vendors charge extra for API access. Make sure you know.

“What rate limits exist?” APIs often limit how many requests you can make. This matters for high-volume integrations.

“Do you have native integrations with [tools you use]?” If native exists, life is easier.

“What third-party connectors support your API?” Check if Zapier, Make, or similar tools already work with it.

When You Need Integration

Signs you should be thinking about API integrations:

• Staff spends hours manually moving data between systems
• Data is entered multiple times in different places
• Reports require combining data from multiple sources manually
• Errors occur because information is out of sync
• You’re avoiding processes because they’re too manual

Each of these is a problem integration can solve.

When You Don’t Need Integration

Not everything needs to connect.

• If data moves once a month and takes 10 minutes, the integration cost probably isn’t worth it
• If systems genuinely don’t need to share data, leave them separate
• If the process is going to change soon, wait before building integrations

Integration has costs: setup time, ongoing maintenance, potential breakage. Small problems don’t always need technical solutions.

The Build vs Buy Decision for Integrations

Use native integrations when they exist and do what you need. Free, supported, reliable.

Use Zapier/Make when:

• Native integration doesn’t exist
• Volume is low-medium (hundreds of events per day, not thousands)
• You don’t have developers
• Speed matters more than perfection

Build custom when:

• High volume requires it
• Complex logic that Zapier can’t handle
• Native and third-party options don’t exist
• You have developer resources

Real Examples

Example 1: Website to CRM Visitor fills out contact form. Lead appears in CRM automatically.

Native integration if your form tool and CRM are connected (like HubSpot Forms to HubSpot CRM). Zapier if they’re not (Typeform to Pipedrive).

Example 2: CRM to Accounting When a deal closes, create an invoice.

Usually requires Zapier or custom integration unless you’re in an all-in-one platform.

Example 3: E-commerce to Inventory Sale on website updates inventory levels across systems.

Often requires custom integration for reliability. Some platforms have native connections (Shopify to specific inventory tools).

Getting Started

If you’re new to integration:

1. List the manual data movement in your business
2. Prioritise by time spent and error rate
3. Check if native integrations exist for the top priorities
4. Try Zapier for one integration to learn the concept
5. Consider custom integration for high-volume or complex needs

Start small. One working integration teaches you more than researching ten.

When to Get Help

Integration is doable for non-technical people if:

• Native options exist, or
• Zapier/Make can handle it, and
• The logic is simple

You need technical help when:

• Custom API development is required
• Logic is complex
• Volume is high
• Reliability is critical

Many businesses work with consultants or AI consultants Brisbane for initial integration architecture, then maintain ongoing connections themselves.

The Bottom Line

APIs are how software connects. Integrations save time and reduce errors. They can be native, through connectors like Zapier, or custom-built.

Ask about APIs when evaluating software. Think about integration needs when planning your tech stack. Start simple and expand as you learn.

Your goal isn’t to become an API expert. It’s to understand enough to make good decisions about connecting your business systems.