【Survey Report】91.9% Exclude SaaS Due to “Lack of API Integration” — Without API Connectivity, Products Can’t Even Make the Shortlist

Anyflow Inc. (Headquarters: Minato-ku, Tokyo; CEO: Ren Sakamoto; hereinafter “Anyflow”) conducted a survey titled “Survey on B2B SaaS Procurement Managers’ Emphasis on Integration Capabilities” targeting approximately 111 SaaS procurement officers. The results revealed that a striking 91.9% of respondents have excluded SaaS solutions from consideration due to insufficient API integration functionality. With rising demand for SaaS interoperability, robust API integration has become a critical differentiator for SaaS products.

The full report summarizing these findings can be downloaded for free via the link below.

View the full report

https://anyflow.jp/blog/btob-saas-customer-research

▼ Survey Summary

- Top factors considered during SaaS selection: “Pricing/Cost” and “Security” tied for first place (47.7%), followed closely by “Integration with external systems” (36.0%).

- During SaaS selection, 75.7% have excluded solutions from consideration due to “insufficient API integration functionality,” even before comparing features or pricing.

- 63.1% have chosen to adopt alternative services that offer integration capabilities due to lack of integration.

- The top reason integration is important: “Data flow between SaaS platforms is essential for AI and automation” (67.6%).

- For SaaS with insufficient integration, 55.0% feel they “lag behind industry integration trends,” and 52.3% express “concern about long-term usability.”

※ Detailed per-question results are included in the report.

▼ Detailed Survey Findings

- “Pricing/Cost” and “Security” are tied as top decision criteria, with “Integration with external systems” a close third

Q: Please select up to three factors you prioritize when introducing SaaS into your company.

When asked about key selection criteria, “Pricing/Cost” and “Security” both received 47.7%, tying for first place. “Integration with external systems” followed closely at 36.0%, surpassing “Core feature completeness” (27.0%), “AI functionality” (27.0%), “Support system” (20.7%), and “Usability/Ease of use” (19.8%).

Excluding foundational contractual factors like price and security, integration with external systems ranks de facto at the top of product evaluation criteria. This indicates that integration capability is no longer just an added value but a core decision factor in SaaS selection.

- Over 70% of procurement officers exclude SaaS with insufficient API integration at the evaluation stage

Q: Do you exclude SaaS with insufficient integration capabilities from consideration before detailed comparison of features or pricing?

The previous finding confirmed that integration ranks just behind price and security as a key decision factor. But what happens when integration is inadequate? In response to the above question, 56.8% of SaaS procurement officers said they “usually exclude” such products during selection. Combined with the 18.9% who said they “always exclude” them, 75.7% exclude non-integrating SaaS at the evaluation stage. Many products may be missing significant opportunities simply because they fail to meet the basic threshold of API integration.

- Even if considered, 88.3% change decisions due to insufficient API integration

Q: Have you ever postponed adopting a desired SaaS or chosen an alternative service because it couldn’t integrate with your existing systems or other SaaS platforms?

Even if API integration is technically possible, limitations in the number of integrations or lack of user-specific integration options can pose challenges. In fact, 63.1% selected alternative services because required integrations were unavailable, while 25.2% postponed SaaS adoption altogether. This shows that in SaaS selection, not only the existence of API integration but also its quality, breadth, and alignment with user needs are critical factors influencing final decisions.

- “Data flow between SaaS is essential for AI and automation” ranks first (67.6%) as the reason integration is critical

Q: Why do you consider integration functionality important in SaaS selection? (Multiple answers allowed)

What drives the strict evaluation of integration capabilities? In response to this question, “Data flow between SaaS platforms is essential for AI and automation” ranked first at 67.6%, followed by “Seamless operation with existing systems and SaaS is a prerequisite for business operations” at 48%. As digital transformation accelerates, using multiple SaaS platforms in combination is now standard. Whether a new tool can integrate with existing SaaS has become an unavoidable practical evaluation criterion.

- SaaS with poor integration are perceived as lacking future viability, damaging brand value and trust

Q: What impressions do you have of SaaS that do not offer integration features or have insufficient integration? (Multiple answers allowed)

When asked about impressions of SaaS with poor integration, 55.0% felt they “lag behind industry-wide integration trends,” and 52.3% felt “uncertain about long-term continued use.” This suggests that integration shortcomings go beyond functional limitations and may negatively impact product trustworthiness and brand image.

▼ Summary

This survey revealed the following realities regarding the importance of API integration in SaaS selection:

- “Pricing/Cost” and “Security” are tied for first (47.7%), with “Integration with external systems” (36.0%) as the next major evaluation criterion.

- When API integration is insufficient, 75.7% exclude the product from consideration before comparing features or pricing.

- 63.1% have adopted alternative services due to lack of integration.

- 67.6% cited “Data flow between SaaS is essential for AI and automation” as the key reason integration matters.

- SaaS with poor integration are viewed negatively, with 55.0% citing “lagging behind industry trends” and 52.3% expressing “concern about continued use.”

Robust API integration is increasingly becoming a prerequisite for SaaS products to even remain on the shortlist.

▼ Survey Overview

Conducted by: Anyflow Inc.

Survey title: Survey on B2B SaaS Procurement Managers’ Emphasis on Integration Capabilities

Method: Online survey planned through IDEATECH’s research marketing platform “Risappy®”

Period: May 18–19, 2026

Valid responses: 111 corporate officers involved in B2B SaaS introduction, selection, comparison, or renewal within the past year

▼ API integration platform for SaaS providers: “Anyflow E”