API Rate Limit
Last reviewed 3 Nov 2026
An API rate limit is the maximum number of requests a service allows in a period of time. When an integration sends too many requests, for example during a bulk stock sync, the service temporarily refuses them. Well-built integrations queue requests and retry, so nothing is lost.
Key Facts
| Where you meet them | Shopify, WhatsApp Business API, Zoho, Google APIs, payment gateways |
|---|---|
| Typical symptom | Syncs that work for ten records but fail for ten thousand |
| Correct handling | Queues, back-off and retry, batching, and alerting on persistent failures |
| Wrong handling | Ignoring errors, leaving records silently unsynced |
Why it matters
An order sync that silently drops records during a sale is worse than one that is slow. Ask any integration partner how they handle rate limits and failures, and whether you get alerted.
See our entries on APIs, webhooks and integration.
Frequently Asked Questions
Can we pay for higher limits?
Some providers offer higher limits on bigger plans; good design usually matters more.
Do no-code tools handle rate limits?
Partly; at high volume, custom queuing is often more reliable.
Related Glossary
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