Zoho CRM on Capterra’s 2026 Shortlist – why is second place such a strong result?
Capterra is one of the world’s most trusted software review platforms – used by millions of buyers in over 50 countries. Its annual Shortlist is not a vendor-sponsored ranking, but a list based on thousands of verified user reviews. In the 2026 edition, Zoho CRM took 2nd place in the CRM category with a score of 91/100 – ahead of Microsoft Dynamics 365, HubSpot CRM and Pipedrive. Only Salesforce ranked higher, achieving this score primarily due to its scale (nearly 19,000 reviews) rather than the quality of ratings in categories crucial to users.
The score of 91/100 comprises two equally weighted components: popularity (45/50) and user ratings (46/50). This is a balanced result – the system is widely used and highly rated by those who use it on a daily basis. This is further confirmation of Zoho CRM’s position as one of the best-rated systems on the market – alongside accolades from Forbes Advisor 2026 (1st place, Best Value for Money) and the Nucleus Research SFA Value Matrix 2026 (Leader category).
Link to our publication on Forbes Advisor 2026
Link to our publication on Nucleus Research SFA Value Matrix 2026
What sets Zoho CRM apart from the rest?
Zoho CRM is a comprehensive sales system all in one price – with no hidden modules and no surprises on your next invoice. Here’s what sets the platform apart from the competition:
- Value for money: one of the best scores across the entire Shortlist, with prices starting at USD 14 per user per month
- Ease of use: comparable to systems marketed as “simple”
- Functionality: full sales functionality without the need to purchase additional modules
- Capterra describes Zoho CRM as “an AI-powered sales CRM that empowers SMEs and enterprises of all sizes with a 360° customer relationship management solution”
What do you get when you choose Zoho CRM?
- Priced from $14 per user per month with full sales functionality – Salesforce costs $175, Dynamics 365 costs $50 and upwards
- AI built into the licence: Zia analyses data in real time, identifies priority leads and detects risks in the pipeline – at no extra cost
- Zia Agent Studio: configure your own AI agents for specific sales tasks – without involving the IT department
- Full support for multiple communication channels: email, phone, live chat, social media – all in a single interface, automatically linked to CRM records
- Process automation available from lower-tier plans: workflows, macros, lead assignment – without needing to opt for the most expensive package
- An ecosystem of over 60 integrated Zoho applications: finance, HR, marketing, projects, analytics – all within a single environment
- No-code customisation: Canvas lets you tailor the CRM’s appearance to your team’s needs without any programming knowledge
- Scalability: the platform works equally well for small businesses with just a few employees and organisations with hundreds of salespeople
Other CRM systems in the comparison – what’s worth knowing?
Salesforce Sales Cloud – score 97/100
Salesforce tops the rankings mainly due to its scale: nearly 19,000 reviews and strong brand recognition mean that its popularity score (50/50) is out of reach for others. However, user ratings tell a different story: the value for money score is just 4.0/5 – the lowest amongst the platforms compared. Implementing Salesforce Enterprise costs USD 175 per user per month and requires a dedicated team of administrators – complex configuration and a steep learning curve are weaknesses confirmed by users on Capterra. Forbes Advisor 2026 excluded Salesforce from the top ten precisely for these reasons.
Microsoft Dynamics 365 – score 89/100
Dynamics 365 is a natural fit for organisations embedded within the Microsoft ecosystem. Outside this context, however, it loses most of its advantage. Prices start at USD 50 per user per month, whilst Sales Enterprise costs USD 95–105. To make full use of the system – including AI features and marketing automation – additional modules must be purchased. Users on Capterra state explicitly: “The interface can feel slow and overly complex at times, and advanced customisation often requires significant setup and technical knowledge.”
HubSpot CRM – score 89/100
HubSpot is widely recognised – and its market position is largely based on this. In the Capterra Shortlist 2026, it ranks 4th with a score of 89/100, the same as Dynamics 365. In the Forbes Advisor 2026 ranking, HubSpot came in at only 9th place. The advanced plans are very expensive ($150 per user per month for Sales Hub Enterprise, $3,600 per month for Marketing Hub Enterprise), and the depth of functionality – particularly automation and reporting – clearly lags behind the market leaders. Nucleus Research classified HubSpot as a Core Provider, not a Leader. Capterra users confirm: “Rather than receiving a working solution, we were left with an incomplete system, ongoing costs, and a substantial investment of time and resources.”
Pipedrive – score 86/100
Pipedrive offers a clear view of the sales pipeline and is easy to get started with – a good solution for small teams that value simplicity. However, its score of 86/100 and position outside the very top reflect real limitations: a lack of advanced automation, weaker reporting and limited customisation options. Users also point out the practice of changing plan features without prior notice, which directly affects cost predictability. For small teams, we would rather recommend Bigin by Zoho CRM, which performs better in the key metrics for micro-businesses: in reviews on Capterra, it scores higher for value for money, ease of use and customer support. And switching from Bigin to Zoho CRM is hassle-free – it takes just one click, with no data migration required.
Summary
The Capterra Shortlist 2026 is yet another independent endorsement of what we see in our day-to-day work with clients: Zoho CRM delivers real value – extensive capabilities, built-in AI and a reasonable price – without the compromises imposed by implementation complexity or licence costs.
For companies wishing to see how Zoho CRM will fit into their processes, Z Partners guides them through the entire process, from the initial consultation to full implementation. As an authorised Zoho Premium partner with 18 years’ experience, we help Polish companies implement and develop Zoho CRM, from simple configurations to complex integration projects. If your company is considering which CRM system to choose and you’d like to see how Zoho CRM works in practice, please get in touch with us. We’ll be happy to answer your questions, demonstrate the platform in action or provide a bespoke quote.
