The following page may contain information related to upcoming products, features and functionality. It is important to note that the information presented is for informational purposes only, so please do not rely on the information for purchasing or planning purposes. Just like with all projects, the items mentioned on the page are subject to change or delay, and the development, release, and timing of any products, features or functionality remain at the sole discretion of GitLab Inc.
Last updated: 2025-07
Deliver an easy, informed, and reliable experience for customers to purchase GitLab products, manage their subscriptions, and view billing details and contacts.
The Subscription Management team is responsible for providing customers with the self-service tools and features needed to purchase GitLab products and efficiently manage their subscriptions and accounts.
By focusing on these areas, the Subscription Management team aims to reduce friction in the subscription lifecycle, improve customer satisfaction, and support GitLab's overall growth and retention goals.
| Feature | Maturity | Description | To reach the next Maturity level |
|---|---|---|---|
| Purchase subscription | 😊 Viable |
First time and repeat purchases of Gitlab.com and Self-managed subscriptions, as well as add-ons such as Storage, Compute Minutes and Duo Pro. | |
| View subscriptions | 😊 Viable |
All subscriptions can be viewed in the Customers Portal. | |
| Renew subscription | 😊 Viable |
Gitlab.com, SM and add-on subscriptions can be renewed with a credit card. | |
| Auto-Renew subscription | 😊 Viable |
Gitlab.com and SM subscriptions can be auto-renewed, certain exclusion apply. | |
| Add seats to a subscription | 😊 Viable |
Gitlab.com and SM subscriptions can have seats added with a credit card. | |
| Remove seats from a subscription | ✖️ | Not Planned | |
| Upgrade a subscription | 😊 Viable |
Gitlab.com and SM Premium subscriptions can be upgraded to Ultimate with a credit card. | |
| Downgrade a subscription | ✖️ | Not planned | |
| View & pay for invoices | 😊 Viable |
All customers that purchase directly from GitLab can view their invoices and pay for them with a credit card. | |
| Manage payment methods | 😊 Viable |
All customers that purchase directly from GitLab can view and manage their credit cards. | |
| Quarterly Subscription Reconciliation (QSR) process | 🙂 Minimal |
QSR will process for some use cases of SaaS and SM subscriptions (Self-Service and Sales Assisted) that are opted into QSR. | |
| Special UX for Channel Partner customers | 😊 Viable |
Channel customers are able to login, manage contact information, view subscriptions and licenses. They get directed to the GitLab Partner to make subscription changes. | |
| Emails/In-app notifications related to subscription management | 🙂 Minimal |
Legend:
| Opportunity | Solution(s) |
|---|---|
| GitLab wants to leverage promotional discounts as a customer acquisition and retention strategy. | We are building a promotional discount system that enables the setup, distribution, tracking, and redemption of discount codes, allowing customers to receive discounts on their subscriptions. |
| Purchase flows in the Customers Portal lack a consistent user experience and scalable technical implementation. The process for buying Premium or Ultimate differs significantly from purchasing products like Storage or Compute, as well as from upgrading or renewing. This inconsistency increases the engineering team's workload in building and maintaining these various flows. | We are working to unify all purchase flows in the Customers Portal to enhance scalability and improve the user experience. |
| Opportunity | Solution(s) |
|---|---|
| Approximately 9% of our customers are associated with multiple billing accounts, but the Customers Portal currently restricts users to single account membership, preventing access to legitimately purchased services and blocking Billing Account Managers invitation workflows. | We plan to enable CustomersDot Users to have memberships across multiple billing accounts simultaneously, removing the architectural constraint that requires Support intervention for account switching and cross-account collaboration. |
| Customers would like the ability to add extra subscription contacts to their accounts without contacting Support. | We will continue to enhance the billing account manager invitation and management process while driving increased adoption of this functionality. |
| Customers often find Upcoming Renewal emails confusing, as they tend to be irrelevant, unclear, and lacking actionable information. | We are transitioning subscription renewal emails from Zuora to CustomersDot, which will enable us to control email frequency and customize email content. |
| Opportunity | Solution(s) |
|---|---|
| Customers with future-dated subscription changes cannot see or manage their current active subscription because the portal incorrectly displays future changes as if they're currently in effect. | Improve subscription card display to properly handle current vs future subscription states by providing separate views so users can access both what they have today and what's coming next. |
| Our purchase flows only support single-charge products, limiting self-service capabilities as our catalog continues to evolve with more complex multi-charge pricing structures. | Implement full support for multi-charge products in purchase and subscription management flows, enabling self-service for any product regardless of pricing complexity. |
| GitLab is continuously adding new products and add-ons for customers to buy. However, our current self-service purchase flows require customers to make separate transactions for each product, creating friction in the buying process when customers need multiple products. | Enable customers to purchase multiple products in a single transaction through an enhanced self-service purchase flow, streamlining the buying experience as our product catalog continues to expand. |
| A subscription set to auto-renew may fail to renew for several reasons: expired credit card, payment failure, unpaid overages, or issues calculating overages. | Analyze data on the number of subscriptions that failed to auto-renew and develop a tactical plan to increase the success rate of auto-renewals. |
| Customers with subscriptions set to auto-renew cannot pre-configure subscription changes to take effect on their auto-renewal date, forcing them to disable auto-renewal or renew manually. | Enable customers to configure subscription modifications in advance that automatically apply on their scheduled auto-renewal date. |
| Customers in India are unable to make direct purchases from GitLab due to the Reserve Bank of India (RBI) mandate. | We plan to address this problem. |
Most recently completed projects are shown first.
Some content is confidential and therefore won't be visible.