Quick answer: Getting on G-Cloud means applying through the Digital Marketplace during a CCS competition window — typically open once per year. You need a Digital Marketplace account, Cyber Essentials certification, relevant insurance, and well-written catalogue entries for each service you want to sell. Once approved, public sector buyers can purchase directly from your catalogue without a tender.
Why G-Cloud matters for technology suppliers
G-Cloud generates billions of pounds of public sector technology spend every year. It is the default procurement route for cloud software in UK government — when a public sector buyer needs a SaaS product, their first instinct is to search the G-Cloud catalogue.
The key advantage for suppliers is speed. Buyers can purchase from G-Cloud in days rather than the months required for a full tender process. For buyers, the framework terms, pricing transparency, and pre-vetted suppliers reduce procurement risk. For suppliers, it means a steady pipeline of inbound opportunities from buyers who are already looking for what you sell.
G-Cloud lots — which one applies to you?
Lot 1
Cloud Hosting
IaaS and PaaS services — compute, storage, networking, and platform services. For hosting and infrastructure providers.
Examples: Virtual machines, object storage, container platforms, CDN
Lot 2
Cloud Software
SaaS applications delivered over the internet. The largest lot by volume. For software product companies.
Examples: CRM systems, case management, HR software, analytics tools
Lot 3
Cloud Support
Implementation, migration, training, and ongoing support for cloud services. For professional services firms.
Examples: Cloud migration, implementation services, managed support
The 8-step application process
Create a Digital Marketplace account
Go to marketplace.service.gov.uk and create a supplier account. You will need your Companies House registration number, your company's contact details, and the email address you want to use for notifications. The account creation process takes about 10 minutes.
💡 Tip: Use a generic company email ([email protected]) rather than a personal address — this ensures continuity if the account manager changes.
Wait for the competition window to open
G-Cloud is not always open for applications. CCS opens a competition window — typically once per year, usually in the spring or autumn — during which suppliers can submit new applications or update existing ones. Monitor the CCS website and PSIP alerts for the announcement. The window is typically open for 4-6 weeks.
💡 Tip: Set up a PSIP alert for "G-Cloud" as a keyword — you will be notified the moment the competition notice is published on Find a Tender.
Complete the framework agreement
During the competition window, you will be asked to agree to the G-Cloud framework terms and conditions. Read these carefully — they govern how you can sell through the framework, pricing requirements, and your obligations to buyers. You cannot negotiate the terms.
💡 Tip: Pay particular attention to the pricing and discounting rules. G-Cloud requires that prices on the framework are no higher than your standard commercial prices.
Complete the supplier declaration
You must complete a declaration confirming you meet the eligibility requirements — financial standing, insurance, and relevant legal declarations including exclusion grounds. This is equivalent to the Selection Questionnaire in other procurement processes.
💡 Tip: Ensure your public liability insurance (£2 million minimum) and professional indemnity insurance (£1 million minimum) are in place before applying. You will need to upload certificates.
Write your service catalogue entries
This is the most important part of your G-Cloud application and the one that most suppliers underinvest in. For each service you want to list, you write a catalogue entry describing what it does, who it is for, what it costs, and its key features. Buyers search these entries — the quality of your writing directly determines whether you are found.
💡 Tip: Write catalogue entries from the buyer's perspective. Lead with the problem you solve and the outcomes you deliver — not your technical architecture. Use the language buyers use when searching for solutions like yours.
Set your pricing
G-Cloud pricing must be transparent and fixed (or based on a clear formula). You can offer per-user/month SaaS pricing, consumption-based pricing, or fixed-price service packages. Prices must be no higher than your standard commercial rates. Include all pricing in your catalogue entry — buyers can see your full pricing before contacting you.
💡 Tip: Do not undercut your commercial pricing dramatically for G-Cloud. If you later sell commercially at a higher price, this can create contractual complications. Set G-Cloud prices at your standard commercial rate.
Complete the service assurance documentation
G-Cloud requires you to complete service assurance documentation covering data protection (GDPR and UK GDPR compliance), security (Cyber Essentials certification is required, CE Plus preferred), service levels, and data management. This documentation is published alongside your catalogue entry and buyers use it to assess suitability.
💡 Tip: Obtain Cyber Essentials certification before applying if you do not already have it. It is required for G-Cloud and takes 2-4 weeks to obtain through an NCSC-approved certification body.
Submit and go live
Once you have completed all sections, submit your application through the Digital Marketplace. CCS reviews submissions and approves qualifying entries. Once approved, your services go live on the G-Cloud catalogue and are immediately searchable by all public sector buyers.
💡 Tip: After going live, search for your own services as a buyer would. If you cannot find them easily, your catalogue entry titles and descriptions need improving.
How to write a catalogue entry that wins business
Your catalogue entry is your sales pitch to every public sector buyer searching G-Cloud. Most suppliers write poor catalogue entries — which is your opportunity to stand out.
Start with the buyer's problem
The first sentence of your description should describe the problem you solve. "Struggling to manage complex casework across multiple teams?" beats "CloudCase Pro is a cloud-based case management solution."
Use buyer search terms in your title
Think about how buyers describe what they need — not what you call your product. "Cloud-based finance management for NHS trusts" will be found; "FinanceFlow Enterprise" will not.
Be specific about who you serve
Mention your target buyer types. NHS, local government, central government, police, education — be explicit. Buyers feel more confident purchasing from suppliers who clearly understand their sector.
Show social proof
Reference existing public sector customers (with permission). "Used by 47 NHS Trusts" or "Deployed across 12 London Boroughs" is compelling evidence for cautious public sector buyers.
Price transparently
Include worked examples. "£15 per user per month for up to 100 users, £12 per user for 100-500 users" is more compelling than a price list alone.
Common G-Cloud mistakes to avoid
Vague catalogue entry titles
Be specific. "Cloud-based case management software for local government" is infinitely more findable than "CaseFlow Pro". Buyers search for their requirement, not your product name.
Feature-led descriptions
Buyers care about outcomes, not features. Lead with what problem you solve and what results buyers achieve — then list features as supporting evidence.
Pricing that is hard to understand
Be explicit and simple. Show worked examples of what a typical deployment costs. Buyers who cannot quickly understand your pricing move on to the next supplier.
Outdated entries
Review and update your catalogue entries regularly. Buyers can see the last-updated date. Stale entries signal a disengaged supplier.
Ignoring the service assurance documents
Many buyers read service assurance documentation carefully, especially for data-sensitive requirements. Vague or incomplete assurance documents lose deals.
Not having Cyber Essentials
Cyber Essentials is required for G-Cloud. Obtain it before applying — it takes 2-4 weeks and costs around £300-600 through an approved certification body.
Listing on G-Cloud and waiting
Getting on G-Cloud is not enough. Actively promote your catalogue entries, engage with buyers at public sector events, and respond promptly to buyer enquiries through the Digital Marketplace messaging system.
After you go live — winning call-offs
Getting on G-Cloud is the beginning, not the end. To win business you need to be actively found and chosen by buyers:
- ✓Review your catalogue analytics in the Digital Marketplace — see how many buyers are viewing your entries and where they drop off
- ✓Respond promptly to buyer messages through the Digital Marketplace — slow responses lose deals
- ✓Attend public sector technology events to build relationships with buyers before they search the catalogue
- ✓Ask existing public sector customers to reference you in their supplier lists and procurement plans
- ✓Use PSIP to monitor tender notices that reference G-Cloud — buyers sometimes run soft market testing before searching the catalogue
- ✓Update your catalogue entries at least every 6 months to keep them current and show buyers you are actively engaged
Tracking G-Cloud with PSIP
PSIP tracks G-Cloud and all other CCS frameworks, including expiry dates and competition notices. You can:
- ✓Get alerted the moment a new G-Cloud competition window opens on Find a Tender
- ✓See which public sector buyers are procuring cloud services in your sector via buyer intelligence
- ✓Track contract awards made under G-Cloud to understand market share and competitor positioning
- ✓Monitor pipeline notices from buyers likely to use G-Cloud for upcoming technology requirements
Frequently asked questions
What is G-Cloud?
G-Cloud is a Crown Commercial Service (CCS) framework for cloud software (SaaS), cloud platform (PaaS), and cloud infrastructure (IaaS) services. Public sector buyers can browse the G-Cloud catalogue and purchase directly from approved suppliers without running a full tender. It is one of the most widely used procurement routes for technology in UK government.
How do I apply for G-Cloud?
G-Cloud applications are submitted through the Digital Marketplace at marketplace.service.gov.uk. You need a Digital Marketplace account, a Companies House registered business, and relevant cloud services to list. Applications are submitted during the competition window, which CCS typically opens once per year.
How long does G-Cloud last?
Individual G-Cloud iterations typically run for 2-3 years. G-Cloud 14 is the current iteration. Once you are accepted onto G-Cloud, your services are live for the duration of that iteration. You will need to reapply for the next iteration when the competition opens.
Is G-Cloud only for large companies?
No. G-Cloud has strong SME representation — the majority of suppliers on G-Cloud are SMEs. CCS actively encourages small and specialist technology suppliers to apply. There are no minimum turnover requirements for G-Cloud, though you must demonstrate financial viability.
How much does it cost to get on G-Cloud?
There is no cost to apply for G-Cloud. CCS charges a management fee of 0.5-1% of sales made through the framework, deducted from your invoices. The application process itself is free.
How do buyers find suppliers on G-Cloud?
Buyers search the Digital Marketplace at marketplace.service.gov.uk by keyword, category, and filter criteria. Your catalogue entry title, description, and feature list are what buyers search against. Well-written, keyword-rich catalogue entries are essential to being found.
Can I update my G-Cloud catalogue entries?
Yes. You can update your service descriptions, pricing, and features at any time during the framework's life through the Digital Marketplace supplier interface. Keeping entries current and accurate is important — buyers can see when entries were last updated.
What is the difference between G-Cloud lots?
G-Cloud has three lots: Lot 1 (Cloud Hosting — IaaS and PaaS), Lot 2 (Cloud Software — SaaS), and Lot 3 (Cloud Support — implementation, migration, and support services). Most technology product companies apply for Lot 2. Hosting and infrastructure companies apply for Lot 1. Professional services firms applying support services apply for Lot 3.
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