Methods and systems for activating a software application while provisioning a web service to operate with the software application are described. Consistent with some embodiments, a product activation procedure is performed during a workflow to provision a web service to operate with a software application. By activating the software application during the web service provisioning workflow, an end-user can establish ownership of a proper license for the software application without having to input any license information, such as a serial number or product key, associated with the end-user's license.