With the Microsoft Channel app, Shopify merchants can now easily connect with millions of people at the intersection of work and life on the Microsoft Search Network and Microsoft Audience Network. The onboarding is simple, allowing you to showcase your products using paid and free listings and connect with consumers who are more likely to make a purchase online. With free listings, you are automatically able to show on the Microsoft Bing Shopping tab and the Microsoft Start Shopping tab.
Pricing
Free
Free
Frequently asked questions
Is the app free, or will I be paying from day one?
The app itself is free to install. You set your own daily campaign budget, and any ad spend is billed directly through your Microsoft Advertising account — not through Shopify. Free product listings on the Bing Shopping tab and Microsoft Start Shopping tab are also included at no cost, so you can get some visibility without running paid campaigns at all.
What exactly does this app do — will my products show up on Bing automatically?
Yes. The Microsoft Channel syncs your Shopify product catalog to Microsoft Merchant Center and lets you run both free and paid product listings across the Microsoft Search Network and Microsoft Audience Network. With free listings, your products automatically appear on the Bing Shopping tab and the Microsoft Start Shopping tab. For paid ads, you can create Smart Shopping campaigns directly from within Shopify, with a minimum recommended daily budget of $30 USD.
How hard is the setup — can I do this without a developer?
Microsoft describes the onboarding as simple and no coding is required. You connect or create a Microsoft Advertising account, sync your products, and optionally launch a campaign — all from within the Shopify admin. The app carries the 'Built for Shopify' badge, meaning it meets Shopify's highest standards for integration. That said, some merchants have reported connection errors during setup (e.g., 'Microsoft account connection failed'), so be prepared to contact support if things don't link up immediately.
How reliable is product syncing? Will my catalog stay current?
When the app works as intended, several merchants report real-time, accurate product syncing with no violations. However, a notable portion of 1-star reviews cite sync failures — including 'Product Last Sync Status: Failed - Internal Error' — that can persist for days. It's worth monitoring your sync status in the app after install, especially after product updates.
What do other merchants say about this app — is it actually worth installing?
The app holds a 3.8/5 rating across 320 reviews on the Shopify App Store, with 58% 5-star and 25% 1-star reviews — a polarized split. Happy merchants praise fast, accurate product syncing and easy campaign management. Frustrated merchants cite crashes, account banning without explanation, and connection errors. Results also vary: some merchants report no sales after years of use, while others find it a solid, low-maintenance channel.
What happens if I run into a problem — how responsive is Microsoft's support?
Support is handled by Microsoft via email at msftadsappsupport@microsoft.com. Microsoft does respond to reviews and encourages merchants to reach out, but multiple reviewers report slow response times — one merchant waited over a week with no reply. There is no live chat or phone support offered through the app itself. The app currently only supports English, which has caused issues for non-English-speaking merchants.
Does this app work for stores outside the US?
The app is listed as popular with US-based stores and is only available in English, which has frustrated merchants in countries like Germany who found no localized support or translation. At least one merchant noted the app is not available in Australia. If you operate a non-English store or are outside supported markets, you may run into compatibility or policy issues.
