How to Set Up Bing Merchant Center?

Here’s something most ecommerce brands still ignore.

Bing, owned by Microsoft, now controls close to 38% of desktop search traffic in the US. It reaches more than 1.4 billion users every month and attracts shoppers who spend more per order. Yet most ecommerce brands still treat Bing Merchant Center as an optional channel instead of a serious revenue source.

That oversight has created a clear opening. Brands that move early are capturing traffic at a fraction of the cost of Google Shopping, often paying cents per click rather than dollars.

This shift did not happen overnight. It accelerated because of:

• AI-powered search through Copilot and Bing Search
• Microsoft Shopping Ads
• The Microsoft Audience Network
• Native Shopping placements across Outlook, MSN, Edge, and Windows devices

Together, these changes have turned Bing Merchant Center into one of the most overlooked revenue systems in 2026.

If your store is not present, you are losing sales. This is especially true in categories like home improvement, automotive, luxury goods, jewelry, beauty, tools, electronics, and B2B equipment, where Bing users show strong buying intent.

This guide explains exactly how to set up Bing Merchant Center step by step. It also explains how to optimize it correctly and how to avoid the mistakes that leave many feeds stuck in disapproval for weeks.

Let’s begin.

Microsoft stays underrated, and that is the opportunity. A commercial flooring brand we run hit 10.8x ROAS on Microsoft Advertising, with one campaign at 16.1x. That is the kind of return most ecommerce advertisers leave on the table by staying Google-only.

What Is Bing Merchant Center?

Bing Merchant Center is Microsoft’s platform that stores and manages your product data. This data powers where and how your products appear across Microsoft’s shopping ecosystem.

Your products can show across:

• Bing Shopping
• Microsoft Search Network
• Microsoft Audience Network
• Windows Search
• Outlook and MSN placements
• Copilot AI commerce surfaces

In terms of functionality, it is similar to Google Merchant Center. In practice, it feels cleaner, easier to navigate, and faster for indexing and approvals.

Inside Bing Merchant Center, you can:

• Upload and manage product feeds
• Sync products directly from Shopify, BigCommerce, or WooCommerce
• Fix feed errors and missing attributes
• Control price and availability updates
• Add brand and store information
• Connect feeds to Microsoft Ads Shopping campaigns
• Create and manage promotions
• Run dynamic remarketing
• Track product impressions and conversions

If you want your products to appear in Bing Shopping Ads, you must have an approved feed inside Bing Merchant Center. There is no workaround for this.

How does Microsoft Merchant Center work?

Microsoft Merchant Center, still widely called Bing Merchant Center, works as the home for your product catalog: you claim your website domain, create a store, upload a catalog feed with product images and prices, and then connect that store to a Shopping or Performance Max campaign so your products can show across the Microsoft Advertising Network.

Microsoft’s own definition is short: Merchant Center “allows you to create a catalog feed, which includes images and other information about your products, so that your products can display on the Microsoft Advertising Network” (Microsoft Advertising Help, updated June 2026). Microsoft lists four steps to get from zero to live Shopping ads (Microsoft Shopping campaigns):

1. Claim your website domain.
2. Create a Microsoft Merchant Center store.
3. Upload your product catalog.
4. Create your Shopping campaign and link it to the store.

What does a Merchant Center store power?

One Merchant Center store can power several Microsoft Advertising formats at once, from standard Shopping campaigns and Performance Max to local inventory ads, merchant promotions and dynamic remarketing, so the quality of that single feed affects every product ad you run on Microsoft’s network.

Ishant Sharma, founder of Hustle Marketers, who has managed Google Ads and Microsoft Ads accounts since 2013, explains it to clients as three layers: the store proves who you are, the catalog says what you sell, and the campaign decides where and how much to bid, and we fix problems in that order. For the feed file itself, see our Bing Shopping feed guide.

Why Bing Merchant Center Matters More Than Ever in 2026

The ecommerce advertising landscape shifted in 2026. This is the biggest change since the early days of Google Shopping. Three major changes explain why Bing Merchant Center now matters more than ever.

1. Bing’s User Growth Exploded Because of Copilot and Windows Integration

Every new Windows 11 device now comes with Microsoft Copilot built directly into the taskbar. Users no longer open a browser and search. Search is already there.

Product discovery now happens through:

• Copilot questions
• Windows search panels
• MSN homepage product suggestions
• Outlook shopping placements

All of these surfaces pull product data from Bing Merchant Center.

If your products are not listed in Bing Merchant Center, Copilot does not show them. There is no visibility without the feed.

2. Bing Has the Highest-Income Users of Any Search Engine

Bing dominates corporate desktops. It is the default search engine across offices, financial firms, hospitals, real estate teams, and enterprise environments.

These users spend more.

Data across ecommerce accounts consistently shows that the average Bing Shopping customer spends around 76% more per order than the average Google shopper.

Your presence in the Bing Merchant Center determines whether your products reach this audience.

3. Microsoft Shopping CPCs Are Often Lower Than Google Shopping

Across Hustle Marketers’ ecommerce accounts, the difference remains consistent. Google Shopping clicks cost the most and fluctuate widely due to competition.

Bing Shopping clicks often cost less and can be steadier, which makes testing and scaling easier. Check your own numbers with the method in our Bing vs Google CPC study. When Google Shopping turns into a bidding war, Bing Merchant Center becomes the simplest second channel for profitable growth.

4. Many Google Disapproved Products Get Approved on Bing

Microsoft applies a different review approach.

• Some sensitive categories face stricter checks
• Most retail categories face more flexible rules

Because of this, many products rejected by Google are approved by Bing without changes. This opens inventory that otherwise stays invisible.

5. Bing Shopping Visibility Improves Microsoft Ads Performance

Your product feed powers:

• Shopping Ads
• Dynamic remarketing
• Performance Max style campaigns
• Audience Network dynamic placements

A weak feed limits every campaign type. A clean, optimized feed enables campaigns to scale.

Bing Merchant Center directly affects your entire Microsoft Ads account structure.

Bing Merchant Center vs Google Merchant Center

Most comparisons oversimplify this topic. On the surface, Bing Merchant Center and Google Merchant Center look similar. Once campaigns scale, the differences become obvious.

These differences affect approvals, cost-per-click, product reach, and return on ad spend.

Requirements Before Setting Up Bing Merchant Center

Before you upload a single product, Microsoft checks whether your business foundation is solid.

Bing Merchant Center is easier than Google, but it still expects consistency and clarity. Missing basics lead to verification delays, feed disapprovals, or full account holds.

Below is a clear checklist to ensure everything is prepared correctly.

1. A Fully Functional Website That Meets Microsoft Shopping Policies

Microsoft reviews your website before approving your store.

Your site must include:

• Working pages with no broken checkout or links
• Product pages that clearly show pricing
• Accurate stock availability
• Secure HTTPS checkout

If your site feels unfinished or unstable, Microsoft pauses verification.

2. Transparent Business Information Available on Your Website

Microsoft requires visible trust signals.

Your website must display:

• Business name
• Physical address or registered office
• Active customer support email
• Working phone number

Missing contact details remain one of the fastest ways to get rejected.

3. Shipping Policies That Match Your Feed

Your website and product feed must follow the same shipping rules.

Microsoft checks:

• Delivery timelines
• Shipping costs
• Regional restrictions
• Consistency between site and feed

If your feed says three-day delivery, but your site shows seven to ten days, Bing disapproves the listings.

4. Clear Return and Refund Policy

Microsoft wants customers to know what happens after purchase.

Your policy must clearly explain:

• Return window
• Refund eligibility
• Return conditions
• Exchange rules
• Contact method

Unclear or missing policies immediately increase rejection risk.

5. Verified Domain Ownership in Microsoft Advertising

Before linking a store, Microsoft must confirm domain ownership.

Verification options include:

• UET tag placement
• XML file upload
• Meta tag insertion
• DNS update

This step links your site with Microsoft Ads and is mandatory.

6. A Microsoft Ads Account With Billing Setup

Even if you plan to start with free listings, billing must be complete.

You need:

• Microsoft Ads account
• Billing profile
• Verified payment method
• Country and currency set

Without billing, Shopping campaigns remain locked.

7. Product Feed Ready for Upload or Sync

Prepare all required feed attributes:

• Product titles
• Descriptions
• Brand, GTIN, or MPN
• Price
• Sale price if applicable
• Product category
• Image URLs
• Availability
• Shipping attributes

Missing or incomplete data leads to immediate disapproval.

8. High-Quality Product Images That Follow Microsoft Guidelines

Your images must:

• Look clear and professional
• Avoid watermarks or overlays
• Show the product accurately
• Use correct dimensions
• Load without redirects

Microsoft rejects unclear or altered images quickly.

9. Compliance With Microsoft Store and Product Policies

Your catalog must avoid violations related to:

• Prohibited items
• Adult content
• Legal and safety rules
• Branding accuracy

High-risk categories receive deeper manual review.

10. Consistent Pricing Between Feed and Website

Microsoft compares pricing across:

• Product feed
• Landing page
• Checkout page

Even small mismatches cause rejections.

How to Create or Claim Your Store in Bing Merchant Center

Once your website and policies meet Microsoft’s requirements, the next step is to create or claim your store inside Bing Merchant Center. This step is critical. Your product catalog, feed approvals, and Shopping campaigns all live here. Even if you already advertise on Google, Microsoft requires its own store setup and verification.

Below is a clean, step-by-step walkthrough.

1. Log in to Microsoft Advertising

Go to: ads.microsoft.com. Navigate to left navigation, open Tools and select Merchant Center

Before moving forward, make sure you have:

• A Microsoft Ads account
• Billing fully set up
• Correct timezone and currency selected

Timezone and currency cannot be changed later, so confirm them carefully.

2. Choose “Create New Store” or “Existing One”

After opening the Merchant Center, Microsoft gives you two options.

A. Create a New Store

Choose this if:

• You have never used Bing Shopping
• Setting up a new brand or domain 
• No existing store exists 

This option is common for new advertisers.

B. Claim an Existing Store

Choose this if:

• A store already exists for your website
• You need ownership or admin access
• Taking over an account

Microsoft requires proof of ownership before allowing a store to be claimed.

3. Enter Store Information

Microsoft now asks for basic store details to identify and verify your business.

You must provide:

• Store name 
• Website URL
• Country of sale
• Short store description
• Business contact information

All details must match what appears on your website. Any mismatch leads to manual review delays.

4. Accept Microsoft Shopping Policies

Before approving your store, Microsoft checks compliance.

They review:

• Product authenticity
• Legal compliance
• Customer support clarity
• Secure checkout experience

You must confirm that all listed products follow Microsoft Shopping policies.

5. Verify Website Ownership

Products cannot go live until your domain is verified. Microsoft provides four verification methods.

Option 1: UET Tag (Recommended)

If you already run Microsoft Ads:

• Install the UET tag on your website
• Microsoft auto-verifies your domain

This method also enables conversion tracking and remarketing.

Option 2: Meta Tag Verification

Microsoft gives you a unique meta tag.

Add it inside your website header:

<meta name=”msvalidate.01″ content=”YOUR_CODE_HERE” />

Return to Merchant Center and click Verify.

Option 3: XML File Upload

Microsoft provides an XML file.

Steps:

• Upload the file to your root domain
• Confirm the file is accessible
• Click Verify inside Merchant Center

Option 4: DNS Verification

Add a TXT record to your domain DNS.

Example:

TXT ms=12345678

This option takes longer but works well for headless setups.

6. Configure Your Store Settings

After verification, Microsoft asks you to finalize store settings.

Store Category

Select the closest category, such as:

• Apparel
• Automotive
• Electronics
• Home and Garden

This helps Bing understand product relevance.

Store Logos

Upload:

• 1:1 square logo
• 4:1 wide logo

These logos appear in Shopping ads and partner placements.

Shipping Settings

Define:

• Delivery zones
• Shipping costs
• Carriers and methods
• Handling time
• Estimated delivery windows

Important note:
Your website shipping information must match these settings exactly.

Tax Information (US Only)

You can choose:

• Destination-based automatic tax
• Fixed-rate tax rules
• Platform-based tax syncing

7. Enable Enhanced Listings 

Enhanced listings improve visibility.

They allow:

• Reviews
• Ratings
• Sale price highlights
• Free shipping badges
• Promotional overlays

Turning these on improves click-through rate.

8. Select Product Feed Input Method

Now choose how products are entered into the Bing Merchant Center.

Select Create Feed and fill the following:

Feed Name

A simple, descriptive name.

Feed Type

Choose the appropriate option (usually Products).

Destination

Choose Online Product Ads for ecommerce.

Language

The language you want your ads to appear in.

Country/Region of Sale

Where you plan to sell your products.

Currency

The currency customers will see.

Input Method

You’ll see three methods:

1. Manual Upload: Upload the file directly from your device.
2. FTP/SFTP Upload: Ideal if you use third-party tools that send feeds automatically.
3. Automatically Download From URL: Add your feed URL and set the frequency. Microsoft will fetch it automatically.

Once created, your feed appears in the Feeds section of the merchant center. 

Click the feed to review:

• Approved products
• Rejected or pending products
• Any warnings that need fixing

This is where you’ll monitor what’s eligible for ads.

9. Submit Your Store for Review

After setup is complete, click: Submit for Approval

Microsoft reviews:

• Domain verification
• Store policies
• Product feed
• Images
• Shipping configuration
• Checkout flow

Approval usually takes 24 to 48 hours. Sensitive categories may take longer.

10. Start Publishing Products

Once approved:

• Products appear in Microsoft Shopping
• Shopping campaigns can go live
• Performance Max-style campaigns become available
• Free listings activate automatically

Your Bing Merchant Center setup is complete.

Types of Catalog Creation Options in Bing Merchant Center

Bing Merchant Center offers several ways to build and maintain your catalog. Each option suits a different store size and update frequency. Choosing the right method keeps your feed stable and campaigns healthy.

Below is a detailed breakdown.

Manual Upload (For Small Store Product Feeds)

Manual uploads work best for stores with small catalogs or infrequent updates.

What you can upload:

• CSV
• TSV
• XML

When to use it:

• Small product catalogs
• Rare price or stock changes
• Simple workflows

Limitations:

• No automation
• Entire feed must be replaced
• Higher error risk as catalog grows

Recurring Upload (Scheduled File Fetch)

This option pulls your feed automatically from a hosted URL.

How it works:

• Host your feed online
• Bing fetches it on a schedule
• Updates pricing and inventory automatically

Best for:

• Shopify stores
• WooCommerce stores
• BigCommerce and Magento stores

Advantages:

• Automation
• Reduced manual work
• Accurate data

FTP or SFTP Upload (Server-Based Feed Delivery)

FTP and SFTP allow secure feed delivery from internal systems.

Why brands use it:

• Higher security
• Automated exports
• ERP and PIM compatibility

Best for:

• Enterprise brands
• Large catalogs
• Stores with 50,000+ SKUs

Important note:

• File naming rules are strict
• Errors can reject the full feed

Google Import Tool (Fastest Way to Migrate From Google Merchant Center)

This tool copies your Google feed into Bing Merchant Center.

What it imports:

• Product data
• Prices
• Images
• GTINs
• Titles and descriptions
• Shipping settings

Best for:

• Active Google Shopping brands
• Agencies managing multiple platforms
• Fast setup needs

Limitations:

• • Google errors import too
• • Bing-specific optimization is still required

Content API (Real-Time Sync for Large Stores)

The Content API updates your feed instantly when changes occur.

Why it works:

• Real-time stock updates
• Instant price changes
• No feed delays

Best for:

• Shopify Plus
• BigCommerce Enterprise
• Brands with flash sales
• High-volume inventory movement

Bing Merchant Center Approval Timeline & Troubleshooting

Getting approved in Bing Merchant Center is not instant. Your store and product catalog pass through several checks before products can appear across Microsoft Shopping placements. Knowing how the timeline works helps you plan better and fix problems before they stall your account.

How Long Approval Usually Takes

Most stores fall within these timelines:

• Store verification: 24 to 48 hours
• Catalog or feed review: 48 to 72 hours
• Image and policy checks: an additional 1 to 3 days
• Full account approval: usually completed within 3 to 7 business days

If Microsoft finds any issue during these checks, the process pauses until the problem is resolved.

What Can Delay Approval

Bing slows down or rejects accounts for very specific reasons. The most common ones include:

• Missing or unclear shipping, return, or refund policies
• Product pages that do not match feed data such as price, stock, title, or GTIN
• Images that break Microsoft image rules, including small sizes, overlays, watermarks, or collage-style photos
• No clear business identity, missing About or Contact details
• Restricted or unsupported product categories
• Previously rejected items carried over from feed imports
• Checkout pages without HTTPS security

Most delays come from simple mismatches, not complex issues.

Troubleshooting Tips if Approval Is Stuck

If your approval takes longer than expected, follow these steps in order.

1. Check the Diagnostics Panel

Go to:
Merchant Center → Store → Catalog → Diagnostics

Review:

• Disapproved products
• Policy violations
• Missing GTIN or identifier issues
• Landing pages that Bing cannot crawl

This panel shows exactly where problems exist.

2. Revalidate Your Store URL

If your site fails initial verification, resubmit manually:

Store Settings → URL Verification → Re-verify

This often fixes stalled approvals caused by temporary crawl issues.

3. Fix Landing Page Mismatches

Confirm that your website matches your feed on:

• Price
• Availability
• Product title and description

Bing enforces price and value accuracy more strictly than Google.

4. Improve Policy Pages

Every store must clearly display:

• Refund policy
• Shipping policy
• Returns policy
• Contact page
• Legal business information

Missing even one of these pages can slow approval significantly.

5. Re-upload the Catalog or Trigger a Manual Review

You can restart the review process by:

• Re-uploading your feed
• Re-syncing from Google Merchant Center

This forces Microsoft to re-check your catalog.

6. Contact Microsoft Support

If everything looks correct but approval is still pending, contact:

Microsoft Ads Support → Merchant Center → Account Review Request

Support teams usually respond within 24 to 48 hours.

How do you optimize Microsoft Merchant Center in 2026?

Optimizing Microsoft Merchant Center in 2026 means using Microsoft’s newer catalog tools, mainly Product explorer and supplemental feeds, to find products that are not eligible or not performing, fixing the attribute differences between your Google and Microsoft feeds, and keeping store details, prices and landing pages in sync.

What is new in Microsoft Merchant Center in 2026?

The main 2026 changes are Product explorer, a searchable catalog view announced in June 2026, plus three items from Microsoft’s Activate 2026 event: supplemental feed support, self-service store name and domain changes, and the Universal Commerce Protocol, which Microsoft says lets brands power AI-driven experiences such as Copilot checkout.

A Microsoft Merchant Center optimization checklist

1. Open Product explorer (for catalogs under 100,000 SKUs), filter for products with eligibility gaps and fix those first, because an ineligible product earns no impressions at any bid.
2. If you copied your Google feed, check Microsoft’s list of which Google feed attributes it uses and map fields with our feed attribute mapper.
3. Rewrite weak titles so the brand, product type and key attribute come first. Our product feed optimization guide covers the formula.
4. Once supplemental feeds are available in your store, use one for fixes you do not want to push through your main feed, the same way you would in Google Shopping.
5. Add custom labels for margin tiers so bids follow profit, not revenue. Microsoft lists margin tiers among the uses for custom labels on its Shopping campaigns page, and our guide to custom labels by margin tier shows the setup.
6. Make sure prices and availability match the landing page, and that the UET tag records purchases with values.
7. Add merchant promotions for real offers, then review search partner traffic and exclude weak syndicated partners.
8. Export a Product explorer list each month and compare it with the last one to catch products that quietly dropped out.

At Hustle Marketers, a Microsoft Advertising Partner, we run this check in the same order on every Microsoft Shopping account we take over: eligibility first, attribute mapping second, titles and labels third, bids last.

Why Choose Hustle Marketers for Bing Merchant Center Setup + Feed Optimization

Hustle Marketers works with ecommerce brands that want precision, not trial and error. The team focuses on building feeds that stay approved, scale cleanly, and perform consistently across Microsoft Ads.

This approach is based on real execution, not templates or shortcuts.

Below is what separates Hustle Marketers from general agencies.

1. Hands-On Ecommerce Experience Since 2013

Led by Ishant Sharma since 2013, the team works inside ecommerce platforms, solving feed issues, scaling Shopping ads, and adapting to policy changes. This experience leads to better feed structure, cleaner data, and faster approvals.

2. Feed Setups Across Google and Bing

Hustle Marketers has built and optimized hundreds of feeds across:

• Google Merchant Center
• Bing Merchant Center
• Shopify, Magento, WooCommerce, BigCommerce

Each feed adheres to proven taxonomy rules, attribute mappings, and error-prevention systems.

3. Experts in GTIN, Taxonomy, and Performance Max Feed Architecture

Hustle Marketers specializes in:

• GTIN validation
• Product category mapping
• Attribute enrichment
• Custom label frameworks
• Supplemental feeds
• Structured data alignment

This makes the feeds algorithm-friendly and scalable.

4. Certified Microsoft Ads and Shopping Specialists

The team understands Microsoft’s ranking signals, product graph behavior, and Shopping requirements. Bing does not behave like Google. Feeds must be optimized with that difference in mind.

5. Daily Feed Monitoring to Prevent Disapprovals

Feeds are checked every day to ensure:

• No price mismatches
• No image violations
• No policy conflicts
• No sudden product disapprovals

This keeps campaigns active without interruption.

6. Technical SEO and Feed Alignment

Product pages are aligned with feed data to improve:

• Click-through rate
• Match accuracy
• Conversion quality
• Merchant Center trust signals

A strong foundation supports better Shopping performance.

7. Fast Support When Feeds Break

There are no long waits for fixes. With Hustle Marketers, the best Bing Ad agency to rescue businesses receive fast troubleshooting, direct feedback, and immediate support when issues appear.

8. Proven Results Across Ecommerce Industries

Hustle Marketers has delivered results for:

• Beauty and skincare
• Industrial B2B brands
• Home improvement
• Fashion
• Electronics
• Hobbies and collectibles
• Direct-to-consumer lifestyle brands

Where product feeds drive revenue, the team delivers.

More Merchant Center guides that pair with this one: Microsoft Shopping feed optimization, product feed optimization guide and Google Merchant Center requirements that matter most.

Conclusion

Bing Merchant Center is no longer optional for ecommerce brands that want profitable scale in 2026. When feeds are built correctly, monitored daily, and aligned with Microsoft Ads, the platform becomes a reliable growth engine.

Hustle Marketers gives brands an edge by removing guesswork. The team builds feeds that rank, convert, and stay stable under pressure.

With hands-on feed work across Google and Microsoft, Hustle Marketers turns Bing Merchant Center into a revenue-generating system rather than a technical burden.