Microsoft Merchant Center Feed Setup: Sell on Bing Shopping
Get your products onto Bing Shopping by setting up Microsoft Merchant Center and adding or importing your feed.
Google is the biggest search engine, but not the only one. Bing powers search in Microsoft products and other services, and Microsoft Shopping can show your products to shoppers there. If you already have a Google feed, getting onto Bing takes little extra work.
What you need
- A Microsoft Advertising account (free to create).
- Your website verified in Bing Webmaster Tools or through Microsoft's site verification.
- A product feed โ or an existing Google Merchant Center account to import from.
Step 1: Create a Microsoft Merchant Center store
Sign in to Microsoft Advertising, open Tools โ Microsoft Merchant Center and create a store. Enter your store name, website and contact details. The domain must be verified.
Step 2: Add your products
You have two main options:
- Import from Google Merchant Center โ Microsoft can import your Google feed and keep it updated on a schedule. This is the quickest route if your Google feed is healthy.
- Upload or schedule your own feed โ a file in XML or tab-separated format, fetched from a URL.
The fields are very similar to Google's: id, title, description, link, image link, price, availability, brand, GTIN or MPN, and condition. The free multi-channel feed generator exports a Microsoft-ready feed from the same crawl as your Google feed.
Step 3: Fix catalog issues
Microsoft reviews your products and reports errors โ often the same ones Google flags: missing identifiers, image problems, price mismatches. Clean data in one feed fixes both. See how to fix Merchant Center errors.
Step 4: Choose free listings, ads or both
Depending on your market, Microsoft offers shopping ads and, in some regions, free product listings. Check what is available for your country in your account.
Keep feeds consistent
Using one source of product data for every channel prevents prices drifting apart. Read one product feed for multiple channels and how to use a multi-channel feed generator.
Import or separate feed?
- Import from Google when your Google feed is healthy and you want minimal work. Changes in Google flow through on the import schedule.
- Use a separate feed when you want Bing-specific titles, products or promotions, or when you do not use Google Merchant Center.
Common problems
- Domain not verified, so the store cannot be approved.
- Currency or country settings that do not match the feed.
- Products rejected for the same data issues as on Google โ missing identifiers, invalid images, price mismatches.
- Import scheduled less often than your prices change.
Fix data problems at the source so both Google and Microsoft benefit.
Related guides
More free tools: browse all our free ecommerce tools, no sign-up needed.
Frequently asked questions
Can I use my Google Shopping feed on Bing?
Yes. Microsoft Merchant Center can import from Google Merchant Center or accept a very similar feed.
Do I need to pay to list products on Bing?
Shopping ads are paid. Free listings are available in some markets; check your account.
How long does product review take?
Usually a few days.
Is Bing worth it for small stores?
It usually brings less traffic than Google, but often at lower cost, and setup is quick if your feed already exists.