What is the correct way to publish apps in the Microsoft Store?

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What is the correct way to publish apps in the Microsoft Store?

Mahdi Hosseini 290

I’m currently using the method below to upload my apps to the Microsoft Store. Is this the proper way to do it?

After publishing the app and downloading the .msix package from the Store, when I run it, the Publisher field shows information that doesn’t match my developer account.

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However, when I download and install an app from another developer, the Publisher section correctly displays that developer’s information.

First, I register the app name in the Microsoft Store. Then, in Visual Studio, I right-click the project, go to Package and Publish, and choose Associate App with the Store. I select the app name from the list and confirm.

Next, I right-click the project again and from Package and Publish choose the last option, Create App Packages. I select the last option, Sideloading, and create a new certificate. I copy and paste the required publisher ID from Partner Center—because if I don’t do this, the Store won’t accept the package.

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After confirming the certificate, I generate the .msix files for the different processor architectures and upload them to the Store.

Am I missing something? Is my current method correct? What is the proper way to upload an app to the Microsoft Store?

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Answer 1

Hello Mahdi Hosseini,

Thank you for sharing your flow. The main issue lies in the packaging option chosen in Visual Studio, which is causing the publisher mismatch you’re seeing.

You did the “Associate App with the Store” step correctly. That sets the correct identity and publisher information from Partner Center in your project. What happens next is where things go off track: you choose Create App Packages → Sideloading, create a new certificate, copy the publisher ID manually, then build your .msix files and upload them. The “Sideloading” path is intended for direct installation (enterprise/internal/distribution outside the Store) and not optimized for Store submissions.

For publishing to the Microsoft Store, the recommended flow is:

Reserve the app name in Partner Center.
In Visual Studio: Associate App with the Store.
Right-click project → Create App Packages…, then select “Microsoft Store” (or equivalent wording) on the first wizard page, not “Sideloading”.
Visual Studio will generate a .msixupload (or .appxupload) file ready for submission. You upload that file in Partner Center on the Packages page.
The Store will re-sign the package using its certificate, and the publisher shown to end users will match the Store’s certificate/publisher identity rather than a test cert you created.

Because you used the sideload path and uploaded raw .msix files, you ended up having to manually set the publisher ID and when the Store re-signed it, your local certificate’s publisher didn’t match what appeared to the end users. This is why you observed a mismatch.

For verification: Microsoft’s docs advise that for Windows 10/11 you upload the .msixupload (or .appxupload) file rather than raw .msix.(https://learn.microsoft.com/en-us/windows/apps/publish/publish-your-app/msix/upload-app-packages)

And in the packaging guidance: (https://learn.microsoft.com/en-us/windows/msix/package/packaging-uwp-apps). It states:

“If you choose Sideloading, Visual Studio will not generate the app package upload (.msixupload or .appxupload) file for Partner Center submissions.”

If you switch to the “Microsoft Store” packaging option and upload the .msixupload file instead, you should see the publisher field align correctly and avoid manual certificate fiddling.

Hope this helps you get the package published smoothly!

Mahdi Hosseini 290 Reputation points

2025-11-24T09:04:32.9966667+00:00

Thank you.

If I remember correctly, if we upload the MSIX file, we can no longer upload the bundle file. Is there a solution for this? And until recently, it was not possible to generate a bundle file in Visual Studio for WinUI 3 (the bundle file would not be generated).
Anonymous

2025-12-02T06:49:30.99+00:00

Hi Mahdi Hosseini,

Yes, you can use MakeAppx.exe to manually bundle your .msix files into a .msixbundle, and upload that, this is a legitimate fallback when Visual Studio fails to generate a bundle or upload package automatically.

But be aware: this manual approach needs extra steps and careful configuration. You’ll need to:

collect all architecture-specific .msix files into a folder,

run MakeAppx.exe bundle /d <input-folder> /p <output>.msixbundle,

sign the .msixbundle properly before submission.

If you skip or mis-configure any step (manifest identity, package metadata, signing, architecture list, version numbers,...), the Store may reject the upload.

https://learn.microsoft.com/en-us/windows/msix/package/create-app-package-with-makeappx-tool
Mahdi Hosseini 290 Reputation points

2025-12-02T08:05:51.7566667+00:00

Thank you

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What is the correct way to publish apps in the Microsoft Store?

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