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Get started with Microsoft Store

Publishing your app in the Microsoft Store is the easiest way to reach millions of Windows users with a trusted, secure, and streamlined distribution experience. The Store helps handle installation, updates, and discovery, while giving users confidence through identity, signing, and policy checks. Whether you’re shipping a brand-new app or bringing an existing one to a wider audience, this guide walks you through the key steps to prepare your app, create a Store listing, and submit it for certification.

Prerequisite

A Windows app developer account in Partner Center is needed before you start the app submission process. There are 2 types of developer accounts available in Partner Center: Individual and Company.

Who should select an individual account:

  • Independent developers whose distribution of apps through the Store is not in relation to their business, trade, or profession
  • Small scale creators producing content for non-commercial purposes
  • Individuals creating digital content as a hobbyist, amateur, school, or personal project

For more details, refer steps to create individual developer account.

Get started with app submission

We recommend packaging your app (which is built with any app framework - UWP, Win32, PWA, WinApp SDK etc.), as MSIX. By packaging your app as MSIX, you can take advantages of many features like a complimentary binary hosting (provided by Microsoft), complementary code signing (provided by Microsoft), Microsoft Store commerce platform, package flighting, advanced integration with Windows (to use features like share dialog, launch from Store etc), Windows 11 backup and restore etc.

For packaging your Win32 app as MSIX, follow these steps.

Note

If you distribute your application as a web download (EXE /MSI) and you are planning to distribute it as a packaged application (MSIX) in the Store, you might want to prevent users from installing both versions or migrate users from the unpackaged web version to the Store version. Learn more about transitioning users from web unpackaged to Store packaged app.

Choice of commerce platform

Microsoft Store offers developers a flexible and transparent revenue sharing model (including in-app purchases, subscriptions, ads, and tips) that lets you choose your own commerce platform and keep 100% of the revenue for non-gaming apps, or use Microsoft’s commerce platform and pay a competitive fee of 12% for games and 15% for apps. This means that you can maximize your profit and control your business model, while benefiting from the convenience and security of Microsoft’s commerce platform.

App submission [MSIX/PWA]

To understand the submission process of MSIX apps, you can watch the following video.


For more details, refer to the steps below.

Reserve your app's name [MSIX/PWA]

All apps on the Microsoft Store must have a unique name. To secure a name for your app, the first step is to reserve it, which you can do up to three months before publishing, even if development has not started.

Steps to Reserve Your App's Name:

  1. Navigate to the Partner Center apps and games page.

  2. Click New product.

  3. Click on MSIX or PWA app. If you want to submit an MSIX or PWA game, click on Game.

  4. Enter the name you would like to use and click Check availability. If the name is available, you will see a green check mark. If the name is already in use, you will see a message indicating so.

  5. Once you have selected an available name that you would like to reserve, click Reserve product name.

For more information, please visit Reserve your app's name - Windows apps | Microsoft Learn.

Create your app submission [MSIX/PWA]

  1. After reserving an app name, you will be redirected to Application overview page. Click on Start Submission. A product submission in draft status will appear. This draft includes all the submission steps that need to be completed.

  2. For submitting a PWA, learn how to convert your website into a PWA.

  3. Complete each tab of the submission draft:

  4. After you complete a section, click on Save. Once all sections are complete and you are ready to submit, click on Submit for certification.

If your draft is missing any necessary information, it will be marked as Incomplete.

For more information, please visit Create an app submission - Windows apps | Microsoft Learn.

App certification process [MSIX/PWA]

When you finish creating your app's submission and click Submit to the Store, the submission enters the certification step. This process can take up to three business days. During certification, we will perform security tests, technical compliance tests and also a content compliance check on you app submission. You will be notified if your submission fails any of these tests.

After your submission passes certification, on an average, customers will be able to see the app’s listing within 15 minutes depending on their location. You will be notified when your submission is published to the Store, and the app's status in the dashboard change to 'In Microsoft Store'.

To understand the certification process of MSIX apps, you can watch the following video.


For more information, please visit The app certification process - Windows apps | Microsoft Learn.

Post-certification [MSIX/PWA]

Analyze performance for MSIX apps and games

View detailed analytics for your apps and games in Partner Center. Statistics and charts let you know how your apps are performing in the Store; from how many customers you have reached to how they are using your app and what they have to say about it. You can also find metrics on app install, app health, app usage, and more. You can view analytic reports right in Partner Center or download the reports you need to analyze your data offline. We also provide several ways for you to access your analytics data outside of Partner Center.

To understand how to analyze your MSIX app's performance, you can watch the following video.


For more details, you can refer to the following reports.

Reports available for your apps

There are different reports available for your apps, check the descriptions to find the metrics you are looking for.

Report Description
Acquisitions report See how many people have seen and installed your app in Store. You can also review data for different acquisition channels, markets, and platform details in this report.
Add-on acquisition report See how many add-ons you have sold, along with demographic and platform details.
Usage report See how customers on Windows 10 or Windows 11 (including Xbox) are using your app, including data about custom events that you have defined.
Health report Get data related to the performance and quality of your app, including crashes and unresponsive events.
Reviews report See the rating and reviews your customers have left for your app and provide responses to let customers know you are listening to their feedback.
Insights report See meaningful insights about your app like significant (changes increases or decreases that we detected over the last 30 days in your acquisitions and health data).

Leverage developer tools [MSIX/PWA]

The Leverage Developer Tools section helps you make the most of the resources Microsoft provides to build, test, and grow your app. Learn how to run product page experiments, distribute your app using the web installer or CLI, beta test new features using package flighting, and connect with your customers through promotions and engagement tools. These resources are designed to support your app’s success at every stage.

To learn how to run product page experiments, you can watch the following video:


For guidance on beta testing using package flighting, see the video below:


To understand how to use the Store web installer to distribute your app on web, check out the following video:


For more information, please visit Leverage Developer Tools section.

Appendix [MSIX/PWA]

Troubleshooting

Full app submission documentation

  • If you are seeking more detailed documentation, click here.

Contact information for support

  • If you need further assistance, a support ticket can be raised from here.

Frequently asked questions

  1. What is the Microsoft Partner Center and why do I need a developer account to publish my app?

    Microsoft Partner Center is the online portal where you manage the submission, certification, and maintenance of your apps in the Microsoft Store. You must register for a developer account in Partner Center to publish apps to the Store – it’s a prerequisite before starting the app submission process.

    Having a developer account gives you access to the Windows Apps & Games dashboard in Partner Center, where you will reserve your app name, upload packages, and track your app’s performance. Partner Center offers two types of developer accounts (Individual or Company) to accommodate different needs.

  2. What are the main benefits of distributing my app through the Microsoft Store?

    The Microsoft Store provides access to a vast user base of over a billion Windows customers across more than 240 markets and 110 languages. Beyond reach, the Store also offers various promotion and marketing tools such as:

    • Curated collections and editorial features that highlight apps in Store spotlight areas
    • Built-in search discoverability for relevant categories
    • Deep integration with Windows (Windows search, share dialog, launch from Store etc.)

    Additionally, when you publish through the Microsoft Store, your app benefits from a rich ecosystem of services and infrastructure managed by Microsoft, including:

    • App distribution — Hosted and paid by Microsoft, making deployment and availability seamless.
    • In-app purchase and promotion services — Integrated Microsoft Store services like promo codes and in-app purchases.
    • Billing and download support — Microsoft provides direct customer support for transactional and technical issues.
    • Marketing resources — Access to product page promotion, campaigns, and Store placement tools.
    • Software updates — Updates are delivered automatically through Windows, ensuring users always have the latest version.
    • Restore support — Apps are automatically restored when users switch devices.
    • Global payment processing — Microsoft manages worldwide transactions and payouts.
    • App analytics — Insightful data provided through Partner Center for usage, health, reviews, and more.
    • Code signing — Apps are signed by Microsoft to improve trust and security.
    • Age ratings — Simplified and compliant rating management via the International Age Ratings Coalition (IARC).
    • User feedback and review responses — Developers can respond directly to customer reviews in the Store.
    • Beta testing — Hosted pre-release testing tools for gathering early feedback before launch.

    All these benefits reduce friction in development, simplify distribution logistics, improve user confidence, and help your app succeed in a competitive marketplace.

  3. How does publishing to the Store improve my app’s trust and security?

    All apps in the Microsoft Store undergo a thorough certification process, including:

    • Security scans to check for malware or vulnerabilities
    • Technical validation for API usage and stability
    • Content policy enforcement to ensure user-safe experiences

    Apps are digitally signed, encrypted, and run in a sandboxed environment to protect users. In addition, Microsoft Store handles automatic updates, so users always receive the latest secure version of your app without needing to manually reinstall.

  4. What revenue and commerce options are available if I publish to the Store?

    Developers publishing non-gaming apps can use their own commerce platform and keep 100% of the revenue. Developers can also use Microsoft’s commerce platform and pay a competitive fee of 12% for games and 15% for apps. Supported monetization models include:

    • In-app purchases
    • Subscriptions
    • Advertising

    This flexibility makes the Microsoft Store suitable for a wide range of app business models.

  5. What analytics and insights can I access after publishing my app?

    Once your app is live, Partner Center provides robust analytics covering:

    • Acquisitions and installs
    • User engagement and usage
    • App health and crash data
    • Ratings and reviews
    • Add-on acquisitions

    You can filter by market, date, device type, and more. Data can be exported as CSV or TSV files for offline use, or accessed via APIs for integration into custom dashboards.

  6. How does the Store support enterprise distribution and management?

    Developers can distribute apps privately to specific organizations using:

    • Microsoft Intune (for managed deployments)
    • Line-of-business (LOB) licensing (for exclusive use inside an enterprise)

    Apps can be distributed via online or offline licenses, providing flexibility for enterprise IT management.

  7. What are the different types of apps that can be distributed on Store?

    Apps be packaged as MSIX or MSI formats can be distributed through the Microsoft Store. Both types provide secure, reliable, and efficient installation experiences, simplified updates, and clean uninstalls. They supports both modern and classic Windows apps.

    We recommend packaging your app (which is built with any app framework - UWP, Win32, PWA, WinApp SDK etc.), as MSIX. By packaging your app as MSIX, you can take advantages of many features like a complimentary binary hosting (provided by Microsoft), complementary code signing (provided by Microsoft), Microsoft Store commerce platform, package flighting, advanced integration with Windows (to use features like share dialog, launch from Store etc), Windows 11 backup and restore etc.

  8. What are the Microsoft Store Policies and why do they matter for my app?

    The Microsoft Store Policies are a set of rules every app must follow to be published in the Store. These include requirements for:

    • Technical compliance (e.g., no use of banned APIs)
    • Security (e.g., malware scanning)
    • Content (e.g., no prohibited or misleading material)
    • Legal (e.g., valid age ratings, correct use of in-app purchases)

    Violations can result in failed submissions or removal from the Store. Review the Microsoft Store Policies to ensure that your app complies with the latest requirements.

  9. How do I register for a Microsoft Store developer account? What are the main steps?

    To open a developer account, you will sign up through Partner Center and provide some information. The process is straightforward:

    • Sign in with a Microsoft account: Go to the Partner Center registration page and sign in with your Microsoft account (or create one if needed). This Microsoft account will be used to log in to your developer dashboard.
    • Join the developer program: During registration, select the Windows and Xbox program – this enrolls you as a Windows app developer.
    • Choose account type and country: Specify your account type (Individual or Company) and your country/region. Note that the country/region cannot be changed later.
    • Provide publisher details: Enter a Publisher Display Name – this is the name shown to customers in the Store. You’ll also provide contact info (address, email, etc.) for verification.
    • Accept terms and verify your account: Accept the Microsoft App Developer Agreement and complete the required identity or business verification. The new onboarding flow does not charge a registration fee; see Steps to open a developer account.
    • Verify your email and account: You’ll receive a verification email after payment. Confirm your email to finalize the account creation. Once complete, you can begin the app submission process.

  10. How can I get help from Microsoft if I run into problems with Partner Center or my app?

    You can contact Microsoft Support through Partner Center:

    1. Click the Help (?) icon at the top of Partner Center.
    2. Select Contact Support from the Help panel.
    3. Fill in the support ticket with relevant details (e.g., app name, issue type).

    For general questions, you can also use Microsoft Q&A forums or check the Learn documentation. However, for urgent or account-related issues, always submit a support ticket through Partner Center. You can also reach out to reportapp@microsoft.com for Certification related queries.

  11. Does the Microsoft Store provide code signing for my app? Do I need my own code signing certificate?

    Yes, the Microsoft Store provides automatic code signing for MSIX and AppX packages submitted for Store distribution. You do not need to purchase or provide your own CA-trusted code signing certificate, .pfx file, .cer file, or use a USB token/hardware security module (HSM) to submit MSIX packages to the Microsoft Store.

    Here's how it works:

    • For MSIX/AppX Store submissions: When you submit your MSIX/AppX package to the Microsoft Store, the package does not need to be signed with a CA-trusted certificate. After your app passes certification, the Microsoft Store automatically re-signs your package with a Microsoft certificate during the publishing process, replacing any existing signature. This ensures customers can trust and install your app without security warnings.

    • What you need: Only the MSIX/AppX package files (.msix, .msixupload, .msixbundle, .appx, .appxupload, or .appxbundle) are required for submission. No CA-trusted code signing certificate is needed.

    • For MSI or EXE installers: The Store does not re-sign MSI or EXE installers. If you submit an MSI or EXE installer, you must Authenticode-sign it yourself with a valid code signing certificate before submission.

    • For non-Store distribution: If you plan to distribute your MSIX package outside the Microsoft Store (for example, for enterprise deployment, sideloading, or direct downloads), you will need to sign the package yourself with a valid code signing certificate before distribution. For more information, see Sign an app package using SignTool.

    This automatic re-signing is one of the key benefits of publishing MSIX packages through the Microsoft Store, as it eliminates the need to purchase and manage CA-trusted code signing infrastructure for Store distribution.

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