PPlatformAppStores

Microsoft Store

Consumer

Microsoft Corporation · Browser & OS extension stores

Best for: Windows desktop apps and games wanting centralized distribution.

Overview

The Microsoft Store is the built-in app marketplace for Windows 10 and 11, distributing UWP, Win32/MSIX-packaged desktop apps, and PWAs. In 2026 Microsoft eliminated developer registration fees for both individuals and companies and streamlined onboarding, lowering the barrier to entry significantly relative to Apple and Google.

Its standout monetization feature is flexibility: for non-gaming apps, developers can plug in their own commerce engine and keep 100% of revenue, or use Microsoft's commerce platform for a competitive 15% (apps) / 12% (games) fee, with Microsoft acting as Merchant of Record in that case. Apps are submitted through Partner Center and pass a certification process that checks security, privacy, and policy compliance. For integrations, the store install requires no developer credential; apps typically authenticate users via Microsoft Entra ID / MSAL (OAuth2). The combination of zero fees, generous revenue terms, and support for standard desktop app formats makes it a low-friction distribution surface.

How to build & ship

  1. 1Open a Microsoft Store developer account in Partner Center (registration is now free for individuals and companies)
  2. 2Build the app with the Windows App SDK / WinUI, or bring an existing Win32, .NET, or PWA app
  3. 3Package as MSIX (or map an existing installer) using Visual Studio or the packaging tools
  4. 4Reserve the app name and submit the package plus listing in Partner Center
  5. 5Pass Store certification and publish

Key APIs & SDKs

Windows App SDK
WinUI 3
MSIX packaging
Visual Studio
Win32 / .NET / PWA support

Integration types

Embedded app

Authentication & security

  • Primary auth: None
  • Also supports: OAuth 2.0
  • Security review: Required
  • Microsoft runs app certification (automated and manual checks) against Store Policies for security, privacy, and content before publishing.
  • Automated and manual certification for policy, security, and quality, typically within a few business days.
  • No marketplace-wide runtime rate limit; apps are governed by the Windows/UWP/Win32 APIs and any backend they call.
Auth docs Store policies

Monetization

Free
Paid app
Revenue share
Onboarding
$0 (registration fees removed in 2026)
Commission
0% with your own commerce; 15% for apps and 12% for games via Microsoft commerce
Merchant of Record
Microsoft is MoR when using its commerce platform

Pros & cons for builders

Pros

  • No registration fee
  • Accepts many app types (MSIX, Win32, PWA)
  • Flexible monetization including your own commerce platform
  • Reaches Windows 10/11 users

Cons

  • Lower discovery/engagement than mobile stores
  • Company verification can be slow
  • Certification can flag packaging issues

Frequently asked questions

How do I get my app approved on Microsoft Store?

Automated and manual certification for policy, security, and quality, typically within a few business days.

What authentication does Microsoft Store use?

Microsoft Store apps primarily authenticate with None, also supporting OAuth 2.0.

How is Microsoft Store monetized?

Microsoft Store supports Free, Paid app, Revenue share. Typical commission: 0% with your own commerce; 15% for apps and 12% for games via Microsoft commerce. Onboarding fee: $0 (registration fees removed in 2026).

Is a security review required to list on Microsoft Store?

Yes, Microsoft Store requires a formal security or listing review before apps go live. Microsoft runs app certification (automated and manual checks) against Store Policies for security, privacy, and content before publishing.