Microsoft Corporation · Browser & OS extension stores
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.