How to Set Up WooCommerce Product Feeds for Bing Shopping

Looking for new ways to get your WooCommerce products noticed?

If you’re running a WooCommerce store, chances are you’ve already thought about ways to get more people to see your products. Most store owners jump straight to Google Shopping — and while that’s a smart move, here’s the catch: you could be leaving a lot of sales on the table by ignoring Microsoft Bing Shopping.

Bing might not have Google’s market share, but it still powers hundreds of millions of searches every day and has a loyal user base thanks to its integration with Windows, Edge, and other Microsoft products. That means a massive audience of shoppers you can tap into — many of whom might never discover your store if you only stick to Google.

Listing your products on Bing Shopping can help you:

• Boost visibility by featuring your products directly in Bing’s search results.
• Drive more targeted traffic from people who are actively searching with buying intent.
• Increase sales by showing up in both Free Product Listings and Bing Shopping Ads.

And the best part? You don’t have to wrestle with complicated setups to make it happen. With a WooCommerce product feed plugin, you can easily create and sync product feeds with Microsoft Bing Shopping in just a few clicks. This guide will walk you through the entire process step by step, so you can start expanding your reach and growing your store beyond Google.

Microsoft Bing Shopping is Bing’s dedicated marketplace where shoppers can discover, compare, and buy products directly from search results. Think of it as Microsoft’s version of Google Shopping — when someone searches for a product on Bing, they’re shown a curated list of relevant products complete with images, prices, store names, and links to purchase.

For store owners, this means your products aren’t just hidden away on your website — they’re displayed right where shoppers are already looking to buy. Whether a user is browsing on Bing.com, the Microsoft Edge browser, or even Microsoft Start, your products can appear alongside others in an attractive shopping feed.

If you’re already running your store on Google Shopping, you might be wondering — why bother with Bing? The answer is simple: Bing opens up access to a whole new audience that you might otherwise be missing.

Here are some reasons why Bing deserves your attention:

Massive User Base: Bing powers over 100 million searches every day and holds around 3% of the global search market share. That may sound small compared to Google, but it still represents millions of potential shoppers worldwide.

High-Value Audience: Bing’s user base tends to be slightly older and more affluent than average internet users. Studies have shown that Bing users spend more online, which makes them an attractive audience for eCommerce stores.

Free Product Listings: Unlike some platforms that require advertising spend, Bing allows you to feature your products for free in its Shopping tab. This gives you organic exposure without additional costs.

Bing Shopping Ads for Extra Reach: If you want to go beyond free listings, you can run Bing Shopping Ads to place your products at the top of search results. This combination of free and paid options gives you flexibility in how you promote your WooCommerce products.

Less Competition: With fewer eCommerce businesses focusing on Bing, its Shopping space is less competitive, giving your products a better chance to stand out. And with Bing now powering ChatGPT Search, visibility on Bing isn’t just an alternative to Google; it’s a growing opportunity to reach shoppers right where AI-driven search is expanding.

By listing your WooCommerce products on Bing, you’re not just diversifying your sales channels, you’re unlocking a platform with high-quality traffic, strong buying intent, and lower competition. And with a WooCommerce product feed plugin, the setup is straightforward.

When you list your WooCommerce products on Microsoft Bing Shopping, you get access to two powerful opportunities: Free Product Listings and Bing Shopping Ads. Both have their own advantages, and together they can help you maximize visibility, traffic, and sales. Let’s break them down.

a) Bing Free Product Listings

What they are: Bing Free Product Listings are exactly what they sound like. A way to feature your products on Bing Shopping without spending a penny. Your product information, pulled directly from your feed in Microsoft Merchant Center, appears organically in Bing’s Shopping tab.

Where they appear: Free listings can show up across several Microsoft properties, including:

• The Bing Shopping tab
• Microsoft Start (news and content hub)
• The Edge browser
• Other surfaces within Microsoft’s network

This means your products aren’t limited to just Bing search. They can appear in multiple places where users are already browsing and shopping.

Benefits

• Zero cost: Free exposure without any advertising budget.
• Increased visibility: Get your products in front of a broader audience.
• Great starting point: Ideal for testing Bing Shopping before investing in paid ads.
  

b) Bing Shopping Ads

What they are: Bing Shopping Ads are paid advertisements that place your products in premium spots within Bing search results and Bing Shopping. These ads display rich product information like images, prices, and store names, making them eye-catching and click-worthy.

How they work: Shopping Ads run through Microsoft Advertising. You’ll:

• Set up a campaign linked to your Merchant Center feed.
• Choose bids and budgets, deciding how much you’re willing to pay for clicks.
• Target audiences and optimize campaigns for better performance.

Benefits

• Prominent placement: Ads often appear at the very top of Bing’s search results, ahead of organic listings.
• Higher conversion potential: Shoppers clicking on ads usually have strong purchase intent.
• Scalable strategy: Start small and increase your budget as you see results.

Before you can start listing your WooCommerce products on Microsoft Bing Shopping, there are a few things you’ll need to have in place. Don’t worry. Most of these are basics that you may already be using for your online store. Let’s go through them one by one:

1. An Active Online Store with Products

You’ll need a fully functional online store with products ready to sell. Make sure your product details, such as titles, descriptions, images, prices, and stock availability, are accurate and up to date. Bing relies on this information to display your listings correctly.

2. Microsoft Merchant Center Account

Creating a Microsoft Merchant Center (MMC) account is the first step to running Shopping campaigns on the Microsoft Search Network. This process involves setting up a store and a product catalog, which allows you to showcase your products with detailed information like images and prices.

Before you start, you’ll need two things:

• A Microsoft Account: This is the same account you use for other Microsoft services like Outlook or Xbox.
• A Microsoft Advertising Account: If you don’t have one, you’ll be prompted to create one during the MMC setup process. It can give your products premium placement in search results — you’ll also need a Microsoft Advertising account. This is where you’ll set budgets, manage campaigns, and track performance. Even if you only want to use Free Product Listings to start with, it’s a good idea to have this account ready for when you want to scale.

You need to create a Microsoft Merchant Center Store to list your feed on search placements across the Microsoft Advertising Network. You’ll need to provide details about your business, including your store name, destination URL, and a brief description. Your store name will appear in your product ads, so make sure it’s accurate and professional.

For more information, refer to Microsoft’s detailed documentation on setting up a Merchant Center Store.

3. Product Feed Generation Plugin

Finally, you’ll need a way to create and manage your product feed. Doing this manually can be time-consuming and technical, which is why a product feed plugin like WebToffee’s WooCommerce Product Feed makes life much easier.

With just a few clicks, the plugin generates a feed that includes all your product details in the exact format Bing requires. You can also set it up to update automatically, so your listings always stay fresh.

Having these prerequisites in place will make the setup process smooth and ensure your products are ready to shine on Bing Shopping.

Before you can upload your products to Microsoft Bing Shopping, you’ll need to understand how the product feed should be structured. Bing follows specific rules for what information must be included and how it should be formatted. Let’s break it down.

1. Supported File Formats

Bing Shopping accepts feeds in several file formats:

• XML
• TSV
• TXT

2. Essential Product Attributes

These are the must-have details Bing requires for every product. If you miss any, your feed may get rejected:

• ID: A unique identifier for each product (e.g., SKU).
• Title: The product name. Should be clear, descriptive, and keyword-friendly.
• Description: A concise explanation of the product’s features and benefits.
• Price: The exact selling price of the item.
• Link: The product page URL on your WooCommerce store.
• Availability: Whether the product is in stock, out of stock, or on preorder.
• Image link: A link to the main product image (high-quality images are strongly recommended).

3. Recommended Attributes

While not strictly mandatory, including these fields can significantly improve your product’s visibility and performance:

• GTIN (Global Trade Item Number): Helps Bing match your product with its database for better ranking.
• Brand: The brand name of the product (important for trust and filtering).
• MPN (Manufacturer Part Number): Useful for unique identification.
• Category: Helps Bing place your product in the right shopping category.
• Shipping: Details about shipping costs and policies.

4. Key Differences from Google Merchant Center

If you’ve used Google Shopping before, you’ll notice many similarities. However, there are a few differences to keep in mind:

• Bing may be less strict in some areas, but still expects clean, accurate data.
• While Google emphasizes GTINs heavily, Bing is more flexible but still recommends including them.
• Some attribute names and accepted values may differ slightly between the two platforms, so it’s worth double-checking Bing’s official product feed specifications.

Now that you know what Bing requires, the next step is to actually create a product feed from your WooCommerce store.

Setting up a product feed for Bing Shopping in WooCommerce is straightforward with the help of WebToffee’s Product Feed for WooCommerce plugin. This plugin simplifies the process by allowing you to easily align your store’s product data with the specific format required by Microsoft Bing Shopping.

Let’s get started.

Step 1: Install and Activate the WebToffee Product Feed Plugin

After purchasing the plugin, log in to your WebToffee account and download the plugin ZIP file from the My Account section.

Then, head over to your WordPress dashboard and navigate to Plugins > Add New.

• Click Upload Plugin and choose the ZIP file you just downloaded.
• Click Install Now to begin the installation.
• Once it’s done, click Activate and the plugin will be ready to use.

Step 2: Create a New Bing Shopping Feed

To start generating your Bing Shopping feed, go to WebToffee Product Feed > Create New Feed from your WordPress dashboard.

• Channel: From the list of supported channels, select Bing Shopping. The plugin will automatically load all the required and optional attributes for you.
• Country: Choose the country where you want to market your products on Bing.
• File Name: Give your feed a clear, descriptive name such as “Bing Shopping Feed.”
• Auto-Refresh Interval: Set how often the feed should update automatically (e.g., daily, twice a day) so your product data always stays up to date.
• Cron Type: Pick WordPress Cron for a simple setup, or use Server Cron if you have a large store and need more reliable scheduled updates.

Step 3: Filter Product Feed for Bing Shopping

The WebToffee Product Feed plugin includes powerful filtering options that let you build a precisely targeted Bing Shopping feed. Whether you want to highlight only specific products or exclude items that don’t align with your Bing strategy, these filters give you full control over what gets included in your feed.

Basic Filtering Options
You can refine your feed with these practical filters:

• Categories & Tags: Include or exclude certain categories or tags to showcase only the products you want to promote.
• Exclude Specific Products: Manually remove individual products you don’t want to feature on Bing.
• Exclude Out-of-Stock Products: Automatically filter out unavailable items to ensure your listings are always accurate.
• Product Variations: Decide whether to include variations such as sizes, colors, or styles.
• Product Types: Filter by type (simple, variable, grouped, or external) for even more control over feed content.

Advanced Filtering Options

For even greater control, the plugin also offers Advanced Filtering with conditional logic. This allows you to set up “if–then” rules to decide exactly which products should appear in your Bing Shopping feed.

Example: If a product’s price is below $10, then exclude it from the feed.

This way, you can avoid listing very low-value items that may not be profitable to advertise, ensuring your Bing feed focuses only on the products that make the most sense for your business.

Step 4: Map Bing Attributes to WooCommerce Fields

In this step, the plugin will connect Bing Shopping’s required attributes with the matching fields from your WooCommerce store. For example, your WooCommerce Product Title will map to Bing’s title attribute, your SKU to Bing’s ID, and your Product Image to Bing’s image_link.

This mapping ensures that all the necessary product details are correctly passed from WooCommerce to Bing Shopping, so your listings display accurately and meet Bing’s feed requirements.

WooCommerce Field	Bing Shopping Attribute
Product Title	title
SKU / Product ID	id
Product Description	description
Regular Price / Sale Price	price
Product URL	link
Stock Status	availability
Main Product Image	image_link
Brand (if applicable)	brand
GTIN / Barcode (if available)	gtin
Product Category	product_type / google_product_category
Shipping Class / Settings	shipping

• Once done, proceed to the next step.

Step 5: Map WooCommerce Store Categories to Bing Product Categories

Bing Shopping also relies on Google product categories to organize and classify products across its platform. Mapping your WooCommerce store categories to these standardized categories helps Bing correctly understand your products and display them in the right place, ultimately improving their visibility in both Free Product Listings and Shopping Ads.

With the WebToffee Product Feed plugin, this process is simple. You can assign each of your store’s categories to the most relevant Google category using an easy drop-down mapping tool. Taking the time to align your categories properly ensures your products are accurately classified, making them easier for shoppers to discover in Bing Shopping results.

Step 6: Generate Bing Shopping Feed

You’re now just one step away from getting your products listed on Microsoft Bing Shopping. In this final step, you’ll generate your Bing Shopping–compatible feed using the configurations, filters, and attribute mappings you’ve set up earlier.

Select a Batch Count

Begin by choosing the Process in batch count option, you can control how many products the plugin processes at once during feed generation.

• For large product catalogs, this helps prevent timeouts.
• If you’re unsure, it’s best to stick with the plugin’s recommended default value.
  

Choose Export File Format

Bing Shopping supports multiple formats, but XML is the most common and reliable option. It ensures your feed follows Bing’s feed specifications and can be read without issues.

• Set the Export file format to XML.

Click Generate Feed

Once you’ve reviewed your settings, filters, and mappings:

• Click Generate Feed.

The plugin will process your products in batches and create the feed file. When the process is complete, you’ll see a Feed URL. This is the link you’ll provide to Microsoft Merchant Center to connect your WooCommerce products with Bing Shopping.

Once the feed has been successfully generated, the plugin will display a confirmation message: “Feed generated successfully!” This indicates that your Bing Shopping–compatible XML feed is now ready to use.

From here you can:

• Download the Feed: Save a copy of the feed file to your device for review or for manual submission if needed.
• Edit Feed Configurations: Want to make changes? You can always go back and adjust settings, filters, or field mappings anytime.
• Go to Manage Feeds: Navigate to the Manage Feeds section to view all your existing feeds, check their status, update schedules, or regenerate feeds whenever necessary.
• Copy Feed URL: Click the Copy URL button to get the direct link to your Bing Shopping product feed. This is the URL you’ll provide to Microsoft Merchant Center for automatic fetching and updates.

Step 7: Upload Feed to Microsoft Merchant Center

With your Bing Shopping–compatible feed ready, the final step is to upload it to Microsoft Merchant Center so your products can start appearing on Bing Shopping.

Simply log in to your account through the Microsoft Merchant Center and follow the feed submission steps to add the feed URL generated by the WebToffee plugin.

Learn more about feed submission by referring to Microsoft Advertising Help Center.

Once the feed is submitted, Bing will fetch your product data and begin processing it. You can monitor the import status directly in your Merchant Center dashboard and review the feed report for any errors or warnings that may need fixing.

Setting up your WooCommerce store on Microsoft Bing Shopping is simpler than it may seem, and the rewards can be significant. The process is straightforward: generate a product feed from WooCommerce, connect it to Microsoft Merchant Center, and let your products go live through Free Product Listings and Bing Shopping Ads.

By doing this, you’re not just adding another sales channel; you’re opening your store to millions of potential shoppers who rely on Bing and Microsoft’s ecosystem every day. This means more visibility, more targeted traffic, and ultimately, more sales.

The real strength of Bing Shopping lies in its flexibility. You can start with free listings to gain organic exposure without any extra cost. Then, as your store grows, you can scale up with Shopping Ads to push your products even further and compete for top spots in search results.

For WooCommerce store owners, this is an opportunity to diversify, reduce reliance on Google alone, and tap into a high-value audience with strong buying intent. With the help of a product feed plugin, the setup is quick, automated, and hassle-free, leaving you more time to focus on growing your business.