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How to Connect Square to Bing Shopping
Microsoft Shopping puts your products on Bing and across the Microsoft Advertising network, often with less competition than Google. Square has no built-in channel for it, but your item library can reach Microsoft Merchant Center through a connector or by way of Google Merchant Center.
This guide covers the ways to get your Square item library onto Bing Shopping, what Bing Shopping needs from every product, how your Square fields map to Bing Shopping's, and the problems Square stores run into most.
Three ways to connect Square to Bing Shopping
1. Square's built-in sales channels
Square has no built-in Microsoft Merchant Center channel, so your choices are a feed tool or a connector - or, if your products already reach Google Merchant Center, importing them from there.
2. Export a file yourself
Square can export your item library to a spreadsheet from the Square Dashboard, but it's Square's own template: no product page links, no image links, and columns named for Square, not for Bing Shopping. Turning it into a feed means adding those by hand, every time your stock or prices change. If you go this way, start from our free Bing Catalog CSV Template Generator so at least the columns are right.
3. A store catalog connector
A connector reads your Square item library through Square's API once you approve read-only access on Square's own page, and builds the Bing Shopping feed for you. Square notifies connected apps when items or stock change, so updates arrive within moments. One catch: Square's API doesn't include each product's page address, so a good connector matches your items to their pages on your Square Online site - and lets you fill in any it can't match. The connector hosts the feed at a URL that Bing Shopping reads on a schedule, and one connection can usually feed several platforms at once.
What Bing Shopping needs
- A Microsoft Advertising account with a Microsoft Merchant Center store, and your domain verified through Bing Webmaster Tools or a UET tag.
- Seven fields per product:
id,title,description,link,image_link,price, andshipping(required only in Germany and Austria). - Optional extras like
brand,gtin, andproduct_category- which uses the same Google product category list. - Regular refreshes - Microsoft Merchant Center items expire after 30 days unless they're updated.
How your Square fields map to Bing Shopping
The table above shows where each Bing Shopping field comes from in your Square item library. A few Square details need extra care:
- Product page links: Square's API doesn't include an item's page address, so links come from your Square Online site. Items that aren't published to your online store have no page and can't be listed.
- Variations: an item with several variations (Red / M, Red / L...) should become one listing per variation, each with its own price, stock, and SKU, grouped under the item with a shared
item_group_id. Name your options Color and Size so they're read as color and size. - Descriptions: items created at the point of sale often have no description, and Bing Shopping requires one. Add descriptions in Square, or use a tool that falls back to the item name.
- Product type: map your Square categories to Google product categories. Skip groupings like "Sale" or "Featured" and map the ones that say what the product is.
- Brand and clothing details: Square has no brand, gender, or age group fields. Use a "Brand" custom attribute or a default brand, and set gender and age group for clothing by product name if your tool supports it.
Step by step
- Get your Bing Shopping account ready - see "What Bing Shopping needs" above.
- Approve read-only access in Square. A connector sends you to Square's own authorization page; sign in and approve access to your items, inventory, and business profile. Nothing to copy or paste, and read-only is all a catalog feed needs.
- Check your product page links. Every listing needs the product's page on your Square Online site. Most can be matched from your site's sitemap by item name; add the rest, or set a "Product page URL" custom attribute on those items in Square.
- Optionally add categories. Microsoft doesn't require
product_category, but adding one from the Google product category list helps your products show for the right searches. - Add the feed in Microsoft Merchant Center. In Microsoft Advertising, go to Tools > Merchant Center, select your store, and add a feed that Microsoft downloads on a schedule from your feed URL. If your products are already in Google Merchant Center, you can import them instead.
- Check the first import. Review the errors Bing Shopping reports and fix them in Square, not in the feed - your store stays the single source of truth.
Common Square to Bing Shopping problems
- Items not on your Square Online site. Items you only sell in person have no product page, so Bing Shopping can't list them. Publish them to your online store first.
- Services, events, and donations. Only physical (and food) items belong in a shopping catalog - leave the rest out.
- Products disappearing after a month. Items expire after 30 days, so a one-time upload quietly empties out. Use a scheduled feed.
- Links rejected. Every product link must be under your store's verified URL. See How to Import a Google Merchant Feed Into Bing for the Google import route.
Related guides
For more on Bing Shopping itself, see How to Import a Google Merchant Feed Into Bing. On a different store platform? WooCommerce to Bing Shopping, PrestaShop to Bing Shopping, Wix to Bing Shopping, Squarespace to Bing Shopping, BigCommerce to Bing Shopping, and Webflow to Bing Shopping cover the same setup for those stores.
Frequently asked questions
Can I connect Square to Bing Shopping without a plugin?
Yes. Bing Shopping reads a product feed, so you can build one from your Square products yourself or use a connector that reads your store through its API and hosts the feed at a URL Bing Shopping fetches on a schedule - nothing to install on your site.
Does Square have a Bing Shopping integration?
No. Square has no built-in Microsoft Merchant Center channel. Square sellers use a hosted feed or connector, or import their products from Google Merchant Center.
Do Square item variations sync to Bing Shopping?
They should, when your tool supports them: each variation becomes its own Bing Shopping listing with its own price, stock, and SKU, grouped under the item with a shared item_group_id. Pin Data Connect's connector does this for every sellable variation.
How often does Bing Shopping update my Square products?
It depends on both sides: Square notifies a connector when your items or stock change, so updates arrive within moments, and Microsoft Merchant Center downloads a scheduled feed on the schedule you set. A hosted feed URL means you never re-upload anything.
Why do my products disappear from Bing Shopping?
Items in a Microsoft Merchant Center feed expire after 30 days unless they are refreshed. A feed that Microsoft downloads on a schedule keeps them active.
Connect Square to Bing Shopping - and three more platforms
Pin Data Connect's Store Product Catalog Connector links your Square account in one click and keeps your Bing Shopping catalog in sync automatically - variations, stock, and product page links matched from your Square Online site - with Pinterest, Facebook, Google, and Bing all in one subscription.
See the Store Product Catalog Connector →
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