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How to Connect Webflow to Bing Shopping
Microsoft Shopping puts your products on Bing and across the Microsoft Advertising network, often with less competition than Google. Webflow has no built-in channel for it, but your store can reach Microsoft Merchant Center through a connector or by way of Google Merchant Center.
This guide covers the ways to get your Webflow store onto Bing Shopping, what Bing Shopping needs from every product, how your Webflow fields map to Bing Shopping's, and the problems Webflow stores run into most.
Three ways to connect Webflow to Bing Shopping
1. Webflow's built-in integrations
Webflow has no built-in Microsoft Merchant Center channel, so your choices are a feed tool or a connector - or, if you already send products to Google with Webflow's Google feed, importing them from Google Merchant Center.
2. Export a file yourself
Webflow can export your products to a CSV, but the file uses Webflow's own columns - not the field names and formats Bing Shopping expects - and it's a snapshot, so it's out of date as soon as a price or stock level changes. 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 Webflow store through Webflow's API, using a site API token you create in your site settings, and builds the Bing Shopping feed for you. Webflow can notify a connector through webhooks when a product or its stock changes, so updates arrive within moments - and only the products that changed need to be read again. 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 Webflow fields map to Bing Shopping
The table above shows where each Bing Shopping field comes from in your Webflow store. A few Webflow details need extra care:
- Variants: in Webflow, each combination of options (Navy / M, Navy / L...) is its own SKU, and each SKU should become its own listing with its own price, stock, and image, grouped under the product with a shared
item_group_id. Name your options Color and Size so they're read as color and size. - Sale prices: a compare-at price above your price means the product is on sale - the compare-at price is the regular price, and your price is the sale price.
- Your domain: a free Webflow site's product pages live on a
webflow.ioaddress, which usually can't be claimed or verified as your own website with Bing Shopping. Connect your own domain to your Webflow site before you build the feed. - Product type: Webflow categories are what you map to a Google product category. Skip shopping groups like "Sale" or "New" and map the ones that say what the product is.
- Brand and identifiers: Webflow has no brand or GTIN fields. Use your store's name as a default brand - for your own products, it is the brand - and most own-brand and handmade products don't have a GTIN anyway.
- Clothing details: Webflow has no gender or age group fields, and Google and Facebook require them - with a color and a size - on clothing and shoes. Set them by product name if your tool supports it.
Step by step
- Get your Bing Shopping account ready - see "What Bing Shopping needs" above.
- Create a site API token. In Webflow, open your site's Site settings > Apps & integrations, scroll to API access, and click Generate API token. Give it read access to E-commerce and CMS - plus read and write access to Sites if your connector sets up automatic updates for you - and copy the token. Webflow shows it only once.
- 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 Webflow, not in the feed - your store stays the single source of truth.
Common Webflow to Bing Shopping problems
- Products on a free webflow.io address. Bing Shopping wants product links on a website you've claimed or verified, which a free Webflow address usually can't be. Connect a custom domain first.
- Drafts, archived products, digital products, and services. Only published physical products belong in the feed - draft or archive a product in Webflow and it should drop out. Digital downloads and services aren't sold through shopping catalogs.
- 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, Square to Bing Shopping, Squarespace to Bing Shopping, and BigCommerce to Bing Shopping cover the same setup for those stores.
Frequently asked questions
Can I connect Webflow to Bing Shopping without a plugin?
Yes. Bing Shopping reads a product feed, so you can build one from your Webflow 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 Webflow have a Bing Shopping integration?
No. Webflow has no built-in Microsoft Merchant Center channel. Webflow stores use a hosted feed or connector, or import their products from Google Merchant Center.
Do Webflow product variants sync to Bing Shopping?
They should, when your tool supports them: each SKU - one combination of options - becomes its own Bing Shopping listing with its own price, stock, and image, grouped under the product with a shared item_group_id. Pin Data Connect's connector does this for every SKU of a published product.
How often does Bing Shopping update my Webflow products?
It depends on both sides: Webflow notifies a connector when a product or its stock changes, 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 Webflow to Bing Shopping - and three more platforms
Pin Data Connect's Store Product Catalog Connector reads your Webflow store with a site API token and keeps your Bing Shopping catalog in sync automatically - SKUs as grouped variants, sale prices from compare-at prices, clothing details set by product name - with Pinterest, Facebook, Google, and Bing all in one subscription.
See the Store Product Catalog Connector →
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