A statistic most UK ecommerce managers should find uncomfortable: 56 million people in the UK use Bing every month, and the majority of UK online retailers are completely invisible to all of them. Not because Microsoft Shopping is difficult to set up — because it's not Google and gets deprioritised indefinitely.

Who the Bing audience actually is

The Bing stereotype is people who forgot to change their browser default. Reality: the audience skews toward professionals aged 35+, business owners, Windows laptop users, and Microsoft 365 users who encounter Bing through Edge and Windows. Approximately 40% of UK Bing users have household income above £75,000.

For premium products, B2B-adjacent consumer goods, home improvement, or anything where the buyer skews older and more affluent — this demographic is more valuable than Google's broader audience, not less.

The CPC advantage

Microsoft Shopping CPCs are typically 15–30% lower than Google Shopping for equivalent placements. Lower CPCs + higher-income audience = better cost per acquisition for the right categories. The merchants who discover this early capture a significant efficiency advantage.

Free listings: completely free traffic

Microsoft offers free product listings in the Bing Shopping tab — organic placement with zero ad spend. If you have a valid Microsoft Merchant Center feed, your products appear in free listings automatically. This alone often justifies the setup time.

The Google import shortcut

Microsoft Merchant Center has a built-in Google Import tool that can import your Google Merchant Center data directly. If you're running Google Shopping via Trajekt, the fastest path to Microsoft Shopping:

  1. Create a Microsoft Advertising account (free)
  2. Set up Microsoft Merchant Center
  3. Use the Google Import tool with your Google Merchant Center feed URL
  4. Create a Shopping campaign in Microsoft Advertising

The whole process can take under an hour for a merchant already running Google Shopping.

Add Microsoft Shopping in under an hour

Trajekt generates a Microsoft-compatible feed from the same Shopify or WooCommerce source as your Google feed. Connect once, reach both platforms.

Start free →