By Steve Merrill, Founder of WRKNG Digital | October 22, 2026
Microsoft Copilot does not shop with Google's data. It shops with Bing's product feed, Bing's index, and Bingbot's crawl of your store. So if your Shopify setup only points at Google, Copilot has nothing to pull from, and you stay invisible to every Windows, Edge, and Copilot user asking what to buy.
That's a big audience to miss. Bing powers Copilot, Edge, and Windows search, and most store owners never set any of it up. Here are the seven signals Copilot leans on that most Shopify stores skip, and the fix for each.
1. The Bing Merchant Product Feed
Copilot reads structured product data, and most of that comes from a feed submitted through Microsoft Advertising. Shopify stores set up Google's Merchant feed and assume it covers both. It doesn't. Submit a Bing feed even if you never run a paid ad, because the free product listings are what feed Copilot's shopping answers. No feed, no products in the answer.
2. Schema.org Product Markup
When Copilot crawls a product page, it wants price, availability, SKU, and rating in Schema.org Product markup. Shopify themes ship with partial markup at best, and plenty of custom builds strip it out entirely. Add complete Product schema with offers and aggregateRating so Copilot can read the page without guessing. Missing markup means Copilot either skips the product or quotes it wrong.
3. Bingbot Crawlability
Copilot can only cite pages Bingbot has actually crawled, and plenty of Shopify stores quietly block it in robots.txt or throttle it with aggressive bot rules. Open Bing Webmaster Tools, confirm Bingbot is allowed, and check that your product URLs are indexed. If Bingbot can't reach the page, Copilot acts like it doesn't exist. This is the one most stores never think to check.
4. Review Signals
Copilot favors products with visible, structured reviews because ratings help it rank one option over another. A store with zero review markup gets passed over for a competitor showing 4.7 stars across 200 reviews. Collect reviews and expose them in aggregateRating schema, not just as a pretty widget the crawler can't parse. The number has to live in the code, not only on the screen.
5. Price and Availability Freshness
Stale price and stock data is one of the fastest ways to get dropped from a Copilot answer. If your feed says in-stock at one price and the page says sold out at another, Copilot hedges or skips you entirely. Keep your feed refreshing often and your schema price matching the live page. That mismatch is a trust problem, and Copilot resolves trust problems by picking someone else.
6. Brand Entity Consistency
Copilot builds an understanding of your brand as an entity, pulling your name, logo, and details from across the web. When your store name, address, and social profiles don't match, that entity gets fuzzy and Copilot trusts you less. Keep your Organization schema, Bing Places listing, and site details identical everywhere. Consistency is what tells Copilot you're a real, stable business worth recommending.
7. The Microsoft Shopping Program
Microsoft runs a dedicated shopping program that feeds products into Bing and Copilot's commerce surfaces, and most Shopify owners have never enrolled. Getting in puts your catalog where Copilot looks first for buying answers. Enroll through Microsoft Advertising, connect your product feed, and keep it clean. It's free to list, and the stores that skip it hand the answer to whoever showed up.
How We Chose This List
These seven come from auditing live Shopify stores against what Copilot actually reads: Bing's feed, the crawl, and the schema on the page. We ranked them by how often the gap shows up and how much it costs the store in missed AI shopping traffic. Each one is a fix you can ship this week.
FAQ
Does Microsoft Copilot use Google data for shopping?
No. Copilot runs on Bing's index and Bing's product data. If your Shopify store is only set up for Google, Copilot has nothing to pull from.
How do I get my Shopify products into Bing for Copilot?
Submit a product feed through Microsoft Advertising, verify your store in Bing Webmaster Tools, and make sure Bingbot is not blocked in robots.txt.
Is Microsoft Merchant Center free?
Yes. Submitting a product feed through Microsoft Advertising to appear in Bing and Copilot shopping results is free. Paid ads are a separate thing.
How fast does Copilot pick up price changes?
It depends on how often your feed refreshes and how often Bingbot crawls your product pages. Stale prices are a common reason Copilot skips or misquotes a store.
Want your Shopify store built to win Copilot and every other AI shopping agent? See how we do it at WRKNG Digital's agentic commerce page.
