Showing up in Microsoft Copilot shopping

How products reach Copilot

Microsoft documents two inputs for organic product results in Copilot: the web and the merchant's Microsoft Merchant Center feed. Merchants can create a Merchant Center store for review, then submit a feed. Microsoft describes a UCP-ready feed for Copilot commerce, with additional store and product settings.

Microsoft's agentic commerce page says the first step to product visibility in Copilot is a Microsoft Merchant Center feed, updated with the additional attributes Microsoft lists, such as checkout eligibility per product, product warnings where needed and a unique merchant item ID, plus store settings for return policy and customer support. Microsoft answers the question of what it uses to surface products in organic results with both information found on the web and the merchant's feed. Creating a store is a self-serve step documented in Microsoft Merchant Center help: verify the domain through Bing Webmaster Tools or a tracking tag, create the store, wait for the review, then create the feed.

The feed itself can be the one you already maintain for Google. Microsoft Merchant Center accepts Google feed attributes and offers an import of your Google Merchant Center product offers, so identifiers, variants, availability and the size, color and material attributes you complete for Google AI Mode and Gemini carry over.

For Shopify stores, Shopify's Microsoft Copilot channel documents a second route: Copilot discovers products through Shopify Catalog, with nothing to set up, and eligible stores selling to customers in the United States get a Shopify-powered direct checkout that is active by default and can be turned off. Shopify notes that products can still be found through web crawling and indexing even when Shopify Catalog access is off.

Copilot Checkout, the purchase completed inside Copilot, is narrower than discovery. Microsoft lists it as open to English-language merchants selling to buyers in the United States, with the Microsoft Merchant Center store setting marked as a pilot for select customers. Microsoft's launch announcement describes payment-provider applications and eligible Shopify stores as onboarding paths. Shopify documents an online-store checkout option when direct checkout is turned off.

What Paz reads

Paz reads your commerce platform, your Google Merchant Center status and the questions shoppers ask in your category together, so the gaps that keep products out of Copilot answers are fixed where every feed is built from.

• Your product record: products, variants, descriptions and metafields in Shopify, Adobe Commerce or Salesforce Commerce, or a feed file for stores on other platforms.
• Google Merchant Center: product status, disapprovals, warnings and attribute coverage. Because the Microsoft feed accepts the same attributes, a value missing in GMC is usually the same value missing from your Microsoft feed.
• Your PDPs: the visible fit, material, compatibility and care details and the structured data Copilot reads from the web, so page and feed say the same thing.
• The questions shoppers ask: a tracked set built from your buyer personas and categories, with the answers recorded by appearance type. Brand mention, product card and citation are counted separately.

What Paz publishes

Our experts draft the missing product information from your own sources, check it against agreed guidelines, and Paz publishes the approved changes to your product record and GMC, so the feed you submit to Microsoft inherits them.

The changes are the ones shoppers ask about: titles rewritten to the fit, material and use shoppers type, descriptions that state what a product is for, complete variant attributes so every size and color stays eligible, identifiers and the product Q&A that answers pre-purchase questions on the page. Approved product fields are written back to Shopify, Adobe Commerce or Salesforce Commerce and approved attributes go to GMC. When your Microsoft feed is built from the same catalog or imported from GMC, our experts check the Microsoft feed status after the next import and bring anything that needs a decision to you. The integrations page lists what is read and written for each system.

How Copilot appearances are measured

Paz checks the tracked questions in Copilot on a schedule, alongside ChatGPT, Google AI Mode, Gemini and Perplexity, and reports which products appear, which competitors appear instead and what changed after each round, against the baseline captured before the work starts.

Microsoft reports on the same surface in Bing Webmaster Tools: the AI Performance report shows which of your pages are cited in AI-generated answers across Microsoft Copilot and AI summaries in Bing, how often, and the grounding phrases the AI used when it retrieved them. Our experts read it alongside the tracked questions, because the report tells you which pages were cited and the tracked questions tell you which products appeared and against whom.

Traffic is the third signal. Visits from Copilot carry copilot.microsoft.com as the referrer, and the GA4 default channel group places them in the AI Assistant channel. Paz tracks that channel against the baseline and treats it as a floor. How to track traffic and sales from ChatGPT, Gemini, Perplexity and Copilot walks through the setup.

Copilot and the other assistants

Identifiers, availability, attributes, page copy, structured data and reviews can support discovery across assistants, so the product-information work behind your ChatGPT and Google AI presence also gives Copilot useful inputs. The destination-specific part is the feed: Google Merchant Center for Google AI Mode and Gemini, the OpenAI product feed or Shopify sync for ChatGPT, Microsoft Merchant Center or Shopify Catalog for Copilot. Results still differ by assistant, which is why Paz measures each one separately. Which fixes carry across ChatGPT, Gemini, Perplexity and Copilot goes through the list, and the AI visibility service page explains how the work runs.