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How to use the Microsoft Store Web Installer to distribute your apps on the web

Microsoft Store Web Installer - Introduction and user flow

The Microsoft Store Web Installer is a standalone installer for Store applications. It helps you download and install apps from websites such as apps.microsoft.com and the Microsoft Store badge on developers' websites.

This system creates a stub .exe-based installer for your app, securely generated by the Microsoft Store online service. You download this installer locally when you select the target button on a webpage. It's lightweight, containing only the necessary, most basic information rather than the full app binary.

Screenshot example of downloading an app from Microsoft Store and where to open the file.

When you activate this file, the installer verifies the prerequisites (such as system architecture, age of the user, and availability in the user's market) and then initiates installation of the product by using the same API as the Store application. The installer also tracks any campaign IDs supplied by the source. If the app doesn't meet the prerequisites, the installer launches the Store application so that users can view additional information.

Screenshot example of an app from Microsoft Store installing locally.

Once installation is done, the installer automatically launches the application and then closes.

Feature availability

This functionality is available for the following web-hosted content types:

  • Free packaged MSIX content published on the Microsoft Store
  • Win32 apps published on the Microsoft Store

This functionality isn't currently available for the following content types:

  • MSIXVC apps published on the Microsoft Store
  • Paid content published on the Microsoft Store
  • Content rated above Everyone/ESRB (or equivalent) while signed in to Windows using a School account

Enable this feature for your app

To enable the Store Web Installer for your app, set the following parameters in the calling URL:

  • On apps.microsoft.com: You don't need to make any changes to enable the Store Web Installer for your app, as long as the app is covered within the Feature availability section and you don't override this feature by using the mode=full URL parameter.

    • The Store Web Installer is the default installer on apps.microsoft.com. The mode parameter helps you launch the Store PDP instead for that user.

  • On your website: Follow these steps to switch to the Web installer on your website badge:

    1. Go to apps.microsoft.com/badge.
    2. Enter the right data for your app.
    3. Set Launch mode as Direct to ensure the required code is generated for your app.
    4. Copy the code, and insert the new badge within your website.

Key notes for enterprise administrators

  • If you use the ApplicationManagement/RequirePrivateStoreOnly MDM policy, the Only display the private store within the Microsoft Store app group policy, or set the RemoveWindowsStore DWORD value in the registry to 1 to block local or domain joined devices from accessing the Store, remember that these settings are for disabling the Store application. This policy doesn't block installation or updates of apps available on the Store.
  • To better control the types of apps that domain-joined PCs can install, including apps from the Store and from the Microsoft Store Web Installer, visit AppLocker - Windows Security. Use this policy in combination with RequirePrivateStoreOnly and RemoveWindowsStore, or use it independently.
  • To specifically block installations from the Microsoft Store Web Installer, you can domain block the following URL - get.microsoft.com . This action blocks the installer from being downloaded and executed from either the Microsoft Store website, or from various developer websites distributing apps through this mechanism. Blocking this URL doesn't affect the Microsoft Store app on Windows or already installed apps. These apps continue to operate unless you combine this action with the above policies.

Frequently asked questions

  1. What is the Microsoft Store Web Installer and how can I implement it?

    The Microsoft Store Web Installer is a small executable (.exe) installer that allows users to install apps directly from the web without opening the Microsoft Store app. When users click an install link on a web page, the installer checks system eligibility and seamlessly downloads and installs the app from the Store backend. This simplifies the installation process for free apps distributed via websites.

    Implement the Web Installer by embedding a Microsoft Store badge with direct installation on your website:

    Users clicking your badge will then automatically download and launch your app installer without needing to open the Store app.

  2. How do I link to my app in the Microsoft Store?

    You can make your app easily discoverable by providing direct links to your app's listing on the Microsoft Store. Here’s how to get and use these links:

    • Getting the direct URL to your Store listing:
      Navigate to your app's Product Identity page under the Product management section in Partner Center. You'll find a URL structured as: https://apps.microsoft.com/store/detail/

    Customers clicking this link are taken to the web-based Store listing, where they can download and install your app via the Microsoft Store.

    • Using the Microsoft Store badge:
      You can create a branded Microsoft Store badge that links directly to your app. To generate your custom badge:
    1. Go to the Microsoft Store badge creator page.
    2. Provide your app’s 12-character Store ID (found in your Partner Center under the Product Identity section).

    The badge is a web component that automatically detects the user’s language and theme. It won’t inherit CSS styles from your page, but you can customize its size using a CSS part selector:

    /* Adjust the badge size to match other buttons on your page. */
ms-store-badge::part(img) {
    max-width: 200px;
}

    This badge clearly indicates your app is available on the Microsoft Store and can help increase customer trust and downloads.

    • Direct Store App link using URI scheme:
      If you want to directly open the Microsoft Store app (without launching a browser first), use the following URI scheme: ms-windows-store://pdp/?ProductId=

    This approach is particularly useful when you know your users are already on a Windows device, or when directing users from within a WinUI app.

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