Automate Microsoft Store app submissions with repeatable pipelines, controlled rollouts, and reliable validation using the Microsoft Store submission API for apps registered in Partner Center.
Submitting applications to the Microsoft Store is often treated as a manual, last-minute release task. In practice, Store publishing benefits from the same engineering discipline as any other production release: repeatable build artefacts, predictable versioning, validation steps, and a controlled promotion process. Manual Store submissions increase the chance of configuration errors, inconsistent packaging, and poor traceability, particularly when releases are frequent or when multiple environments and teams are involved.
LW IT Solutions delivers Microsoft Store Submission API Automation as an engineering service to make Store publishing repeatable and auditable. Microsoft provides a submission API that can be used to programmatically create and manage submissions for apps registered to your Partner Center account, including packaging changes and staged publishing workflows. We implement automation that fits your toolchain, integrates with your build and release process, and respects Partner Center constraints and prerequisites. Where your app is not yet created in Partner Center, we align the automation plan to the documented requirement that app creation and name reservation must be performed in Partner Center first.
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Service Overview
Highlights
- Automation for Microsoft Store submissions via the submission API
- Designed for apps already registered in Partner Center
- Entra ID based authentication and controlled permission scope
- Pipeline integration aligned to your build and release tooling
- Operational focus including runbooks and failure handling
Business Benefits
- Reduce release risk by replacing manual Store submissions with repeatable automation
- Improve traceability with versioned submissions tied to your build and release pipeline
- Lower the chance of submission failures through automated validation and quality gates
- Support frequent releases by standardising how Store updates are prepared and promoted
- Enable controlled publishing workflows that match your release approvals and cadence
Typical use cases
- Teams releasing Store apps frequently and needing consistent submission steps
- Organisations standardising Store publishing across multiple products
- Reducing operational risk from manual Partner Center submissions
- Engineering teams requiring traceability of Store releases for audits
- Modernising legacy release processes for MSI or EXE Store packages
Objectives & deliverables
What Success Looks Like
- Make Microsoft Store publishing repeatable, controlled, and auditable
- Reduce manual steps and submission errors in Store releases
- Align Store submissions to existing CI/CD release practices
- Implement secure authentication and credential handling for automation
- Provide a supportable process that can scale to more apps and teams
What You Get
- Store submission automation design aligned to your release process
- Pipeline steps or scripts to create and manage submissions for existing Partner Center apps
- Secure credential handling guidance and configuration approach
- Validation and quality gate guidance to reduce submission failures
- Operational handover pack: runbooks, troubleshooting guidance, and next-step backlog
How It Works
- Discovery - confirm Store app scope, release process, packaging artefacts, and Partner Center readiness
- Design - define automation workflow, API interactions, versioning, and promotion steps
- Identity setup - configure Entra ID app registration and access required for submission automation
- Build - implement pipeline scripts and steps to upload packages and manage submissions
- Validate - test submission flow, error handling, and approval gates in a controlled release
- Handover - document operations and provide a roadmap for extending automation
Engagement Options
- Automation Starter - automate a single app submission workflow for an existing Partner Center app
- Multi-App Rollout - extend automation to multiple Store apps with consistent patterns
- Release Governance - introduce approval gates, staged publishing, and audit-ready tracking
- Stabilise - improve an existing submission automation process and reduce failure rates
Common Bundles
Customers who use this service often bundle with these services
CI/CD & DevOps Enablement
Implement CI/CD pipelines with automated builds, controlled deployments, and release discipline that improves reliability, security, and delivery speed.
Containerisation (Docker) & Delivery
Containerise applications with Docker using secure image builds, predictable configuration, and delivery pipelines that support consistent behaviour across environments.
Documentation Packs & Runbooks
Create professional documentation packs and runbooks that make deployments, migrations and daily operations supportable, auditable and consistent teams.
Architecture Documentation (HLD/LLD)
Produce clear HLD and LLD documentation that records architecture decisions, diagrams, security considerations, and operating assumptions for aligned delivery.
Marketplace Listing & Compliance Readiness
Prepare Microsoft marketplace listings with clear offer packaging, policy alignment and technical readiness so products pass validation and publish confidently.
Frequently Asked Questions
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