Microsoft Advertising and BigCommerce, an open-software-as-a-service ecommerce platform, on Monday announced a strategic partnership.

The agreement allows BigCommerce customers to take their catalog of products sold direct-to-consumer (C2C) sites and ensure that shoppers can find them, explains Sharon Gee, vice president of revenue growth and general manager of omnichannel at BigCommerce.

“It’s similar to an partnership we made with Google last year,” she says.

The direct integration across Microsoft Advertising’s search channels is available to all merchants in the U.S., UK and Australia and New Zealand working with BigCommerce that have verified Bing Places for Business accounts.

Microsoft built the app using a combination of its technology and BigCommerce’s. The app syncs the catalog and place the pixels on the brand’s BigCommerce pages to give the signal, and then buy advertising.

“The application is a bridge that talks between the Microsoft and BigCommerce systems,” Gee said. “In this instance, Microsoft maintains the app that leverages BigCommerce’s channels toolkit APIs for this seamless integration.”

For example, Microsoft and TikTok built their own respective apps, whereas BigCommerce built the Google app and the Meta app.

BigCommerce also has relationships with eBay, Snapchat, Walmart, and others. The company is expected to make an announcement with Amazon on Tuesday.

With Microsoft Ads and Listings, merchants can sync product catalogs directly to the new Microsoft Merchant Center. They can then create shopping campaigns to promote product catalogs and track campaign performance, all without leaving the BigCommerce Control Panel. The Microsoft Ads and Listings app combined with the broader capabilities of Microsoft Advertising and delivers solutions to better help navigate search, native, display and video ad campaigns to help merchants better achieve their marketing goals.

The Microsoft Advertising Network sees billions of searches each month, giving merchants the opportunity to showcase products to millions of potential customers on Microsoft Bing, MSN, Microsoft Edge and through syndicated partners such as Yahoo, and AOL.

The merchants must spend at least $250 on ads to receive $500 in free advertising credits from Microsoft.

BigCommerce provides merchants with sophisticated enterprise-grade functions, customization and performance, combined with an easy way to modernize ecommerce platforms and accelerate digital transformation for ambitious growth.