Windows is the largest desktop installed base in the world, but the economics for indie developers look very different from iOS or even macOS. The Microsoft Store has never become the dominant distribution channel; most successful Windows apps still distribute directly. This post is the practical lay of the land.
Microsoft Store reality
- Microsoft Store commission: 12-15% on most apps, 30% on games. Lower than Apple / Google.
- EU alternative billing allowed under DMA.
- Discovery is weaker than App Store; Microsoft has been less successful at training Windows users to "search the store."
- App quality varies — the store has historically had quality control issues that hurt its brand.
Reasonable to be IN the store as one channel among several. Don't depend on it as primary distribution.
Direct distribution
Most successful indie and prosumer Windows apps distribute directly from their own website. Users download a .exe or .msi, run the installer, the app is installed. You handle payments via Stripe / Paddle / Lemon Squeezy.
Advantages of direct distribution:
- Keep more revenue (3% Stripe vs 15-30% store).
- Direct customer relationship.
- License key control.
- Free updates without store review.
- Pricing flexibility.
Disadvantages:
- You handle all distribution and update infrastructure.
- Less trust signal than store presence.
- Smart Screen / browser warnings if you don't code-sign properly (see below).
Fees and certificates
- Microsoft Partner Center account: $19 individual / $99 company one-time.
- Code signing certificate: $100-$500/year from a certificate authority (DigiCert, Sectigo). Reduces "this is dangerous" warnings on Windows.
- Extended Validation (EV) certificate: $300-$1,000/year. Removes warnings faster.
- Microsoft Store annual fee: $0 (one-time only).
Code signing is required for any serious Windows app distribution. Without it, Windows shows aggressive warnings that kill conversion.
Monetization patterns
- One-time purchase — $10-$100 typical for productivity apps. Higher price points work than mobile.
- Subscription — common for SaaS / pro tools. Monthly or annual.
- Freemium — basic free, Pro unlocks features.
- Per-seat licensing — for business buyers.
- Ads — rare in desktop apps; users hate it.
Piracy realities
Windows software piracy is more common than mobile. License key validation, online activation, periodic phone-home checks are standard mitigation. Don't expect to eliminate piracy; aim to reduce friction enough that paying is the path of least resistance.
For consumer software, generous trial periods + reasonable pricing reduce piracy more than aggressive DRM. For B2B, license management with audit capability is standard.
Strategy for indie developers
- Direct distribution as primary. Your website with download link + Stripe.
- Microsoft Store as a secondary channel. Same app, slightly different distribution.
- Code-sign your installer. Reduces friction dramatically.
- Update infrastructure. Either build your own (Squirrel.Windows) or use a service (Sparkle for some apps, Velopack).
- Test on multiple Windows versions (10, 11). User mix is broader than you'd expect.
- Match pricing to platform expectation — users on Windows accept higher prices than mobile for productivity tools.