Facebook & Instagram vs Microsoft Channel
Two Shopify apps, side by side: detected stores, momentum, reviews, plans, listed features and who runs each. Store counts as of Nov 1, 2026.
The short answer
- Microsoft Channel is detected on 3.7× as many Shopify stores as Facebook & Instagram: 6,458 vs 1,767 as of Nov 1, 2026.
- On the Shopify App Store: Facebook & Instagram 3.9 from 12,966 reviews and Microsoft Channel 2.8 from 871 reviews.
- Facebook & Instagram lists 31 features Microsoft Channel’s listing doesn’t mention, including A/B testing, AI copywriting, AI images and video.
At a glance
Adoption, reviews, pricing and listing
A green dot marks the app ahead on a measured figure. Estimates, gaps and apps that leave no storefront trace never take the lead.
Adoption
| Measure |  Facebook & Instagram |  Microsoft Channel |
|---|---|---|
| Detected stores | 1,767 | 6,458(ahead) |
| Net store change, 28 days | −9 | 0 |
| Stores added, 28 days | 15 | Not enough data |
| Big-brand share | 12% | 16% |
| Top store categories | Apparel & Accessories, Health & Beauty, Home & Garden | Apparel & Accessories, Home & Garden, Health & Beauty |
| Top store countries | United States, United Kingdom, Australia | United States, Canada, United Kingdom |
Reviews
| Measure | Facebook & Instagram | Microsoft Channel |
|---|---|---|
| App Store rating | 3.9 ★(ahead) | 2.8 ★ |
| App Store reviews | 12,966(ahead) | 871 |
| New reviews, 28 days | 101(ahead) | 0 |
| Reviewers a year or more in | 64%(ahead) | 15% |
Pricing
| Measure | Facebook & Instagram | Microsoft Channel |
|---|---|---|
| Free plan | Not listed | Not listed |
| Lowest paid monthly plan | No monthly plan listed | No monthly plan listed |
| Longest free trial | Not listed | Not listed |
| Plans listed | 1 | 1 |
Listing
| Measure | Facebook & Instagram | Microsoft Channel |
|---|---|---|
| Shopify category rank | #7(ahead) | #24 |
| Shopify App Charts | #12 in Ads | Not on this week’s charts |
| Built for Shopify | No | No |
| Launched | Oct 4, 2018 | Sep 30, 2019 |
| Languages | 20 | 1 |
| Developer | Meta | Microsoft |
Momentum
New reviews each month
Review pace is the clearest public read on how fast an app is winning new merchants.
Facebook & Instagram
- 15
- 101
Microsoft Channel
- —
- 0
Plans
What each plan costs
As listed on the Shopify App Store. Usage charges and plan limits differ, so compare what each plan includes, not only the price.
Facebook & Instagram
- FreeFree to install
Microsoft Channel
- FreeFree to install
Features
40 listed features, 8 in common
Coverage is the share of every feature these listings mention. A feature a listing doesn’t mention may still be supported.
Facebook & InstagramMicrosoft ChannelOnly Facebook & Instagram lists 31
- A/B testing
- AI copywriting
- AI images and video
- AI optimization
- AI targeting
- Audience segments
- Cost per acquisition
- Custom audiences
- +23 more
Only Microsoft Channel lists 1
- Impression counts
Feature by feature
All 40 features across 5 groups, checked off app by app.
Integrations
What each app says it works with
From each listing’s “Works with” section.
Both list 1
- Checkout
Only Facebook & Instagram 2
Only Microsoft Channel 0
Every one is also listed by another app.
Who uses each
The stores behind each app
Shares are of each app’s detected stores; stores without a known country or catalog size count toward neither.
Facebook & Instagram
Top countries
- United States
- United Kingdom
- Australia
- India
Catalog size
- 11-50
- 51-100
- 201-500
- 1-10
Microsoft Channel
Top countries
- United States
- Canada
- United Kingdom
- Germany
Catalog size
- 11-50
- 201-500
- 1,001-5,000
- 101-200
Stores running it
Installed with
The apps each one runs alongside
The apps Shoplist most often detects on the same stores.
FAQ
Facebook & Instagram and Microsoft Channel: common questions
- Which is more popular, Facebook & Instagram or Microsoft Channel?
- Microsoft Channel is detected on 3.7× as many Shopify stores as Facebook & Instagram: 6,458 vs 1,767 as of Nov 1, 2026.
- Which has better reviews, Facebook & Instagram or Microsoft Channel?
- On the Shopify App Store: Facebook & Instagram 3.9 from 12,966 reviews and Microsoft Channel 2.8 from 871 reviews.
- What features does each app list that the other doesn’t?
- Facebook & Instagram lists 31 the others don’t mention, such as A/B testing, AI copywriting, AI images and video, AI optimization. Microsoft Channel lists 1 the others don’t mention, such as Impression counts. A feature missing from a listing may still be supported; this compares what each App Store listing says.
- Where does this comparison’s data come from?
- Shoplist crawls Shopify storefronts to detect which apps each store runs, and reads each app’s Shopify App Store listing for reviews, pricing, features and integrations. Store counts are as of Nov 1, 2026; estimated figures are labeled.
Keep comparing
More matchups
How Shoplist compares apps
Store counts come from Shoplist’s crawl of Shopify storefronts, which detects the apps each store runs; they are as of Nov 1, 2026. Reviews, ratings, plans, features and integrations come from each app’s Shopify App Store listing. 28-day figures are labeled when estimated, and a figure that is missing or estimated never decides who leads. Read the methodology.