diff --git a/.github/workflows/build.yml b/.github/workflows/build.yml
index 6487cbb17..ffd88d8c3 100644
--- a/.github/workflows/build.yml
+++ b/.github/workflows/build.yml
@@ -55,6 +55,33 @@ jobs:
           if-no-files-found: error
           retention-days: 30
 
+  build-windows-store:
+    name: Windows Store package
+    runs-on: windows-latest
+    steps:
+      - name: Checkout code
+        uses: actions/checkout@v4
+
+      - name: Setup Node.js
+        uses: ./.github/actions/setup
+
+      - name: Cache caption assets
+        uses: actions/cache@v4
+        with:
+          path: caption-assets
+          key: caption-assets-${{ runner.os }}-${{ hashFiles('scripts/fetch-caption-model.mjs') }}
+
+      - name: Build Windows Store package
+        run: npm run build:win:store -- --publish never
+
+      - name: Upload Windows Store package
+        uses: actions/upload-artifact@v4
+        with:
+          name: openscreen-windows-store
+          path: release/**/Openscreen.Setup.*.appx
+          if-no-files-found: error
+          retention-days: 30
+
   build-macos:
     name: macOS ${{ matrix.arch }} DMG
     runs-on: macos-latest
diff --git a/electron-builder.json5 b/electron-builder.json5
index 0ff145383..a3f342ee5 100644
--- a/electron-builder.json5
+++ b/electron-builder.json5
@@ -1,7 +1,7 @@
 // @see - https://www.electron.build/configuration/configuration
 {
   "$schema": "https://raw.githubusercontent.com/electron-userland/electron-builder/master/packages/app-builder-lib/scheme.json",
-  "appId": "com.etiennelescot.openscreen",
+  "appId": "com.etiennelescot.openscreen",
   "asar": true,
   // .node binaries can't be dlopen'd from inside an asar — must live unpacked.
   "asarUnpack": [
@@ -74,26 +74,26 @@
       "NSCameraUseContinuityCameraDeviceType": true
     }
   },
-  "linux": {
-    "target": [
-      "AppImage",
-      "deb",
-      "pacman"
-    ],
-    "icon": "icons/icons/png",
-    "artifactName": "${productName}-Linux-${version}.${ext}",
-    "maintainer": "Etienne Lescot <etiennelescot@gmail.com>",
-    "category": "AudioVideo"
-  },
-  "win": {
-    "target": [
-      "nsis"
-    ],
-    "icon": "icons/icons/win/icon.ico",
-    "artifactName": "${productName}.Setup.${version}.${ext}",
-    "extraResources": [
-      {
-        "from": "electron/native/bin",
+  "linux": {
+    "target": [
+      "AppImage",
+      "deb",
+      "pacman"
+    ],
+    "icon": "icons/icons/png",
+    "artifactName": "${productName}-Linux-${version}.${ext}",
+    "maintainer": "Etienne Lescot <etiennelescot@gmail.com>",
+    "category": "AudioVideo"
+  },
+  "win": {
+    "target": [
+      "nsis"
+    ],
+    "icon": "icons/icons/win/icon.ico",
+    "artifactName": "${productName}.Setup.${version}.${ext}",
+    "extraResources": [
+      {
+        "from": "electron/native/bin",
         "to": "electron/native/bin",
         "filter": ["win32-*/*"]
       }
@@ -102,5 +102,18 @@
   "nsis": {
     "oneClick": false,
     "allowToChangeInstallationDirectory": true
+  },
+  // Microsoft Store packaging identity, from Partner Center's "Product identity" page
+  // (Applications et jeux > OpenScreen > Product identity).
+  "appx": {
+    "identityName": "EtienneLescot.OpenScreen",
+    "publisher": "CN=03B0FC8C-2067-45D9-BE82-9F15CE264B4A",
+    "publisherDisplayName": "Etienne Lescot",
+    "applicationId": "Openscreen",
+    "displayName": "OpenScreen",
+    "backgroundColor": "transparent",
+    "capabilities": ["runFullTrust", "microphone", "webcam"],
+    "languages": ["en-US", "fr-FR"],
+    "showNameOnTiles": true
   }
 }
diff --git a/package.json b/package.json
index 5ffe596d3..02f778efc 100644
--- a/package.json
+++ b/package.json
@@ -30,6 +30,7 @@
 		"build:mac": "npm run build:native:mac && tsc && vite build && electron-builder --mac",
 		"build:native:win": "node scripts/build-windows-wgc-helper.mjs",
 		"build:win": "npm run build:native:win && tsc && vite build && electron-builder --win --config.npmRebuild=false",
+		"build:win:store": "npm run build:native:win && tsc && vite build && electron-builder --win appx --config.npmRebuild=false",
 		"build:linux": "tsc && vite build && electron-builder --linux AppImage deb pacman --config.npmRebuild=false",
 		"test": "vitest --run",
 		"test:watch": "vitest",