Abstract: Techniques described herein provide a self-service, run-time configuration store for interaction between a business owner and a Web service. For instance, the techniques may receive entity-specific configuration data from a business entity, may validate and store the entity-specific configuration data in a central location, and may receive a service-specific schema definition from a Web service. In response to a command to push the validated configuration data, or in response to a request to pull the validated configuration data, the techniques serve the entity-specific configuration data to configure the Web service for use with customers of the business entity.