W-coating layers with varying thicknesses up to 10 μm were deposited by double-glow plasma surface alloying (DGPSA) on finely polished stainless steel (SS304L) substrates to investigate the influence of the substrate on both the W-coating and interface structures. The examination revealed substrate dilution and the presence of oxide crystallites, predominantly FeWO4 and WO2, at the interface between W and SS304L. These observations correlated with the occurrence of cracking and peeling-off of the W-coating. Both Cr and Ni showed decreased distribution in the interface layer compared to their distribution in the W-coating and SS304L substrate. In comparison, Fe demonstrated a more noticeable compositional gradient, decreasing monotonically from SS304L across the interface to the W-coating. The depth distribution of O indicated that its inclusions were influenced not only by DGPSA deposition but also by post-deposition ion-beam milling. Additionally, the presence of spherical particles directly on the substrate's surface provided evidence for surface alloying reactions, while the columnar grains within the interface oxide layer were associated with the texture features of the W-coating, as confirmed by X-ray diffraction and pole-figure measurements. These findings offer valuable insights into the surface alloying process facilitated by DGPSA and its potential for developing W-coatings tailored for plasma-facing applications.