Microsoft expect to update this new store app will may attract more people to install it. Microsoft is trying to improve their experience of downloading Windows store apps from the web. It was complex involve in finding Windows store apps on the web and installing them.
While downloading apps for the web version of the Microsoft Store instead of launching in Microsoft Store and a mini window, it will download standalone installer. That means while installing you don't have to click install on web, then allow Chrome or Edge to open the Microsoft Store, and finally starts actually installation of the app. Lightweight installer will be downloaded instead, which can help to launch and install the Microsoft Store App.
Rudy Huyn developer of Microsoft Store claims this update will reduces the entire process against download with just two clicks, but as I have tried it takes three clicks to download and install apps using Microsoft Store. While downloading app, you should click to download button, while clicking on download button it when redirect to lightweight installer, and at least it there will show install popup, after clicking it will start to download the app. Microsoft is trying to simplify download as much they can they are trying to remove the last step of popup.
We can't see new lightweight installer to all Microsoft Store apps. While i was installing the packaged versions of GroupMe and Snapchat, it redirects me to Microsoft Store. While the standalone installer doesn't include full app installer, during the installing process.
Microsoft was testing this new download method over the past five months and claimed that there is increase in installations by 12% and 54% increase in the number of apps launched after install. This increase is obviously good news to Microsoft developers against their Windows users to install and use their apps. Microsoft is trying to expanding their experiment which can be user-friendly.