If you simply put a link to the APK somewhere in your web site workflow, when your customers click on it they're fall into the "install" cycle. OTOH, the advantage of being in the app store, even if you don't intend non-customers to install it, is that updates are installed automatically. I think it's possible to have private label apps in the app store that than only be installed from an external link, and won't be found in searches.
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