1. A computer implemented method comprising: defining, at a server in metadata, target system references and dependencies between a software product and associated dependency assets that are associated with the software product, wherein the software product comprises a plurality of software product assets and wherein, according to the metadata, at least one of the associated dependency assets is assigned to a higher priority category than at least one other of the associated dependency assets; receiving, at the server, a request for the software product from a computer; identifying, by the server, an operating system associated with the computer, an order of downloading the software product assets based on the priority category of the associated dependency assets assigned in the metadata, and one or more capabilities of the computer; based on the identified operating system, the identified capabilities of the computer, and the metadata, selecting and configuring by the server, the plurality of software product assets and associated dependency assets to allow for deployment of the software product at the computer without an installer, wherein the target system references defined as part of the metadata comprise data defining one or more directories on the computer corresponding with the plurality of software product assets and the associated dependency assets based on the identified operating system associated with the computer; and sending, by the server, the selected and configured software product assets and associated dependency assets to the computer according to the order of downloading and the target system references.