When it comes to downloading new apps the process for consumers is so easy they barely even think about it. Simply click on ‘download’, wait and while and, voilà! There it is, ready to be played with.

If only it were that easy in the enterprise, where buying software is often a laborious process involving complicated invoices, purchase orders and requests for proposals that can often take days to complete.

Which is why the SAP Store is such a cool idea. Unveiled by SAP SE yesterday at its Sapphire Now conference in Orlando, the SAP Store has followed the lead of consumer app stores, allowing enterprise buyers to grab what they need in a matter of seconds. The company says the SAP Store is available across multiple devices, having been built on its Hybris Commerce Suite, and is designed to offer transparent pricing together with a one-click online agreement. New applications can be configured right there in the store, and the whole process takes “a few hours or less”, without any need for outside assistance.

SAP says the store, which is all part of its new “digital-business push”, will feature most of its software. For example, customers can test out the free version of its Lumira analytics software, before buying the paid for version with added functionality right there in the store. Pretty soon, SAP says it will be possible for free users to see what these additional features are, and purchase the paid version right there inside the app.

But SAP Lumira is just the start, because SAP is eventually planning to make in-app purchasing available to most of its other products too. These add-ons will include extensions and third-party content, the company said.

Other software available in the SAP Store includes the company’s flagship SAP Hana cloud platform, the SAP Learning Hub, and SuccessFactors Perform & Reward for talent management.

“You can go from ‘I want to buy it’ to ‘I’m live on it’ in 15 minutes,” Jonathan Becker, SAP’s chief digital officer, told ComputerWorld.

In related news, SAP has also launched what it says is the company’s first “digitally native application”, called SAP Digital for Customer Engagement, which is a simplified cloud-based CRM tool aimed at smaller organizations and small teams within larger enterprises. SAP says the tool is priced at $29 per user per month.