To distribute via a download link, all files from the folder deploy have to be packed into one ZIP file. Use the option Save as ZIP in the Screen - Save. You could also create a self extracting EXE file for download.
Never start the Multimedia Player for testing before you make the exe or zip file, as the license file is modified with each start and cannot be used any longer for distribution
In case you do not have an e-commerce provider or website, where the user can download your files, see chapter: How can I share my files using a download link?
See also
Adding an Installer
Start the cleverbridge Commerce Assistant. Select Product Files and then press the button Upload Product File. Select your zipped file from the deploy folder and upload the file.