Edit : it is possible to have a linked URL: see accepted answer from Den Delimarsky.
Alternatively, the Windows Store application may declare file type associations. In this way, you can force the user to upload a file (for example, "video.customExtension"), which may contain information such as the video that the application should play. Same as Office Live Meeting, when you download a meeting file to start a meeting.
If the user downloads this file from your site and that he does not have the corresponding application, he will be asked to find an application that can open this file in the store and he will find your application.
And finally, no, you cannot use the Windows 8 Store app on a web page.
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