Office 2019 standalone licence: download and activation

Hello all, 

I'm having difficulties with both downloading and activating the standalone Office 2019 Home & Business Licence, unsurprisingly so, me being the "enter the serial number in pop-up window from About menu 20th century style software activation" kind of guy, so all of this is rather new and obscure to me.

Anyway, this is how I thought this would work:

• the company has a TheCompany@TheCompany.onmicrosoft.com account
• I log into the admin console with TheCompany@TheCompany.onmicrosoft.com credentials
• from the admin console of TheCompany account I create different users/employee accounts (User1, User2, User3....) each with their own licence, e.g.:
  • User1@TheCompany.onmicrosoft.com has Business Essentials Licence,
  • User2@TheCompany.onmicrosoft.com has Office 2019 Standalone Licence
  • User3@TheCompany.onmicrosoft.com has some other licence
• finally, User2 logs into his TheCompany.onmicrosoft.com account, downloads Office 2019 from there and activates it with his product key

I'd be happy also if TheCompany account could download Office 2019 and then manually install it on User2's computer, but this is also something I cannot find the way how to do.

Obviously, I'm getting something (or maybe even everything) wrong, so I would really appreciate any help I can get.

Thank you!