Does anyone know if Shelly are moving in any particular direction regarding protocols?
From a vague look around the UK Shelly store, I have a sense that more of their accessories now support Bluetooth than other protocols.
I don’t currently have any Bluetooth devices in my setup, but if that is a direction Shelly are taking, then I’ll consider it.
Hi,
I think the point of the recent Gen4 ESP32-based devices (Zigbee, Matter, WiFi, or Bluetooth) is they don’t have a direction, you have the choice.
Personally, I’d go with Matter if you have decent WLAN; Zigbee if not. The tech advantages of Matter are very strong, and multi-vendor. The BTLE support is more useful as a bluetooth proxy to detect toothbrush activity as the radios are short-range by design (BTLE is also used for provisioning in Matter/Thread so is on the ESP32 die).
For more protocol comparison…
If this helps, 
this post!