I like the idea of programming automation and triggers in home assistant.
I find my self choosing between two types of products.
Either products connected vie Smarthings hub or using Smartlife. Of course I could work with both, but to begin with I would like to start with one of those two.
Whenever possible, buy smart home devices that can be controlled locally (that way your home does not depend on other’s cloud servers which may be unavailable).
Start small with either WiFi/Zigbee devices. I hear a lot of good reviews with Shelly as well as Sonoff (WiFi).
However, if you plan to have a LOT of smart devices in your home, consider using Zigbee. For the coordinator, you can consider using this-