My base of experience is with European plugs, but most of this should apply similarly.
There are a few basic things you need to decide upon first:
- rf technology (wlan, zigbee, matter/ thread, z-wave)
- electrical rating (10A, 16A, etc.)
to quite some extent this comes down to trust, especially with the cheaper (basically noname) devices.
- power metering capabilities
- local-only control vs cloud based controls
- any extra requirements (outdoor rating, etc.)
Personally, I don't see any reason not go full-featured (16A, again this is a hot topic with the cheap stuff, and power-metering capabilities), because the price difference just doesn't adequately represent the loss of features.
If you care about local-only control, even without home-assistant in the loop (although it still fully integrates), devices pre-flashed with (or officially/ easily flashable without opening the plug with-) tasmota is kind of a gold standard for WLAN based devices. A few years ago pretty much all devices could be flashed with tasmota easily, these days that is harder (alternative MCUs, not supported by tasmota (but maybe OpenBeken), case needs to be opened, but is welded/ glued shut and can't be opened without damage, small scale sodlering required), so prefer pre-flashed devices despite their higher prices. OpenBeken can be an alternative as well (for non-Espressif MCUs, but disassembling/ flashing is not for the faint of heart). All of these just need WLAN coverage to function, they can integrate with home-assistant via mqtt and/ or matter, but can also concurrently be used with other ecosystems (google, alexa, …) or via browser locally.
My advice from this category would be for tasmota pre-flashed and not esp8266/ esp8285, so esp32/ esp32-c3 or better. Reasoning for this is that you need at least an esp32 for WPA3 compatibility, which is becoming a topic (yes, current tasmota versions no longer enable WPA3 support, but that's software-only and may be fixed, if needed). esphome can also be flashed, WPA3 support (for esp32 or better, not esp8266/ esp8285) enabled by default, some -but more limited- local-only control/ configurability available via local browser access, but it's more integrated/ dependent on home-assistant.
All of these (tasmota/ esphome/ OpenBeken) are valid choices for WLAN based devices, with full local-only functionality (plus all the conveniences home-assistant integration can give you), but avoid WLAN based devices that don't explicitly use either of those firmwares (because those usually depend on the proprietary cloud services).
zigbee, matter/ thread or zigbee will each need some kind of hub- or USB dongle to function, these devices can (usually) be integrated directly into home-assistant without using their corresponding proprietary hubs or cloud services. Usually these devices are cheaper, but you need the hub/ USB dongle and the running home-assistant instance for them to function (beyond manually pressing the button on the plug), there is no local webpage for configuration and no (remote-) control when home-assistant is down for any reason. It does make sense to pick an rf technology you are familiar with and try to stick to it throughout, to the extent possible. At this point, especially on the cheaper end, I would suggest zigbee for this - matter/ thread is still very new (but IKEA is pushing it strongly, although their devices often still have a zigbee fallback mode).
For devices that are important to you or high wattage, it does make sense to spend on name-brand devices (IKEA is decent quality) and tasmota support, both because you may have some confidence that they'll actually do 16A and for the advanced local-only possibilities that don't hard-depend on home-assistant to run. It just gives you more options (but there is some inherent risk in tasmota/ esphome/ OpenBeken upgrades to brick the device/ requiring disassembly and serial flashing, which usually is not fun). But given the price delta (less than half), some (e.g.) zigbee plugs are a nice addon (also to improve the mesh density) nevertheless.
In terms of zigbee vs matter/ thread vs z-wave, just go with what you are already familiar with (~= have already deployed). It does not make sense to set up another hub/ mesh just for a power plug, if you're already invested into some other rf technology. Neither of these rf protocols allow the end devices to talk to the internet (contrary to WLAN, where it is common for those to be directly cloud-based), but their official hardware hubs usually do depend on cloud interaction(!), so I would recommend not using (or even buying) those, but to use native zigbee coordinators, thread border routers, z-wave dongle with home-assistant instead, which will allow you local-only service (as long as home-assistant is running).
Here we can diversify a little:
- tuya/ WLAN
bad, because cloud access is required
- tuya/ zigbee
fine, if you use your own zigbee coordinator with home-assistant. these devices might not be great, but they will usually do well enough (trusting them to do 16A long-term/ repeatedly might be a hard ask, though; there are some better known companies offering tuya-zigbee devices, which hopefully are more dependable).
If you start from zero, with only a few (~1-3) plugs in mind, WLAN/ tasmota (and 16A/ power-metering) probably makes most sense. Yes, you pay more (>= 15 EUR) for the plugs (especially with tasmota preflashed or officially flashable), but you only need your existing WLAN infrastructure and can even get decent functionality without home-assistant running (and all the niceties while it runs).
Going into zigbee territory offers a cheap entry (<10 EUR for a USB based zigbee coordinator (e.g. EFR32MG21) XOR ~15-20 EUR for an ethernet/ tasmota based zigbee coordinator (e.g. esp32 + EFR32MG21); yes there are better alternatives which can make sense, yes replacing a coordinator later is not nice) and cheap devices (~5 EUR for a plug, lots of different/ cheap sensors).
With IKEA heavily pushing matter/ thread, this can be a sensible choice as well, as they do provide affordable devices with decent (~trustworthy) electrical quality (many of those still offer a zigbee fallback mode), but setting up a thread border router is a tad more involved and it's still early days for thread (fewer device options, no cheap-cheap noname options, more interoperability 'surprises'). This does require some hope for other vendors to jump on this wagon in the future (or being content with IKEA as (almost) the sole supplier).
I have no personal experience with z-wave.
Disclaimer: I have personal experience with tasmota, esphome, openbeken and tuya-zigbee, not with thread or z-wave; I do care heavily about local-only/ cloudless operations. I do prefer tasmota, but availability and pricing of cheap zigbee stuff (lots of battery powered sensors, which is not possible with Espressif MCUs) does tilt the scales in that direction (at least in numbers). FloatingBoater has raised many important aspects.