@Chazrox You should check out Pulse Downloader.
Takes care of the installation part and license parts so no need for MSI/Installer or pkg. plus it has a HISE support that already locate the samples for the user. (so no prompt screen)
fast download and If you use Cloudflare R2 it's basically free for the storage and download.
You can also update your vst from it directly.
downside is that it now comes with a 2.25% fee on sales and ultimatly require the user to have/download the Pulse Downloader app. and also they have direct integration for 3 main website (Wix, Shopify and Squarespace) the rest need to be setup somewhat manually but doable as long as you have a license manager (Gumroad and payhip are not good candidate for that)
For the prefered website it would depend on what you're aiming for. at this point shopify is what I would recommend since it's basically the most versatile out there, you can use tons of apps, there's a lot of info online and it's not much different from the Wix or Squarespace price, sure it's a bit more expensive but the first tier lets you access everything which is where you need to be careful choosing the right website.