Also of note: Bluetooth, more or less, requires a phone app for a seamless experience. Which means two phone apps (iOS/Android). This is non-trivial.
You can try to use WebBluetooth in Chrome, but its going to be a not-great experience, and incidentally excludes most phones from then using the connection.
With Progressive Web Apps, you can now use the web to build full-blown apps. Thanks to an enormous amount of new specifications and features, we can do things with the web that you used to need to write native apps for. However, talking to hardware devices was still a bridge too far up till now...
www.smashingmagazine.com
A SoftAP based setup phase (where the device acts like an access point where you join it with any Wifi device) for a device allows anything with a web browser and Wifi to use it, which is more universal and less setup on your end, at the cost of a more confusing and multi-step process to get it going.