I had to make that technology decision recently and decided on Zigbee. I don't see any real advantage to Matter other than future support, and current support is much much lower than Zigbee.

The "seamless internet/cloud connection" is a massive turnoff. Products proudly advertising Matter and then hiding Thread vs WiFi is a pain. And frankly only IKEA really seems to be offering anything Matter with AU plugs and they're super coy about it so I'm never confident about what I'm getting.