they avoid mentioning it, but the Microsoft managed package format (MSIX) works just fine without the Microsoft Store. create an App Installer manifest, stick it on a website, and get semver-d differential updates across multiple architectures for free: https://learn.microsoft.com/en-us/windows/msix/app-installer...
msft have woefully underinvested in the ecosystem and docs though. I wish they'd fund me or others to contribute on the OSS side - electron could be far simpler and more secure with batteries-included MSIX