I'm in the US. I started with X10 about 20 years ago. Over time, it became unreliable in my home. I switched to Z-wave using a VeraLite controller around 5 years ago. Z-wave is an open mesh system. Devices can be used with any z-wave controller, they are not proprietary systems like Zigbee, Hue being one example. Most z-wave controllers can also work with wifi devices like the Harmony Hub, which I also have and like. I've seen others use Broadlink, but I don't know anything about it. Being radio devices, there are different rules and frequencies in different countries. What works here may not work in Europe or Asia.
There's a lot of options out there. As you mention, if one is interested, look at what you want to start out, and what you might want in the future. The less expensive options can't do as much as the more expensive options. Less expensive also means you will be figuring out a lot of this on your own, or with the help of forums. It's more of a hobby, and can be frustrating at times. More expensive options, like Control4, Crestron, etc, are less hands on, and are much more reliable from what I understand.
Personally, I can't see the Echo ever being a "smart hub" like they are trying to sell it. It can do some things, but nothing like SmartThings or Vera can do, and these 2 are simple systems. (Homeseer is another option, which runs on a PC or pi, and is much more powerful than these.) I see the Echo as voice control, which is not the same as automation. Yes, it can do some things based on a schedule, but home automation can involve motion sensors, geofencing, etc to determine who is home, what room they're in, and adjust lights or devices accordingly. The Echo is, however, our main control over our home automation.
I have lights, thermostat, locks, garage door, AV, Hue, even those LED candles and my wife's Diffuser connected. It's also fun to just say "Turn on Christmas" and all the lights come on. Thanks for starting this thread!