Worth adding the itch specific part of this, since the thread has landed on shipping a plain zip.
If you push that zip with butler and tag the channel windows, the itch app treats it as an installable build and does patch based updates, so a returning player pulls a diff instead of the whole download again. No installer, no elevated privileges, and you get versioning for free.
One thing we measured that's easy to trip over. butler rebuilds the archive server side, while a zip uploaded through the browser form is served back as the exact bytes you sent. If you care about the file a buyer receives hashing the same as the one you built, that difference matters. For everything else butler is the easier path.