This requirement to be eligible for Web Distribution in the EU seems whack. Essentially, you have to have had a somewhat successful app distributed on the App Store (or an alternative marketplace?) and have had an Apple Developer account for two years before being eligible for Web Distribution.

This sounds like Apple doesn't want to allow companies to launch their app via Web Distribution but rather transition from a store to Web Distribution.

From https://developer.apple.com/support/web-distribution-eu/.

Getting started with Web Distribution in the EU - Support - Apple Developer

@simonbs maybe to reduce an attack vector for malicious apps? They would have had a chance to vet the app over a long period before allowing it to be installed without oversight. This doesn’t prevent a hacker hijacking the web site of course but makes it harder for someone to typo squat and have their own phishing app offered.