For me, Parcel is fun to work with. Rollup is my favorite for more advanced or customized pipelines, but Parcel has a silky smooth workflow for the typical bundling tasks in most projects. I've started using it for Node.js as well (since I want to avoid ts-node) but it seems best for frontend-only projects and components. Speaking as someone who has managed to avoid Webpack thus far despite its status as the "industry standard".