The problem with shuckle is that while it has the durability to set up, it itself has setup-fodder written all over it, though power-split may mitigate this somewhat. Taunt shuts it down completely.
Run encore. Sticky Web as your opponent switches to a set-up user, use Encore on the turn they swords dance or something. Use Infestation to trap the next pokemon they get, and then use the next turn to switch to a solid counter (that they can't double-switch out of).
Sticky Web / Encore / Infestation can gain a surprising amount of momentum rather safely. It is
DAMN hard to kill a shuckle, so Encore is quite a safe move. If your opponent switches to a Taunt pokemon, well woop de doo. Shuckle already got Sticky Web off. Switch out and do something else later.
Or use Knock Off to troll the Taunter.
Galvantula and Smeargle are far and away the best Sticky Web users, and you should really only limit yourself to using those two. Realistically, the only thing that Shuckle has over Smeargle is the ability to use an item slot.
Switch shuckle into an attack he can take (and boy, can he take a hit: 252 SpA Life Orb Gengar Shadow Ball vs. 252 HP / 252+ SpD Shuckle in Sand: 44-55 (18 - 22.5%) -- possible 6HKO after Leftovers recovery ).
Late game, Shuckle wins a number of wall vs wall fights to PP Stalling with Infestation + Rest. You PP Stall Gliscor, you PP Stall Slowbro (outside of the banned Funbro set). Gliscor Earthquake + Toxic + Sub / Protect doesn't do jack to a Rest Shuckle.
Smeargle has an issue with Espeon. Galvantula doesn't... but Shuckle takes this one step further and becomes a hard counter.
252 SpA Espeon Psyshock vs. 252 HP / 4 Def Shuckle: 63-75 (25.8 - 30.7%) -- guaranteed 4HKO
If Espeon fails to switch out when Shuckle uses Binding Band + Infestation, Espeon dies to switchin -> Infestation -> Rest -> Wait -> Wait -> Knock Off.
Being able to
counter Espeon, a premier anti-Sticky Web pokemon is quite a niche above and beyond what Smeargle can do.
Anti-Espeon Sticky Web Shuckle
252 HP / 252 Sp. Def / 4 Def Calm
Binding Band / Leftovers
------------------------------
Infestation
Rest / Encore
Knock Off / Stealth Rocks
Sticky Web
Rest is needed to beat a number of pokemon with Infestation. Anyone who can't buff up dies to Infestation + Rest. Knock Off / Sticky Web provide huge amounts of utility for the team. Dual Hazards is a thing of course... so I'll give it a mention.
If your opponent has Magic Bounce, just use Infestation on your first turn. If Espeon switches in, you kill Espeon. Otherwise, the opponent's pokemon is trapped and you guarantee a Sticky Web (your opponent can't switch out to Espeon while infested)
I think it's viable first turn move, but late game web is very situational.
In my experience, it is the exact opposite. As a first turn move, Sticky Web will be easily taken care of by Air Balloon Excadrills or Defoggers.
Late in the game, Sticky Web
guarantees sweeps. That Alakazam, Keldeo, Mega Lucario, or Charizard X who thought they could stop your Hydreigon / Haxorous really can't at -1 Speed. The ideal time to lay Sticky Web is as soon as you believe your base ~90 speed wallbreaker is ready to sweep the entire opponent's team. Any time before that gives your opponent a bigger opportunity to simply get rid of the sticky web.
The best insurance to keeping Sticky Web on the field is simply not using Sticky Web until you are ready to clean sweep the team. Eventually, your opponent will throw a burn or an attack weaker than a Life Orb Gengar Shadow Ball at you. At that time, you switch in Shuckle, set up Sticky Web... and then wreak with your wallbreaker.