Yeah exactly. It is basically a commodity at this point - and in commodities margins are like 3% and there is nothing you can compete on except price - which becomes a race to the bottom. And there is no booming industry where this is the case.
But still you can compete on prize or provide proper localization. In your link they share the are based in UK and available in 7 countries. Something that took half a year and a few devs now it can be done by one indie in 1 month living in cheaper country and charging 1/5th and still be happy about it.
If it took 12 months to build a SaaS for a florist nobody would build a SaaS for a florist.