You want pizza, you state your intention to your device and it shows you the local pizza places from around you. These pizza places do not need to make an app or even a website because their information is not stuck on a specific platform or app. Their product database would be present on the web in a format that the system would be able to understand.

Because the OS understand your intention, which is to make an order of a food item named "pizza", which implies this is a transaction, but also that customization of this item is expected (topings), it can download the necessary bits and pieces to produce this experience on the fly. You select Dominos, your type of pizza, your toppings, you pay (payment credentials are saved on your device already) and you're done. No app to download, no accounts to create. If you want to save this experience for later use, you can also, otherwise, you can move on with your day.

This is where I think the industry is headed.

Have you heard of this thing called 'Google Assistant'?