Hmm I'm not sure how Shortcuts was set to solve this. Shortcuts is a strictly power-user feature that requires explicit set-up on behalf of users (that definitely seems bound to fail, though I doubt mass uptake was a goal for those in the first place).
App Clips have launch points in Safari, Messages, Maps (all digital) as well as QR and NFC (physical) -
https://developer.apple.com/app-clips
They are the direct equivalents of Google/Android's Instant Apps (launched 2 years ago) but this kind of play has always required Apple to do it for it to work (Android is way too fragmented to solve for something that requires this level of streamlined-ness).
As one of those developers and understanding the costs required to push through app downloads, I can tell you we've waited about 5-6 years for iOS to do this and there will be HUGE motivation to push through App Clips from the developer/business ecosystem, because the alternative is crazy expensive (app download adds, social media campaigns, re-engagement and retention campaigns etc).
Apple has done it extremely thoughtfully. Not without flaws, but I am pleasantly impressed by the approach – ESPECIALLY with the launch of the custom QR-codes, something the scanning age has needed (in North America) for mass adoption and to form new habit formation. Asia has been ahead of this front for a while. Everything is 'smart' and scannable. But unlike the West their modern economies formed in the mobile age, so the business models to support on-the-go commerce were established way ahead of the West – which has been stuck in the advertising and TV/desktop-age mindset.
It will work