I do think the problem exists, but I’m not sure if it’s (easily) solvable with a SaaS.
I discussed a similar problem with a business owner recently. Their problem was that they had a manually maintained product catalog in Excel, which they wanted to import into their (new) online webshop. Naturally, they expected the import to “just work”, which it did not, since their Excel sheet was full of custom fields in different (non-standard) formats. A generic conversion from Excel to another specific format is not so easy to solve, I think. At least not in a way that is usable for a non-technical person.
Creating a generic Excel-to-some-other-format is certianly possible, but it would require a ton of customization and/or configuration to work for different data sets, input formats and output formats, but if you have a good and easy-to-use solution to this, it might be feasible. Even if you are able to solve this and provide it as a SaaS, I think most potential users would either expect the feature to be built-in to whatever they are exporting from/importing into and requiring them to sign up with a separate service just for data conversion might be a hurdle.
One example of such a process is importing products to a Shopify store via a CSV file. It’s possible, but it’s by no means easy for a non-technical person (unless you create a custom integration for it). The CSV import (naturally) requires a specific set of fields in a specific format, so whatever format you have your original data in must be converted to the Shopify-specific format to be imported.
However, if you do create such a conversion/automation service, it may be easier to sell if you incorporate the feature into plug-ins for various other products/eco-systems. For example, you could sell a Shopify add-on that simplified importing product data into a Shopify store directly from an Excel sheet, without the user needing to know all the details of the Shopify CSV format.