Well, Visa and Mastercard are expensive and suck. The shop always has to pay them some percentage for a transaction. That adds up.

For decades, european countries like Netherlands or German had cheaper alternatives, e.g. in Germany the old "EC Card" and now "girocard". That costs a shop just a fixed amount of cent... and a very low amount.

(That is BTW one of THE reasons why US travellers won't see "Credit cards accepted" in every store ... our alternatives are just cheaper, so the market decided)

Also, Visa and Mastercard as US companies. So they are sniffing on all european transactions.

And it happened more than once that US companies tried to execute bullshit US laws in Europe. Example: there was once an german online shop that sold cuban cigars. Eventually the US website that hosted the shop said "Oh, that's not allowed" --- despite it perfectly legal by german law. And they didn't just delete this cuban cigars, they disabled the whole shop, with IIRC 20000 EUR positive balance. And the shop owner didn't even get his money, since their customer service sucked and was only automated response and untrained indian call center clerks.

So no, we cannot really depend on US services. They are expensive, they customer service sucks, they are sniffing either directly or let the NSA sniff everything.

And, bank-wise the USA seems to be some decades back (not online-bank-wise!). I mean, they still have pay cheques? Not direct bank transfers? Shudder. No wonder that, if they have no alternatives, they think everything must be Visa or Mastercard operated.