Cashback is quasi non-existent in Europe because credit card culture isn't thing. The habit of borrowing isn't quite so regular, and people finance things out of their own pocket, simply because things are affordable within your lifetime and don't require you go in debts up to your eyeball to get something. Loans and other credit instruments work differently. We don't need to get cash back because we already have money, so the idea isn't to get money back on your already gaping credit black hole.