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It is costly for Banks and Merchants maintaining two entirely different systems for online and in-shop payments. In addition, these systems also have entirely different UX and security characteristics.
AliPay in China never had this problem because they started when card usage was in a nascent state.
I would consider this as an alternative to requiring the EUDIW vendors to implement EMV (like Apple Pay). Yes, supporting VISA/MasterCard in a shop is (IMO...) a necessity.
EMV++ (aka universal authorization) is an example of such a system: #388