- Global market players don't come because they don't think the effort would pay for itself.
- The country is too tiny to make cloning business models feasible.
In Europe, there are a lot of tiny countries: 3 baltic states, 3 transcaucasian states, moldavia, some former yugoslavian states. And then you have countries that are just small and not very rich, so they are always late to any party: most of western europe, greece perhaps. Even some core european countries might see this effect (for example, where does Amazon work?)
And trying to bootstrap in ten mostly unrelated countries at once would lead to failure. And if you succeed, global players might come and eat your lunch.
It's an interesting effect where a small country suffers a noticeable drop in quality of online life due to many services being unavailable.
Specific stuff like online payments very much depend on local context, and in many countries they barely even have the problem Stripe is trying to solve for the US market.
It's also payments, logistics sometimes. You can't open in a part of country and leave other part behind, but you can do that with a mosaic of countries.