That cost is factored into your purchase somehow, and if it isn't and it's a problem to the retailer paying the fees, it will be eventually. Transaction fees seem insignificantly small, but they'll easily chew into any profit margin and more for a payment as small as €5 (as small as, not less than). This is why at least in the US, lots of retailers try to enforce minimum purchases, tack on surcharges, and have differing prices for card and cash payments even if it's against the terms of their merchant agreement.
There's also that whole aspect of dealing strictly in cash being convenient for tax fraud and purchases that can't easily be traced. Those two are possibly the biggest stumbling blocks for an all electronic currency. Case in point: I love the idea of going that way because it makes my finances easier to manage, but I hate that my CC company already tracks what I buy with my card to determine my credit-worthiness and more that has nothing to do with fraud monitoring, and it's frankly none of anyone's business what I buy with my own damn money if I have had no trouble paying my bills in full on time for years on end.
There's so many pros and cons here, I really don't know which way to go.