Basically, either your proto-society develops ways to track balance of trade[0], or it'll grow a freeloader problem, which will keep it down and possibly even destroy the group. That point comes early enough that it's entirely likely the early societies that didn't develop money didn't grow large enough, and didn't survive long enough, to enter historical record.
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[0] - Trading via a medium of exchange - that is, some form of money - is just one way to achieve it, but it has the useful property of being self-balancing, thus not requiring shared global state. That is, you don't have to keep official logs of every trade made by everyone in your group to keep things fair and balanced (or even define, update and defend what "fair" and "balanced" means, which is something everyone has slightly different view of) - you can just establish a common medium of exchange, give people freedom to individually negotiate the exchange rates, and you have a self-balancing system.