Cashback sites defined as cpa affiliate marketing sites that kick back a portion of the commissions they earn to the members of the cashback site.
An example in the UK is Quidco. I won't list the names of US sites because it's not my intent to advertise on their behalf.
In it's theoretical perfect form, a cashback site offers users the opportunity to save anywhere from a percent or two to over 10%, just by initiation on the cashback site a purchase they would have made anyway. Couple that with the coupons and offers listed on cashback sites, and the savings can be even greater. This is a pretty frictionless way to save money, but people don't seem to do it.
Even the merchants still win, because they benefit from moving brick & mortar sales online -- no one is really getting scammed.
Contrast this with cashback credit cards. I know plenty of people happy to discuss for hours on end the merits of different points vs cashback credit cards, and devote serious time to researching the "best" cards. But in reality, benefits fall in a very narrow range (~1% -2%), whereas cashback sites can save you much more.
So why the low traction? Is awareness low? Are they seen as spammy? Is there a fear of identity theft from providing details to questionable websites?
Very interested in thoughts from the community.