42% of companies are considering switching to European-based marketing software
Almost half of the companies using US marketing tools and platforms are considering switching to European-based ones in the near future. According to a new study by Piwik PRO, the main drivers include the uncertain U.S. political climate, the need for stronger privacy protections, and a growing desire to support European-made software.
After years of languishing and relying on US and Chinese tech giants to power its digital infrastructure, Europe is waking up from its technological slumber. The return of Donald Trump as president of the United States and the “America First” doctrine he is pushing has caused concern among companies that have relied heavily on American software and cloud infrastructure. According to a recent survey by Piwik PRO, 42% of respondents are seriously considering reducing their dependence on foreign infrastructure and software.
The questions were answered by 350 users of the Piwik PRO platform in April/May 2025.
Political turmoil fuels the shift
Piwik PRO’s research found that nearly one in three (31%) users of its platform are considering switching from U.S. digital marketing software to European solutions due to political instability in the U.S.
Concerns escalated after President Trump resumed office and began reversing key executive orders, including the Transatlantic Data Privacy Framework (DPF). This framework provides the legal basis for EU-U.S. data transfers and includes several safeguards, such as:
Concerns escalated after President Trump resumed office and began reversing key executive orders, including the Transatlantic Data Privacy Framework (DPF). This framework provides the legal basis for EU-U.S. data transfers and includes several safeguards, such as:
- Data Protection Review Court (DPRC): An independent judicial body that examines complaints from EU individuals regarding their data handling by US intelligence agencies, with the authority to issue binding decisions.
- Executive Order 14086: Implemented by President Biden in October 2022, establishing critical safeguards requiring US surveillance activities to meet necessity and proportionality standards.
- Self-certification system: A solution that enables eligible US organizations to commit to Data Privacy Framework principles publicly, facilitating streamlined data transfers under a program administered by the US Department of Commerce.
However, confidence in the framework was shaken in January 2025 when President Trump requested the resignation of Democratic members of the U.S. Privacy and Civil Liberties Oversight Board (PCLOB), a core oversight body named in the DPF. This reinforced European doubts about the US recourse mechanisms' long-term viability and independence for EU citizens.
Furthermore, the recent reauthorization of section 702 of The Foreign Intelligence Surveillance Act (FISA) could expand surveillance capabilities, allowing a broader range of companies to be compelled to assist with data collection. European privacy advocates like NOYB have indicated intentions to challenge the DPF, arguing these laws may not meet The Court of Justice of the EU (CJEU) standards. Should the CJEU invalidate the DPF in response to such challenges, the legal basis for transatlantic data transfers could be nullified, directly impacting the use of US-based marketing platforms.
Made in the EU: Better privacy and security
These uncertainties have highlighted a long-standing concern: U.S.-made software often lacks adequate protections for European users. More than one-third (35%) of surveyed companies believe European tools offer better compliance with laws such as the GDPR.
On the other hand, EU-based and hosted platforms eliminate the risk of cross-border transfer, ensuring uninterrupted operation, for example, in the context of running marketing campaigns. This strongly aligns with the emphasis on the need for solutions that guarantee compliance with GDPR and upcoming regulations like the Data Act and DORA.
On the other hand, EU-based and hosted platforms eliminate the risk of cross-border transfer, ensuring uninterrupted operation, for example, in the context of running marketing campaigns. This strongly aligns with the emphasis on the need for solutions that guarantee compliance with GDPR and upcoming regulations like the Data Act and DORA.
EU-based solutions offer features specifically designed for EU data residency, compliant consent management, anonymization, and transparency, which are critical for respecting the privacy rights of European consumers.
Santi Roc Castells, Director of Marketing at Piwik PRO & Cookie Information
In response, European governments and Data Protection Authorities (DPAs) are taking concrete steps to reduce reliance on U.S. tech. The Dutch Parliament, for example, has mandated that government agencies prioritize European cloud services. Similarly, the Danish Ministry of Industry has encouraged businesses to develop exit strategies from American providers.
European software patriotism
The growing uncertainty over EU-U.S. data transfers has sparked a wave of what some are calling European software patriotism. According to the study, 23% of respondents cited a desire to support European companies as their primary reason for switching marketing platforms.
The ecosystem of capable European software providers is expanding rapidly. In digital analytics, solutions like Piwik PRO, Plausible, Simple Analytics, and Statcounter now rival Google Analytics and Adobe Analytics. In the consent management space, European alternatives include Cookie Information, CookieScript, CookieFirst, and Cookiebot.
The ecosystem of capable European software providers is expanding rapidly. In digital analytics, solutions like Piwik PRO, Plausible, Simple Analytics, and Statcounter now rival Google Analytics and Adobe Analytics. In the consent management space, European alternatives include Cookie Information, CookieScript, CookieFirst, and Cookiebot.
Looking ahead
To stay compliant and resilient, organizations should reassess their legal exposure, build fallback strategies, and prepare for possible disruption in their martech stacks. At the same time, many are beginning to embrace a long-term shift toward marketing ecosystems built on European foundations. Not only does this mitigate the risks of geopolitical turbulence, but it also positions companies for sustainable growth, rooted in privacy, trust, and digital sovereignty.