Everything you use has a European alternative.

Coca-Cola & Pepsi 🇺🇸 non-EU

The two colas that colonised every fridge on the continent.

• Kofola The Czech cola that outsells Coke on draught at home. Less sweet, more herbal. 🇨🇿
• Fritz-kola Hamburg-born, high caffeine, sold on stubbornness rather than advertising. 🇩🇪
• afri-cola German cola since 1931, back to its original recipe. 🇩🇪
• Cockta Slovenian since 1953, made with rosehip and eleven herbs. No caffeine, no phosphoric acid. 🇸🇮

Levi's & Wrangler 🇺🇸 non-EU

San Francisco and Greensboro invented the category and still own it.

• Nudie Jeans Gothenburg. Free repairs for life, and they mean it. 🇸🇪
• MUD Jeans Dutch. You can lease the jeans and send them back to be remade. 🇳🇱
• Kings of Indigo Amsterdam, organic and recycled denim. 🇳🇱
• ARMEDANGELS Cologne, fair-trade certified throughout. 🇩🇪

Bambu Lab & Creality 🇨🇳 non-EU

Chinese desktop 3D printers, cheap and closed.

• Prusa Research Prague. Open source, made in Czechia, supported for years. 🇨🇿
• UltiMaker Utrecht, and the professional desktop standard — merged with MakerBot in 2022, so Stratasys holds a large stake. 🇳🇱
• BCN3D Barcelona, spun out of the polytechnic university. 🇪🇸
• Zortrax Olsztyn, Poland. 🇵🇱

CATL, BYD, LG & Panasonic 🇨🇳🇰🇷🇯🇵 non-EU

Europe builds the car and imports the most expensive part of it.

No European alternative

Fitbit, Apple Watch & Whoop 🇺🇸 non-EU

Continuous health data, exported continuously.

• Withings Paris health devices: watches, scales, blood pressure, EU data hosting. 🇫🇷
• Polar Finnish sports watches; the company that invented the heart rate monitor. 🇫🇮

Workday, BambooHR & Gusto 🇺🇸 non-EU

Your employer's copy of your entire working life.

• Personio Munich. The European mid-market default. 🇩🇪
• Factorial Barcelona, and strong on payroll. 🇪🇸
• Lucca Paris. Modular, French payroll built in. 🇫🇷
• Sage HR Newcastle, from the accounting house. 🇬🇧

Airbnb 🇺🇸 non-EU

Short-term rentals, long-term housing debate.

• HomeToGo Berlin metasearch across holiday rental providers. 🇩🇪
• Holidu Munich holiday rental search with local property managers. 🇩🇪
• Belvilla Dutch holiday home rental across Europe. 🇳🇱
• Interhome Swiss holiday rentals (outside the default EU scope). 🇨🇭

Google Analytics 🇺🇸 non-EU

Free analytics, declared unlawful in several EU member states.

• Plausible Estonian, cookie-free, GDPR-compliant analytics in a single lightweight script. 🇪🇪
• Simple Analytics Amsterdam-hosted, no cookies, no personal data collected at all. 🇳🇱
• Pirsch German cookie-free analytics with a server-side integration option. 🇩🇪
• Matomo The classic self-hosted analytics suite; EU cloud hosted in Germany. 🇩🇪

Skippy & Jif 🇺🇸 non-EU

American peanut butter, in a continent that mostly spreads other things.

• Calvé The Dutch standard, made by Unilever in the Netherlands. 🇬🇧
• Whole Earth UK, no palm oil, nothing but peanuts and salt. 🇬🇧
• Rapunzel Bavarian organic pioneer since 1974. 🇩🇪
• De Pindakaaswinkel Amsterdam. Peanut butter as a specialist trade. 🇳🇱

Kohler, Moen & Delta Faucet 🇺🇸🇩🇪 non-EU

The German tap you would switch to is often American.

• Duravit Hornberg since 1817, still family-controlled. 🇩🇪
• Villeroy & Boch Mettlach since 1748. Ceramics, baths and the tiles too. 🇩🇪
• Geberit Rapperswil-Jona. The cistern behind half of Europe's walls. 🇨🇭
• Roca Barcelona. Family-owned and the largest bathroom maker in Europe. 🇪🇸

Zendesk 🇺🇸 non-EU

Support tickets as a subscription.

• Zammad German open-source helpdesk; self-host or use the EU cloud. 🇩🇪
• OTRS Long-established German service-management platform. 🇩🇪
• Userlike Cologne live chat and messaging built for GDPR compliance. 🇩🇪
• Crisp Nantes-built customer messaging with a generous free plan. 🇫🇷

Shein / Temu fashion 🇨🇳 non-EU

Ultra-fast fashion flown in by the parcel-load.

• Zalando Berlin's pan-European fashion platform, with EU consumer law applying. 🇩🇪
• About You Hamburg, app-first fashion retail — acquired by Zalando in 2025. 🇩🇪
• Vinted Buy it second-hand instead: cheaper, and the garment already exists. 🇱🇹
• Zalando Pre-owned Second-hand inside the mainstream retailer. 🇩🇪

Scotts Miracle-Gro 🇺🇸 non-EU

American lawn chemistry.

• COMPO Münster. The European garden centre standard. 🇩🇪
• Neudorff Emmerthal. Organic plant care since 1854. 🇩🇪
• Oscorna Ulm, purely organic fertilisers. 🇩🇪
• Cuxin DCM German-Belgian organic mineral fertilisers. 🇩🇪

Adobe Photoshop 🇺🇸 non-EU

The industry standard, now rented monthly forever.

• Krita Dutch foundation's free painting and illustration studio. 🇳🇱
• darktable German open-source RAW workflow, a real Lightroom replacement. 🇩🇪
• Photopea Czech browser-based editor that opens PSD files directly. 🇨🇿

Pringles & Lay's 🇺🇸 non-EU

Kellanova and PepsiCo own the crisp shelf.

• funny-frisch German crisps from Intersnack, since 1965. 🇩🇪
• Chio Also Intersnack. The tortilla chips are the good ones. 🇩🇪
• Croky Belgian crisps, paprika flavour is a national position. 🇧🇪
• Estrella Swedish, and the dill flavour makes sense once you try it. 🇸🇪

Netflix, Disney+ & Max 🇺🇸 non-EU

Streaming's incumbent, now with adverts.

• MUBI London-based curated arthouse cinema, hand-picked rather than algorithmic. 🇬🇧
• ARTE Free, ad-free European culture, documentaries and drama. 🇫🇷
• Filmin Spanish independent and European film streaming. 🇪🇸
• Viaplay Nordic streaming with strong Scandinavian originals and sport. 🇸🇪

Snapple & AriZona 🇺🇸 non-EU

American iced tea, mostly sugar.

• Rauch Rankweil, Austria. Family-owned since 1919. 🇦🇹
• Pfanner Lauterach, Austria — the green cartons. 🇦🇹
• ChariTea Hamburg, fair-trade, funds social projects at source. 🇩🇪
• Nestea Nestlé brand, brewed in Europe — though the rights are split by region and Coca-Cola holds Nestea in some markets. 🇨🇭

Slack 🇺🇸 non-EU

Workplace chat, owned by Salesforce, priced per person per month.

• Element London-based Matrix client used by the French and German governments. 🇬🇧
• Stackfield Munich team collaboration with end-to-end encryption, German servers. 🇩🇪
• Nextcloud Talk Chat and calls built into your own Nextcloud. 🇩🇪
• Twake French open-source Slack-style workspace. 🇫🇷

GoDaddy 🇺🇸 non-EU

Domains, plus eleven upsells before checkout.

• Gandi French registrar since 1999, no bullshit, free SSL and mailboxes. 🇫🇷
• INWX German registrar with excellent API and 300+ TLDs. 🇩🇪
• OVHcloud Domains, DNS and hosting from Europe's largest hoster. 🇫🇷
• Hostinger Lithuanian registrar and hoster with aggressive pricing. 🇱🇹

Amazon Kindle 🇺🇸 non-EU

E-books you licence rather than own.

• tolino German bookseller alliance's reader; open EPUB, buy from any member shop. 🇩🇪
• Vivlio French e-reader and store backed by independent booksellers. 🇫🇷
• Legimi Polish subscription with its own hardware. 🇵🇱

Ore-Ida & McCain 🇺🇸🇨🇦 non-EU

Frozen chips from Idaho and Canada.

• Aviko Steenderen. Owned by a Dutch farmers' cooperative. 🇳🇱
• Farm Frites Oudenhoorn, family-owned since 1971. 🇳🇱
• Lutosa Belgian, and Belgium takes chips seriously. 🇧🇪
• Agrarfrost Lower Saxony, family-run. 🇩🇪

YouTube 🇺🇸 non-EU

The world's video archive, with an ad break in the middle.

• PeerTube Federated, self-hostable video; instances share load via peer-to-peer. 🇫🇷
• Dailymotion France's long-running video platform, owned by Vivendi. 🇫🇷

Robinhood, Coinbase & eToro 🇺🇸🇮🇱 non-EU

Your broker decides which rules protect you.

• Trade Republic Berlin, holds a full German banking licence, and deposits sit under German protection. 🇩🇪
• Scalable Capital Munich. Flat-fee broker and robo-advisor in one. 🇩🇪
• Bitpanda Vienna, MiCA-licensed, crypto alongside stocks and metals. 🇦🇹
• DEGIRO Amsterdam, part of flatexDEGIRO of Frankfurt. Very low commissions. 🇳🇱

The North Face, Columbia & Patagonia 🇺🇸 non-EU

American outdoor gear, on European mountains.

• Fjällräven Örnsköldsvik, 1960. G-1000 fabric, waxed not coated. 🇸🇪
• VAUDE Tettnang. Climate-neutral in Germany, and audited about it. 🇩🇪
• Norrøna Norwegian since 1929, family-owned, lifetime warranty. 🇳🇴
• Mammut Swiss, 1862. Ropes first, everything else after. 🇨🇭