For years, a handful of American technology giants have dominated the internet, shaping how billions search, shop, communicate, and work. But as concerns mount over data harvesting, misinformation, environmental negligence and political influence, a growing number of users—particularly in Europe—are looking for ways to reduce their dependence on Silicon Valley.

Critics argue that the bargain underpinning much of the modern web has become increasingly lopsided. Tech writer Cory Doctorow has described the phenomenon as “enshittification”—the steady deterioration of online platforms as companies prioritise profits over user experience. Lisa Barber, tech editor at Which?, says the trade-off is clear: consumers enjoy high-quality services, often for free, but in return surrender vast amounts of personal data and privacy.

Yet alternatives exist, many of them European, and switching is often simpler than users assume.

In search, Google has controlled roughly 90% of the global market for more than a decade. But rivals argue it no longer consistently delivers the best results. Berlin-based Ecosia has built its brand on environmental commitments, using advertising revenue to fund tree-planting and climate projects while running on renewable energy. The UK’s Mojeek offers a fully independent search index and promises not to track users, while France’s Qwant markets itself as privacy-first and is collaborating with Ecosia on a European search infrastructure.

Browser choice presents another opportunity to break from default settings. Chrome, Safari, and Edge together dominate the market, embedding users further into corporate ecosystems. Open-source browser Mozilla Firefox remains a prominent alternative, while LibreWolf offers a hardened, privacy-focused version. Norway-based Vivaldi, founded by Opera co-creator Jon Stephenson von Tetzchner, promotes strong privacy protections and customisation without heavy data extraction.

Email services are similarly concentrated. Gmail, Outlook, and iCloud Mail account for the majority of global users. Switzerland’s Proton Mail has attracted more than 100 million users by offering end-to-end encryption and a business model based on subscriptions rather than advertising. Germany’s Tuta and the UK nonprofit GreenNet also promote renewable energy use and strict privacy standards. Analysts note that users may need to pay modest monthly fees for greater privacy, but many see that as a fair exchange.

Microsoft’s grip on office software has also drawn scrutiny, particularly as governments reassess their reliance on US infrastructure. Open-source suite LibreOffice, developed by The Document Foundation, has gained traction among European public institutions seeking greater technological independence.

In smartphones, Apple and Samsung continue to dominate global sales. But the Dutch manufacturer Fairphone has emerged as a leading ethical alternative, focusing on modular repairability and transparent sourcing of materials. For users seeking to remove Google services entirely, the nonprofit e Foundation has developed the /e/OS operating system, which ships preinstalled on devices from France-based Murena.

Retail presents one of the toughest challenges. Amazon’s scale, logistics network, and pricing power are difficult to replicate. Still, consumer advocates recommend refurbished marketplaces such as Back Market, secondhand book retailer Oxfam, and platforms like Bookshop.org, which support independent sellers. In the UK, cooperative retailers, including John Lewis and The Co-op, are often cited as more accountable alternatives.

Social media may prove the hardest arena to exit. Facebook, Instagram, TikTok and X still command billions of users. However, dissatisfaction with moderation policies and data practices has driven growth for decentralised networks such as Bluesky and Mastodon, while a new European platform, W, is preparing to launch with privacy and regional governance at its core.

Artificial intelligence remains dominated by US firms, including OpenAI and Anthropic. But France’s Mistral AI has positioned itself as a European challenger. Founded in 2023, it offers open-source models and hosts infrastructure within Europe, framing its development as a step toward technological sovereignty.

While none of these alternatives are without compromise, and many still rely partly on US infrastructure, analysts argue that consumer choice remains powerful. Changing a default search engine, paying a modest subscription fee, or choosing a repairable smartphone may not dismantle big tech monopolies overnight. But collectively, such shifts signal that digital dependence is not inevitable.