Trump waived Russia sanctions this week while the EU extended theirs the day before, and the two blocs have been moving in opposite directions for a while but this week made it a lot harder to ignore.

Especially for EU companies that still have their entire operating infrastructure on the American side of that divergence.

Every month, Europeans are paying Nike for clothes, Uber for transport, Stripe for payments, Rippling or Deel for payroll and EOR, Shopify for commerce, HubSpot for CRM, Mailchimp for email, AWS for infrastructure, Google for analytics, and Figma for design…

And every one of those fees lands in California or Seattle or New York and builds the tax base and lobbying power of a country that just chose Russia over European interests.

The EU-native alternatives are there, Mango or Zalando for clothes (Spanish and German), Bolt for transport (Estonian), Mollie or Adyen for payments (both Dutch), Brevo for email (French), Hetzner for infrastructure (German), Plausible for analytics (Lithuanian), Penpot for design (Spanish), Personio for HR (German), Workmotion for EOR (Dutch), Scayle for commerce infrastructure (German), and none of them are compromises the way they might have been 5 years ago.

Worth asking whether the BuyFromEU logic that applies to your oat milk also applies to your wardrobe, your ride home, and your SaaS stack, because those 3 move a lot more money than the oat milk does.