Many European countries have decent authentication, banking and payment system alternatives or even innovative solutions. I think, like usually, it's just a problem to break out of national or regional circles into something pan-European.

A lot of people seem to agree that relying on a handful of too powerful American companies, especially in the ad and social media space, is a terrible idea and running foul of privacy requirements. Remains to be seen if some larger alternatives manage to pop up though. The European landscape is pretty fragmented.