PRESS RELEASE — Paris, September 2026
After Anthropic’s “digital kill switch” incident last June reminded European companies of their dependence on American tools, France Martech has launched a free directory that catalogs French martech vendors and positions them, category by category, as credible alternatives to international solutions. Netino, France’s leading Marketing Process Outsourcer, is partnering in the launch of the initiative.
A market beginning to consolidate
For the first time since the census was launched in 2011, the global martech landscape has stopped growing exponentially: 15,505 products were listed in 2026, an increase of just 0.79%. Behind this plateau, the market is in fact undergoing a major reshuffling, with 1,488 solutions added and 1,367 removed over the year.
For marketing departments, the consequence is direct: the question is no longer how many tools to add to their stack, but which ones to keep, which to replace, and on what basis. In this context of rationalization, a solution’s country of origin, where its data is hosted, and the legal regime that applies to it are becoming decision-making criteria on par with functionality or price.
This is precisely the trade-off France Martech has set out to make easier.
A directory built for replacement, not for show
France Martech does more than simply list French companies. Each listing is built around a logic of alternatives to existing international solutions, while also suggesting other similar (French) solutions at the bottom of the page.
The directory is organized into six families — Customer Relations, Advertising, Sales Operations, Management, Data, and Content — each broken down into several subcategories covering the entire marketing chain, from CRM to SEO, including CDPs, community moderation, and marketing automation.
Listing is free for vendors and open to any French martech solution via a submission form. Listed companies receive qualified inquiries from organizations actively looking to replace an existing solution.
Netino, a partner with day-to-day exposure to marketing stacks
Netino is France’s leading Marketing Process Outsourcer. The company doesn’t merely support its clients’ marketing operations — it runs them, combining the rigor of a BPO, the agility of an orchestrated network of experts, and the expertise of an operational consultancy, all through an alliance of artificial intelligence and human expertise.
This operator position gives Netino direct visibility into the actual composition of major French organizations’ marketing stacks, the friction points between tools, and the criteria that trigger — or block — the replacement of a solution. It is in this capacity that the company is partnering in the launch of France Martech, whose ambition aligns with that of its own Martech practice: to make marketing infrastructure more transparent, better managed, and less dependent.
“Every year, we audit dozens of marketing stacks. The default reflex is still to reach for the dominant American solution, often without checking whether a French equivalent exists, or what that choice implies for data governance. By supporting France Martech, we want to help eliminate this blind spot at the exact moment the decision is made,” says Hervé Rigault, CEO of Netino.
Available today
The directory is freely accessible at francemartech.fr. French vendors wishing to be listed can submit their solution directly online, free of charge.
About France MarTech
France MarTech is the directory of marketing technology solutions developed in France. Organized by category and by functional equivalence with international solutions, it allows marketing departments to quickly identify a French alternative to a tool in their stack. Listing is free and open to all French vendors. francemartech.fr
About Netino
Netino is France’s leading Marketing Process Outsourcer (MPO). For more than 20 years, the company has designed, structured, and managed the marketing execution chains of the most demanding organizations, through six key areas of expertise: Content Management, Content Moderation, Social Listening & Advisory, Community Management, Social Care, and Martech.
Netino supports more than 200 companies across numerous sectors, in France and internationally. netino.com
