English, their mother tongue and the language of the country where they are actually living on.
A few speak even more.
Only when the giants started translating their offerings to reach an even wider audience in non-anglophone countries did end users start to expect a web in their home language and the potential audience of non-anglophone-based companies dropped (because they usually address their home language first).
Now the most inhibiting cost of multi-language offerings is usually not the act of translation itself, but the resulting quality which is rarely high.
EDIT: I think actually it speaks very much to how european unity is about so much more than just the EU. By extension how culture and national identity is about so much more than what the Westphalian paradigm provides.
It's easy in the US because they have a large, wealthy and boundary free market with almost no access cost beyond marketing.