This is a pretty common question, although I'm not sure there is an especially in depth answer to it at present (and unfortunately I don't have time atm to go into depth). Nevertheless, there are a couple previous threads that are worth reading on this point.

The answer in the FAQ by /u/khosikulu is a bit old, but still definitely worth reading. They give a pretty standard account of how the reintroduction of Ptolemy's Geographia to western Europe and expanded use of compasses in ocean navigation lead to the slow solidification of a particular style of north-oriented map between the 15th and 17th centuries.

I tend to think that this story overemphasis the role of the compass a bit, and would side with those who point to the shifting geographic cultures in the late Middle Ages and early modern period as the major driver of new cartographic models. (But I'm also a medievalist, so that could just be my temporal bias speaking!) On this point, /u/sunagainstgold's (imo under-appreciated) comment about the centre of the map makes an interesting and relevant point about the desacralisation of cartography in the late Middle Ages. Likewise, I have also written about the development of regional cartography in the later Middle Ages and while I don't specifically address orientation that comment will provide useful context about the changing perception of maps and cartography.