Overview
Subito is Italy's leading platform for buying and selling second-hand and new goods, used by around 2.6 to 2.8 million people every day. It started as a classifieds site and has added integrated shipping and payment through TuttoSubito, as well as a section for professional sellers. For a brand, Subito is mainly a channel for second-hand, refurbished or outlet products in Italy, and a way to reach a very large Italian audience.
Who is behind Subito
Subito was launched in Milan in 2007 and is part of Adevinta, one of Europe's largest online classifieds groups, which also owns Marktplaats in the Netherlands and 2dehands in Belgium. In Italy, Adevinta also owns InfoJobs and automobile.it. Subito is led by CEO Giuseppe Pasceri. According to Casaleggio Associati's report on Italian e-commerce, Subito is the second-largest e-commerce player in Italy after Amazon by daily active users.
How Subito works
- Free classified ads. Private and professional users can post ads for free across 38 categories, from cars and property to electronics, fashion, home and sports.
- TuttoSubito. Integrated shipping and payment, introduced around 2020 and 2021, lets buyers and sellers trade fully online without meeting, with buyer protection and tracked, insured shipping.
- Professional sellers. Businesses can use paid Pro accounts and promotion options to increase visibility.
- Advertising. Subito sells advertising to brands and local businesses.
What a brand should think about
- Fit. Subito suits second-hand, refurbished, outlet or end-of-line products more than new branded ranges.
- Positioning, since ads appear next to private sellers.
- Italian content and delivery in Italy.
Why Subito matters for brands
Subito is part of everyday life for millions of Italians and is growing in re-commerce. For the right products, it offers a large audience at low cost.
How eBrands looks at Subito
eBrands works with brands on marketplaces across Europe and North America. If you want to see whether Subito fits your plans for Italy, we are happy to talk it through. See also our Marktplaats and 2dehands pages.
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