Top Marketplaces in Italy

Italy is Europe's fourth-largest e-commerce market, with annual online sales exceeding €55 billion. While digital adoption has historically lagged behind Northern Europe, Italian e-commerce is now growing at 15%+ annually, driven by post-pandemic behavioral shifts.

Amazon.it dominates the market, but Italian consumers maintain strong loyalty to local brands and retailers. Italian-language listings are essential, and PayPal alongside credit cards are the preferred payment methods.

This ranking covers the most important marketplaces for sellers targeting Italy, with real fee data and insights on the Italian e-commerce landscape.

The Ranking

1

Amazon.it

🇮🇹Italy

Visitors: 200M+Fees: 7–15%Best for: Maximum reach, all categories

• Italy's largest marketplace by far
• FBA Italy fulfillment
• Amazon Ads platform
• Pan-European FBA integration

2

eBay.it

🇮🇹Italy

Visitors: 30M+Fees: 6–12%Best for: Electronics, collectibles, automotive parts

• Italy's #2 marketplace
• Strong in used and refurbished goods
• Auction and fixed-price models
• Established Italian buyer base

3

ePrice

🇮🇹Italy

Visitors: 8M+Fees: 6–10%Best for: Electronics, appliances, tech

• Italian electronics specialist
• Growing marketplace model
• Physical pickup points
• Competitive electronics pricing

4

Subito

🇮🇹Italy

Visitors: 20M+Fees: Listing feesBest for: Second-hand, automotive, local sales

• Italy's largest classifieds platform
• Massive mobile user base
• Part of Adevinta group
• Growing shipping features

5

ManoMano

🇮🇹Italy

Visitors: 6M+Fees: 10–20%Best for: DIY, tools, garden, home improvement

• Europe's #1 DIY marketplace
• Active in Italian market
• Niche audience — high conversion
• Lower competition in DIY

6

Zalando

🇪🇺Italy / Europe

Visitors: 121M+Fees: 8–25%Best for: Fashion, shoes, accessories

• Europe's #1 fashion marketplace
• Strong Italian fashion market fit
• Premium brand positioning
• Partner Program available

7

IBS.it

🇮🇹Italy

Visitors: 5M+Fees: 10–15%Best for: Books, media, toys, stationery

• Italy's leading online bookstore
• Growing marketplace categories
• Part of Feltrinelli group
• Loyal customer base for books and media