By
·
7 minute read
Italy's online shopping market keeps growing, and most of that growth flows through marketplaces rather than standalone stores. If you're deciding where to sell online in Italy in 2026, the platform you pick affects everything downstream — how customers find you, what you keep after fees, and how you connect carriers and marketplaces to one shipping platform once orders start coming in.
This guide rounds up the ten marketplaces worth prioritising for the Italian market this year, what each one costs to sell on, and how to keep shipping and returns simple once you're live on more than one. There's a comparison table near the end if you only have time to shortlist.
Key Takeaways
- Amazon.it remains the largest marketplace by traffic in Italy, but eBay, Zalando, Vinted and Subito.it each dominate different categories.
- Second-hand platforms — Vinted and Subito.it — are now among the fastest-growing marketplaces in Italy, alongside Amazon and Temu.
- Seller fees range from 0% (Vinted) to 20%+ (Asos, Privalia), so the "best" marketplace depends on your category and margins.
- Most Italian marketplaces require a valid Partita IVA and electronic invoicing (fatturazione elettronica) for business sellers.
- Selling on more than one marketplace multiplies manual work fast unless your shipping and order management is centralised.
Why sell on a marketplace in Italy in 2026?
Italy's online product sales are on track to reach €42.6 billion in 2026, up 6% on 2025, according to the Netcomm–Politecnico di Milano B2C eCommerce Observatory. A growing share of that spend runs through marketplaces rather than standalone stores, which is why most sellers now treat marketplaces in Italy as a core channel rather than a side experiment — and why keeping customers updated with one set of tracking notifications across every channel matters as soon as you add a second platform.
By traffic, Amazon.it is still the clear leader among Italian marketplaces, but the table below shows how much room there is beneath it.
| Marketplace | Traffic Rank in Italy (Aug 2026) | Best For |
|---|---|---|
| Amazon.it | #1 | Generalist — every category |
| eBay.it | #2 | Generalist — auctions & fixed price |
| AliExpress | #3 | Low-cost, cross-border sourcing |
| Temu | #4 | Budget and impulse categories |
| Etsy | #5 | Handmade & vintage |
Source: Similarweb, most-visited marketplace websites in Italy, August 2026.
The top 10 marketplaces to sell online in Italy in 2026
Here's how the ten biggest opportunities break down — from the largest generalist marketplaces to the fastest-growing second-hand platforms.
1. Amazon
Amazon.it is still the most-visited marketplace in Italy by a wide margin. You can sell with Fulfilment by Amazon (FBA), where Amazon stores, picks, packs and ships your orders, or Merchant Fulfilled (FBM), where you keep control of shipping and margins. FBA costs more per unit but removes most of the logistics workload; FBM keeps more of the sale but means your own shipping and returns process has to match Amazon's delivery standards. Referral fees typically run 8–15% of the sale price depending on category.
2. eBay
eBay remains one of Italy's most-visited marketplaces, and it's still a low-barrier way to test a product category before committing further. Register as a private seller or a business account, list items at a fixed price or as an auction, and pay a final value fee of roughly 4–12% depending on category. Strong product photos and a detailed, honest description matter here more than almost anywhere else, since buyer feedback drives long-term visibility.
3. Zalando
Zalando is Italy's reference marketplace for clothing, shoes and accessories. To sell there, you apply to the Partner Program; Zalando reviews your catalogue, return policy and fulfilment capacity before approving you. You'll need to offer free returns and meet Zalando's delivery-time standards, and commission is negotiated per category during onboarding — a strong fit for fashion brands that already have professional product photography and can handle Zalando's return volumes.
4. Vinted
Vinted has become one of the fastest-growing platforms in Italy for second-hand clothing, shoes and accessories, with zero seller fees: you list for free and keep 100% of your asking price, since Vinted charges the buyer a Buyer Protection fee instead. That makes it a strong channel for offloading returns, samples or last season's stock, though it's built around individual peer-to-peer listings rather than a storefront, so it suits smaller batches better than a full catalogue.
5. Subito.it
Subito.it is Italy's largest classifieds site and its biggest second-hand marketplace, spanning everything from electronics to furniture to vehicles. Listings are free for individuals, with paid options to boost visibility; there's no auction format, and prices are usually negotiated directly between buyer and seller. For sellers who want a national audience without a marketplace's category restrictions, Subito is one of the most direct routes into Italy's second-hand economy.
6. Etsy
Etsy is still the go-to marketplace for handmade, vintage and craft goods. Listing is inexpensive — a small per-item listing fee — and Etsy takes a 6.5% transaction fee plus a payment processing fee, with no monthly subscription. It works best for sellers with a distinctive, story-driven product rather than a generic catalogue, since Etsy shoppers are actively searching for something they can't find elsewhere.
7. Asos Marketplace
Asos Marketplace is a fashion-focused channel for boutiques, vintage sellers and independent designers, with a younger, style-conscious audience. Sellers pay a commission of roughly 15–20% per sale, and vintage boutiques need a minimum number of styles in stock at all times to stay listed. Approval isn't automatic, so product photography and brand fit matter at the application stage as much as afterward.
8. ManoMano
ManoMano is the marketplace to prioritise if you sell DIY, gardening or home-improvement products. It launched in France in 2013 and has built a strong Italian audience since; sellers are vetted on catalogue depth, customer service standards and delivery speed before being approved, and ManoMano is particularly strict about fast shipping and responsive support.
9. ePrice
ePrice is an Italian-born marketplace specialising in electronics, home appliances and multimedia, with a catalogue running into the millions of listings. Sellers apply directly through ePrice's marketplace programme, upload their own product data, and manage orders and customer service from a dedicated seller dashboard, with an account manager assisting during onboarding.
10. Privalia
Privalia, part of the Veepee group, runs flash sales on outlet and end-of-season stock rather than a standing catalogue. Brands apply and are vetted before being onboarded; commission runs 15–20% depending on category, and Privalia favours recognisable brands that can offer a genuine discount and a reasonably deep catalogue for each sale event.
Which Italian marketplace fits your products?
If you only read one section, make it this one — a quick scan of category, fees and fit across the marketplaces above.
| Marketplace | Category | Seller Fees | Best For |
|---|---|---|---|
| Amazon | Generalist | 8–15% referral fee | Broad reach, FBA logistics |
| eBay | Generalist | 4–12% final value fee | Testing new categories cheaply |
| Zalando | Fashion | Negotiated per category | Established fashion brands |
| Vinted | Second-hand fashion | 0% (buyer pays) | Returns, samples, resale |
| Subito.it | Classifieds / second-hand | Free, paid boosts optional | National reach, any category |
| Etsy | Handmade & vintage | 6.5% + listing fee | Distinctive, story-led products |
| ManoMano | DIY & garden | Negotiated per category | Home-improvement catalogues |
Product & Resources
Marketplace & carrier integrations
Connect Amazon, eBay, Zalando and more to one shipping workflow.
Explore integrations →Track & Trace
Send branded shipping notifications across every marketplace order.
See Track & Trace →Easy Return
One returns portal instead of a separate process per marketplace.
See Easy Return →ShippyPro Resources
Guides on multichannel selling, cross-border shipping and more.
Browse resources →Selling on more than one Italian marketplace?
Start a free 14-day trial and connect your marketplaces and carriers to one shipping workflow.
Running shipping and returns across every marketplace
Every marketplace above has its own seller dashboard, its own order feed and, usually, its own label format. That's manageable on one platform — it stops being manageable once you're active on three or four. ShippyPro connects to 180+ carriers and 60+ marketplaces, including Amazon, eBay, Zalando and Temu, from a single workflow, so orders from every channel land in one place instead of four separate back-offices.
Pick the one or two marketplaces that best match your category from the table above, get shipping and returns running smoothly there, then add the next channel. Trying to launch on five Italian marketplaces at once is the most common way sellers end up with inconsistent stock, missed orders and slow customer service.
Business sellers generally need a valid Partita IVA and, for B2B sales, electronic invoicing via SDI. Marketplaces are also required under the EU's DAC7 directive to report seller transaction data to national tax authorities, so income earned through Amazon, eBay, Vinted or any other platform is visible to the Agenzia delle Entrate. Check your obligations before you scale up volume.
Match your category to the comparison table above rather than trying to be everywhere at once.
Partita IVA, bank details, catalogue upload and return-policy setup — every marketplace has its own checklist.
Bring every order feed into one workflow instead of logging into each marketplace separately.
Set shipping rules once and let them apply across every marketplace order automatically.
What is the best marketplace to sell on in Italy in 2026?
It depends on your category. Amazon.it gives the broadest reach across every category, Zalando and Asos lead for fashion, ManoMano leads for DIY and home, and Vinted or Subito.it are the strongest routes into Italy's second-hand market.
Do I need a Partita IVA to sell on Italian marketplaces?
Yes, if you're selling as a business. Most Italian marketplaces require a valid Partita IVA and, for B2B transactions, electronic invoicing via the SDI system before you can complete onboarding.
How much does it cost to sell on Amazon Italy?
Amazon charges a referral fee of roughly 8–15% per sale depending on category, plus FBA fulfilment fees if you use Fulfilment by Amazon rather than shipping orders yourself.
Is it free to sell on Vinted?
Yes. Vinted doesn't charge sellers a listing or commission fee — the buyer pays a Buyer Protection fee instead, so you keep 100% of your listed price.
Can I sell on more than one Italian marketplace at the same time?
Yes, and most established sellers do. The challenge is operational rather than legal — each marketplace has its own order feed and label format, which is why centralising shipping and tracking across channels matters as soon as you add a second platform.
What tax rules apply to marketplace sellers in Italy?
Under the EU's DAC7 directive, marketplaces report seller transaction data directly to national tax authorities. Combined with standard Partita IVA and electronic invoicing requirements, this means marketplace income in Italy is fully visible to the Agenzia delle Entrate.
Related Articles
Fashion Marketplaces: Where to Sell Online
A closer look at the fashion-specific marketplaces worth considering alongside Zalando and Asos.
Read more →Click & Collect: Everything You Need to Know
How click-and-collect fits alongside marketplace selling for Italian and European shoppers.
Read more →Logistics Automation for E-Commerce
How to automate shipping, tracking and returns once you're selling across several channels.
Read more →All ShippyPro Integrations
The full list of carriers, marketplaces and platforms ShippyPro connects to.
Read more →Selling on more than one Italian marketplace?
Start a free 14-day trial and connect your marketplaces and carriers to one shipping workflow.
ShippyPro is the complete shipping software for online and offline retail. With Label Creator, Track & Trace, Easy Return and Analytics features, our software simplifies your shipping operations. ShippyPro integrates with over 180 carriers and 80 sales channels, making it compatible with a wide range of products and use cases.
