Subito ranked the third-most-popular e-commerce site in Italy
Subito, an Adevinta-owned marketplace, has secured its position as the third-most-popular e-commerce site in Italy, according to recent rankings compiled by Casaleggio Associati. This ranking places Subito behind only Amazon and Temu, highlighting its significant presence in the Italian online marketplace.
Background of Subito
Founded in 2007, Subito has evolved from a simple classifieds platform to a comprehensive marketplace that caters to the needs of both buyers and sellers. The company has made notable advancements in technology, including the launch of its mobile application. The app was first introduced for iOS in 2011, followed by an Android version in 2013. In 2025 alone, the app was downloaded over seven million times, showcasing its popularity among users.
Growth and Features
Subito has continuously adapted to the changing landscape of e-commerce. In 2021, the company introduced TuttoSubito, a service that allows users to buy and sell items remotely with integrated shipping and payment options. This innovation has transformed the way secondhand goods are traded, significantly contributing to the growth of e-commerce in Italy.
Impact of the Pandemic
The COVID-19 pandemic accelerated the digitalization of shopping habits in Italy. As people sought safe and convenient ways to shop, Subito capitalized on this trend. Today, approximately 90% of traffic on the platform comes from mobile devices, underscoring the shift towards mobile commerce.
The Secondhand Economy in Italy
According to a study commissioned by Subito and conducted by BVA Doxa, the secondhand economy in Italy was valued at €27.0 billion (approximately $31.9 billion) in 2024, representing 1.2% of the country’s GDP. Notably, online sales accounted for more than half of this figure, totaling €14.2 billion. This marked a significant milestone, as it was the first time that online sales of used goods surpassed offline sales.
Categories of Used Goods
The study revealed that the largest category for used goods was automobiles, with sales reaching €10.8 billion in 2024. Other significant categories included:
- Home and personal care: €7.3 billion
- Electronics: €5.2 billion
- Sports and hobbies: €3.1 billion
In total, 27.2 million Italians participated in buying or selling secondhand goods during the year, reflecting a growing trend in sustainable consumption.
Sustainability and Environmental Impact
Subito’s CEO, Giuseppe Pasceri, emphasized the importance of sustainability in the secondhand economy. He noted that the platform has raised awareness about how small gestures can lead to significant environmental benefits. In 2024, over 11.5 million transactions on Subito helped avoid the emission of approximately 450,000 tons of CO2. This is comparable to eliminating the emissions produced by 3.7 million cars traveling between Milan and Rome.
Challenges in the E-Commerce Landscape
Despite its success, Subito faces challenges from aggressive competitors, particularly from companies that prioritize low prices at the expense of environmental and labor standards. Pasceri criticized these practices, highlighting the need for a more sustainable approach to e-commerce.
Future Plans for Subito
Looking ahead, Subito aims to enhance its user experience while maintaining a distinctive platform. Pasceri outlined two primary fronts for future growth:
- Improving User Experience: The goal is to create a more personalized platform, particularly in the automotive sector.
- Listening to Users: By responding to user needs, Subito plans to develop services that engage and simplify the buying and selling process.
Current Market Position
As of January 2026, Subito.it recorded 48.9 million visits, according to Similarweb data. Its primary competitor is eBay, while Bekaca.it, which has shifted to a startup studio model, recorded 2.5 million visits, representing just over 5% of Subito’s audience.
Conclusion
Subito’s rise to become the third-most-popular e-commerce site in Italy reflects its ability to adapt to market demands and consumer behaviors. With a focus on sustainability, user experience, and innovation, Subito is well-positioned to continue its growth in the competitive e-commerce landscape.
Frequently Asked Questions
Subito is an online marketplace in Italy that allows users to buy and sell secondhand goods. It is owned by Adevinta and has become one of the most popular e-commerce platforms in the country.
Subito has introduced features such as a mobile app, remote buying and selling options, and integrated shipping and payment services to enhance user experience and meet the growing demand for online shopping.
Subito promotes sustainability by facilitating the secondhand economy, which helps reduce waste and the environmental impact of new production. The platform has contributed to significant CO2 emissions reductions through its transactions.
Note: The information presented in this article is based on data available as of October 2023 and may be subject to change.
