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Top marketplaces in Italy
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  • Product sold on marketplaces

How Italians Buy (and What They Expect)

  • Language & trust signals: Native Italian listings, VAT-inclusive pricing, clear shipping/returns, and visible company details (Partita IVA) are table stakes.
  • Payments: Cards and PayPal remain core. PostePay (Poste Italiane) is deeply entrenched in everyday online spend; growth in 2024 underlines its leadership in Italian digital payments. Satispay, a local mobile wallet, keeps expanding online via Stripe, adding a familiar, low-friction checkout. BNPL options (e.g., Scalapay, Klarna, PayPal BNPL) continue to gain traction.
  • Delivery habits: Italians value tracked shipping, predictable ETAs, and out-of-home (OOH) options. Poste Italiane’s Punto Poste network surpassed 18,200 proximity points in 2024; a new Locker Italia JV with DHL plans 10,000 lockers nationwide, signalling a long-term shift to pickup/locker delivery.
  • Marketplace Orders from Top Italian Marketplaces

Top Marketplaces in Italy

Marketplaces concentrate demand in Italy, they bundle traffic, trust, payments and fulfilment. Start with broad, high-intent platforms, then layer category specialists as you validate margins and operations.

Core generalists

  • Amazon.it — Largest reach and default search destination; FBA sets the delivery benchmark.
  • eBay.it — Strong for refurbished tech, auto parts and collectibles; flexible listing formats.

Electronics & appliances

  • MediaWorld Marketplace — Electronics leader with curated third-party offers; ideal for consumer tech, gaming.
  • ePRICE — Italian electronics and white-goods specialist with deal-driven audiences; useful for clearance, seasonal campaigns.

Books, media & culture

  • IBS.it — Leading Italian retailer for books, school textbooks, music, films, games. Great for ISBN-rich catalogues and cultural products.

DIY & home

  • ManoMano.it — DIY/garden specialist; high intent for tools, hardware and home improvement.
  • Leroy Merlin Italia (Marketplace) — 900+ sellers and 2m+ products; expanding categories (e.g., appliances, kitchen tools).

Fashion & lifestyle

  • Zalando (Partner Program) — Branded fashion/footwear/beauty with powerful logistics and returns (ZFS/ZRS).
  • NetRivals tracks prices and reprices

Compete (and Win) on Price & Visibility

Italy’s digital shelf is comparison-heavy. Shoppers scan marketplace listings and price engines before they buy; if you’re not competitive (or visible), you won’t convert.

  • Own the price moment with NetRivals. Track rival prices in real time across Amazon.it, eBay, ManoMano, Leroy Merlin, etc., spot gaps, and apply rule-based repricing to win Buy Boxes while protecting margins (minimum-margin floors, competitor lists, promo calendars).
  • Manufacture demand with NetAmplify. Pipe your best Italian-language feeds into Google Shopping and paid social; pause low-stock SKUs, prioritise high-margin variants, and boost when NetRivals shows you within Buy Box range.
  • Win the glance with content (via NetMarkets). Tailor titles/attributes per channel, standardise imagery, surface delivery promises, and keep price/stock in sync to avoid ranking drops from stock-outs.
  • Lengow's NetMonitor Big Data

Logistics, CX & Compliance – Italy at a Glance

Deliver fast, make returns painless, and keep the legal bits crystal-clear.

Logistics & CX

  • Target 24–72h domestic delivery with tracked shipments and clear ETAs.
  • Offer OOH options widely: Punto Poste proximity network and the expanding Locker Italia lockers; add Amazon Hub/counters where relevant.
  • Use FBA for Prime-level SLAs; fashion sellers can add ZFS/ZRS to streamline delivery/returns and lift conversion.

Compliance essentials (consumer e-commerce)

  • Show VAT-inclusive (IVA) prices; Italy’s standard rate is 22% (reduced 10%/5%/4% by category).
    informazionefiscale.it
  • Clear Italian-language terms, privacy & cookies (GDPR) and a visible Partita IVA.
  • Meet EPR obligations: packaging (CONAI) and, where applicable, WEEE/RAEE (electronics) and batteries. Note the 2024 law 166/2024 simplifying some RAEE procedures for distributors/installers.
  • Happy woman because Lengow helps her sell in Italy

Your Go-to-Market Playbook (Lengow-powered)

1) Cover the right channels, fast
Launch via Amazon.it + eBay.it for breadth; add MediaWorld for electronics, Zalando for fashion, and ManoMano/Leroy Merlin for DIY/home. Publish from NetMarkets, mapping categories/attributes and setting per-channel rules (titles, content completeness, delivery promises).

2) Price to win, not to bleed
Wire NetRivals to your priority SKUs; classify competitors (first-party brands, authorised resellers, pure-plays), define Buy Box bands and min-margin floors, and schedule more aggressive rules for peak periods (Black Friday/Cyber Week, seasonal Saldi).

3) Turn visibility into demand
Use NetAmplify to amplify winners on Google Shopping/social. Suppress low-stock lines, boost margin-rich variants, and retarget basket abandoners to recover demand.

4) Make delivery a feature
Offer OOH pickup/locker options by default; standardise tracking and proactive notifications; adopt FBA/ZFS or a local 3PL for nationwide SLAs, then keep orders/stock synced in NetMarkets.

5) Keep it compliant, keep it simple
VAT-inclusive pricing and Italian-language policies on every listing; CONAI (packaging) and RAEE where relevant; clear 14-day returns and easy labels/drop-offs.

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