Amazon.it
Generalamazon.it
General marketplace.
Good fit if you want reach across categories and a shopper base that already trusts the platform.
🇮🇹 Southern Europe · Last checked November 2026
Marketplaces in Italy: where to sell in 2026, and what it takes
The marketplaces that matter in Italy are Amazon.it, eBay.it and Kaufland.it. Selling there means a local-language listing, a VAT registration (or OSS), EPR registrations (CONAI packaging contribution and mandatory environmental labelling) and customer service in Italian. SAWA is live in Italy. As Merchant of Record, we handle all of it in our name.
Italy at a glance
Italy: the short version
Italy is a large market where environmental labelling on packaging is mandatory. Brands that skip it find out when a shipment or a listing gets blocked.
SAWA is live in Italy. That is the proof: we are already the legal seller there, with accounts in good standing, so you do not start from zero.
| Language | Italian |
|---|---|
| Currency | Euro |
| Standard VAT rate | 22% |
| Lead marketplaces | Amazon.it |
| EPR | CONAI packaging contribution and mandatory environmental labelling |
| SAWA | Live: we sell here today |
The marketplaces
The marketplaces that matter in Italy
A short, curated list. We left out the niche sites that pad other lists; the category table further down covers those.
eBay.it
Generalebay.it
General marketplace.
Good fit if you want reach across categories and a shopper base that already trusts the platform.
Kaufland.it
Generalkaufland.it
General marketplace, launched in 2025.
Good fit if you want reach across categories and a shopper base that already trusts the platform.
Unieuro
Electronicsunieuro.it
Electronics.
Good fit if your range is electronics, appliances or accessories.
MediaWorld
Electronicsmediaworld.it
Electronics.
Good fit if your range is electronics, appliances or accessories.
Zalando
Fashionzalando.it
Fashion.
Good fit if you sell fashion, shoes or accessories and want a fashion-first audience.
By category
Niche and category marketplaces
| Marketplace | Category | What it is |
|---|---|---|
| IBSibs.it | Books & media | Books and media |
| YOOXyoox.com | Fashion | Fashion and luxury |
| ManoManomanomano.it | Home & DIY | DIY |
| Leroy Merlinleroymerlin.it | Home & DIY | DIY and home |
| Decathlondecathlon.it | Sports | Sports |
| Subitosubito.it | Classifieds & auctions | Classifieds |
| Vintedvinted.it | Second-hand | Second-hand fashion |
Rules before revenue
VAT, EPR and compliance in Italy
Selling abroad is simple, until the rules start. This is what applies in Italy. Last checked November 2026: rules and rates change, so confirm with an adviser before you act on them.
VAT: 22% standard rate
Holding stock in Italy, for example through a marketplace fulfilment programme, requires a local VAT registration. Shipping from another EU country means reporting through the One-Stop Shop (OSS) once cross-border B2C sales pass €10,000 a year, and the Italy rate then applies. Sellers outside the EU usually need a VAT registration or fiscal representation as well.
EPR: producer responsibility
Italy requires producers to join CONAI for packaging and to label packaging with its material composition and disposal information. Electronics (WEEE) and batteries have their own registers.
Language and labelling
Italian-language listings, instructions and safety information. Packaging carries the environmental labelling; the GPSR responsible-person details must be available in Italian.
Returns and consumer law
EU consumer law gives shoppers 14 days to withdraw from a distance purchase, and marketplaces in Italy expect returns to be handled quickly and in the local language. Product liability and the GPSR responsible person stay with the legal seller.
Sources: European Commission VAT rates database; national producer responsibility registers. Marketplace lists are curated from our own market knowledge and checked November 2026.
Which first?
Which marketplace first in Italy?
By category
- General: Amazon.it, eBay.it and Kaufland.it
- Electronics: Unieuro and MediaWorld
- Fashion: Zalando and YOOX
- Home & DIY: ManoMano and Leroy Merlin
- Books & media: IBS
- Sports: Decathlon
- Second-hand: Vinted
By brand stage
A new brand in Italy starts with one anchor marketplace and learns what converts before it adds a second. A brand with a proven range adds the category leader and the local favourite. Whichever you pick, steer on profit, not on revenue: marketplace fees, advertising and VAT/EPR all come off the sale before it becomes your payout, and the SAWA Console shows every line.
With SAWA
Selling in Italy with SAWA
Want to sell in Italy without registering for VAT and EPR yourself? SAWA is the legal seller, and your brand and stock stay yours. We are live in Italy today.
- 01
Ship on consignment
You send stock. It stays yours until the moment of sale.
- 02
We list, advertise and sell
As Merchant of Record, we are on the invoice and carry VAT, EPR and product liability.
- 03
You get paid
A payout in euros on a fixed schedule, with every line visible in the live console.
FAQ
Selling in Italy: your questions
What is the biggest marketplace in Italy?
Amazon.it lead for general merchandise in Italy. Rankings differ by category, so check the electronics, fashion and home lists on this page before you choose where to start. In Italy the language of the listing is Italian.
Can I sell on Amazon.it from outside Italy?
Usually yes, but every marketplace sets its own seller requirements and they change. Expect to need a company that can invoice in the EU, VAT and EPR registrations, and a listing in the local language. If SAWA sells for you as Merchant of Record, the registrations and the listing sit with us and your brand and stock stay yours.
Do I need a Italy VAT number to sell to consumers there?
If you hold stock in Italy, for example through a marketplace fulfilment programme, you need a local VAT registration. If you ship from another EU country, you report the sales through the One-Stop Shop (OSS) once your cross-border B2C sales pass €10,000 a year, and the Italy rate of 22% applies. SAWA registers and remits in its own name.
What is EPR in Italy?
EPR is extended producer responsibility: whoever first places packaging, electronics or batteries on a national market is responsible for collecting and recycling them, and pays for it. Italy requires producers to join CONAI for packaging and to label packaging with its material composition and disposal information. Electronics (WEEE) and batteries have their own registers.
How does SAWA sell in Italy?
You ship your stock to SAWA on consignment. We list, advertise and sell as the legal seller, handle customer service and returns, and pay you out in euros. VAT, EPR and product liability are ours, and you follow every line in the SAWA Console.
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