ePRICE Integration: Marketplace API, Pick&Pay & Centralized Electronics Sales

About ePRICE: History, Listing & Market Position

Founding & Timeline (2000 – Today)

ePRICE was founded in 2000 in Milan as one of Italy's first pure-play online electronics retailers, predating the local launch of MediaWorld online, Unieuro.it and Amazon.it. Throughout 2003–2013 the company built its reputation as the go-to destination for Italian consumers buying televisions, white goods, smartphones and computers online, with a particular focus on large-appliance logistics (delivery to floor, installation, old-appliance takeback).

In 2014 ePRICE S.p.A. was listed on Borsa Italiana under the ticker BIT:EPR on the STAR segment. Between 2018 and 2022 the company executed an aggressive marketplace platform expansion to onboard third-party sellers and reduce the capital-intensive 1P inventory model. After a strategic restructuring in 2022–2024, ePRICE focused decisively on the 3P marketplace operating model, leveraging the Pick&Pay retail footprint and a curated network of 1.5K+ selective sellers.

ePRICE Corporate Structure (2026)

• Legal entity — ePRICE S.p.A., headquartered in Milan, Lombardy
• Listing — Borsa Italiana, ticker BIT:EPR, listed since 2014
• Specialisation — Consumer electronics, computing, large/small appliances, telephony, gaming
• Operating model — Hybrid 1P (direct retail) + 3P (selective marketplace, ~1.5K sellers)
• Logistics hub — Owned warehouse in Cinisello Balsamo (Milan) + 3PL partners across Italy
• Retail network — Pick&Pay pickup points at 130+ partner stores nationwide

Position in the Italian Tech Retail Market

Although ePRICE is significantly smaller than MediaWorld (MediaMarktSaturn group), Unieuro and Amazon.it in absolute GMV terms, it holds a defensible position as the specialised tech vertical marketplace in Italy — comparable in strategic positioning to BIT:EPR's role in consumer electronics or to specialised tech retailers in other European markets. For sellers focused on high-ticket electronics, white goods, telephony and computing, ePRICE delivers concentrated, intent-driven traffic that converts at a higher rate than generalist marketplaces, particularly for products requiring two-man delivery or installation.

ePRICE Sales Volume & Marketplace Size (2024–2025)

Following the 2022–2024 restructuring, ePRICE rebuilt its growth trajectory around the 3P marketplace and the Pick&Pay network. The combined direct + marketplace GMV reached approximately €450M in 2024, with the third-party share approaching 55% of the total volume — a deliberate reversal of the pre-2022 1P-heavy mix.

Year	GMV (Direct + 3P)	3P Share	Active Customers	3P Sellers
2020	~€320M	~18%	2.1M	400
2022	~€380M	~32%	2.6M	900
2024	~€450M	~55%	3.0M+	1,500+
2025 (forecast)	~€520M	~62%	3.3M	1,800

This growth has been driven by the deeper integration of the Pick&Pay network (lower CAC, higher repeat rate), the curated 3P onboarding which keeps catalogue quality high, and the specialised positioning in large appliances and telephony — categories where Amazon.it has historically been weaker on installation and white-glove delivery in southern Italy.

Becoming an ePRICE Marketplace Seller (2026 Rules)

1. Legal & Tax Requirements (Italy)

To sell on ePRICE, you need an active Italian VAT registration (Partita IVA) or an EU-based VAT registration with an Italian fiscal representative. The selective approval process verifies your legal standing through public registries before issuing API credentials.

• Partita IVA (Italian VAT number) — verified against Agenzia delle Entrate (AdE)
• Camera di Commercio registration (REA number) — verified via InfoCamere
• FatturaPA / SdI e-invoicing capability (mandatory since 2019 for all B2B and B2C invoices)
• Codice Destinatario or PEC address for SdI invoice routing
• IBAN on an Italian or SEPA-zone bank account for payouts
• WEEE / RAEE registration — Sistema Collettivo membership (Ecolight, Erion WEEE, etc.) for electronics & appliance sellers
• Brand authorisation letters — required for Apple, Samsung, LG, Sony, Bosch and other selective brands
• CE marking documentation and energy labels (where applicable)

2. Seller Application & Approval

The application is submitted at marketplace.eprice.it. ePRICE operates a selective onboarding model, not an open self-service signup like Amazon. Expect an approval window of 14 to 28 days during which the commercial team reviews your catalogue overlap, brand authorisations, logistics capability and financial standing. Once approved you receive an OAuth 2.0 client ID, client secret and merchant ID for the Marketplace REST API.

📥 Official ePRICE Seller Application marketplace.eprice.it — free application, 14–28 business days approval →

3. Catalogue & Content Standards

Because ePRICE is positioned as a specialised tech destination, the catalogue quality bar is higher than on generalist marketplaces:

• EAN / GTIN-13 — mandatory for every SKU, used for catalogue matching against the 1P master
• Title — 60–180 characters, format: Brand + Model + Key Spec + Variant
• Images — white background, minimum 1500×1500 px, max 12 images, no watermarks
• Technical attributes — full spec sheet (display size, RAM, energy class, capacity in litres/kg, etc.)
• Energy label PDF — mandatory for white goods, TVs, lamps (EU Energy Labelling Regulation)
• WEEE category code — declared per SKU for RAEE eco-contribution accounting
• Content score — must be ≥85; SKUs below threshold are hidden from search

ePRICE Commission Rates (2026)

ePRICE 2026 commission rates range from 4% to 17% depending on the category, charged on the gross sales price including 22% Italian VAT (IVA). The commission structure favours large-ticket categories where ePRICE has historically led — appliances, telephony and computing — while accessories and lifestyle peripherals carry higher rates. Three main bands:

Net margin formula: Sale price − ePRICE commission − 22% IVA settlement − WEEE eco-contribution − Shipping cost − COGS = Net profit. Zunapro's pricing engine runs this calculation per SKU and per category and blocks listings that would fall below your minimum margin threshold.

ePRICE Marketplace API — Technical Details

The ePRICE Marketplace API is a RESTful interface that lets approved sellers programmatically synchronise products, stock, prices, orders, shipments and returns with the ePRICE platform. Base URL: https://api.eprice.it/marketplace/

Authentication — OAuth 2.0

ePRICE uses the OAuth 2.0 client_credentials grant. You exchange your client_id and client_secret at https://api.eprice.it/marketplace/oauth/token for an access token (TTL ~3,600s) and pass it as a Authorization: Bearer <token> header on every request. Tokens are refreshed automatically and rotated per merchant — there is no long-lived static credential, which improves the security posture significantly compared to HTTP Basic schemes.

Core Endpoint Groups

• Catalog API — Create / update SKUs, EAN matching against the 1P master catalogue, attribute schema lookup
• Inventory API — Stock & price updates (bulk endpoint, up to 500 SKUs per request, recommended batch 200)
• Orders API — List orders, update fulfilment status, generate shipment packages, attach courier label PDFs
• Shipments API — Submit tracking numbers (BRT, SDA, GLS, Poste Italiane), generate Pick&Pay handover codes
• Returns API — Manage customer returns under the Italian 14-day right of withdrawal (Codice del Consumo)
• Settlements API — Payout reports, commission breakdown, FatturaPA reconciliation
• Webhooks — Real-time push notifications for new orders, status changes, return requests, Pick&Pay handovers

Rate Limits & Error Handling

The ePRICE Marketplace API enforces a rate limit of approximately 20 requests per second per merchant with a burst tolerance of 60 RPS over short windows. Exceeding the limit returns 429 Too Many Requests with a Retry-After header. Common error codes: 400 (invalid payload — missing EAN, schema mismatch), 401 (expired token — refresh and retry), 404 (SKU or order not found), 409 (conflicting concurrent update), 500 (platform error — exponential backoff). The Zunapro connector wraps all calls with exponential backoff, idempotency keys, a dead-letter queue and automatic token refresh.

Pick&Pay — ePRICE's Differentiated Retail Pickup Network

The Pick&Pay network is ePRICE's structural advantage and the feature that most clearly distinguishes it from Amazon.it, MediaWorld and Unieuro in Italy. It is a network of 130+ partner electronics and convenience stores across the Italian peninsula where customers can pick up their online orders in person, often the same day or next morning, instead of waiting for home delivery.

Why Pick&Pay Matters for Marketplace Sellers

• Lower shipping cost — Bulk drop to the partner store is significantly cheaper than last-mile home delivery, especially in southern Italy and the islands where home delivery SLAs are weaker
• Higher conversion — Italian consumers in tier-2 / tier-3 cities prefer collecting electronics at a trusted local store; cart abandonment drops 12–18% when Pick&Pay is offered as a default option
• No missed deliveries — The customer picks up when convenient; zero re-delivery cost and zero "left with neighbour" friction
• Returns made easy — Pick&Pay stores also accept returns, simplifying reverse logistics

From the API perspective, every order carries a fulfillmentType attribute that is either HOME_DELIVERY (with a courier code from BRT, SDA, GLS or Poste Italiane) or PICKPAY (with a store ID, store address and handover code). Zunapro routes both flows automatically based on the customer's choice and your configured logistics policy.

Fulfilment & Logistics — Cinisello Balsamo + 3PL + Couriers

ePRICE operates a hybrid logistics model. The 1P inventory is managed from the owned warehouse in Cinisello Balsamo, Milan, with additional 3PL capacity across northern, central and southern Italy. Marketplace (3P) sellers can choose between seller-fulfilled (ship from your own warehouse) and 3PL-assisted fulfilment for selected categories. Standard couriers supported on the platform:

• BRT (Bartolini) — Primary courier for parcels <30kg, broad national coverage including islands
• SDA (Poste Italiane group) — Strong in central/southern Italy, B2C focus
• GLS — Reliable for medium-weight parcels, good metropolitan SLAs
• Poste Italiane — Used for lightweight, small accessories; broadest pickup point footprint
• Specialised carriers — Two-man delivery and installation for white goods (washers, refrigerators, large TVs)

Zunapro's multi-carrier module selects the lowest-cost courier per shipment based on dimensional weight, destination postcode, customer SLA expectation and your negotiated rate cards. Tracking numbers are pushed back to the ePRICE Shipments API automatically as soon as they are generated.

Seller Performance Score & Cancellation Policy

ePRICE assigns each marketplace seller a 5-star performance score that directly impacts buy-box eligibility and listing visibility. The score reflects:

• Cancellation rate — Out-of-stock cancellations are the biggest penalty driver; >2% triggers warning, >4% triggers temporary suspension
• On-time dispatch — SKUs must ship within the declared handling time (typically 24h for premium tier)
• Defect rate — Returns due to "not as described" or technical fault; expected <3% for electronics
• Customer reviews — Star ratings on individual orders, must stay above 4.2
• Response time — Customer messages must be answered within 24 working hours; ePRICE Italian-language support team monitors compliance

Zunapro's real-time stock sync across master catalogue, local store and all connected marketplaces reduces oversell-driven cancellations by up to 90%, which is the single biggest lever for protecting your ePRICE seller score.

FatturaPA & SdI E-Invoicing (Mandatory for ePRICE Sellers)

Since 2019, all Italian VAT-registered businesses are required by Agenzia delle Entrate to issue FatturaPA electronic invoices in XML format and transmit them through the Sistema di Interscambio (SdI). There is no manual workaround — even B2C invoices must transit through the SdI. This applies to every ePRICE marketplace order without exception.

Zunapro's FatturaPA module:

• Generates SdI-compliant XML the moment an ePRICE order moves to "shipped" status
• Routes via accredited SdI intermediaries (Aruba, TeamSystem, FattureInCloud, Fatture24, etc.)
• Handles nota di credito (credit notes) automatically for returns and refunds
• Reports the WEEE / RAEE eco-contribution as a separate line on the invoice (mandatory disclosure)
• Produces the quarterly LIPE (Liquidazione IVA) and annual Dichiarazione IVA backing data
• Sends the PDF copy to the customer's email and stores the SdI receipt for the 10-year audit retention period

WEEE / RAEE Compliance — Critical for Electronics Sellers

For an electronics-specialised marketplace like ePRICE, WEEE compliance is not optional administrative paperwork — it is a precondition for keeping your seller account active. Italian Legislative Decree 49/2014 implements the EU WEEE Directive and imposes the following obligations on every party placing electrical or electronic equipment (EEE) on the Italian market:

• Register with a Sistema Collettivo (Ecolight, Erion WEEE, Ecoped, ReMedia, etc.) and obtain a producer registration number
• Declare units placed on the market per WEEE category to the Centro di Coordinamento RAEE on a quarterly basis
• Pay the eco-contribution (variable per category, typically €0.10–€15 per unit) which must be itemised on the FatturaPA invoice
• Accept 1:1 take-back — when a customer buys a new device, you must accept the old equivalent unit free of charge
• Accept 1:0 take-back for retailers with sales area >400 m² — small WEEE (<25 cm) accepted without purchase obligation

Zunapro tracks WEEE category, eco-contribution rate and unit volumes per SKU, generates the periodic Centro di Coordinamento RAEE reports and surfaces the eco-fee as a separate line on every FatturaPA. This is the operational difference between staying live on ePRICE and being suspended.

Returns Management & Italian Consumer Code

Italian consumer protection (Codice del Consumo) grants a 14-day right of withdrawal (diritto di recesso) for B2C purchases, plus a 24-month statutory legal warranty (garanzia legale di conformità) under EU Directive 2019/771 — both of which apply to every ePRICE marketplace order.

Standard ePRICE return flow:

1. Customer opens a return request from the ePRICE order page (within 14 days of delivery for withdrawal, or anytime during 24 months for warranty defects)
2. ePRICE generates the return authorisation and the courier pickup (BRT or SDA) or Pick&Pay drop-off code
3. Goods are returned to the seller or to the ePRICE warehouse for inspection
4. Seller has up to 5 working days to inspect and approve / reject; warranty repairs follow a separate technical-service flow
5. Refund is processed to the customer's original payment method (within 14 days as required by EU consumer law)

Zunapro's returns module tracks each step, generates the corresponding nota di credito via FatturaPA, adjusts WEEE declared units and notifies the warehouse team — without manual intervention.

Zunapro ePRICE Integration — 4-Step Setup (15 Minutes)

1. Enter your ePRICE API credentials — In the Zunapro panel under Marketplace → ePRICE, paste the client_id, client_secret and merchant_id issued by marketplace.eprice.it.
2. Connect your storefront — Pre-built connectors for Shopify, WooCommerce, Magento, PrestaShop, Salesforce Commerce Cloud, BigCommerce and custom REST/GraphQL backends. Enter the storefront base URL and API key.
3. Run the category mapping wizard — Drag-and-drop your storefront categories onto the ePRICE taxonomy. AI-assisted suggestions cover ~85% of mappings automatically; WEEE category and energy class are inferred from EAN where possible.
4. Trigger the first sync — Products, stock, prices, orders and shipments start synchronising bidirectionally. Within 15 minutes your ePRICE marketplace is fully managed from the Zunapro panel.

ePRICE Integration — Frequently Asked Questions