Subito Integration: API, TuttoSubito & Secondhand+New Goods Management

About Subito: Founding, Ownership and Market Position

History (2007 – Today)

Subito was launched in 2007 by Schibsted Italia, the Italian arm of Norwegian media group Schibsted ASA, as a free classifieds platform inspired by Schibsted's Nordic playbook (Finn.no, Blocket.se). Within five years it became the most-used Italian online classifieds destination, overtaking eBay Annunci and Kijiji Italy. In 2019, Schibsted spun off its global marketplaces division into a new public company, Adevinta ASA (Oslo Stock Exchange ticker OSL:ADE), and Subito moved under the Adevinta umbrella alongside sister brands Leboncoin (France), Mobile.de (Germany), InfoJobs and others.

In 2020, Subito launched TuttoSubito — a managed B2B/Pro marketplace inside the classifieds product, bringing escrow payments, buyer protection, Poste Italiane fulfillment and FatturaPA invoicing to professional sellers. By 2024 TuttoSubito had passed 30,000 Pro accounts, transforming Subito from a pure classifieds board into a hybrid C2C+B2C marketplace competitive with Vinted, Wallapop and Amazon.it for used and refurbished goods.

Subito Ownership Structure (2025)

• Adevinta ASA — Parent company (Norway, OSL:ADE), 100% ownership of Subito S.r.l.
• Permira & Blackstone (Aurelia Bidco) — Took Adevinta private in 2024 in a €14B leveraged buyout
• eBay Inc. — Retained minority stake from the 2021 Adevinta acquisition of eBay Classifieds Group
• Schibsted ASA — Historical founder, exited via Adevinta spinoff in 2019
• Subito S.r.l. — Italian operating entity, HQ Milan (Via Benigno Crespi 19)

Position in the Italian E-Commerce Landscape

Subito is by a wide margin Italy's #1 classifieds and used-goods marketplace, with roughly 6 out of every 10 Italian online second-hand shoppers using Subito at least monthly. Within the secondhand fashion and electronics segments it dwarfs Vinted Italy and Wallapop combined. Its mobile app is among the top 5 most-downloaded shopping apps in Italy. With TuttoSubito Pro, the platform now competes directly with Amazon.it and eBay.it for B2C reach in categories like consumer electronics, home goods and refurbished mobile phones.

Subito Sales Volume and Scale (2024–2025 Data)

Subito's transition from a pure classifieds board into a hybrid C2C+B2C marketplace via TuttoSubito has driven steady listing and transaction growth over the past five years. Gross Listing Volume and the share of paid Pro transactions have grown 30–50% year-on-year.

Year	Annual Listings	Monthly Active Users	TuttoSubito Pro Accounts	Italian Reach
2020	~70M	9M	~3K (launch year)	Classifieds leader
2022	~95M	11M	~15K	+ B2C breakthrough
2024	110M+	13M+	30K+	#1 used-goods marketplace
2025 (forecast)	~125M	14M+	40K+	Vinted/Wallapop combined

This growth has been driven by Subito Spedizioni (the Poste Italiane buyer-protection service), aggressive mobile UX investments, refurbished-electronics tailwinds, and the broader European secondhand boom. Becoming a Subito Pro seller is now one of the fastest organic growth channels for Italian D2C merchants targeting price-sensitive and ESG-aware consumers.

Opening a Subito Pro Shop (2026 Current Rules)

1. Legal and Fiscal Requirements

To sell as a Pro seller on Subito and TuttoSubito, you need an active Italian Partita IVA (VAT number). Sole proprietor (ditta individuale), SRL, SRLS or SpA all work, provided you can issue FatturaPA electronic invoices via SdI (Sistema di Interscambio) — a hard legal requirement for B2B and increasingly B2C transactions.

• Partita IVA (Italian VAT number) — active and registered with Agenzia delle Entrate
• Codice Fiscale (tax code) of the legal representative
• Camera di Commercio (REA) registration for SRL/SpA
• Italian or SEPA IBAN — for payouts and Subito Spedizioni settlements
• FatturaPA / SdI provider (Aruba, Fatture in Cloud, TeamSystem, Zucchetti)
• PEC certified email + Codice Destinatario (SDI recipient code)
• Brand authorization (electronics, cosmetics, regulated categories)

2. Applying via the Subito Pro Seller Portal

Submit your Pro application at subito.it/pro. Approval typically takes 3–7 business days. Once approved you receive your seller ID, API key and API secret for the Subito Pro REST API, plus access to the TuttoSubito merchant dashboard.

3. Listing Rules and Content Guidelines

Subito enforces strict listing quality standards, especially for TuttoSubito Pro accounts:

• Title: 30–80 characters, brand + model + condition + key spec
• Images: minimum 800×800px, up to 10 photos, real-world or studio (no stock-photo abuse), no watermarks or contact info
• Description: minimum 150 characters in Italian (English bilingual accepted for Pro), condition disclosure mandatory for used items
• Category mapping: Subito category ID + condition attribute (new / refurbished / used — like new / used — good / used — fair)
• GTIN / EAN barcode: required for new and refurbished electronics, optional for vintage and used
• Price: must include VAT (IVA inclusa) for Pro listings

TuttoSubito Pro Commission Rates (2026)

TuttoSubito Pro charges a transaction commission between 5% and 12% depending on category, plus a monthly subscription tier (€15–€60) based on listing volume and shop features. Private sellers remain free. Italian VAT (IVA) at 22% (standard), 10% (reduced) or 4% (super-reduced) applies on top, charged separately on the commission invoice. The three commission bands below cover the bulk of TuttoSubito Pro categories:

Net margin calculation: Sale price − TuttoSubito commission − IVA on commission − Pro subscription (amortized) − Subito Spedizioni fee − COGS = Net profit. The Zunapro pricing engine runs this calculation per SKU and per category in real time and refuses to sync prices that fall below your minimum margin threshold.

Subito API Integration — Technical Details

The Subito Pro API is a RESTful interface that allows approved Pro sellers to programmatically sync products, stock, prices, orders, shipping and refund data with TuttoSubito. Base URL pattern: https://api.subito.it/pro/v1/sellers/{sellerId}/

Authentication

The Subito Pro API uses OAuth 2.0 client credentials with your apiKey + apiSecret exchanged for a short-lived bearer token. Tokens expire every 60 minutes; refresh logic is mandatory. For lower-traffic endpoints, HTTP Basic Authentication over TLS is also accepted.

Main Endpoint Categories

• Listings API — Create, update, deactivate listings; manage condition attributes and category mapping
• Inventory API — Stock and price synchronization (bulk endpoint up to 100 listings per request)
• Orders API — List orders, update status, generate shipping packages
• Shipping API — Subito Spedizioni label generation, tracking number sync (Poste Italiane, BRT, SDA, GLS)
• Refunds API — Manage buyer refund requests, accept/reject, escrow release
• Payouts API — Settlements, fees, FatturaPA invoice mirroring
• Webhooks — Real-time callbacks for order, stock and dispute events

Rate Limits and Error Handling

Subito Pro API rate limits are roughly 8 requests per second per seller, with bulk endpoints accepting up to 100 entities per call. Exceeding limits returns 429 Too Many Requests. Common error codes: 400 (invalid listing payload), 401 (auth failure / token expired), 404 (category or listing not found), 409 (duplicate barcode / SKU conflict), 500 (Subito system error — retry with backoff). The Zunapro integrator handles these via exponential backoff retries, dead-letter queues and automatic token refresh.

Subito Bulk Catalogue Feed — High-Volume Listing

For high-volume Pro sellers (refurbished electronics, fashion resellers, automotive dealers), Subito accepts a bulk catalogue feed in XML or CSV format. This is the operational equivalent of pushing thousands of listings per session — far beyond what manual listing or single-item API calls can sustain.

Feed Schema (Subito-Compatible)

Required fields for a TuttoSubito-compatible feed:

• productMainId — Parent product code grouping variants
• brand, title, sku, barcode (EAN/GTIN)
• categoryId (Subito taxonomy), condition (new / refurbished / used grades)
• attributes (color, size, material, year, mileage for cars)
• quantity, price (IVA inclusa), vatRate (4 / 10 / 22)
• shippingMethod (Subito Spedizioni / private courier), weight, dimensions
• images (1–10 URLs), description (Italian primary, HTML allowed)

Supplier Feed → Subito Pipeline

Most Italian wholesalers, refurbishers and dropshippers (refurbished phone suppliers in Milan, Naples furniture wholesalers, fashion stockists) publish their catalogues as XML, CSV or JSON feeds. The Zunapro feed module:

1. Pulls the supplier feed URL on an hourly or daily cron
2. Learns category mapping (first mapping manual, then automatic)
3. Normalizes condition grades, sizes and Italian-language attributes
4. Adds margin and TuttoSubito commission per category band
5. Tracks stock — auto-deactivates listings when supplier inventory hits zero
6. Pushes to Subito Pro via API

Subito Spedizioni — Buyer-Protected Shipping

Subito Spedizioni is the platform's buyer-protection shipping service, operated in partnership with Poste Italiane. Unlike Amazon FBA, Subito does not operate fulfillment warehouses — sellers ship from their own location, but Subito intermediates payment, tracking and dispute resolution. Coverage is automatic for items under €500; higher-value items can be insured optionally.

Subito Spedizioni Advantages

• "Spedizione Sicura" buyer protection — payment escrowed until delivery confirmation
• Higher conversion — listings with Subito Spedizioni convert 30–50% better than "ritiro a mano" (pickup only)
• Bundled label printing via Poste Italiane partner network
• Dispute mediation — Subito handles buyer/seller conflicts and refund decisions
• Automatic tracking sync — buyer sees live shipping status in-app

Carriers and Approximate Costs (2025)

• Poste Italiane (primary): €5.49–€14.90 depending on weight and dimensions
• BRT (Bartolini): €6.90–€18.50 for Pro shops with volume contracts
• SDA (Poste Italiane subsidiary): €5.90–€16.00, often the default for parcels
• GLS Italy: €7.20–€19.50, fastest for Northern Italy B2B routes
• Subito Spedizioni service fee: ~€1.49 flat, paid by buyer at checkout

Subito Spedizioni is recommended for any item priced under €500, where buyer protection materially increases conversion. Pro shops shipping 1,000+ orders/month can negotiate direct contracts with BRT or GLS and configure them alongside Subito Spedizioni in the Zunapro shipping module.

Subito Pro Performance Score and Cancellation Rates

Subito assigns every TuttoSubito Pro seller a shop rating between 1 and 5 stars (plus a hidden internal quality score) that directly affects placement in search and category landing pages. The factors that lower your rating:

• Cancellation rate — out-of-stock cancellations are the biggest penalty; >2% triggers warnings, >5% risks Pro suspension
• Late shipping — orders not handed to the courier within the promised window
• Dispute rate — buyer-opened disputes via Subito Spedizioni (the "hidden defects" 1-year warranty on used items is the most common dispute root cause)
• Buyer reviews — must stay above 4.0 stars; vintage and used-goods categories naturally see more variance
• Response time — buyer messages must be answered within 24 hours

Zunapro's real-time stock sync reduces cancellation risk by roughly 90% — whenever a SKU sells on your storefront, another marketplace or even an offline POS, Subito stock is decremented within seconds.

Subito Ads, Promotions and Smart Pricing

Subito Advertising Surfaces

• "In Evidenza" promoted listings — top-of-search placement, daily-budget CPC
• "Top Annuncio" — category-front carousel placement, weekly subscription
• Subito Pro Shop banner — display advertising across category and city pages
• Sponsored search ads — keyword-targeted CPC with brand-bidding controls
• Smart Bidding (TuttoSubito) — algorithmic ROAS optimization for Pro shops

Smart Pricing (Repricer)

On Subito, especially in refurbished electronics and fashion, dozens of Pro sellers may list comparable inventory. Placement and conversion go to the seller with the right combination of price, shop rating and Subito Spedizioni availability. Zunapro's repricer module adjusts prices against competitors in seconds — and will never go below the margin floor you set per category.

Subito FatturaPA and SdI Integration (Italian Tax Compliance)

Every TuttoSubito Pro seller must issue FatturaPA electronic invoices for B2B transactions and increasingly for B2C (mandatory above thresholds and for all VAT-registered sellers). Invoices are routed through the Agenzia delle Entrate's Sistema di Interscambio (SdI). Manual invoicing breaks down at any meaningful order volume.

The Zunapro FatturaPA module:

• Auto-generates SdI-compliant XML invoices the moment a Subito order is paid
• Pre-integrated with certified Italian providers (Aruba, Fatture in Cloud, TeamSystem, Zucchetti, Wolters Kluwer)
• Auto-credit notes (nota di credito) on refunds and partial returns
• Monthly LIPE / Esterometro / Intrastat exports for accountants
• Automatic PDF + SdI XML email to the buyer; PEC delivery for B2B counterparts

Subito Shipping Integration — Subito Spedizioni + Carriers

Subito orders default to Subito Spedizioni via Poste Italiane for items under €500. Beyond that, Pro shops can plug in BRT (Bartolini), SDA, GLS Italy, DHL Italy, UPS Italy and FedEx Italy as alternate or higher-value carriers. Zunapro's multi-carrier shipping module picks the optimal carrier per order based on weight, destination CAP (postal code), value and buyer preference, prints labels and pushes tracking numbers back to Subito automatically.

Subito Returns and Buyer Protection Management

For Pro sellers, Italian consumer law mandates a 14-day right of withdrawal (diritto di recesso), a 2-year legal warranty (garanzia legale) on new goods and a 1-year "hidden defects" warranty (vizi occulti) on used goods. Average return rates on Subito: refurbished electronics 5–10%, fashion 15–25%, home & living 8–12%, used vehicles 1–3% (mostly buyer-remorse).

Standard Subito refund flow:

1. Buyer opens a refund or dispute via the Subito Spedizioni protection (within 14 days for withdrawal, longer for warranty claims)
2. Subito holds the escrowed payment and notifies the Pro seller
3. Seller responds within 1–3 business days, accepts return or provides counter-evidence
4. Buyer ships item back via the same Subito Spedizioni carrier (return label provided)
5. Subito releases refund to buyer wallet or original payment method upon receipt confirmation

The Zunapro returns module tracks each of these steps, surfaces SLA breach alerts to the seller, and automatically issues the required nota di credito (credit note) via SdI for both consumer and B2B refunds — keeping you Agenzia delle Entrate-compliant.

Subito Integration with Zunapro — 4 Steps (10 Minutes)

1. Enter your Subito Pro credentials — In the Zunapro panel, go to Marketplace → Subito and paste your Seller ID, API key and API secret from the TuttoSubito Pro dashboard.
2. Connect your storefront — Pre-built connectors for Shopify, WooCommerce, Magento, PrestaShop, Shopware, BigCommerce and custom REST APIs. Paste the API URL + access token.
3. Run the category mapping wizard — Drag-and-drop your storefront categories onto Subito's taxonomy. AI suggestions finish 90% of the mapping in minutes; you confirm the rest.
4. Trigger first sync — Products, stock, prices, orders, shipping — all start syncing automatically. Within 10 minutes your Subito Pro shop is fully manageable from the Zunapro panel.

Subito Integration FAQ — Frequently Asked Questions