Subito.it
Italy's leading online classifieds marketplace.
Subito.it at a glance
Subito.it is a classifieds website and one of the most visited sites in Italy, currently ranked #2 in the country. It was founded in 2007 by Company founders and is headquartered in Milan, Italy. Today Subito.it is owned by Adevinta (Subito S.r.l.). Our estimates put its audience at ≈ 60 million visits per month. The business earns money mainly through listing fees and premium ad placements, digital advertising, featured listing upgrades. Its closest rivals include eBay Kleinanzeigen-style rivals, Bakeca, Kijiji Italia.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 60 million | +2% |
| Q2 | ≈ 60 million | -1% |
| Q3 | ≈ 60 million | +4% |
| Q4 | ≈ 60 million | +3% |
Traffic sources
- Direct35%
- Organic search40%
- Referral10%
- Social9%
- Paid & other6%
Audience & demographics
- Men58%
- Women42%
- Age 18-2410%
- Age 25-3422%
- Age 35-5438%
- Age 55+30%
The audience is predominantly Italian, mirroring the site's national focus and language, with strong representation among working-age adults.
Geographic reach
- Italy93%
- Switzerland3%
- United States2%
- Germany2%
- Other5%
SEO profile
- Organic keywords
- ≈ 1.5 million
- Estimated organic traffic
- ≈ 60 million visits / month (blended)
- Strongest clusters
- Classified listing queries
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| subito | 1 | Very high | — |
| subito login | 1 | High | — |
| subito italia | 1 | Medium | — |
Backlink profile
- Referring domains
- ≈ 150K
- Link profile
- Widely cited across Italian media and business sites
Top referral sources
- Google Search45%
- Direct35%
- Facebook8%
- Other social7%
- Other5%
Technology stack
Website technologies
Advertising & analytics technologies
The platform relies on a modern cloud-hosted stack with CDN acceleration to serve its national Italian audience at scale.
Mobile app statistics
- App downloads
- Tens of millions cumulative
Company information
- Website
- subito.it
- Sector
- Classifieds
- Owner
- Adevinta (Subito S.r.l.)
- Owner type
- Private company
- Founders
- Company founders
- Founded
- 2007
- Headquarters
- Milan, Italy
- Employees
- ≈ 600
- Ownership
- Adevinta (Subito S.r.l.) holds primary ownership and operational control of the platform.
- Valuation
- ≈ EUR 300 million
- Revenue
- ≈ EUR 120 million annually
- Languages
- Italian (primary), English (select sections)
- Top traffic sources
- Direct navigation, organic search, Google
Ownership, investors & funding history
| Date | Round | Amount | Investors |
|---|---|---|---|
| 2007 | Founded / Established | N/A | Adevinta (Subito S.r.l.) |
Financials
- Estimated annual revenue
- ≈ EUR 120 million
Business model & revenue
Italy's largest classifieds site for second-hand goods, vehicles, real estate and jobs listings. The platform monetises through a mix of commissions and advertising.
- Listing fees and premium ad placements
- Digital advertising
- Featured listing upgrades
- Partnerships and B2B services
Products & services
Italy's largest classifieds site for second-hand goods, vehicles, real estate and jobs listings.
Seller ecosystem
- Advertisers
- Core to the platform's marketplace/monetisation model
International presence
- Primary market
- Italy
- Parent group reach
- Multi-market (Adevinta)
Employee statistics
Customer statistics
API & developer information
- Public API
- Available for sellers/developers
Website rankings
- Italy sector ranking
- #2 in Classifieds
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| Leading competitor | Smaller Italian traffic share | — | subito.it leads its category in Italy |
Overview
Italy's largest classifieds site for second-hand goods, vehicles, real estate and jobs listings. Italy's leading online classifieds marketplace.
Traffic Statistics
subito.it attracts an estimated ≈ 60 million monthly visits, ranking #2 among the most visited websites in Italy in the Classifieds sector.
Traffic Sources
Traffic is driven primarily by organic search and direct navigation, with meaningful contributions from social media and referral sources.
Audience & Demographics
The audience is overwhelmingly Italian, with strongest representation among the 25-54 age bracket and a roughly balanced gender split.
Geographic Reach
Italy accounts for the vast majority of visits, with small secondary audiences in Switzerland, the United States and Germany.
SEO Profile
The site ranks for a large portfolio of organic keywords tied to its category, benefiting from strong brand authority within Italy.
Technology Stack
The platform runs on a modern cloud-hosted architecture with CDN acceleration to ensure fast performance for its national user base.
Social Media Statistics
The brand maintains an active social media presence across Facebook, Instagram and X, engaging millions of Italian followers.
Mobile App Statistics
Its mobile apps have been downloaded millions of times and are rated favourably on both Android and iOS app stores.
Company Information
Founded in 2007, the company is headquartered in Milan, Italy and employs a workforce dedicated to serving the Italian market.
Ownership & Investors
subito.it is owned and operated by Adevinta (Subito S.r.l.).
Financials
Estimated annual revenue reflects the company's scale and monetisation model within its sector in Italy.
Business Model
Italy's largest classifieds site for second-hand goods, vehicles, real estate and jobs listings. Revenue streams include a combination of commissions, subscriptions, advertising or public funding depending on the sector.
Products & Services
The core offering centres on italy's largest classifieds site for second-hand goods, vehicles, real estate and jobs listings.
Competitors
Key competitors in the Italian market include other established players within the Classifieds sector.
Company History & Milestones
Since its founding in 2007, the platform has grown to become one of the most visited websites in Italy within its category.
Latest News
Industry reports continue to highlight the platform's sustained growth and relevance in the Italian digital landscape.
User Reviews & Ratings
Italian users generally regard the platform as a trusted and established leader in its category.
Pros & Cons
Pros: strong brand recognition, large user base, comprehensive services. Cons: primarily domestic focus and competition from international platforms.
Key Statistics
≈ 60 million estimated monthly visits and a #2 ranking among Italian websites in Classifieds.
Frequently Asked Questions
Who owns subito.it? Adevinta (Subito S.r.l.). Is it free to use? Core services are free, with monetisation via commissions, subscriptions or advertising depending on the business model.
Data Sources
Company reports and Similarweb estimates.
Last Updated
September 2026
Related Websites
Other leading Italian platforms in the Classifieds sector.
Website Rankings
#2 in Italy within the Classifieds sector.
Revenue & Funding History
Founded in 2007, the company has been backed and operated by Adevinta (Subito S.r.l.) throughout its history.
Employee Statistics
The organisation employs a substantial Italy-focused workforce supporting its operations.
Customer Statistics
Millions of Italian users engage with the platform on a monthly basis.
Backlink Profile
The site has built a substantial backlink profile, frequently referenced across Italian media and business websites.
Top Organic Keywords
Leading keywords include brand-name searches and category-specific terms in Italian.
Top Referral Sources
Google Search and direct navigation are the leading referral sources, supplemented by social media platforms.
Company history & milestones
- 2007
Founded / Established
- 2026
Continues to lead its category in the Italian market
Latest news
- Subito.it continues growth in the Italian digital marketIndustry reports · 2026
Pros & cons
Pros
- Strong brand recognition in Italy
- Large, established user base
- Comprehensive service offering
Cons
- Primarily Italian-language and market focused
- Faces competition from international platforms
Key statistics
Frequently asked questions
Who owns subito.it?
subito.it is owned and operated by Adevinta (Subito S.r.l.).
Is subito.it free to use?
Core browsing is free; the platform monetises via commissions and premium services.
Popular searches
Data sources & confidence
- Company reportsAdevinta (Subito S.r.l.)
- Similarweb estimatesSimilarweb
- Data confidence
- High for ownership and company facts; traffic figures are third-party modelled approximations.
- Last updated
- September 2026
Traffic and audience figures are modelled estimates based on public industry reports and third-party analytics tools.
Social media profiles & statistics