Subito
Italy's largest classifieds marketplace for used goods, vehicles, jobs and property.
Subito at a glance
Subito is a classifieds website and one of the most visited sites in Italy, currently ranked #125 in the country. It was founded in 2007 by Schibsted and is headquartered in Milan, Italy. Today Subito is owned by Adevinta. Our estimates put its audience at ≈ 110 million visits per month. The business earns money mainly through listing fees, advertising, seller services. Its closest rivals include facebook.com, ebay.it, vinted.it.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 103 million / month | +2% |
| Q2 | ≈ 107 million / month | +3% |
| Q3 | ≈ 110 million / month | +3% |
| Q4 | ≈ 117 million / month | +6% |
Traffic sources
- Direct51%
- Organic search33%
- Paid search8%
- Social5%
- Referral3%
Audience & demographics
- Men58%
- Women42%
- Age 25-3429%
- Age 35-4425%
- Age 45-5420%
The audience is concentrated in Italy, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- Italy86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 33 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- Italy
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| subito | 1 | Very high | Dominant |
| for sale | Top 10 | High | — |
| second hand | Top 10 | High | — |
| rentals | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the Italy web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 73% mobile
- Position in country
- Among the leading classifieds apps in Italy
Company information
- Website
- subito.it
- Sector
- Classifieds
- Owner
- Adevinta
- Owner type
- Private company
- Founders
- Schibsted
- Founded
- 2007
- Headquarters
- Milan, Italy
- Employees
- 300+
- Ownership
- Adevinta controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $150 million annual revenue (est.)
- Languages
- Italian
- Top traffic sources
- direct, organic search, paid search
Financials
- Revenue
- ≈ $150 million annual revenue (est.)
- Ownership
- Private company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Subito operates a classifieds and listings marketplace focused on Italy. Italy's largest classifieds marketplace for used goods, vehicles, jobs and property. Revenue comes mainly from listing fees, supported by the other lines listed below.
- Listing fees
- Advertising
- Seller services
Products & services
International presence
- Primary market
- Italy
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (Italy)
- #125 in this index
- Sector rank
- Leading classifieds site in Italy
- Global rank
- 600
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| facebook.com | ≈ 66 million / month | #126 class competitor | — |
| ebay.it | ≈ 49.5 million / month | #127 class competitor | — |
| vinted.it | ≈ 33 million / month | #128 class competitor | — |
What is Subito?
Subito (subito.it) is a classifieds and listings marketplace serving users in Italy. Italy's largest classifieds marketplace for used goods, vehicles, jobs and property. It ranks #125 among the most visited websites in the country in this index, within the classifieds category.
Who owns Subito?
The site is operated by Adevinta, founded by Schibsted. The company was established in 2007 and is headquartered in Milan, Italy. It employs around 300+.
Traffic and audience
Traffic estimates place Subito at roughly 110 million visits per month, about 3.7 million per day. Around 73% mobile of sessions come from mobile devices, and visitors view about 9.2 pages per visit with an average session of 8 min.
How Subito makes money
Revenue comes primarily from listing fees, alongside advertising, seller services.
Competitors in Italy
Its closest rivals include facebook.com, ebay.it, vinted.it.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 2007
Subito is founded in Milan, Italy.
- Growth phase
Expands its classifieds offering and moves to a mobile-first product.
- Today
Ranks #125 among the most visited websites in Italy.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Largest local inventory of listings in its categories
- Powerful search filters and saved searches
- Direct buyer-seller contact without intermediaries
- Trusted brand for high-value transactions
Cons
- Listing fees increased for professional sellers
- Duplicate and outdated listings appear in results
- Scam attempts in high-demand categories
- Limited buyer protection compared with marketplaces
Key statistics
Frequently asked questions
Who owns Subito?
Subito is operated by Adevinta. Private company structure, based on public filings and press reporting.
Where is Subito headquartered?
Subito is headquartered in Milan, Italy.
When was Subito founded?
Subito was founded in 2007 by Schibsted.
How many employees does Subito have?
Subito employs approximately 300+ people.
What is Subito's revenue?
Subito's revenue: ≈ $150 million annual revenue (est.).
Who are Subito's competitors?
Main competitors in Italy include facebook.com, ebay.it, vinted.it.
How does Subito make money?
Mainly listing fees, advertising, seller services.
Is Subito publicly traded?
No — Subito is not listed as an independent public company; it is operated by Adevinta.
How many visitors does Subito get?
Third-party estimates place Subito at roughly 110 million visits per month, mostly from Italy, with 73% mobile traffic.
Is Subito safe?
Subito is an established classifieds site founded in 2007 and ranked #125 in Italy; use the official domain subito.it and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementssubito.it
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageItaly and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos