Crosslist from Subito to Wallapop — Automatically

On this page

• Why add Wallapop when Subito is bigger
• Who pays, and how much
• Six photos, ten photos, and the expiry clock
• Proximity versus search
• Getting the parcel there
• The Spanish door nobody uses
• Getting paid on each
• What FLUF Connect syncs, and what it does not
• DAC7, the €5,000 myth, and partita IVA
• Sources and verification
• Related guides

Why add Wallapop when Subito is bigger

Subito is unquestionably the larger of the two in Italy. Founded in Milan in 2007, it describes itself as the country’s first re-commerce platform, claims 26 million monthly unique users and 13 million live ads a day across 38 categories, and publishes a legally attested Digital Services Act figure of 15.3 million average monthly active recipients as at 30 June 2025. Use that second number for anything rigorous; the marketing figure is roughly double it.

But Subito is a classifieds business with vehicles, property and jobs as first-class verticals. Its General Conditions say relations between users happen exclusively between users, with Subito not a party to the relationship. Fashion lives inside “Market” with no top-level home of its own, and — as the next section shows — it is the one part of the platform locked out of the extra-photo upgrade.

Wallapop is a different animal. Founded in Barcelona in 2013, it launched in Italy in September 2021 and by its second anniversary reported over six million Italian app downloads, users up 82% year on year, transaction volume up 149% and listings up 77%, concentrated in Lombardia, Lazio and Campania. Its fastest-growing Italian categories that year were Collezionismo at plus 113%, Casa e Giardino at 77% and Cinema, libri e musica at 55% — so it is genuinely multi-category rather than fashion-only.

Worth knowing before you commit: Wallapop’s Italian press room has published nothing since November 2024, so there are no 2025 or 2026 Italian user figures from the company. What we do have is group scale — NAVER, which acquired the remaining 70.5% of Wallapop for €377 million in August 2025, cites over 19 million monthly active users across Southern Europe.

Who pays, and how much

This is the section where most comparisons go wrong, because both platforms are free to the seller and the interesting detail is what the buyer sees.

On Subito, publishing is free outside Nautica, Servizi and Attrezzature di lavoro. TuttoSubito — the integrated payment and shipping layer — charges the seller nothing: “Vendi senza commissioni… l’intero importo viene trasferito direttamente sul tuo conto”, with shipping always paid by the buyer. The buyer pays a Protezione Acquisti fee of €1.20 plus 5% of the item price up to €300, or €1.20 plus 4.5% above it, capped at €91.20.

One honest caveat: Subito’s own General Conditions state a €1 fixed component and a €51 cap, where its help centre says €1.20 and €91.20. Two of Subito’s own pages disagree. We have quoted the help centre because it is the more recently updated, and Subito itself notes the commissions “potrebbero essere soggette a piccole variazioni”. Check at checkout.

On Wallapop the seller position is the same and stated just as plainly: the costs of the service fall on the buyer, and Wallapop shipping is free for the seller except where home pickup is requested. The buyer pays shipping plus a mandatory Protezione Wallapop charge, both shown before confirming.

We are not going to give you a percentage for Protezione Wallapop. Wallapop does not publish the Italian figure anywhere primary — every Italian page describes it only as “un addebito obbligatorio”. Numbers circulating online are Spanish-referenced and unsourced, and a wrong fee is exactly the sort of error that makes a page worthless.

Where the two genuinely diverge is paid promotion. Subito publishes a price list: Metti in vetrina from €0.60, Urgente from €0.70, Super boost from €0.90, Rimetti in cima from €0.95, In evidenza from €3.99, with a “Promo 2 in 1” bundle saving up to 20%. Wallapop’s loyalty documentation, by contrast, flags bump discounts as “Solo in Spagna” — paid highlighting appears not to be an Italian product at all. Nor is Wallapop PRO: its Italian PRO pages return 404, and the professional plans at €45 and €68 a month exist only for Spain.

Six photos, ten photos, and the expiry clock

Two structural constraints will shape how you list, and both favour Wallapop for fashion.

Photos. A Subito ad gets six free images. The paid “Opzione 6 Foto aggiuntive” doubles that to twelve but is only available in Motori, Immobili and Lavoro — which means a Market seller listing a coat cannot buy their way past six at any price. Only the professional Abbonamento raises it, to thirty, and Subito does not publish that subscription’s price. Wallapop allows ten photos as standard.

Longevity. Here Subito wins decisively. A Subito ad runs for a full year, with a free renewal email at expiry that must be used within ten days. A Wallapop listing expires every two months from posting or last reactivation, then shows as “Inattivo” until you manually reactivate it. Across a hundred items that is a recurring chore rather than a one-off.

Two more mechanics worth carrying in your head. Subito ads must be in Italian, for goods physically located in Italy, one product per ad, and its terms expressly forbid automated bulk upload except through tools Subito has authorised. And on Subito the category, region, province and private-or-business flag cannot be edited after publishing, so a miscategorised ad has to be recreated rather than fixed.

Neither platform publishes a title or description character limit. Third-party blogs give conflicting figures for both. We have none to offer you, which is better than offering a wrong one.

Proximity versus search

The deepest difference between these two is not fees at all. It is how a buyer arrives.

Subito is a search-and-filter classifieds site: category, region, province, keyword. It behaves like a newspaper’s back pages with a database attached, and it rewards an accurate category and a title containing the words people type.

Wallapop is geolocated by design. Its own help centre states that setting a location on your profile is essential “poiché i prodotti vanno ordinati per prossimità” — because products are ordered by proximity. Buyers get a distance filter and can sort by distance outright. Practically, that means a correct location is not a nicety, it is your distribution, and a seller in a small town competes on a much shorter list than one in Milan.

Wallapop also builds the listing differently. Its flow asks for title, category, up to ten photos, an AI-generated description you review and edit, measurements, condition, brand, hashtags, price, and a shipping opt-in with a weight band. That last point matters for crosslisting: shipping is per-listing on Wallapop, not global.

There is a free quality signal worth chasing. Wallapop’s Top Profile badge requires at least three items posted in 90 days, at least two completed sales in 90 days, an average rating of 4.75 or better over twelve months, average response under 24 hours and average drop-off under 48 hours. It costs nothing but attention.

Getting the parcel there

Subito’s TuttoSubito uses Poste Italiane, InPost, BRT and UPS, with Poste Italiane undeselectable because it is the only one guaranteeing home delivery. There is no home pickup — you drop the parcel at a punto di ritiro or locker — and parcels run to 20 kg. TuttoSubito covers all Market items except Animali, plus car and motorbike accessories; cars, property and jobs sit outside it entirely.

Wallapop Italy runs domestically on Poste Italiane and InPost, with home pickup available through Poste Italiane as the one seller-side cost on the platform, deducted from the sale proceeds. Its published cost table is an image, so we cannot quote the figure. Poste Italiane delivers within four working days, pickups booked after 18:00 slip a day, and there are two pickup attempts. Parcels run to 30 kg on Italian home pickup, with transaction values from €1 to €2,500.

On cash: neither integrated flow supports it. Wallapop states outright that it does not accept cash on delivery, and TuttoSubito is card, PayPal, Apple Pay and Google Pay escrow only. That matters more in Italy than elsewhere, though less than it used to — the AfterSalesPro Greek and Italian e-commerce data aside, Netcomm’s Italian figures show payment-on-delivery at 11% of online transactions with true cash-to-courier at 1.2%, and out-of-home delivery reaching 21.9% of purchases in 2026 as InPost Italy passed 10,000 pickup points.

The Spanish door nobody uses

One Wallapop capability has no Subito equivalent at all, and most Italian sellers never notice it.

Wallapop’s shipping terms document native Spain-to-Italy and Italy-to-Spain lanes, running on Seur and BRT within the DPD group, and on InPost. Italy excludes San Marino, Vatican City, Campione d’Italia, Livigno and Trepalle, but otherwise a Spanish buyer can buy from your Italian wardrobe with the platform handling the logistics.

Given that Wallapop’s home market is Spain and its scale there dwarfs its Italian operation, that is a genuinely under-used channel for anything with cross-border appeal — vintage, collectables, branded fashion. Subito, by contrast, requires goods to be located in Italy and is an Italian marketplace full stop.

Do not overstate it to yourself, though. Listing in Italian to a Spanish audience limits what you will get, and the platform does not translate for you.

Getting paid on each

Subito holds funds in escrow until the buyer confirms receipt. Money reaches a bank account or PayPal within three days of delivery, realistically three to six working days depending on the bank. If the buyer never confirms, funds unlock three days after the delivery notification on TuttoSubito shipping, or within twenty days of payment on self-managed shipping. You supply name, date of birth, an Italian residential address and an IBAN or PayPal account, with KYC handled by PayPal and Hyperwallet — and additional identity documents may be demanded once cumulative payouts exceed €2,500 in a calendar year.

Wallapop gives the buyer 48 hours after delivery to check the item. On confirmation, or when that window expires, the money lands in your Wallapop wallet immediately; moving it to a bank takes three to five working days. An IBAN and verified identity are required to withdraw under EU anti-money-laundering rules, and adding a card triggers a €0.10 verification charge refunded within six to eight working days.

Subito also runs a loyalty scheme, SubitoPiù, awarding a point per euro earned selling and ten bonus points for shipping within 24 hours — but note it runs only until 31 December 2026, with balances zeroed on 1 January 2027. Wallapop launched its own Wallapop Club in Italy in February 2026, free and automatic, with points expiring after a year.

What FLUF Connect syncs, and what it does not

FLUF Connect holds one master record per item and pushes it out to the channels you connect. On this pair, the capabilities are genuinely limited and we would rather be exact than encouraging.

Neither channel supports automatic mark-as-sold today. That is the honest headline for this pair, and it matters because both platforms are one-item-per-listing and you are running the same wardrobe twice. When something sells on one, you take it down on the other yourself. Build the habit deliberately, especially given Wallapop’s two-month expiry means you are already visiting your listings regularly.

Wallapop does report orders back into your FLUF dashboard, so sales there show up alongside every other channel. Subito does not.

Both are extension-hosted, meaning listing work runs through your own browser session rather than a server calling an API. Note also Subito’s terms forbid automated bulk upload other than through tools it has authorised — worth reading if you intend to run high volume there.

FLUF Connect also runs on iOS and Android, and the mobile app can host some device-executed channels directly — check the channels screen in the app for the current list rather than assuming a desktop is required.

DAC7, the €5,000 myth, and partita IVA

None of this is tax advice; a commercialista should confirm your position.

Both platforms report you, and both publish their thresholds. Subito states 29 sales in a calendar year or €2,000 received, and warns that not completing its DAC7 form can suspend transactions or disable the account. Wallapop states 30 or more products sold or more than €2,000 received, and it has been collecting and reporting since 1 January 2023, filing by 31 January each year.

There is a real difference hidden in the scope. Wallapop counts wallet sales including in-person sales towards its threshold. Subito says it reports transactions made through the TuttoSubito service — so a chat-and-meet cash sale on Subito is outside its reporting entirely. Neither fact changes what you owe; both change what the Agenzia delle Entrate is handed automatically.

Now the myth. The figure of €5,000 is repeatedly described online as the point at which an Italian seller must open a partita IVA. It is not. Article 44 comma 2 of D.L. 269/2003 requires enrolment in INPS Gestione Separata where annual income from occasional self-employment exceeds €5,000, with contributions due only on the excess. That is a social-security registration threshold. The VAT-number test is different and has no euro figure at all: article 4 of DPR 633/1972 defines business activity as the habitual professional exercise of commercial activity. Genuine sales of your own used personal effects generally produce no taxable income in the first place.

If you do register, most small resellers land in the regime forfettario, with an €85,000 revenue limit, a 15% substitute tax and 5% for the first five years of a genuinely new activity. Retail carries a 40% profitability coefficient. Electronic invoicing through SdI has been mandatory for all forfettari since 1 January 2024. Confirm the current figures with your accountant before acting on any of them.

Sources and verification

• Subito’s about page — the 2007 Milan founding, the 26 million monthly users claim, and the attested 15.3 million monthly active recipients as at 30 June 2025.
• TuttoSubito — “vendi senza commissioni”, buyer-paid shipping, couriers, no home pickup, and payout timing; and Protezione Acquisti for the €1.20 plus 5% fee and €91.20 cap.
• Subito’s General Conditions — the alternative €1 and €51 figures, the Italian-language and Italian-location requirements, the one-product-per-ad rule, and the prohibition on unauthorised automated upload.
• Subito on photos — six free, twelve only in Motori, Immobili and Lavoro; and the professional Abbonamento at up to 30 images, price unpublished.
• Subito’s promotion prices from €0.60, and SubitoPiù, which ends on 31 December 2026.
• Wallapop on shipping costs — free for the seller except home pickup; and the shipping terms covering the Italy–Spain lanes and the excluded territories.
• Wallapop listing creation (ten photos, AI description, per-listing shipping opt-in) and the two-month expiry.
• Wallapop on proximity ordering and the Top Profile criteria.
• Wallapop payment methods — including “non accettiamo contanti alla consegna” — and Poste Italiane home pickup.
• Wallapop’s Italian second-anniversary release and NAVER’s August 2025 acquisition announcement.
• Subito on DAC7 and Wallapop on DAC7.
• D.L. 269/2003 art. 44 c.2 for the €5,000 INPS threshold and art. 4 DPR 633/1972 for the habituality test.
• Netcomm on the 2026 Italian payment mix and out-of-home delivery share.

What we could not verify, and therefore left out. The Protezione Wallapop fee for Italy, which Wallapop describes only as a mandatory charge and never quantifies on any Italian page — the percentages circulating online are Spanish-referenced and unsourced. Wallapop’s home-pickup price in Italy, published only as an image. Title and description character limits for either platform. Any Italian user figure for Wallapop after November 2024, or any Wallapop-versus-Subito-versus-Vinted Italian market-share ranking. Subito’s business subscription price, available only on request. And we have flagged rather than resolved the contradiction between Subito’s two published Protezione Acquisti fee schedules.

Related guides

• Sell on Subito — the complete seller guide
• Sell on Wallapop — the complete seller guide
• Crosslist from Subito to Vinted
• Crosslist from Subito to Etsy
• Wallapop vs Vinted compared
• All crosslisting routes