Crosslist from Subito to WooCommerce — FLUF’s WordPress Plugin for Multi-Marketplace Selling

On this page

• Why an Italian seller outgrows Subito
• The ceilings you are actually hitting
• How it works, from the WordPress admin
• What each one costs to take payment
• The part that changes your legal status
• Partita IVA, forfettario and e-invoicing
• The demand problem, stated honestly
• What FLUF Connect syncs, and what it does not
• Sources and verification
• Related guides

Why an Italian seller outgrows Subito

If you run a WooCommerce store — the WordPress e-commerce plugin that W3Techs measured on 1 September 2026 as powering 8.1% of all websites and 48.1% of all e-commerce systems — you already know the appeal of owning the shopfront. This page is for the seller coming the other way: someone whose stock currently lives entirely on Subito.it, and who has started to feel the edges of it.

Subito is not small. It describes itself as Italy’s first re-commerce platform, founded in Milan in 2007, and its legally-attested figure under the Digital Services Act is 15.3 million average monthly active recipients as at 30 June 2025. Its marketing materials cite 26 million monthly unique users and 13 million live ads a day. In 2024 it recorded 2.8 billion searches and around 52 million ads published.

What it is not is a shop. It is a classifieds board with a shipping and escrow layer bolted on, and the constraints below are all downstream of that. The sellers who move to WordPress are almost never leaving Subito — they are adding a place where the rules are theirs.

The ceilings you are actually hitting

Three Subito limits do the most damage to a growing catalogue, and all three are published on Subito’s own help centre.

Photos. Every ad gets six free photos. The paid option that takes you to twelve is available only in Immobili and Lavoro — explicitly not in Market or Motori, which is where clothing, electronics, furniture and collectables live. Six images is thin for a €200 jacket and nowhere near enough for furniture. A WordPress product gallery has no documented cap; the practical limit is upload size and page weight.

How many things you may list. Subito publishes concurrent free-ad ceilings per category: 45 in Abbigliamento e accessori, 45 in Tutto per bambini and Animali, 30 in Arredamento e casalinghi, 20 in Elettrodomestici, Audio/Video and Fotografia, 15 in Informatica, 10 in Telefonia, 8 in Console e videogiochi, 130 in Libri e riviste, 250 in Collezionismo — and 5 in Altri. Motori is capped on a rolling annual basis instead: four free car ads per 365 days, two for motorcycles. Beyond a ceiling, Subito’s general conditions allow it to make further publication conditional on payment.

What counts as one listing. Subito’s rule is one ad, one item. A stock lot is allowed only if it is sold as a single block at one price; otherwise you create separate ads. WooCommerce handles the same stock as one product with variations, tracked quantities and unique SKUs, and its “Sold individually” setting caps a cart at one unit for genuinely one-of-a-kind pieces.

There is a fourth, quieter constraint. Subito’s help centre states that its team reserves the right to decide when a user falls into the Aziende category based on the number of ads posted in each category. You do not choose the moment you become a professional seller on Subito. Volume chooses it for you.

Two more mechanics worth planning around: an ad stays online for 365 days and must be renewed within ten days of the renewal email or you lose the right to renew; and category, region, province and the private-or-business flag cannot be edited after publication. A miscategorised ad has to be recreated.

How it works, from the WordPress admin

The route from a Subito catalogue to a live WooCommerce store is shorter than most people expect, because the WordPress side is largely a settings exercise.

1. Install the FLUF Connect plugin from your WordPress admin. Plugins → Add New, then activate it against your WooCommerce store. WooCommerce core itself is free and open source, with no platform fee and no revenue share — the real costs are hosting, a domain and payment processing.
2. Connect the store. FLUF authenticates against WooCommerce as a plugin rather than by browser session, so once it is installed the connection is server-to-server and does not depend on you being logged in anywhere.
3. Import your existing products, or let FLUF create them from the master records it already holds. Every SKU must be unique across a WordPress store, so decide your SKU scheme before the first import rather than after.
4. Choose channels. Subito is driven from the same dashboard, so the catalogue you build for your own site is the catalogue that feeds the classifieds — not a second, drifting copy.
5. Set stock behaviour. For one-of-one secondhand items, enable stock management with a quantity of one; WooCommerce marks the product out of stock automatically on sale.

One WordPress-specific note on scale: WooCommerce’s default AJAX variation threshold is 30, and its own documentation warns that performance degrades with large variation counts. If you sell garments in many sizes, split rather than stack.

What each one costs to take payment

Subito’s economics are unusual and genuinely generous to the seller: publishing an ad is free outside Nautica, Servizi and Attrezzature di lavoro, and there is no seller commission on a sale. The TuttoSubito service fee is charged to the buyer, at €1.20 plus 5% of the item price up to €300, €1.20 plus 4.5% above that, capped at €91.20.

What Subito does control is your money’s timing. Funds sit in an escrow account until the buyer confirms receipt, releasing automatically three days after delivery on Subito-managed shipping. Payout is then 3–8 business days to a bank account or 1–3 days to PayPal, per the terms and conditions. Subito’s help centre quotes faster figures than its own T&Cs; where they disagree, the T&Cs are the contract.

On your own store you pay the processor instead, and the Italian rates are good.

WooPayments is available in Italy, pays out daily by default with a three-business-day pending period, has a €1.00 minimum and holds a new account’s first payout for seven days. Watch one trap: the WooCommerce pricing page quotes roughly 2.50–2.90% plus 30¢, which is the United States rate. The Italian rate is 1.50% plus €0.25.

Two Italian delivery facts that should shape your shipping settings. Cash on delivery is no longer the norm — NetRetail data puts payment-on-delivery at 11% of Italian online transactions, of which true cash-to-courier is 1.2%, and Netcomm reported digital wallets at 33.9% and cards at 28.6% in 2026. And out-of-home delivery reached 21.9% of all Italian online purchases in 2026, with InPost Italy passing 10,000 pickup points in March 2026. Offer locker delivery from day one.

The part that changes your legal status

This is the section most guides skip, and it is the one that actually matters.

Selling your own used possessions on Subito is a disinvestment rather than income. Running a permanent online shop is generally treated as professional activity by its nature, because a standing storefront satisfies the organizzazione element of the test in art. 4 DPR 633/1972 — which defines business activity as the habitual professional exercise of commercial activity, with no euro threshold anywhere in it.

The consequence people feel first is consumer law. Article 52 of the Codice del Consumo gives a consumer buying at distance from a professional 14 days to withdraw without giving a reason and without penalty, counted from the day they take physical possession. That right binds your WooCommerce store. It does not bind a private Subito sale — and Subito already enforces it against professional sellers, whose TuttoSubito terms give the buyer 14 calendar days, a full refund including outbound shipping, and 14 days each way to return and refund.

Get the disclosure right, too: failing to tell the buyer about the withdrawal right extends the window to twelve months and fourteen days under art. 53.

The other one is the legal guarantee. Art. 133 of the Codice del Consumo sets two years, and for used goods the parties may agree to reduce liability to no less than one year. The word to notice is agree — it must be part of the contract, not a line you post on a page after the fact.

Partita IVA, forfettario and e-invoicing

None of what follows is tax advice, and a commercialista should confirm your position before you register anything.

There is no turnover figure that triggers a partita IVA. The test is habituality and organisation. The often-quoted €5,000 is a social security threshold, not a VAT one: above €5,000 a year of occasional self-employment income you enrol in INPS Gestione Separata, with contributions due only on the excess. Occasional commercial income without a VAT number is declared under art. 67 c.1 lett. i) TUIR as redditi diversi.

If you do register, the regime forfettario is where most small resellers land: a €85,000 prior-year revenue limit, immediate exit with VAT obligations if you exceed €100,000 mid-year, a 15% substitute tax replacing IRPEF, addizionali and IRAP, and 5% for the first five years of a genuinely new activity. Retail carries a 40% coefficiente di redditività, so €55,000 of revenue becomes €22,000 taxable — about €3,300 at 15%, or €1,100 at 5%. The employee-income exit rule sits at €30,000, raised to €35,000 for 2025 and 2026.

Electronic invoicing through SdI has been mandatory for all forfettari since 1 January 2024, whatever their revenue, using regime code RF19. But a WooCommerce store shipping physical goods does not need a registratore telematico: indirect e-commerce is exempt from receipt certification under art. 2 lett. oo) DPR 696/1996 and from corrispettivi telematici under the 10 May 2019 ministerial decree. What remains is the registro dei corrispettivi and issuing an invoice on request.

On DAC7, Italy transposed the directive with D.Lgs. 32/2023. Subito states its own thresholds as 29 sales in a calendar year or €2,000 received, and warns that not completing the form means suspension of future transactions and temporary account deactivation. One detail matters for a crosslister: Subito says it reports transactions made through the TuttoSubito service. A chat-and-meet cash sale is outside that. Your own WooCommerce store has no platform operator to report you — the obligation is yours directly.

The demand problem, stated honestly

Everything above argues for your own store. This argues against rushing it.

Subito gives you an audience for nothing. Your WordPress site starts with none, and closing that gap is slow. Ahrefs tracked a million URLs first crawled in September 2023 and found that only 1.74% reached Google’s top ten within a year, down from 5.7% in its earlier study. Of pages currently ranking in the top ten, 72.9% are three years old or more, and only 13.7% are under a year. The average number-one page is five years old.

So treat the store as a compounding asset and Subito as the thing paying the bills while it compounds. That is also the argument for crosslisting rather than migrating: there is no month where you turn one off.

One piece of Subito data is worth knowing when you decide what to feature on your own site. Its most-searched categories are dominated by vehicles and furniture — Auto first, Moto e scooter second, Arredamento third, with Abbigliamento e accessori only eleventh. But by shipped transaction count, the top five in 2024 were Collezionismo (up 77%), Abbigliamento e accessori, Informatica, Console e videogiochi and Accessori moto, with on-platform transactions up 54.5% overall. People browse Subito for cars and sofas. They buy and ship collectables, clothes and electronics — which is exactly the stock that suits a store.

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. For this pair the two sides are very differently capable, and we would rather set the expectation correctly than let you discover it.

Subito is a listing-out channel today. FLUF can create and update your Subito ads, but Subito does not report orders back and is not part of automatic sold-out protection — so when something sells on your WordPress store, you still take the Subito ad down yourself. That is a real limitation and worth building a habit around, particularly given the one-ad-one-item rule that makes double-selling easy.

WooCommerce is the opposite: orders flow back into FLUF, and an item that sells on any other connected channel is marked sold on your store automatically. Because the WordPress side authenticates as an installed plugin rather than a browser session, it keeps working whether or not you are at your desk.

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.

Sources and verification

• Subito’s own about page — the Milan 2007 founding, the 26 million monthly users marketing figure, and the attested Digital Services Act figure of 15.3 million average monthly active recipients as at 30 June 2025.
• Subito on free publication and the three paid-only categories; the TuttoSubito conditions for the buyer-paid €1.20 plus 5% fee, the €91.20 cap, escrow release and payout timing.
• Subito on the six-photo limit and why the twelve-photo upgrade is confined to Immobili and Lavoro.
• Subito’s per-category free-ad ceilings and the Aziende reclassification rule.
• Subito on editing and renewing ads — what cannot be changed after publication.
• Subito on DAC7 — the 29-sale or €2,000 thresholds and the TuttoSubito-only scope.
• Subito’s 2024 figures — 2.8bn searches, ~52m ads, transactions up 54.5%, and the category rankings.
• W3Techs on WooCommerce share, measured 1 September 2026, and the WooCommerce pricing page.
• WooPayments fees and supported countries; Stripe Italy pricing; PayPal Italy merchant fees.
• WooCommerce on the variation threshold.
• Ahrefs on how long ranking takes — the 1.74% figure and the age profile of top-ten pages.
• Art. 4 DPR 633/1972 on habitual professional activity; art. 52 Codice del Consumo on the 14-day withdrawal right; art. 133 on the legal guarantee and the one-year floor for used goods.
• Agenzia delle Entrate on the regime forfettario and the corrispettivi exemption for indirect e-commerce.
• Netcomm on the 2026 Italian payment mix and out-of-home delivery share.

What we could not verify, and therefore left out. Subito’s title and description character limits, which appear on no Subito page — the “70 characters” figure circulating on blogs has no primary source. The price of Subito’s business subscription, which is available only through a contact form. Subito’s payout timing is stated differently in its terms and its help centre; we have quoted the terms and flagged the disagreement rather than picking the friendlier number. The 2026 INPS Gestione Separata rate. And WooCommerce extension prices, which our sources returned geolocated to the wrong currency.

Related guides

• Sell on Subito — the complete seller guide
• Sell on WooCommerce — the complete WordPress seller guide
• Crosslist from Subito to Shopify
• Crosslist from Subito to Vinted
• Subito vs eBay compared
• All crosslisting routes