eBay.it, which was launched in 2011, has just opened up a special section dedicated to fashion. Despite the fact that more and more users are expressing interest in buying new products, especially those in the fashion sector, the site is best known for its online auctions and second-hand goods. According to statistics, a garment is bought every 10 minutes on eBay.it, a pair of shoes every 1.3 minutes and a bag every 3 minutes. The “Apparel and Accessory" category came in fourth for the number of objects sold within the first five months of 2012 and registered an 11% increase compared with the same period of 2011.

Between 2001 and 2011 about 10 million consumers registered activity on eBay.com. According to Nielsen Net Ratings (February 2012), it was the most visited e-commerce website with over 7.1 million unique visitors and over 607 million page hits. 64% of 2011’s purchases were made according to fixed prices in eBay.it’s 6,700 offered categories. It was furthermore recorded that in 2011 one object per second was sold throughout the entire year, a result of the 2010 introduction of mobile purchases, which made it possible to buy via iPhone, iPad, Smartphone, Blackberry and Android and Windows 7 applications.

Top categories in 2011 were technology followed by homewares and apparel and accessories. The bestselling fashion category was women’s footwear with 215,126 pairs sold.