This section presents a series of interactive visualizations that explore user behavior and item listing dynamics on the platform of reference, with a specific focus on the Italian market.
Through geographic maps, seller classifications, and performance indicators, the charts provide insights into:
-
Regional activity levels, adjusted for population differences;
-
Seller profiles, from occasional users to structured high-volume sellers;
-
Key metrics such as selling rate, engagement through likes, and listing effectiveness.
The visual tools are fully interactive: hovering or selecting regions and seller classes reveals detailed statistics, enabling an in-depth exploration of how the platform is used across different contexts.
Item publications across Italy
This chart provides a useful overview of the geographic distribution of supply on the platform, showing the number of items published by Italian users, grouped by region. Regions are colored using a logarithmic scale, allowing clear visualization of large differences in publication volumes.
By hovering over each region, additional statistics such as the number of users, total items, and items sold are displayed.
Geographic information was not directly available but inferred through reverse geocoding, based on latitude and longitude coordinates extracted via scraping from user profiles. However, not all Italian users were successfully geolocated: some items are missing from the chart due to the inability to assign them to a specific region.
The most active regions are Campania, Lombardy, and Lazio, each with over 30,000 published items. Puglia, Emilia Romagna and Sicily follow with significant numbers. At the bottom of the ranking are regions like Val d’Aosta, Molise, and Basilicata, with much lower volumes.
These differences may reflect not only population distribution (explored in the next chart), but also digital access and the cultural attitude toward second-hand markets.
Activity intensity by region
Items per 1000 inhabitants, with % sold
This chart shows the intensity of user activity on the platform, measured as the number of items published per 1,000 inhabitants in each Italian region. Next to each bar, the percentage of sold items is also displayed.
This chart offers a more refined view of regional behavior, filtering out demographic effects and highlighting both user engagement and sales effectiveness.
Indeed, this visualization normalizes item volumes by population size (ISTAT data, January 2025), offering a fairer comparison across regions.
Campania ranks highest in publication intensity, followed by Umbria e Puglia.
Conversely, regions like Molise, Sardegna and Val d’Aosta show a much lower rate of publication per capita, consistent with the patterns observed in the previous chart.
Seller distribution by class
The distribution of items published per seller is highly skewed: 50% of users publish only 1 item, and 75% no more than 2, with an average just above 2. However, a small number of sellers post hundreds or even thousands of items, with a maximum of 3,702.
Given this imbalance, we grouped sellers into four distinct classes to better understand user behavior and distinguish casual users from more structured or professional ones:
-
Casual & Low Seller: 1–5 items → the vast majority of users (95.8%);
-
Mid Seller: 6–30 items → moderately active (3.9%);
-
Power Seller: 31–250 items → structured sellers (0.21%);
-
Super Seller: over 250 items → likely professional use (0.004%).
The interactive chart displays the total number of items published by each class. Clicking on a bar filters the data and updates the table on the right, which displays key statistics: number of users, items sold, selling rate, total likes, and average likes per sold item.
This grouping helps reveal how each seller type contributes to the platform in terms of activity, conversions, and engagement. It also offers insights into user segmentation, sales performance, and behavioral patterns, helping differentiate casual from commercial use.
Item distribution by seller class
This interactive chart links regional activity to seller types. The map shows the total number of items published per region; clicking a region filters the bar chart on the right, which displays how item volume is distributed across seller classes.
This tool allows users to:
- Explore regional differences in seller composition;
- Understand whether high publication volumes are driven by many casual sellers or a few high-volume sellers;
Likes per sale by class
This chart shows the average number of likes per item sold, offering a view of engagement quality across seller classes. It should be read in combination with previous statistics, such as selling rate and total items listed.
Super Sellers receive the highest likes per sale, indicating strong visibility and well-presented listings. However, as seen earlier, their selling rate is lower than that of Casual Sellers, suggesting they may use the platform more as a showcase than a channel for effective selling.
Power Sellers also perform well, confirming an optimized selling approach. In contrast, Casual Sellers, despite higher conversion rates, receive the least engagement per item sold, likely due to limited presence in terms of time or listing quality.