Mercato Itinerante
Mercato Itinerante is a Turin-based multi-vendor marketplace connecting local market vendors with consumers through web and mobile ordering, scheduled zero-emission delivery, vendor dashboards, purchasing groups, and gift cards for local grocery access.
- Company typePrivate
- Founded2020
- HeadquartersTurin, Italy
- Headcount1–10
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What Mercato Itinerante does
Mercato Itinerante srl is a private company founded in 2020 and headquartered in Turin, Italy, with 1–10 employees. It operates a multi-vendor online marketplace for fresh groceries, produce, and specialty foods sourced from traditional market vendors; consumers select a market, browse vendor catalogs, add items to a cart, and schedule zero-emission home delivery. The platform is delivered through a responsive website and native iOS and Android applications and includes vendor and rider dashboards, postal-code (CAP) coverage verification, group-purchasing functionality, and a digital gift-card product. It lists Porta Palazzo, Piazza Madama, Borgo Vittoria, Ivrea Semi Urbani, and Cincinnato as online markets, with Crocetta delivery and Piazza Guala described as coming soon.
Its primary customer segment is Turin-area residents, while traditional market vendors, local farmers, butchers, fishmongers, food artisans, and organized purchasing groups use the platform for digital commerce and shared bulk orders. Monetization runs through individually set vendor commissions, customer delivery service charges, and fixed periodic vendor fees; consumer pricing requires a €50 minimum order with a €10 first-order discount and €10, €5, and €15 loyalty discounts on the second, third, and fourth orders respectively. Its go-to-market is product-led and direct-to-consumer, relying on self-serve web/mobile ordering and digital vendor registration and listing management.
Mercato Itinerante firmographics
Firmographics- Name
- Mercato Itinerante
- Legal name
- Mercato Itinerante srl
- Website
- https://mercatoitinerante.it
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Mercato Itinerante is a Turin-based multi-vendor marketplace connecting local market vendors with consumers through web and mobile ordering, scheduled zero-emission delivery, vendor dashboards, purchasing groups, and gift cards for local grocery access.
- Ownership category
- akta.pro rank
Mercato Itinerante industry classification
Industry- Product category
- Online Grocery Marketplace
- NAICS
- Fruit and Vegetable Retailers (445230), Fish and Seafood Retailers (44525), All Other Specialty Food Retailers (445298)
- SIC
- Retail-Variety Stores (5331)
- akta.pro primary industry
- Mediterranean/Greek/Italian/Spanish Grocery Stores (CRAHAFAJ)
- akta.pro secondary industries
- Exotic & Specialty Produce Wholesale (AFAIACAF), Live Seafood & Tank-Based Distribution Wholesale (AFAIADAI), Seafood Markets & Fishmongers (CRAHAHAC), International Specialty Ingredients & Import Markets (CRAHAFAL)
Keywords
Where Mercato Itinerante is headquartered
LocationHeadquarters
- HQ city
- Turin
- HQ country
- Italy
- HQ region
- Europe
Offices1 record
Markets served
Mercato Itinerante business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Operations, Technology or R&D, Personnel, Marketing or Sales, Supply Chain, Infrastructure
Revenue model
- Marketplace Commission: Mercato Itinerante charges vendors a commission (provigione) on sales processed through the platform. The commission percentage is set individually per vendor in their dashboard and calculated on the full sale price (100% of final selling price minus any discounts applied). Commissions are settled periodically and paid on sight upon invoice issuance.
- Delivery Fees: Revenue generated from delivery service charges for zero-emission grocery delivery to customers in the Turin area
- Vendor Subscription/Listing Fees: Vendors pay a fixed periodic fee (canone fisso) in addition to commission, based on a percentage set during account activation
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Consumer Orders - Minimum order and promotional pricing |
| Transaction based/ take rate | Pay-as-you-go | Vendor Commission - Percentage-based marketplace fee |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Mercato Itinerante product offering
Product offeringCore offering
Mercato Itinerante operates an online multi-vendor marketplace that aggregates multiple traditional outdoor markets (Porta Palazzo, Piazza Madama, Borgo Vittoria, Ivrea Semi Urbani, Cincinnato, Crocetta, Piazza Guala) into a single digital storefront, enabling Turin-area consumers to order fresh produce, groceries, and specialty foods from local market vendors with zero-emission home delivery. Vendors list products and manage orders through a dedicated dashboard, while the company charges marketplace commissions and fixed fees and handles last-mile delivery via its own zero-emission fleet.
Product overview
Mercato Itinerante is a multi-vendor online marketplace platform that enables consumers in Turin, Italy to order fresh produce, groceries, and specialty foods from local market vendors for home delivery. The core product is the marketplace platform (Mercato Itinerante), which serves as an aggregator for multiple physical market locations including Porta Palazzo, Piazza Madama, Borgo Vittoria, Ivrea Semi Urbani, Cincinnato, Crocetta (upcoming), and Piazza Guala (upcoming). The platform is complemented by a mobile app for iOS and Android, a gift card product, and a zero-emission delivery service. The system operates as a three-step process: customers select their nearest market, add products from various vendor stalls, and schedule zero-emission delivery.
Differentiator
Problem solved
Functional benefit
Products and services
- Mercato Itinerante Online Marketplace Platform Consumer-facing online marketplace that connects customers with local market vendors in Turin, Italy, enabling online browsing, ordering, payment processing, and delivery coordination for fresh produce, groceries, specialty foods, and non-food items from 12+ vendor categories. Intended for Turin-area residents and organized purchasing groups.
- Mercato Itinerante Mobile App (iOS and Android) Native mobile applications for iOS and Android that allow users to browse markets, order products, manage their cart, and track deliveries from local market vendors. For Turin-area consumers using the marketplace.
- Mercato Itinerante Gift Card Digital gift card product that allows users to purchase and send gift vouchers redeemable on the Mercato Itinerante marketplace platform. For consumers looking to gift marketplace credit to friends and family.
- Zero-Emission Delivery Service Eco-friendly delivery service that uses zero-emission transportation methods to deliver orders from multiple market vendors to customers' homes in Turin and surrounding areas. Provides last-mile fulfillment for the marketplace platform with sustainable packaging.
Quantifiable outcome
- Service coverage expanding across multiple Turin neighborhoods and beyond
Companies that use Mercato Itinerante
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Mercato Itinerante technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Mercato Itinerante partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor and core.
- Impact HubminorListed as a collaborator/organization that Mercato Itinerante works with. Impact Hub is a global network supporting innovative startups and entrepreneurs.
- Reseau EntreprendreminorListed as a collaborator. Reseau Entreprendre is an entrepreneurial network supporting business creation and development.
- Torino Social ImpactminorListed as a collaborator. Torino Social Impact supports social enterprises and impact-driven businesses in the Turin area.
- Social FareminorListed as a collaborator. Social Fare is a center for social innovation in Turin.
- SEFITcoreProject partner for 'Green Jobs and Sustainable Mobility' - an inclusion and training project for individuals with vulnerabilities, implemented with SEFIT contribution. This is a significant social impact partnership focused on sustainable mobility and workforce inclusion.
Scale indicators3 records
Recent moves5 records
Expansion highlights6 records
Mercato Itinerante competitors and assessment
Company assessmentBroad incumbents
- Deliveroo: On-demand food and grocery delivery platform active in Italy, including grocery partnerships. Comparable delivery-platform business model and consumer acquisition channel, though primarily restaurant-led.
- Glovo: Multi-category quick-commerce delivery platform operating in Italy, including grocery delivery from local stores. Comparable last-mile logistics layer and consumer-facing marketplace, though broader in category scope.
- Carrefour Italia: Italian arm of multinational grocer with online ordering and delivery. A broad grocery incumbent with overlapping capabilities in fresh food, delivery logistics, and digital marketplace features across Italy.
- Esselunga: Largest Italian supermarket chain with a mature home-delivery service. Operates at significantly greater breadth than Mercato Itinerante but competes for the same online-grocery-in-Italy customer wallet, especially in northern Italy where Turin sits.
- Conad: Major Italian grocery retail cooperative with growing e-commerce and home-delivery capability. Represents an incumbent competing for the same fresh-and-local consumer demand that Mercato Itinerante addresses via traditional market vendors.
Direct peers
- Easycoop: Italy-based online grocery platform offering home delivery of fresh and packaged food from multiple categories. Comparable as a multi-category online grocery marketplace serving Italian consumers with home delivery.
- Cortilia: Italian online farmers' market delivering fresh produce and local food directly from growers to consumers. Most direct comparable: aggregates independent Italian producers into a single digital storefront with scheduled delivery, mirroring Mercato Itinerante's marketplace model.
- Too Good To Go: European surplus-food marketplace connecting consumers with local merchants to rescue unsold food. Comparable as a multi-vendor marketplace in the fresh-food space, though focused on surplus rather than full assortment.
- Supermercato24 (Tannico/Altroconsumo group): Italian online grocery delivery service aggregating multiple supermarket banners for home delivery. Closely comparable marketplace-plus-delivery business model targeting the same Italian consumer use case of buying groceries from local merchants without visiting stores.
Others
- Mercato di Porta Palazzo operators (e.g., Coldiretti, Campagna Amica): Coldiretti's Campagna Amica network runs farmer-to-consumer markets across Italy, including at Porta Palazzo. Not a direct digital competitor, but a comparable ecosystem player focused on connecting local farmers with consumers that Mercato Itinerante vendors participate in.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Mercato Itinerante social profiles
Digital presenceMercato Itinerante financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mercato Itinerante leadership team
Management profileNumber of profiles
Profiles2 records
Mercato Itinerante funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mercato Itinerante M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Mercato Itinerante
What does Mercato Itinerante do?
Mercato Itinerante operates an online multi-vendor marketplace that aggregates multiple traditional outdoor markets (Porta Palazzo, Piazza Madama, Borgo Vittoria, Ivrea Semi Urbani, Cincinnato, Crocetta, Piazza Guala) into a single digital storefront, enabling Turin-area consumers to order fresh produce, groceries, and specialty foods from local market vendors with zero-emission home delivery. Vendors list products and manage orders through a dedicated dashboard, while the company charges marketplace commissions and fixed fees and handles last-mile delivery via its own zero-emission fleet.
Is Mercato Itinerante a public or private company?
Mercato Itinerante is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Mercato Itinerante founded?
Mercato Itinerante was founded in 2020. It employs 1 to 10 people.
Where is Mercato Itinerante based?
Mercato Itinerante is headquartered in Turin, Italy, in the Europe region.
How does Mercato Itinerante make money?
Three revenue lines are on record. Marketplace Commission is the primary driver. The others are delivery Fees and vendor Subscription/Listing Fees.
Who are Mercato Itinerante's main competitors?
Broad incumbents on record are Deliveroo, Glovo, Carrefour Italia, Esselunga and Conad. Direct peers are Easycoop, Cortilia, Too Good To Go and Supermercato24 (Tannico/Altroconsumo group). Mercato di Porta Palazzo operators (e.g., Coldiretti, Campagna Amica) is listed as an others.
Does Mercato Itinerante have an API?
No public API is recorded for Mercato Itinerante.
What industry is Mercato Itinerante in?
Mercato Itinerante's product category is Online Grocery Marketplace. Its primary akta.pro industry code is CRAHAFAJ, Mediterranean/Greek/Italian/Spanish Grocery Stores, with a secondary code of AFAIACAF, Exotic & Specialty Produce Wholesale. Its NAICS code is 445230 and its SIC code is 5331.