Selling online courses is an attractive opportunity in Italy. This is especially true for professionals wanting to monetize skills and companies wanting to expand business models through digital training. This article explains how to sell online training courses, including the main business models, differences between proprietary and third-party platforms, and legal requirements in Italy.

We also explain how to build your own platform for selling online courses and how to use existing solutions to get started quickly. Lastly, we discuss the fiscal implications and correct Classification of Economic Activity (ATECO) code for the sale of online courses.

What’s in this article?

• The online training sector in Italy
  
• Business models for selling online courses
  
• Where can I sell my online course?
  
• Legal and fiscal obligations
  
• How to sell courses through your website
  
• How to sell courses on an online training platform
  
• How to promote your online training business
  
• How Stripe Payments can help
  

The online training sector in Italy

The online training market continues to grow throughout the EU, with an upward trend in Italy as well. According to Eurostat, in 2024, 33% of internet users in the EU reported taking an online course or using digital learning materials in the three months prior to the survey. This represents an increase of 3% compared to 2023. Italy remains in line with the European average, confirming widespread interest in digital training.

This scenario represents a real opportunity for those who would like to start selling online courses. The demand is there, and it is supported by a growing willingness among Italian citizens to update their skills and learn through digital tools. In this context, creating and selling online courses can prove to be a promising and sustainable business venture.

Business models for selling online courses

Before you start selling online courses, you first need to define your business model. Here are the main options:

• Direct sale of on-demand courses
  This business model provides unlimited or time-limited access with a one-time payment. It is recommended for complete courses with a defined start and end date. Using this model, you can monetize directly, while maintaining full control over prices and promotions.

• Subscription model
  In this case, you offer recurring access to a course library. The customer pays a monthly or annual fee to access all content. This business model is ideal if you publish courses regularly or have a large and diverse catalog.

• Freemium model
  In this model, part of the content is free, and the rest is paid. It can be useful for attracting new customers and retaining them, while offering the possibility of monetizing through premium content, certifications, or personalized support.

• Livestreaming courses
  This model offers live training via Zoom or similar platforms. It allows direct interaction between the instructor and participants and can be ideal for practical courses, coaching, or real-time workshops.

• B2B models
  This involves the sale of online courses to companies with multiuser licenses. This model is suitable for professional trainers or organizations that want to scale up by offering solutions for internal corporate training.

Where can I sell my online course?

One of the most important choices you’ll make is where to sell your online courses. You have two options: sell on a proprietary platform (i.e., your own website) or on a third-party platform (e.g., Udemy or Coursera). Below, we examine how the two options differ and their advantages and disadvantages:

Proprietary platform

By choosing to develop a website or platform to sell online courses, you have full control over branding, customer experience, pricing, and user data. However, this option also has some disadvantages.

Proprietary platforms

Third-party platforms

You can sell online courses through platforms such as Udemy, Teachable, Thinkific, Podia, or Skillshare. There are also advantages and disadvantages of these platforms.

The choice between a proprietary platform and a third-party platform depends on your priorities. If you are looking for greater control over elements such as branding and want to achieve higher margins, a proprietary solution might be preferable. On the other hand, if you are starting out and want to reduce startup time and costs, third-party platforms represent an immediate and well-established channel for testing the market.

Legal and fiscal obligations

Selling online courses in Italy involves a series of important legal and fiscal responsibilities that are especially relevant if the business is ongoing and generates a stable income stream. Therefore, it is important to understand what requirements Italian and European legislation impose to operate in compliance and avoid penalties.

Registration for value-added tax (VAT)

If the sale of online courses is occasional and of limited value, it can fall under the occasional services system without the obligation to register for VAT. However, when you establish a legitimate business, you can no longer sell online courses without a VAT number and are required to register for one. When you do, you can fully operate your business, issue invoices, and access preferential tax regimes such as the flat-rate scheme, if you meet the requirements.

If you anticipate modest growth, you can start out as a freelancer. However, if you aim to develop a more structured business, you can consider corporate forms such as setting up a Limited liability business (S.r.l.). In any case, it is advisable to plan with an accountant and consider turnover, costs, and social security contributions.

ATECO code for online courses

The recommended ATECO code for the sale of online courses is 85.59.20: Training courses and professional development courses, which correctly classifies e-learning activities.

General conditions of online sale

Every platform or website that provides online courses must set out clear conditions of sale that comply with Italian and European legislation. The general conditions of sale provide the digital contract for the sale of online courses. They govern the relationship between the seller and the buyer when the purchase is made using digital tools.

These conditions must clearly indicate the following:

• Price and method of payment

• Methods of accessing content

• Time limits

• Right of withdrawal (i.e., 14 days, except for digital content that has already been used)

• Refund policies

• Supplier’s responsibilities

• Clauses relative to intellectual property

At checkout, the customer must explicitly accept these conditions, which become fully binding.

Privacy and GDPR

The processing of customers’ personal data is governed by the GDPR. You must prepare a clear privacy policy, appoint any external data processors (e.g., your hosting provider or payment platform), and obtain consent for marketing activities. It is also necessary to implement appropriate security measures to protect sensitive data, such as login credentials and payment details.

Fiscal aspects and VAT

From a tax perspective, if you sell online courses, you must issue a regular invoice. For customers residing in other EU countries, you can consider the One Stop Shop (OSS) scheme for VAT payment in the customer’s country. For sales outside the EU, the rules change further, and it might be necessary to indicate VAT exemption on the invoice.

It is important to consult with an accountant specializing in ecommerce to properly handle these cases.

Other obligations

Lastly, if you offer professional courses in regulated sectors (e.g., workplace safety, healthcare, finance), you must check for any ministerial authorizations or regional accreditations. Failure to comply can invalidate certificates issued and result in penalties imposed by the relevant authorities.

How to sell online courses through your website

To sell online courses, you can start with a simple website, reliable payment system, and high-quality training content. From there, you can gradually enrich your infrastructure with advanced tools to improve customer experience and grow your business.

Get started

To start, you need a functioning website, which can simply be a WordPress site with a basic theme. You also need a plugin or service to upload educational content and a secure payment system to manage transactions. This basic setup allows you to offer and sell paid online courses.

Choose content management system (CMS) or learning management system (LMS)

Next, you can refine your platform by choosing a CMS—such as WordPress—with dedicated plugins, including LearnDash or Tutor LMS. These can transform WordPress into a complete teaching platform with courses, lessons, and quizzes. Alternatively, you can adopt a dedicated LMS, such as Moodle or Chamilo. These are specifically designed to manage, distribute, and monitor online courses. The choice depends on the level of customization you want and your available budget.

Select hosting to ensure high performance

Choose high-performance hosting, especially if you sell online video courses. To improve speed, also consider using a content delivery network (CDN), which is a network of servers distributed globally that speeds up the delivery of digital content to customers. Also, ensure that the platform is flexible so it can grow with your business and handle traffic spikes.

Add certificates, quizzes, and progress tracking

Implement tools to track progress, generate certificates, and engage customers with interactive quizzes. These features can increase perceived value and improve customer satisfaction.

Ensure privacy and security

Protect personal data (e.g., with GDPR), implement backups, and use HyperText Transfer Protocol Secure (HTTPS). This protocol ensures secure, encrypted communication between the customer’s browser and the server. You should also provide secure access and a cookie management policy. A secure environment can inspire confidence and promote customer loyalty.

How to sell courses on an online training platform

If you would prefer to start simply, you can rely on established platforms to sell ready-to-use online courses. The most popular platforms include the following:

• Udemy: This platform offers wide visibility and an already established international audience. However, the platform can adjust course prices according to its policies. It is ideal for quickly reaching a wide audience—even on an international scale—because of the power of its marketplace.

• Teachable: This platform offers a good level of customization that is suitable for independent creators. You can create customized sales pages and integrate marketing tools.

• Thinkific: You will find a balance between functionality and price on this platform. You can offer free or paid courses and create user communities.

• Podia: This platform provides simplified membership and webinar management, making it particularly suitable for those who want to offer continuous and diversified training.

• Skillshare: On this platform, you can use a remuneration mechanism based on views and subscriptions. This model focuses on community and creative sharing.

These platforms allow you to create and sell online courses without worrying about the technical aspects of hosting or security. If you expect to receive regular income, you need to register for VAT and choose the correct ATECO code for selling online courses.

Many platforms also offer tools to promote and sell online courses, including coupons, landing pages, and data analysis tools to track performance. These tools can allow you to refine your marketing strategy and improve the positioning of your courses.

You can also sell online courses on thematic marketplaces or vertical communities, depending on your niche of expertise. This way, you can reach an audience that is already interested in your topic and potentially increase conversion.

To decide which is the right choice for your business, consider that a third-party platform is the fastest way to test your educational offerings and start generating your first revenues. Then, you can decide if you want to migrate to a more customized proprietary solution in the future.

How to promote your online training business

Creating and selling online courses is only the first step. It is also important to promote your online training business. To attract customers and generate consistent revenue, you should have a targeted marketing strategy, especially if you decide to develop a proprietary platform. In this case, it is up to you to attract your audience, build your digital reputation, and stimulate demand for your courses.

On the other hand, if you rely on a third-party platform, most of the visibility comes directly from the marketplace. The platform handles promotion and positioning, leaving you with a more limited role in terms of marketing.

Promotional strategies for a proprietary website include several methods:

• Content marketing: By publishing articles, guides, videos, and podcasts focusing on your areas of expertise, you can attract qualified traffic and demonstrate authority.

• Search engine optimization (SEO): This method uses text, titles, and keywords to help your content rank higher on search engines. It can increase organic visibility.

• Paid advertising campaigns: Google Ads and social media advertising allow you to quickly reach a specific audience, which is particularly useful in the early stages.

• Email marketing: Building a list of contacts interested in your courses allows you to offer dedicated deals and retain existing customers.

• Social media and personal branding: Building and maintaining a consistent presence on LinkedIn, Instagram, YouTube, or TikTok with valuable content, testimonials, and collaborations can help increase credibility.

• Webinar and online events: You can offer free or introductory sessions that showcase the value of your online training course, which might help attract new subscribers.

How Stripe Payments can help

Stripe Payments provides a unified, global payments solution that helps any business—from scaling startups to global enterprises—accept payments online, in person, and around the world.

Stripe Payments can help you:

• Optimize your checkout experience: Create a frictionless customer experience and save thousands of engineering hours with prebuilt payment UIs, access to 125+ payment methods, and Link, a wallet built by Stripe.
  
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• Unify payments in person and online: Build a unified commerce experience across online and in-person channels to personalize interactions, reward loyalty, and grow revenue.
  
• Improve payments performance: Increase revenue with a range of customizable, easy-to-configure payment tools, including no-code fraud protection and advanced capabilities to improve authorization rates.
  
• Move faster with a flexible, reliable platform for growth: Build on a platform designed to scale with you, with 99.999% uptime and industry-leading reliability.
  

Learn more about how Stripe Payments can power your online and in-person payments, or get started today.