intOndo is an Italian marketplace for art, design, and vintage furniture that built Photoroom's Background Remover API into the backend of its listing-approval flow, automating the photo editing that once required a manual workflow. Background removal now happens the moment a seller uploads an item, saving at least 15 seconds per listing, or 25 minutes for every 100 listings, across a catalog of more than 30,000 items.
Life before Photoroom
Sellers upload photos with quality issues
Manual image editing and approval too slow for a fast-growing catalog
External editing tools not aligned with the platform's scale ambitions
Life with Photoroom
Saved at least 15 seconds on listing approval for each listing
25 minutes saved on listing approval for every 100 listings
Zero technical issues with API integration
Backgrounds automatically removed the moment a seller uploads image
The team's time moved to core differentiating tasks
"Our strength lies in the number of items we have online, and the Photoroom API allows us to approve new listings faster than ever."
— Livia Napoleone, Founder & CEO, intOndo
intOndo means "circle" in Italian, and the name reflects the company’s founding belief in a circular economy, one where waste is reduced by reusing, restoring, and giving new life to existing pieces rather than producing new ones.
Today, its marketplace lists more than 30,000 items from Italy's best sellers for a global network of buyers who want to shop online without losing the pleasure of finding a piece with history.
For that scale and vision to work, intOndo needs to run on volume. The more items the marketplace has online, the more reasons buyers have to return. But every new listing requires photos that meet a set standard, and approving these listing images at scale presents its challenges.
Every listing photo relied on manual editing
intOndo’s goal was simple: Increase the number of listings and make it easy for buyers to find what they’re looking for.
This goal required creating a coherent catalog. However, intOndo's items come from a wide network of independent sellers, each listing their own art, design, and vintage furniture products. That range is the marketplace's strength, but it also means product photos arrive in different standards from different sellers.
The team implemented a manual editing process to standardize listings. But manual workflows are ineffective for marketplaces with fast-growing catalogs.
Every minute spent manually editing a photo meant the team could only approve listings as fast as it could edit the photos behind them. It also meant insufficient time for the listing task that actually needed a person: the written description of each item, where a marketplace for one-of-a-kind vintage pieces either earns or loses a buyer's trust.
intOndo needed to take the photo editing off the team’s plate without lowering the bar on how the catalog looked. They needed to integrate image editing into the seller listing flow, without making the sellers’ listing experience complex.
The solution: background removal that happens the moment a seller uploads an image
intOndo initially tried a few editing tools for image automation, but none could handle the scale of the quickly expanding business. Then someone on the team came across Photoroom. They ran a few quick tests and found Photoroom to be much faster and more reliable for automating their image and listing processing workflow.
Following this discovery, the company's developers connected Photoroom's Background Remover API to their backend with no issues. Now, when a seller submits an item, the background comes off automatically as part of the approval flow. No one on intOndo's team downloads the photo, edits it, and sends it back. Instead, the listing approval process progresses automatically.
"With Photoroom, the image upload process is so quick and efficient, which makes our listing approval process just as fast. Just one click and you're set."
— Livia Napoleone, Founder & CEO, intOndo
This shift to invisible integration moved the team's attention from a repetitive task to work that sets intOndo apart from generic marketplaces: writing detailed, accurate descriptions that inform and convince buyers of the unique vintage pieces on the platform.
A vintage table listing processed with Photoroom: original photo, background removed, and finished with a white background and AI shadow. Source: intOndo marketplace
One click for sellers, a faster approval flow for the team
Since integrating Photoroom's API, intOndo has seen:
At least 15 seconds saved on every listing approved
25 minutes saved on listing approval for every 100 listings
Backgrounds removed automatically inside the seller upload flow
"The Photoroom API has had a global, positive impact on our business."
— Livia Napoleone, Founder & CEO, intOndo
A selection of vintage furniture listings on intOndo's marketplace. Source: intOndo
Photoroom’s API is the production-grade image layer that enables vintage furniture marketplaces to standardize seller listing quality at scale, preserve product accuracy, expand into competitive image tooling layers, and gain measurable returns without adding friction to the seller listing experience.
