Why Selling Art Online is More Viable Than Ever—Strategies for Today's Market
In an art world where the internet has become increasingly essential, selling art online is no longer a side option; it’s the main event. The art market has steadily shifted to embrace online platforms. With the lessons learned from recent reports, if you're still relying primarily on in-person sales or hesitating to put your work online, now is the time to reconsider.
Here’s why and how you can prioritize online sales in today's art market.
Buyers Are More Confident Than Ever in Online Art Purchases
Selling your art online is not only a viable option, it’s become the preferred method for many buyers. According to Artsy’s 2024 Art Collector Insights report, online sales have become an integral part of the art world, with a significant portion of collectors making their purchases via the internet. This shift is fueled by a combination of convenience, transparency, and trust built through reliable online platforms and artist websites.
But here’s the key takeaway: serious buyers don’t want to be sold art through social media alone. Sure, social platforms like Instagram are great for discovery, but they should be seen as a bridge to something more substantial and trustworthy—like your website. Social media algorithms are unpredictable, and trends come and go, but your website is your art’s home, a stable, reliable place where collectors can browse, buy, and learn about you on your terms.
In fact, a major finding from the report shows that nearly 80% of collectors say they visit an artist’s website before making a purchase. This suggests that the digital storefront plays a vital role in sealing the deal, much more so than a quick scroll through a social media feed.
Pricing Transparency: A Driver for Sales
If you’ve ever wondered whether you should post your prices online, the answer is a resounding yes. Artsy’s 2024 findings showed that transparency in pricing helps build trust and encourages sales: 95% of collectors say price transparency on artworks is important. When collectors see pricing upfront, it eliminates the friction of having to inquire privately, which many find uncomfortable or off-putting.
Transparent pricing is often seen as a sign of professionalism and makes buyers feel more secure in their purchases.
While many artists worry about “pricing themselves out of the market,” consider this: buyers who can’t find pricing information on your website may simply move on to the next artist.
It’s crucial to display prices confidently, and if you’re offering limited editions or special collections, make sure this exclusivity is clearly communicated. Limited editions, in particular, can drive urgency and desirability without relying on gimmicks like flash sales.
What Else Do Collectors Care About?
While pricing your art is a whole discussion in itself, it’s essential to consider what else matters to collectors when they’re deciding to buy art online. This brings us to the data captured in the chart below from a survey of online art buyers.
Image Source: CreativeHub. (2023). How to Sell Art Online.
When considering an art purchase online, aside from price, collectors are particularly focused on:
Secure Payment Options (14%) – Buyers need to feel confident that their payment is processed securely. Your website can provide that reassurance through encrypted payment systems and trusted checkout platforms.
Trusted Website (14%) – Collectors are more likely to purchase from a website they trust. This means having a professional, polished design that reflects your credibility and the value of your art.
Detailed Images (13%) – High-quality images showing the details and texture of your work are critical for online buyers, as they can’t see the piece in person. The more visually rich your website, the better.
Indication of Artwork Scale (10%) – One common hesitation with buying art online is not understanding the scale. Be sure your website includes clear descriptions and images that show the artwork’s scale in relation to everyday objects.
Artist Bio (5%) – This one’s non-negotiable. Collectors want to know who you are. Share your story, your process, and what drives your work, all of which can be done beautifully on a dedicated “About” page on your website.
Other aspects, such as fast delivery and independent reviews, also matter, but they are often best handled post-purchase. What’s clear from the data is that the buyer’s journey hinges on more than just aesthetics. It’s about trust, clarity, and how you present yourself online.
Your Website: The Foundation of Your Online Art Business
Let’s talk about the real foundation of selling art online—your website. Social media is just the first touchpoint. Once a potential buyer discovers you, they’ll want to dig deeper. That’s where your website comes into play.
On your website, you control the narrative. You can showcase your work in the best light, explain your creative process, display pricing clearly, and offer seamless purchasing options. Plus, your website serves as a hub for building your email list, one of the most valuable assets for any artist.
Why does this matter? Because unlike social media, where algorithms dictate who sees your content, your email list is yours. You can reach out directly to people who want to hear from you, welcome them into your world, build those relationships, and nurture collectors over time.
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In fact, email marketing consistently proves to be one of the most effective channels for generating sales. When you couple that with an easy-to-navigate website, you’re providing an experience that buyers can trust and return to.
Build an Email List—Don’t Rely on Social Media Alone
Another significant advantage of having a website is the ability to collect emails and grow your list of potential buyers. When someone visits your site, they’re there because they’re interested in your work. By offering a freebie or behind-the-scenes insights (in exchange for their email), you can start building a relationship with them. Over time, these relationships lead to sales, often in a more personal and sustained way than social media interactions ever could.
Let’s face it: social media platforms can change their algorithms overnight, limiting your visibility and control. But with a well-designed website and a solid email list, you’re always in charge of how you present and sell your work.
Want a free lead magnet (or “freebie” to help build your list)? Grab this FREE customizable Framing Guide for Artists.
Take Control of Your Art Sales
The data is clear: having your own website, being transparent about your pricing, and building strong relationships with a smaller, engaged audience can take your art business to the next level. The tools are there, and the collectors are actively seeking you out—especially online. There has never been a better time to focus on growing your online presence.
Use social media, yes, but make your website the hub of your online strategy. Use it to build your email list, sell directly to collectors, and offer limited edition pieces. By prioritizing these strategies, you’ll position yourself for success in today’s rapidly evolving art market.
If you’re ready to take the leap and start selling art online with your own professional website, feel free to review my services, or reach out so we can chat about how we might work together.
Sources:
Artsy Editorial. (2024). Art Collector Insights 2024. Click here to download the full report as a PDF.
CreativeHub. (2023). How to Sell Art Online (Sold out).
