Successfully selling art online – Part 1: Online galleries

The internet offers enormous potential sell their artwork . This is especially true for the fine arts (painting, drawing, sculpture, mixed media, jewelry, etc.).

2014 article in the British magazine “The Guardian”,

The art market is changing

However, this relationship is already shifting significantly in favor of online trading of artworks of all kinds . Technological innovations and the advancement of the internet itself contribute to this shift, as does the fact that numerous trading platforms and online marketplaces in the arts and crafts sector are entering the market and making considerable investments.

, around 8.5 million USD was invested Artspace as early as 2013

Paddle8 received approximately $6 million in funding to establish and expand its online art marketplace (Update 2020: Paddle8 was acquired by Auctionata . In March 2017, Auctionata Paddle8 AG filed for insolvency. For an analysis of what went wrong with this ambitious project, see Gründerszene ).

Another groundbreaking project is likely to Amazon Art .

Anyone with a basic understanding of business and economic mechanisms will quickly recognize that these massive investments in the online art were driven by extremely positive forecasts regarding future sales and trading volumes. Therefore, one can confidently expect further strong growth in this segment.

In this context, one can also take a look at the past: it becomes apparent that the art market has repeatedly undergone significant changes.

It is noteworthy that it has been able to expand and grow through every change. For example, the salons of the 19th century and the commercial galleries of the 20th century each contributed to significant market growth. Now, in the 21st century, the internet has the potential to bring about the next major transformation.

While on the one hand operators and investors are aiming for increasing sales, on the other hand countless young, little-known and up-and-coming artists benefit from this trend.

finding an art gallery and a distribution channel for their art proved extremely difficult, and only a small selection made it into exhibition spaces and/or art catalogues.

This seems to be changing now, as the internet makes it relatively easy for practically every creative person to reach a larger, interested audience.

What does this mean specifically for artists, art dealers and collectors?

While the market continues to grow in purely numerical terms, a structural shift , transforming the entire art trade. It's not just the distribution channels or sales methods that are changing, but also purchasing behavior – different works are being bought, they are being bought for different reasons, and they are being bought by a different group of buyers.

Online platforms for exhibiting and selling art are democratizing the art market.

More artists will be able to exhibit their work directly, and conversely, virtually anyone with an internet connection will have access to it. The market will thus be more deregulated and freer, inevitably leading to greater diversity and diversification.

The interim judgment of curators and gallery owners is bypassed, and a direct contact and exchange between creator and consumer is established.

The internet is therefore a great opportunity, especially for young, new, and up-and-coming artists , to find a direct way to reach interested buyers. At the same time, it also creates a feedback channel for the creator, providing direct feedback on their work – either explicitly in the form of reviews or opinions, or in the form of sales success.

Choosing the right online gallery

The biggest challenge when selling your artwork online is attracting enough visitors and potential buyers.

If you already have a well-visited website and/or are very well connected with sufficient potential customers via social networks and platforms, then you should continue down this path.

However, if you haven't yet reached this level, large online galleries option for marketing. This also applies if you want to expand existing resources and increase your online reach.

Wait a minute – didn't I just mention that the greatest achievement of selling one's own art online is the elimination of middlemen (i.e., gallery owners, curators, etc.)? You're right! But then why can't we simply sell our work directly to buyers and collectors?

Well, the pragmatic answer to this question is that – without already having our own successful website – we are dependent on the visitors and customers of such online galleries and marketplaces.

Building your own (successful!) online presence is a lengthy and sometimes expensive undertaking. I don't mean to say it's not worth it in the end, or that you shouldn't try. You simply shouldn't underestimate the investment and time required. Online transactions generally only occur when there is existing buyer trust in the provider of a website or online store.

Building this kind of trust takes time. And to avoid waiting months or even years for the first online sale, leveraging the existing reach of large online galleries is an excellent option. After all, it's better to keep 80% of €1,000 than 100% of €0.

And rest assured, art is already being bought online on a large scale ! And this share will increase dramatically in the coming years. Besides the existing buyer base, using online galleries also offers a number of other advantages. Let's summarize them:

• Wide reach – You reach many potential buyers with little effort
• Customer trust – Large marketplaces and platforms have already earned the trust of visitors.
• Expert knowledge and experienced curators – you will receive valuable tips, feedback and support with your sales.
• Secure payment processing – you don't need to worry about the tedious payment processing yourself.
• Nationwide or even international promotions – benefit from the provider's marketing and promotional activities.

I'm sure you've now recognized the advantages. Now it's just a matter of choosing the right platform. In English-speaking countries (USA, UK, AUS, etc.), the major players Saatchi Art (70% of the sale price goes to the artist), Artfinder  (up to 70% to the artist), and Degree Art (60% to the artist) have particularly distinguished themselves.

These three providers have an excellent reach and impress with their outstanding user-friendliness and numerous search and filter options.

One provider that particularly caught our attention in German-speaking countries is Argato . This platform is comparable to a marketplace focused exclusively on art and interior design , entirely online. By specializing in this area, Argato excellent conditions for the successful online sale of art online marketing of art further enhance the chances of successful sales .

Argato offers both well-known and unknown artists & designers the opportunity to reach a wider audience and thus successfully market their work via the Internet.

When publishing your artwork, you have the option of doing so either free of charge or for a small fee; alternatively, you can purchase particularly affordable packages. Depending on the chosen fee structure, a sales commission of either 25% or 9% of the sale price will be charged.

In addition to marketing the artworks, a professional photography service offered, which skillfully presents your work in the right light.

Singulart – New virtual presentation platform for artists since 2017

In 2017, a new platform was launched in one of the world's leading art capitals. The startup Singulart  has developed enormously since its founding in Paris and recently raised another 10 million euros in funding through a new investment round.

The coffers are therefore overflowing for the consistent continuation of their mission to connect artists and art lovers. What began as an online gallery initially seen as an alternative to the traditional and sometimes rather hermetic gallery scene has developed into a serious player in the art market.

Over 6,500 selected artists from around the world now sell their work through the platform, and the number is growing. Prices for the works offered range from €250 to €15,000. Represented styles range from abstract photography to figurative painting. Singulart's stated mission is: Empower Artists!

Accordingly, accepted artists are consistently provided with tools that enable them to autonomously manage their PR and sales processes and thus significantly drive their own sales success.

Singulart's curatorial team transparently outlines its selection criteria and application process, and, following successful acceptance, ensures excellent sales opportunities for emerging and established artists from many different countries – far beyond national borders – with exhibition hours of 24 hours a day, 7 days a week. No traditional gallery can offer artists such continuous opening hours.

How to get the most out of your online presentation of your work

Finally, in this article, I would like to give you a few helpful tips and suggestions that will further increase your sales opportunities. This way, you can get the most out of online sales for your artwork.

Tip 1 – Link multiple platforms for maximum reach

Of course, you can focus on just one platform to keep costs down. However, if you want to take advantage of more sales opportunities, then combine the presentation of your work across multiple providers. Provided the provider doesn't require exclusive marketing rights, you can list and promote your work on more than one platform. Alternatively, you can link different platforms.

For example: You use Argato's free fee model to offer one of your paintings for online auction. In this case, you pay no listing fees and only a sales commission upon successful sale.

You can then attract even more visitors to this auction by creating an advertisement for it in the Kunstplaza online gallery , which includes a link to the auction.

This allows you to reach interested visitors from two online platforms simultaneously. Furthermore, Kunstplaza also promotes your work via connected social media platforms such as Facebook, Twitter, Pinterest, TikTok, and Instagram .

This not only increases the likelihood of a sale but also your visibility as an artist. The final sale is then handled through Argato.

Tip 2 – Place great emphasis on high-quality photographs

The most important element of your art presentation is, of course, the visual material. Avoid photographing your works with compact cameras or even mobile phones. If in doubt, use a professional photographer or photo service.

Besides high resolution, proper exposure and the specific processing of the images for online display are of great importance. Of course, if you have a limited budget, you can acquire the necessary skills yourself and rent professional equipment.

Tip 3 – Provide detailed and up-to-date information

When selling online, potential buyers have no direct contact person for questions or uncertainties. Therefore, please make your descriptions of your works as detailed as possible and provide all necessary information (e.g., dimensions; materials used, tools, techniques; framed or unframed ; edition: unique piece, original, reproduction, limited edition art print, etc.; delivery terms, price, etc.).

Interested parties can inquire about desired details via email, but not everyone will decide to take this step.

Don't lose potential buyers by skimping on important details. In a report by ArtTactic and Hiscox , 92% of art buyers stated that images and information about the artwork are the most important factors in their online purchasing decision.

Tip 4 – Don't neglect your offline marketing

Don't treat online sales as a replacement, but rather as a complement to your efforts outside the digital world. Traditional art galleries and personal contact will continue to play a significant role in the art market. You can assume that many buyers will still want to see artworks in person before purchasing them.

According to a study by ArtTactic and Hiscox , approximately 79% of all art buyers report that they would not buy online because they cannot properly inspect the works in digital form.

Therefore, continue to exhibit your work in as many spaces as possible – studios, galleries, ateliers, banks, doctors' offices, hospitals, schools, etc.

Presenting your work online is an ideal way to reach many more potential customers.