Sell ​​art online: proven strategies for your own online shop

The global art market for art sale online is growing rapidly and reaches an impressive volume of $ 67.8 billion. In fact, in 2023 artists generated over $ 6.4 billion through online sales worldwide. With your own online shop you can become part of this success story.

In the constantly developing world of e-commerce, as an artist, you have the opportunity to present and sell your works directly to consumers. Your own online shop for artists offers you the freedom to present your art according to your ideas. In addition, online marketing is just as important to make your works of art known, to put you in the right light and reach a larger target group.

This guide shows you proven strategies how you can sell art online - from positioning your art style to choosing the right platform to the effective marketing of your works. Whether beginners or experienced artists, here you will find all the important steps to successfully sell art on the Internet.

Your foundation: goals, market and positioning

As an artist in the digital age, you are faced with an exciting possibility: not only to create your art, but also to market them in a targeted manner. However, before you start sales online, you need a solid foundation.

Why you need a clear goal

First define a concrete sales target for your art business. A clear financial goal makes your plans tangible and challenges your brain to find creative solutions. You will also create a measurable size that you can evaluate later.

Ask yourself in concrete terms:

• What do you want to reach every month?
• What do you have to generate so that it is financially enough?
• What strategic goals do you do from this?

Set smart goals for your artistic career-so goals that are specifically, measurable, attractive, realistic and scheduled. These form the basis for all further decisions and marketing activities.

Remember: consistency and patience in implementation are crucial. Plan fixed marketing times in your weekly plan and take your measures through for at least 90 days. This is how you develop routine and in the end you can evaluate what works for you.

How to position your art style

In the dynamic world of e-commerce, the correct positioning of your online shop is decisive for success. A clear brand identity creates trust among the customers and helps you to lift you off from the competition.

The international art market, in the United States as well as here in Europe, shows how artists can appear confident and modern today: they see themselves as creative entrepreneurs who not only create their art, but also market them professionally. This attitude does not lead to artistic compromises - rather it enables many to live from their art and thus to be even more freely in their creative work.

To successfully position yourself, you need a comprehensive target group analysis . Consider exactly who you want to sell your works of art and where these potential buyers can be found. Understand your needs and interests to effectively align your communication and branding.

What you should know about the online art market

The online art market is growing rapidly. In the previous year it was estimated at $ 10.85 billion and is expected to increase with an annual growth rate from 8.55% to $ 17.48 billion in the next five years (source: murder intelligence*).

The classic separation between "digital affines" younger and "traditional" older art -loving artists has long been outdated. Smartphones and the Internet are now cross -generational everyday companions.

Some interesting facts about the current art market (source: Mordor Intelligence * ) :

• 57% of newer collectors discovered an artist via an online marketplace.
• 46% bought art on a platform like Artsy last year.
• 66% prefer to discover works of art on their mobile devices.
• 60% of all collectors (and even 68% of the next generation) prefer credit card payment.

The most successful approach now combines digital and physical presence. Successful artists rely on a hybrid strategy like marketing mentors for visual artists and creative Sabine Oeler Weiß: DH online presentation and sale, combined with selected physical exhibitions and events.

Covid-19 pandemic has massively accelerated the digitization of the global art industry. As Lockdown measures came into force worldwide, international art fairs, important galleries and auction houses their activities quickly on the Internet. For you as an artist, this generally means positive things, since the optimistic mood of large collectors and art dealers often transfers to smaller collectors or local art companies.

Under the diverse technological possibilities, you will find virtual 3D galleries, augmented reality apps and print-on demand as additional sales channels today-tools that make the art market more democratic and accessible.

The right place: platforms or your own online shop for artists

After determining your goals and positioning, the important decision follows: Where should you present your art? In today's digital age, you have different ways to realize art sales online.

Own online shop vs. marketplace

The basic question is: Do you want to sell on an established marketplace or build your own online shop? Both approaches have their advantages and disadvantages.

Market places offer you a quick start to online business. The most effective advantage: you don't have to build a shop system, don't take care of the layout or payment methods and you can start selling directly. In addition, you benefit from the existing range and customer confidence that these platforms enjoy. According to studies, almost all online buyers previously attend marketplaces before making a purchase.

Own online shops, on the other hand, give you full control over your brand appearance, your prices and the entire customer experience. This is particularly valuable for long -term brand structure and customer loyalty. With your own shop you can develop a personal relationship with your buyers and keep 100% of the profits - without marketplace fees.

However, keep in mind: initially a shop means more work and investment. You have to generate traffic yourself and build trust in potential buyers.

Presentation of popular platforms (Etsy, Shopify, Saatchi Art)

• Etsy is a marketplace especially for artisans and artists. The platform puts the handmade and unique in the foreground, which helps you find your niche. The costs: a setting fee of $ 0.20 per article and 5% of the sales price as a commission. Etsy is particularly suitable for affordable works of art and prints and attracts buyers who are specifically looking for unique, creative products.
• Shopify enables you to create your own professional online shop. With customizable templates and user-friendly tools, you can build a complete e-commerce solution. The basic tariff costs around 26 € per month, but there are no further commissions. A big advantage: You can integrate print-on-demand services such as printful or printify that automatically take over the pressure and shipping of your art prints.
• Saatchi Art has made a name for itself in the world of contemporary art. This platform attracts serious art collectors and offers you international reach. However, Saatchi Art takes a higher commission of over 30% for every sale, but takes care of the entire shipping process.

What you should consider when choosing

When deciding between marketplace and your own shop, you should take the following factors into account:

• Your target group : Where are your potential buyers? Are you specifically looking for art platforms or are you better to reach them via your own marketing channels?
• Art style and price segment : high -priced originals often sell better on specialized platforms such as Saatchi Art, while prints and cheaper works run on Etsy well.
• Fees and commissions : Calculate exactly what costs are incurred and how they influence your profit margin.
• Control vs. range : own shop means more control, but less initial visibility; Market places offer range, but less individuality.

Ultimately, many successful artists rely on a combination: a separate shop as a main sales channel, supplemented by presence on selected marketplaces. This so-called omnichannel strategy increases your reach and reduces the dependence on a single sales channel.

Your appearance: professionally design the portfolio and website

A professional online presence distinguishes the hobby artist from the serious artist. Your digital presentation is often the first contact that potential buyers have with your art - according to a well -thought -out design.

High quality pictures and descriptions

Excellent image quality is non -negotiable for serious art sales over the Internet. Put your passion in the creation of masterpieces, but do not allow your potential to go down by poor photos. Pay attention to the following quality features:

• Sharp, well -lit and correct images
• No distracting shadows or camera bleat
• High resolution, the details of your works recorded precisely
• Professional processing for optimal presentation

In addition to the pictures, descriptions play a crucial role. Enter decisive information such as titles, dimensions, medium, creation date and sales price. These details show your professionalism and help potential buyers to make well -founded decisions.

Payment and shipping options

The chaff separates from wheat here. I've already experienced it myself: everything is great in the shop, product, everything great - and then? Only in advance possible. Or PayPal goes, but the fees are hidden somewhere on page 17 of the Terms & Conditions .

Successful shops just make it. Various payment methods, transparent costs, and preferably no nasty surprises at the cash register. And when shipping? Sure, everyone wants to do it immediately. But what customers want: know  when  it comes and  what it costs . Honesty often makes speed here.

Which also helps: flexible shipping options. Collection in the shop, Same-Day Delivery in metropolitan areas or the opportunity to select a desired date-such little things make the difference between a one-time buyer and a regular customer.

Customer service and support

I think that is often underestimated. Sure, one hopes that everything runs smoothly. But if something hooks, then it shows whether a shop is really good.

A good shop can be reached. Not only by email, which you then wait three days, but also perhaps via chat, telephone or WhatsApp. And what is more important: that you have the feeling that people sit there who take care of - and not just send out standard answers.

A FAQ area is also valuable that not only consists of phrases. Answer the most common questions honestly and precisely, this not only saves the shop time, but also the customer annoys.

Marketing and visibility

The best shop doesn't work if nobody finds him. And that doesn't just mean: "I'll quickly switch a few Google Ads." That means: staying tuned, being visible, being active in social media, using newsletters - without getting on the nerves for people.

Sometimes platforms and shops that are set up and offer customers a good overall package also help. An example of this is  Pandaloo.ch  -a Swiss online shop with a huge, well-curated range and permanently low prices that are possible through slim processes. Such providers show how you remain successful and relevant to customers without unnecessary frills.

Cooperations, guest posts on blogs or the establishment of a community around your own brand can also do a lot. It's not just about being loud, but getting the right people in the right way.

Trust and transparency

What is often forgotten: trust is the basis of every customer relationship - especially online. Customers must have the feeling that they are treated fairly. This includes clear price information, understandable Terms & Conditions , simple return processes and the open handling of complaints.

Shops that are transparent and also react accommodating in difficult cases gain long -term. Customers remember such experiences.

Storytelling: the story behind your art

Just like your works of art, as an artist you have a unique story. Use the power of storytelling to establish an emotional connection to your viewers. Stanford university studies show that people can remember stories up to 22 times more effectively than abstract information in a pure list of facts.

With visual storytelling, you use pictures, videos and graphics to arouse emotions, convey messages and take your visitors on a trip. This allows you to communicate complex ideas and emotions clearly. This personal level creates trust and distinguishes you from the mass of artists who want to sell art on the Internet.

Share the inspiration and background of your works in your portfolio. This can be personal experiences, cultural or historical references or your artistic vision.

Technical basics: charging time, mobile optimization, navigation

The technical foundations of your website are crucial for the success of your own online shop. First of all, you should know that, according to Statista , over 80% of Internet users now surf via mobile devices - with increasing trend.

mobile-first is not a trend, but a necessity. Since Google implemented a new ranking principle with its mobile-first index, you should definitely optimize your website for mobile use. A not optimized page can drop drastically in the ranking, which became known a "mobile ddon"

For optimal charging speed:

• Reduce image sizes through compression
• Minimize unnecessary scripts
• Use browser caching
• Keep the navigation intuitively and user -friendly

A clear and clear navigation surface can make the difference between a positive and frustrating user experience.

Artist website vs. portfolio platform

When choosing between an individual website and a specialized portfolio platform, there are various factors to consider.

Portfolio platforms such as format enable you to create a professional website in a few minutes. They offer finished templates that were specially developed for artists. There are no fees for sales and you keep 100% of your sales. In addition, all format plans automatically contain hosting, which means that you do not have to buy any additional services.

On the other hand, individually created websites give you more freedom in design. With construction boxes such as Squarespace or Wix , you can create an appealing online presence without programming knowledge. These solutions mostly contain domain and hosting in paid tariffs, which makes it an uncomplicated option for artists.

Regardless of your decision, your portfolio should have a clear structure and the following elements should contain: a convincing homepage, an over-Mich area with your artistic history and thematically or chronologically ordered portfolio pages.

Selling with system: pricing, legal & shipping

In addition to creativity, the successful marketing of your art also requires a well thought -out system for pricing, legal aspects and shipping. These factors often decide on the long -term success of your company.

How to calculate fair prices

The pricing is the greatest challenge for many artists. First of all, you should take all material costs into account - from canvas to color to brushes. In addition, your spent time realistically rate. A concrete hourly rate multiplied by your time expenditure forms the basis of your calculation.

Compare your works with similar artists in terms of:

• Material and size
• Topic and technical skill
• Experience and market presence

Different price levels give more people access to your art. Small sketches or prints can be offered cheaper, while originals or large works justify higher prices. Consistency in pricing creates trust - many artists calculate according to square centimeters or working hours.

Here are two professional tutorials on the subject of price calculation for artists :

Legal foundations: imprint, Terms & Conditions , copyright

Legal requirements must be observed when selling works of art via the network. For your own online shop you need a complete imprint and suitable Terms & Conditions . You should also register with the tax office as an artist and fill out a "questionnaire for tax recording" .

Copyright an artist - even after the sale of your work.

Important : According to § 44 UrhG, the rights of use such as the right to duplicate the author remains, unless otherwise agreed. However, images for sales promotion must not be open to the public after the sales is made, as the Cologne Higher Regional Court clarified.

The following right (§ 26 UrhG) protects your economic interests by being involved in the revenue in the event of resolutions.

Shipping options and packaging for works of art

The safe transport of your art requires special care. High quality packaging materials are indispensable:

• Air foil and pergamine paper to protect the surface
• Foam panels or corrugated cardboard for fixed pad
• Cardboard corners for framed works
• Shipping boxes in a suitable size

Professional picture boxes according to Fefco 0409 offer reliable protection against bumps and kinks. As a result, you should always take out transport insurance for valuable pieces.

For international sales, also note import and customs regulations. Many galleries now offer return options - however, clarify who bears the costs for return transport.

Becoming visible: marketing for your art shop

Your art shop is set up, but it remains invisible without targeted marketing strategies. Now it is about drawing potential buyers' attention to your works and building a loyal followers.

Use social media specifically

In the digital age, social media are essential to successfully sell art online. Different platforms fulfill different functions:

• Instagram is ideal as a visual channel for artists. Here you can present your works, give insights into your creative process and interact with your followers. High quality photos and videos of your works of art as well as strategically used hashtags increase your visibility.
• Facebook offers you the opportunity to use groups to prices your art directly. Particularly effective: Share contributions with photo regularly, since these work much better than pure text.
• Tikok serves as a range booster, but requires more time investment for the production of more complex videos.

Email marketing and newsletter

While social media offer range, email marketing creates deeper connections. Newsletters enable you to get in touch regularly and directly with interested parties - regardless of algorithms. You can target:

• Give insights into artistic processes
• Invite to exhibitions
• Introduce new works

According to research, around 50% of email subscribers make purchases based on marketing emails. This direct communication builds up and deepens the interest of potential buyers.

SEO for artist websites

Search engine optimization is crucial to find your own online shop. Start with a thorough keyword research that use potential buyers, such as "buying abstract paintings".

In addition, you should:

• Publish blog posts about your art regularly
• Technically optimize your website (charging time, mobile -friendliness)
• Build qualitative backlinks from relevant websites

Particularly important: stay on the ball and continuously create current content so that search engines visit your site more often.

Customer reviews and social proof

Positive experiences of satisfied customers can significantly increase your sales figures. In fact, average consumers read 10 references before making a purchase decision.

Different forms of social proof are for your art-in-internet shop:

• Customer reviews on your website and external platforms
• Detailed testimonials with photos of the purchased works of art
• Information such as "Via X Satisfied Customers" or "X Sold Works"

Please actively for feedback and reviews. These not only increase your credibility, but also promote interaction with your community.

A few more words on the way ...

The way to successful online art sales may seem overwhelming at first, but with the right strategies you can master this process. In fact, the growing digital art market offers enormous potential for artists of every level. The foundation of your success forms the foundation of your art style.

Carefully decide between your own online shop and established marketplaces-or use a combination of both. Regardless of which platform you choose, the professional presentation of your works with high -quality pictures and meaningful descriptions remains indispensable. Remember that your personal story and the stories behind your works of art build strong connections to potential buyers.

Ultimately, your success in online art sales depends on your consequence. You have to regularly present new works, interact with your community and continuously refine your strategies. The combination of artistic quality and entrepreneurial thinking will help you to survive and grow in the digital art world.

Start with the implementation of these strategies and observe how your online art business is developing. Although the structure of a successful art shop needs time, every step in this way is worthwhile. Your artistic work deserves to be seen and appreciated - use the digital opportunities to share your art with the world.