Selling art online: Proven strategies for your own online shop

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

In the ever-evolving world of e-commerce, you as an artist have the opportunity to present and sell your work directly to consumers. Your own online shop for artists offers you the freedom to showcase your art according to your own vision. Furthermore, online marketing is equally important for raising awareness of your artwork, highlighting it effectively, and reaching a wider audience.

This guide shows you proven strategies for selling art online – from positioning your art style and choosing the right platform to effectively marketing your work. Whether you're a beginner or an experienced artist, you'll find all the essential steps here to successfully sell art online.

Your foundation: goals, market, and positioning

As an artist in the digital age, you face an exciting opportunity: not only to create your art, but also to market it effectively. However, before you start selling online, you need a solid foundation.

Why you need a clear goal

First, define a specific revenue target for your art business. A clear financial goal makes your plans tangible and challenges your brain to find creative solutions. It also provides you with a measurable metric that you can analyze later.

Ask yourself specifically:

• What do you want to achieve monthly?
• How much do you need to earn to be financially sufficient?
• What strategic goals do you derive from this?

Set SMART goals for your artistic career – goals that are specific, measurable, achievable, relevant, and time-bound. These will form the basis for all further decisions and marketing activities.

Remember: Consistency and patience are crucial in implementation. Schedule dedicated marketing time into your weekly plan and stick with your strategies for at least 90 days. This will help you develop a routine and ultimately evaluate what works for you.

How to position your art style

In the dynamic world of e-commerce, the right positioning of your online shop is crucial for success. A clear brand identity builds customer trust and helps you stand out from the competition.

The international art market, in the USA as well as here in Europe, demonstrates how artists can present themselves confidently and in a modern way today: They see themselves as creative entrepreneurs who not only create their art but also market it professionally. This attitude by no means leads to artistic compromises – rather, it enables many to make a living from their art and thus be even freer in their creative work.

To position yourself successfully, you need a comprehensive target group analysis . Think carefully about who you want to sell your artwork to and where these potential buyers can be found. Understand their needs and interests in order to effectively tailor your communication and branding accordingly.

What you should know about the online art market

The online art market is growing rapidly. Last year it was valued at USD 10.85 billion and is expected to grow at an annual growth rate of 8.55% to USD 17.48 billion over the next five years (Source: Mordor Intelligence)*).

The classic division between "digitally savvy" younger and "traditional" older art enthusiasts is long outdated. Smartphones and the internet are now everyday companions across generations.

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

• 57% of newer collectors discovered an artist through an online marketplace.
• 46% bought art on a platform like Artsy last year.
• 66% prefer to discover artworks 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, as marketing mentor for visual artists and creative professionals Sabine Oeler knows: i.e., online presentation and sales, combined with selected physical exhibitions and events.

The COVID-19 pandemic has massively accelerated the digitalization of the global art industry. As lockdown measures were implemented worldwide, international art fairs, major galleries, and auction houses quickly shifted their activities online. For you as an artist, this is generally a positive development, as the optimistic mood of large collectors and art dealers often spreads to smaller collectors and local art businesses.

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

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

After defining your goals and positioning, the important decision follows: Where should you present your art? In today's digital age, various options are available to you for selling art online.

Own online shop vs. marketplace

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

Marketplaces offer you a quick entry into online business. The most effective advantage: You don't have to build a shop system, worry about layout or payment methods, and can start selling immediately. Furthermore, you benefit from the existing reach and customer trust that these platforms enjoy. According to studies, almost all online shoppers visit marketplaces before making a purchase.

Owning your own online shop, on the other hand, gives you complete control over your brand presence, pricing, and the entire customer experience. This is particularly valuable for long-term brand building and customer loyalty. With your own shop, you can develop a personal relationship with your customers and keep 100% of the profits – without marketplace fees.

Keep in mind, however, that your own shop initially means more work and investment. You have to generate traffic yourself and build trust with potential buyers.

Introduction to popular platforms (Etsy, Shopify, Saatchi Art)

• Etsy is a marketplace specifically for artisans and artists. The platform prioritizes handmade and unique items, helping you find your niche. The costs: a listing fee of $0.20 per item plus 5% of the sale price as commission. Etsy is particularly well-suited for affordable artwork and prints, attracting buyers who are specifically looking for unique, creative products.
• Shopify lets you create your own professional online store. With customizable templates and user-friendly tools, you can build a complete e-commerce solution. The basic plan costs around €26 per month, and there are no additional commissions. A major advantage: You can integrate print-on-demand services like Printful or Printify , which automatically handle the printing 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 international reach. However, Saatchi Art takes a higher commission of over 30% on each sale, but in return, it handles the entire shipping process.

What you should consider when making your choice

When deciding between a marketplace and your own shop, you should consider the following factors:

• Your target audience : Where are your potential buyers located? Are they specifically searching on art platforms, or can you reach them more effectively through your own marketing channels?
• Art style and price segment : High-priced originals often sell better on specialized platforms like Saatchi Art, while prints and cheaper works do well on Etsy.
• Fees and commissions : Calculate precisely what costs will be incurred and how they will affect your profit margin.
• Control vs. reach : Own shop means more control, but less initial visibility; marketplaces offer reach, but less individuality.

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

Your online presence: Design your portfolio and website professionally

A professional online presence distinguishes the hobby artist from the serious art business owner. Your digital presentation is often the first contact potential buyers have with your art – therefore, a well-thought-out design is crucial.

High-quality images and descriptions

Excellent image quality is non-negotiable for serious online art sales. Pour your heart and soul into creating masterpieces, but don't let their potential be wasted by poor photos. Pay attention to the following quality criteria:

• Sharp, well-lit and color-accurate images
• No distracting shadows or camera flashes
• High resolution that precisely captures the details of your work
• Professional editing for optimal presentation

Besides the images, descriptions play a crucial role. Provide essential information such as title, dimensions, medium, creation date, and selling price. These details demonstrate your professionalism and help potential buyers make informed decisions.

Payment and shipping options

This is often where the wheat is separated from the chaff. I've experienced it myself: everything seems great in the shop, I find the product, everything's perfect – and then what? Only prepayment is possible. Or PayPal is an option, but the fees are hidden somewhere on page 17 of the Terms & Conditions .

Successful online shops keep it simple. Various payment methods, transparent costs, and ideally no nasty surprises at checkout. And what about shipping? Sure, everyone wants it instantly. But what customers really want is to know  when  it will arrive and  how much it will cost . Honesty often trumps speed here.

Flexible shipping options also help. In-store pickup, same-day delivery in metropolitan areas, or the ability to choose a preferred delivery date – these little things make the difference between a one-time buyer and a repeat customer.

Customer service and support

I think that's often underestimated. Sure, you hope everything runs smoothly. But when something goes wrong, that's when you see if a shop is really any good.

A good shop is accessible. Not just by email, which you then wait three days for, but also perhaps by chat, phone, or WhatsApp. And more importantly: that you get the feeling that there are real people there who care – and not just sending out standard replies.

A comprehensive FAQ section is also valuable, one that doesn't just consist of platitudes. Answering the most frequently asked questions honestly and precisely saves not only the shop time but also the customer frustration.

Marketing and visibility

The best online shop is useless if nobody can find it. And that doesn't just mean: "I'll quickly run a few Google Ads." It means: staying consistent, being visible, being active on social media, using newsletters – without annoying people.

Sometimes, cleverly designed platforms and shops that offer customers a good overall package can help. One example is  pandaloo.ch  – a Swiss online shop with a huge, well-curated selection and consistently low prices made possible by streamlined processes. Such providers demonstrate how to remain successful and relevant to customers without unnecessary frills.

Collaborations, guest posts on blogs, and building a community around your brand can also be very effective. It's not just about being loud, but about reaching the right people in the right way.

Trust and transparency

What's often forgotten is that trust is the foundation of every customer relationship – especially online. Customers need to feel they are being treated fairly. This includes clear pricing, understandable Terms & Conditions , simple return processes, and open handling of complaints.

Shops that are transparent and respond accommodatingly even in difficult cases win in the long run. Customers remember such experiences.

Storytelling: The story behind your art

Just like your artwork, you as an artist have a unique story. Use the power of storytelling to create an emotional connection with your viewers. Studies from Stanford University show that people can remember stories up to 22 times more effectively than abstract information in a list of facts.

Visual storytelling uses images, videos, and graphics to evoke emotions, convey messages, and take your visitors on a journey. This allows you to vividly communicate complex ideas and emotions. This personal connection builds trust and sets you apart from the multitude of artists who want to sell art online.

Share the inspiration and background of your work in your portfolio. This could include personal experiences, cultural or historical references, or your artistic vision.

Technical basics: Loading time, mobile optimization, navigation

The technical foundations of your website are crucial for the success of your online shop. First, you should know that, according to Statista , over 80% of internet users now browse the web using mobile devices – and this number is rising.

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

For optimal charging speed:

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

A clear and user-friendly navigation interface can make the difference between a positive and a frustrating user experience.

Artist website vs. portfolio platform

There are several factors to consider when choosing between a custom website and a specialized portfolio platform.

Portfolio platforms like Format allow you to create a professional website in minutes. They offer ready-made templates specifically designed for artists. There are no sales fees, and you keep 100% of your revenue. Furthermore, all Format plans automatically include hosting, so you don't need to purchase any additional services.

On the other hand, custom-built websites offer more design freedom. With website builders like Squarespace or Wix , you can create an attractive online presence without any programming knowledge. These solutions usually include a domain and hosting in their paid plans, making them a straightforward option for artists.

Regardless of your decision, your portfolio should have a clear structure and include the following elements: a compelling homepage, an "About Me" section with your artistic history, and portfolio pages arranged thematically or chronologically.

Selling with a system: Pricing, legal aspects & shipping

Successfully marketing your art requires not only creativity but also a well-thought-out system for pricing, legal aspects, and shipping. These factors often determine the long-term success of your business.

How to calculate fair prices

Pricing is the biggest challenge for many artists. First, you should consider all material costs – from canvas and paint to brushes. Furthermore, realistically assess your time investment. A specific hourly rate multiplied by your actual time spent forms the basis of your calculations.

Also, compare your work with similar artists regarding:

• Material and size
• Subject matter and technical skill
• Level of experience and market presence

Different price points allow more people to access your art. Small sketches or prints can be offered at lower prices, while originals or large works justify higher prices. Consistency in pricing builds trust – many artists charge by the square centimeter or by the hour.

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

Legal information: Imprint, Terms & Conditions , Copyright

When selling artwork online, legal requirements must be observed. For your own online shop, you need a complete legal notice (Impressum) and appropriate Terms & Conditions . You should also register as an artist with the tax office and complete a "questionnaire for tax registration" .

Copyright the artist – even after you sell your work.

Important : According to Section 44 of the German Copyright Act (UrhG), the rights of use, such as the right of reproduction, remain with the copyright holder unless otherwise agreed. However, promotional images may not remain publicly accessible after the sale has been completed, as clarified by the Higher Regional Court of Cologne.

The resale right (§ 26 UrhG) protects your economic interests by ensuring you receive a percentage of the proceeds from resales.

Shipping options and packaging for artwork

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

• Bubble wrap and parchment paper to protect the surface
• Foam boards or corrugated cardboard for a firm base
• Cardboard corners for framed artwork
• Shipping boxes of the appropriate size

Professional picture boxes conforming to Fefco 0409 offer reliable protection against impacts and creases. Therefore, you should always take out transport insurance for valuable items.

For international sales, also be sure to check import and customs regulations. Many galleries now offer return options – but clarify beforehand who bears the return shipping costs.

Gain visibility: Marketing for your art shop

Your art shop is set up, but without targeted marketing strategies, it remains invisible. Now it's about attracting the attention of potential buyers to your work and building a loyal following.

Using social media strategically

In the digital age, social media is indispensable for successfully selling art online. Different platforms fulfill different functions:

• Instagram is an excellent visual channel for artists. Here you can showcase your work, offer insights into your creative process, and interact with your followers. High-quality photos and videos of your artwork, along with strategically used hashtags, will increase your visibility.
• Facebook offers you the opportunity to use groups to directly promote your art. Particularly effective: regularly share posts with photos, as these perform significantly better than text alone.
• TikTok serves as a reach booster, but requires more time investment for the production of more elaborate videos.

Email marketing and newsletters

While social media offers reach, email marketing creates deeper connections. Newsletters allow you to connect with potential customers regularly and directly – independent of algorithms. You can target specific individuals:

• to provide insights into artistic processes
• Invite to exhibitions
• Introducing new works

Research shows that approximately 50% of email subscribers make purchases as a result of marketing emails. This direct communication builds trust and deepens the interest of potential buyers.

SEO for artist websites

Search engine optimization is crucial for your online shop to be found. Start with thorough keyword research on terms that potential buyers use, such as "buy abstract paintings".

In addition, you should:

• Regularly publish blog posts about your art
• Technically optimize your website (loading time, mobile-friendliness)
• Build high-quality backlinks from relevant websites

Most importantly: Stay on top of things and continuously create up-to-date content so that search engines visit your site more often.

Customer reviews and social proof

Positive experiences from satisfied customers can significantly boost your sales figures. In fact, the average consumer reads 10 reviews before making a purchase decision.

Various forms of social proof for your online art shop include:

• Customer reviews on your website and external platforms
• Detailed testimonials with photos of the purchased artworks
• Statements such as “Over X satisfied customers” or “X works sold”

Actively ask your buyers for feedback and reviews. This not only increases your credibility but also promotes interaction with your community.

A few more words to take with you…

The path to successful online art sales may initially seem overwhelming, but with the right strategies, you can master this process. In fact, the growing digital art market offers enormous potential for artists of all levels. Setting clear goals and strategically positioning your art style form the foundation of your success.

Carefully decide between your own online shop and established marketplaces – or use a combination of both. Regardless of the platform you choose, a professional presentation of your work through high-quality images and compelling descriptions remains essential. Remember that your personal story and the stories behind your artwork build strong connections with potential buyers.

Ultimately, your success in selling art online depends on your consistency. You need 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 survive and grow in the digital art world.

Start implementing these strategies today and watch your online art business develop. While building a successful art shop takes time, every step along the way is worthwhile. Your artistic work deserves to be seen and appreciated – use digital tools to share your art with the world.