As an artist, knowing where and how to sell artwork can be tricky. Exhibiting in local galleries will allow the artist to reach only a limited audience, and sales will depend entirely on who walks through the door on any given day. An online marketplace has a truly global reach, allowing a discerning international art buying market to discover and purchase works.
There are dozens of acceptable ways to sell original artwork online. From using social networking sites and groups to creating a custom website, shop in an online marketplace, or joining an online art marketplace or online art gallery. The choice depends on exactly what is being sold, the target audience, the profile of the ideal buyer and the asking price.
Online marketplaces for art
Art marketplaces or online galleries are the art galleries of the online world. Some of these online galleries are very selective in the works they promote, choosing to stick to a certain style or genre or caring particularly about the processes and quality of each piece. Others will require a certain level of prior success before considering a piece, effectively weeding out new artists.
Other art markets and online galleries go the other way and allow anyone to post listings. These sites are helpful for new artists, but they are not as lucrative or as successful in generating sales as more established art markets with a solid reputation behind them.
How do online galleries work?
Most art markets and online galleries sell by the artist, operating as a gallery. The piece and its details are published online (usually according to strict photographic standards) and made available for site visitors to view. The customer places the order online, the artist ships the piece and provides proof of shipment, and the marketplace pays the artist, minus the artist’s commission.
Commissions can be as high as 30% and the onus is on the artist to ensure that the piece is shipped correctly so that it arrives fully intact and undamaged, barring natural disasters and civil unrest. So why is the commission so high? In effect, the artist is accessing a gallery, advertising and marketing where payment for these services is only made when closing a sale.
Services offered
Not a bad deal when you consider that online art markets and galleries are in the business of merchandising art. The more works they sell, the more money they make. They have a vested interest in selling the artworks on their listings. Many destination sites are for serious art buyers, exposing new artists to a wide audience of paying customers.
Also, online galleries are searchable. Seeing a particular listing can prompt a buyer to search for the artist’s name and other works, or even find their website (if they have one, which is recommended). Another advantage is that the names of newcomers appear alongside the names of established and esteemed artists in the industry. There is nothing like being in good company.
what to look for
There are a number of popular art markets and online galleries and countless smaller, independent galleries also market online. The best option is to find one that is completely free to join and has no membership fees. This will ensure that the money is not lost before it is made.
An online gallery should also empower artists to take an active role in creating and managing their own store, ensuring complete control over their online listings and profiles. However, the online gallery must also market and promote listings for free. An online gallery should charge below 30% commission, unless its service offering is exceptional.
