An ever changing world

Online sales platforms are now vital resources for today’s artists, transforming the way art is created, shared, and sold. In the past, artists relied heavily on brick-and-mortar galleries, exhibitions, and physical markets to showcase their work. These traditional venues often required significant financial investment and access to established networks, limiting opportunities for emerging artists. Online platforms have democratized the process, allowing artists to bypass gatekeepers and connect directly with global audiences.

One of the primary advantages of online sales platforms is accessibility. Artists can now reach collectors, enthusiasts, and buyers from around the world with a few clicks, vastly expanding their potential market. Whether through dedicated art marketplaces like Etsy, Saatchi Art, or Artfinder, or general platforms like Instagram and Shopify, artists can showcase their work, build personal brands, and engage with a diverse audience. These platforms also offer tools for marketing, customer engagement, and analytics, helping artists optimize their sales strategies.

The business of selling art is shifting towards greater autonomy for artists. Without the constraints of gallery commissions and exhibition fees, many artists are finding they can retain more control over their pricing and creative direction. This independence, coupled with the ability to maintain an online portfolio and social media presence, allows artists to cultivate their following and develop their business over time.

Moreover, the rise of digital art and NFTs (non-fungible tokens) has opened new revenue streams. Digital artists can now sell unique or limited-edition digital works through blockchain technology, appealing to collectors interested in the novelty and future of art ownership. This trend has disrupted the conventional art market, enabling artists to profit from both physical and digital mediums.

As the business of selling art evolves, online sales platforms empower artists to take charge of their careers, connect with global audiences, and thrive in a rapidly changing market.

However, this is not an easy option. While artists may feel that they simply have to post some pictures and their work will miraculously sell, the reality is that online sales also require work and commitment. Algorithms need to be played, and artists - and galleries - need to be diligent in posting new work and keeping potential audiences engaged. Online exhibitions, interviews, insights into an artist's process and inner world - all these help buyers feel a sense of connection with creators. It is this connection that can help push a buyer into purchasing a work. Obviously, the motivation for buying an artwork can vary - from investment to simply falling in love with a piece - but creating a feeling of understanding the maker of the piece can make a world of difference. 

So, why do some artists and galleries feel so wary of online platforms? Well, firstly, there are a lot of scams out there in the cyber ether, and there is no guarantee that spending (often a great deal of) money will translate into sales. Secondly, there is some resistance to change, to acknowledging that the world of art sales is not as it once was. Perhaps there is a feeling that sales can be made through online shops on a gallery or artist's own website, but driving traffic to those sites is never easy. At least online platforms, and especially the reputable ones, already have a wide pool of potential viewers who visit the site on a regular basis. 

There is no easy way when it comes to art sales. If there was all of us in the art world would be rolling in money and blog posts like this would not exist. But, it's not easy, for artists or galleries. We must continually think of clever marketing schemes, be constantly on the ball in terms of posting on social media, of jumping on any and all opportunities to raise our profile. But, online platforms give us another channel to work with. Yes, they are expensive, and a lot of research is required into whether they are worth it, but in an ever changing - and rapidly shrinking - world, they offer an opportunity to connect with potential buyers in far flung lands and, hopefully, bring a diverse array of work to distant markets.