Introduction
Being a professional artist involves more than just producing stunning artwork. It entails being aware of audience development strategies, art product pricing, and the particular needs for transporting artwork. It requires an entrepreneurial mindset.
Artists distributed their work through independent gallerists, agents, and shops prior to the advent of e-commerce platforms. Independent artists can now own their revenue streams and produce and sell art online thanks to today’s creative tools.
In order to reach a wider audience, curators and gallerists have been able to showcase more artists and diversify into the sale of reasonably priced art prints online.
With guidance from painters and gallerists who have achieved success online, this comprehensive guide will show you how to market art online, regardless of your background as an artist or curator.
How to see your art online?
The fundamentals of online art sales will be discussed in the sections that follow. Examine subjects for all skill levels, such as handling printers and plagiarism.
This article contains practical guidance for all professional artists, regardless of their artistic interests, including sculpting, digital art prints, and authentic acrylic paintings. Hear professional tips from artist Maria Qamar, also known as Hatecopy, Ferme à Papier proprietor Cat Seto, and Ken Harmon (Gallerist of Spoke Art). These professionals will guide you through every stage, from figuring out how to market your paintings online to making copies of your artwork for retail sales.
1. Select your business plan: Sell your own artwork or other artists’ creations
Online art sales can be made in two ways: curating or creating. In addition to producing and distributing her own art, Cat also represented other artists in her boutique, which helped her develop her profession. Which one do you prefer?
Make your own artwork and market it
Creating original artwork, original reproductions, or digital artwork and selling it directly to consumers or indirectly via a gallery, store partner, or agent, you are regarded as an artist.
Direct sales for artists have never been simpler due to the almost daily emergence of new creator tools. Galleries can introduce your paintings to new viewers if you’re developing your ability to sell them online. In order to assist with handling, shipping, exhibiting, and promoting artwork, they might also have contact with experts and resources.
Curate other artists’ creations
You can become a curator and sell art even if you are not an artist but have a keen eye and a passion for the art world.
It’s possible that some artists choose to leave this portion of the business to retail partners, curators, and gallerists rather than dealing with marketing or finding out how to market their art online. As an artist’s partner, you receive a portion of the sale price in return for your assistance and business acumen.
There are a number of methods to collaborate with creators to sell their work online, including licensing pieces for use in publications or on items, or selling prints or originals.
2. Choose whether to sell reproductions or original artwork
Your chosen method and the type of art you create will determine the best strategy to sell it online. You can decide to sell copies of your artwork, sell your own artwork, or do both.
For instance, fine painters who use traditional media and charge high prices might decide to offer only original works, while digital art is excellent for prints and merchandise because it can be replicated without sacrificing quality.
In actuality, the majority of 2D artwork can be delicately replicated to yield an infinite number of sales of a single piece.
Take a look at the below-mentioned formats:
- Original art: Original artwork, such as paintings, sketches, and drawings (Note: copies of the same piece can be sold along with the original artwork.
- Prints in limited or open edition: Unframed, framed, or canvas prints
- Digital art or downloads: print-at-home artwork, templates, desktop wallpaper, etc.
- Custom art: Created on demand by a client or on a company’s commission.
- Merchandise: Greeting cards, stationery, enamel pins, t-shirts, hats, iPhone cases, and more may all be printed with your artwork.
- Repeat prints: Repeat prints might be found on wallpaper, wrapping paper, or fabric.
- Licensing: “Renting” magazines or brands (excellent for photographers and illustrators)
- Brand partnerships: a small selection offered at the partner brand’s store
How to offer paintings for sale online
Everything you need to know to sell paintings online as an artist is covered in this tutorial. Every step is applicable to selling art online for original works and reproductions, with the possible exception of the part on printing your artwork.
How to offer prints for selling art online
Everything you need to sell prints digitally is also available. With the help of this guide, you will learn how to sell art online and earn money by repeatedly copying original works of art. The part that focuses on printing your artwork and how to use print-on-demand goods to begin selling art online with a few clicks should especially catch your attention.
Selling various kinds of replicas of art
Patrick Hunter is an Indigenous artist who produces affordable replicas of his artwork on items such as clothing and greeting cards.
It can be more challenging to replicate or use some media, such as sculpture, for commercial purposes. However, for those that cannot be scanned and printed, there are nevertheless ways to make extra money off of a single design. For instance, clay artists can reproduce comparable pieces using the same mold, and 3D printers can produce 3D designs again.
Limited edition versus open edition art print reproductions
A single piece of art might produce results for a limited period of time or indefinitely when it is reproduced on t-shirts, mugs, or art prints. Selling prints of your artwork can be done in one of two ways: limited edition or open edition.
Open edition: What is it?
Open edition refers to the printing and distribution of an infinite quantity of products (prints or replicas of the original work). As long as there is a market for a single work of art, you can make money off of it endlessly.
Your work may lose value overall, though, if your works are made available indefinitely.
Limited edition: What is it?
A limited edition print is one that is produced in a specific quantity before being destroyed. To increase value & authenticity, the artist frequently signs and numbers these.
Limited supply gives value to the artwork, allowing you to sell copies at a higher price range even when fewer products are sold.
Spoke frequently chooses to employ the limited edition approach. “We put a lot of effort into finding goods that are truly unique to sell. It is important to respect special things as such,” Ken explains.
Spoke will restrict how many of a particular print each consumer can purchase in order to reduce reselling. As Ken explains, “We always prioritize ensuring that the people who are truly fans are able to purchase the items that we sell.”
3. Take a picture of your work and scan it
Effective product photography and accurate product representation are critical for any small Internet business. In the absence of tactile experience, prospective buyers must rely on crisp, precise photographs to give them an accurate representation of what they are purchasing.
Online art sales are no different. “It will be more difficult to market your product if you’ve got a negative perception of it or if the picture is not a true representation of it,” Ken explains. Otherwise, you’ll have to handle irate clients and return processing.
Taking pictures of artwork to sell
It’s a little more difficult to shoot art objects than other items, and even with a simple lighting setup, glare and color abnormalities can occur. When photographing larger pieces or artwork that includes glossy or three-dimensional aspects, think about hiring an expert.
The main principles of product photography are applicable if you’re selling merchandise or other items that showcase your artwork:
- Capture crisp images from various perspectives and close-ups to convey texture and intricacy.
- You can use lifestyle photographs, which feature the item being sold in a scenario, to illustrate scale on your website and social media accounts.
Mockup pictures can be used on your product pages either in place of or alongside the photography, and print-on-demand businesses frequently offer them.
Selling art online by scanning it
Ken suggests scanning as a practical and reasonably priced substitute for photography for 2D projects. He states that using a desktop scanner to scan the work in sections and piece it back digitally is the most economical way to accomplish it. “Most works on paper or canvas are rather simple, but it can be a little more difficult if you have a work that has a high-gloss coat or a resin.” Galleries and additional printing services can be helpful for more difficult scans.
In both situations, you want the finished product to be as accurate a representation of your work as possible so that you can sell digital or print art or utilize it in a portfolio.
4. Locate a printer so you can print your artwork
Working closely with the printer, whether it’s your home inkjet or a business that does it for you, is the key to knowing how to market your copies of your artwork. To assist you offer art prints along with additional products to your audience, there are a variety of alternatives available, ranging from do-it-yourself to totally hands-off.
DIY Printing
If you have a home office printer, good paper, and ink, you can begin selling art online. This strategy can help emerging artists keep expenses down, but it might not be viable as your business grows.
Maria explains, “I used to print, wrap, and distribute all of the posters that were ordered by hand.” The volume eventually got to the point that I was unable to find time to sketch. My days were entirely devoted to delivery and transportation.
Though certain specialized home printers might let you print on fabric or canvas paper made especially for this use, this method is typically restricted to selling artwork on paper.
Making use of a printing service
Your work can be mass-produced by an online or local printing business, which may even provide bulk pricing if you need a lot of identical pieces. If your catalog is tiny and you sell a lot of those works, this can be the greatest strategy to sell art online.
You will still be in charge of packing and delivering the artwork that you sell online if you choose this option. Because these businesses have more sophisticated printers, they may frequently create prints of excellent quality.
On-demand printing services
The most flexible and hands-off alternative for selling art online is print on demand, which is also the simplest, particularly if you want to sell your creations printed on merchandise like t-shirts and caps.
Your online store and services for printing on demand typically work together. The integration initiates the printing and direct shipment of that item to the buyer upon the placement of an order. Since no inventory or equipment needs to be purchased, this is a fantastic choice for art sales on a tight budget.
When Maria’s workload became too heavy for her to handle herself, she switched to a print-on-demand business. She says, “I just need to submit and let it take care of the rest.” “I can now concentrate on genuinely doing work and interacting with others.”
Print-on-demand goods continue beyond paper prints. From stickers to phone cases, you may sell your artwork printed on a variety of products.
Advice: To check the print’s colors & quality, ask the print-on-demand company for samples. This is particularly crucial if your clients will be receiving the things directly.
5. Establish your artistic brand
As a creative learner, your brand might develop as a logical progression of your work. You will be recognized as an artist by the style you choose and medium, and this simply will draw in customers and admirers. You will have to make a lot of intentional choices, though, when you begin to consider yourself as an artist and a business.
Your brand narrative as an artist may influence someone’s decision to purchase since art is a very personal and occasionally emotional purchase. The visual appeal of the artwork itself should also be reflected in or complemented by other corporate assets, such as packaging and website design.
The following questions should be addressed in your branding activity:
- Do you produce and market your artwork using a brand name, an alias, or your real name?
- What strategy will you use for brand storytelling? To what extent will you share your own story?
- Do you wish to use your brand to convey a cause, mission, or set of values?
- What is your brand identity’s visual direction, aside from the artwork itself? What kind of communication style do you use?
- Which branding materials are required? You may create a logo using a logo maker and carry out branding design using free and easy tools, even if you lack the design expertise or financial means to engage a graphic designer.
You can use the answers to these questions to develop a set of brand standards that will serve as the basis for marketing collateral, website design, and other projects. These principles can assist you in maintaining brand consistency when assigning responsibilities to employees or additional partners as your firm grows.
Your brand narrative can appear on your website’s About page, as well as in your social media material and packaging inserts.
Because of their personal brands or online personalities that are strongly related to their art, many artists develop fan communities. In her social media campaign, Tatiana Cardona, better known by her stage name Female Alchemy, has opted to center her face.
6. Decide on the retail prices for the products you sell
How can one genuinely earn money from selling art online? If you understand the worth and pricing of your work, you may earn a livelihood as a functioning artist. The difficulty with pricing art is that it doesn’t always fit easily into standard pricing schemes.
The pricing of original artwork
Any business that wants to be sustained over the long run must eventually turn a profit. You must appropriately price your artwork in order to accomplish this. You can begin by pricing your original artwork using this simple approach if you’re just starting out with online painting sales and don’t yet have a well-known name:
Retail pricing is the sum of your marketing and sales costs, material costs, other expenditures, and profit (markup).
It’s useful to account for the duration that you spent making the artwork while using this technique. Artists often underestimate the value of their time and labor, particularly in the early stages.
Tip: To determine a price that benefits you, the art gallery, and the market, you can collaborate with gallerists, who are professionals in the appraisal and pricing of art. Keep in mind that if you are selling art online and in person, the gallery will keep a portion of the sale price.
How much to charge for art prints that you want to sell
A simpler price formula can be used when selling prints of artwork or other reproductions:
Retail pricing is the sum of your printing costs, marketing and sales costs, other costs, and profit (markup).
If you sell limited-edition or open-edition prints, your markup can be on a scale. Additional costs could be for expert help, studio rent, app or software fees, office supplies, and more.
According to Cat, “Knowing what you offer represents and what you aren’t ready to compromise are critical components in influencing decisions regarding pricing.” Despite the fact that printing on green paper would increase the cost of materials and, eventually, the selling price, she felt that it was essential. It’s crucial to let the buyer know about these choices, particularly if your charges are greater than typical.
7. Create a website to sell your artwork online
Your own website is the most effective approach to selling your artwork online. This portion is just assembly; if you have already decided on price, brand rules, and your business strategy (originals, prints, and merchandise), you have already completed a lot of the legwork.
Critical pages
Customers should anticipate seeing a few essential pages when perusing any e-commerce site. These consist of a collection page, product page, about page, contact page, and homepage. Terms and conditions, the FAQ, the privacy policy, and the shipping policy are a few lesser-known but essential resources to take into consideration.
A gallery or portfolio website can also be helpful for artists who want to sell through galleries, license their work, provide bespoke art, or draw in brand collaborations.
Themes and store design
Choose a theme for your web-based art store that features lots of white space and huge photos to allow your artwork to shine. Themes function similarly to templates, which you may modify to fit your company’s needs by adding your own copy and graphics and adjusting the style and color scheme.
Although themes are made to be readily adjusted without the need for code, you may make even more changes by enlisting the assistance of an expert for design and development work.
Art store apps
Numerous apps and plugins available in the WordPress and Shopify Application Store integrate seamlessly with your online shop in order to address particular issues, offer special features, and make store management easier so you can concentrate on the more creative parts of your business.
Some apps that can help you sell your artwork online:
- Apps for printing on demand. You can integrate programs like Printify, Creativehub, or Printful with your store if you offer digital prints and merchandise.
- Applications for galleries. To showcase your work with galleries and brands interested in collaborating with you, you may employ an app such as POWRful Photo Gallery to create a catalog or portfolio.
- Applications for social media marketing. An application such as Instafeed, which aggregates Instagram photos into an album on your website, might help you keep your material fresh.
- Applications for product pages. Utilize an application such as SC Product Options to layer item variations if you’re selling art online with overlaying options (frame, size, no frame, paper kind, etc.).
8. Find other internet platforms for art sales
Which internet marketplace is the best for selling your artwork? It’s where your ideal client is already present, apart from your own web store. For instance, if you have a large following on a certain social media platform, that could be a fantastic starting point.
It’s critical to have an omnichannel approach to safeguard your creative independence. You can take control of the audience you attract and the look and feel of your place when you have your own online store. Adding other platforms, however, might help you reach new audiences and develop your own artistic identity.
Where can I sell my artwork online?
- Utilizing an e-commerce solution such as WordPress or Shopify, you can sell products online using an independent e-commerce site.
- You may connect internet marketplaces such as Etsy, eBay, or Amazon straight to your online business to synchronize sales and expand your customer base.
- You can exhibit where art enthusiasts gather by using other art-specific markets (Society 6, Artfinder, Fine Art America, Saatchi Art, etc.).
- Instagram and Facebook are examples of social media platforms that can be integrated with the shop. Advertise on TikTok and sell there to attract followers to the shop.
- Sell in bulk or offer to other internet galleries and shops. If you are looking for shops that are interested in selling your artwork, you might search wholesale markets.
- Partnerships with artists who sell their work online. Collaborate to create content that will be sold and promoted on both your own and their websites to reach their audiences.
In addition to selling wholesale, Cat also works on bespoke projects for brands and clients and sells directly to consumers. “If I had made an effort to reconcile all of them from the beginning,” she affirms. “I think that would have overwhelmed me.”
9. Use pop-ups, gallery shows, and events to sell your artwork offline
Since Maria usually uses traditional media, her work’s texture and scale lose a lot of its effect when viewed digitally. “You can come into an art studio and see that I’m a genuine person with technical talents who can create paintings and huge installations because it’s true physical work,” she adds.
Offline art sales allow artists to reach new audiences and establish connections with their fans. In-person interactions can be used to encourage customers to return to your web store.
When selling one’s own artwork in person, keep the following in mind:
- Join forces with an exhibition space to display your work and create excitement.
- Consider setting up a temporary or semi-permanent stand at regional art fairs, markets, and events.
- Create a modest pop-up inside a current store or consign or wholesale with retail art, lifestyle, or gift retailers.
- When you first start your website, make your studio accessible to the public. You can also bring fans into what you do by holding regular open studio hours every week.
- Operate a pop-up store (to cut expenses, and collaborate with other artists).
- In return for the publicity, “lend” or consign décor work to up-and-coming retail establishments like cafés.
Future developments in the art industry could be significantly impacted by technological advancements like AR and 3D for online stores and the move toward interactive media, so it’s critical to keep up with consumer trends as you discover ways to sell your work and expand your business.
10. Sell your art by collaborating with galleries
If you have no interest in managing the commercial side of art, you can arrange for galleries to make sales of your artwork on your behalf. You can also use galleries as an extra outlet to support your own efforts. Through this collaboration, you may be able to reach new audiences, such as art collectors and serious consumers.
A few things to keep in mind when collaborating with galleries are as follows:
- DO visit the galleries’ social media pages. “That gallery can give you pause if you possess more followers than they do or if they don’t have many,” Ken explains. A gallery ought to be able to provide you with more exposure than you might obtain on your own.
- Don’t use social media to contact a gallery unless they directly request it. “We put a lot of effort into social media, but if you’re an artist, that’s just not an appropriate way to get your message across,” Ken adds.
- Conduct thorough research and only get in touch with galleries that exhibit pieces that align with your personal aesthetic. It is impossible to market street art to someone who appreciates impressionism, Ken explains.
- AVOID compromising quality for numbers. “When an artist tries to attract our attention by tagging us and twenty other galleries in the exact same post, it’s annoying.” Choose the galleries you would most like to collaborate with, then send each one a personalized outreach.
- Get your homework done. “Find out who the gallery’s curator or director is,” advises Ken. “An excellent place to start in that process is by being able to customize emails.”
11. Get a license for your art
As an artist, you can earn money through licensing in addition to selling tangible art, including originals and reproductions. The process of selling authorization for a company, organization, agency, stock picture website, brand, or individual to use a digital copy of your picture for a certain purpose and period of time is known as licensing.
Though typically there are restrictions in place to safeguard the artist, licensing agreements can include provisions for unlimited use or the indefinite use of digital artwork. Before accepting any legal contract, be sure that you know what you’re getting into and that you still control your image.
Advice: Seek assistance from a contract attorney when negotiating the conditions of your licensing contracts. As your reputation grows or the worth of your artwork rises, this becomes even more crucial.
12. Promote your creative brand
Like Maria, many artists began their careers on social media, first building a fan base before opening a shop and making money off of their creations. It makes sense to focus your initial efforts and marketing budget on the medium where you have the greatest initial traction.
With more than 100,000 followers on Instagram, creator Adam Spychala utilizes the medium to advertise both his print store and his artwork.
You may promote your artwork and increase traffic to the channels of sales in a number of ways. Give these brand-building techniques a try:
- Paid advertisements. Ad campaigns can be run on sites like Facebook and Google.
- Invest in natural social media content by publishing regularly and interacting with online art groups and fans.
- Promote sales or provide special discounts. To expand your email list, use these.
- Make use of influencer advertising. When you introduce the newest line or your website, get in touch with the press and creators.
- Use SEO. Improve your store’s visibility on search engines by learning about SEO for e-commerce.
- Attempt offline advertising. To reach more people, you can collaborate with a gallery or take part in art fairs and markets.
- Put content marketing to work. Utilize your skills to produce art-related, instructional, behind-the-scenes, and other content for an online journal, TikTok account, channel on YouTube, or podcast.
Artist Segun Caezar provides his admirers with behind-the-scenes content that shows how he does his paintings.
13. Package and deliver your artwork
Given the visual nature of art, you should be mindful of even the smallest aspects, such as the packaging and shipping of your work. Give your consumers an experience of unboxing that is as good as the craftsmanship and attention you put into your creations. The very least you can do is deliver art that is unharmed.
Since artwork can be delicate, abide by these rules to make sure your piece gets there undamaged.
DIY art shipping
Make sure to box your prints & canvases carefully if you are delivering original artwork or want to ship them yourself instead of using a print plus fulfillment business. Rigid cardboard sending envelopes work best for smaller prints, while cardboard shipping tubes work best for larger posters and prints.
Prints inside the package can be protected by using transparent cellophane sleeves or glassine, a paper that resists water & grease. Customers’ experiences with your company’s products can be enhanced and delighted by custom-branded packaging, such as tissue paper and poly envelopes with your artwork or logo.
To assist you in determining the cheapest shipping prices for every market and cargo, a number of e-commerce platforms interface with shipping companies and shipping applications. Choose between charging a flat fee to maintain transparency in shipping or offering free shipping and including the cost in the selling price.
Shipping pricey and large original artwork
Extra care must be taken when handling canvases and framed artwork. Packaging supply stores provide shipping and packing supplies such as cardboard corners and art-specific box sizes.
You can save money if you’re shipping original artwork to an art collector or gallery. “We sometimes un-stretch the canvas, put it in a box, and send it in that manner, which significantly reduces the freight expenses,” Ken explains. “The canvas is then able to spread locally.”
Direct art shipment combined with printing-on-demand
The simplest method of selling artwork online is to contract with a print-on-demand vendor to handle all the printing process, fulfillment, and shipment. Their ties with carriers and volume allow them to achieve excellent shipping costs.
Fine art shipping insurance
Insurance is crucial when sending original artwork because a damaged or lost package cannot be replaced. You should research the exact additional coverage prices and limitations for every carrier’s insurance options if you ship your artwork. Most regular carriers give pretty basic protection on most shipments.
Even if they are more expensive, consider hiring a private freight business or an agency that focuses on artwork handling for pricey pieces.
14. Recognize copyright and plagiarism for artists
Ken and Maria both agree that plagiarism and copycats are an unavoidable part of doing business. Maria only ever filed a lawsuit once before changing her mind.
Hatecopy’s imitations are interpreted by Maria as proof that she is right on the money. They wouldn’t imitate me otherwise, so it’s an indication that I’m motivating others to realize that what I’m doing is correct, she says. “I’m not insulted or upset by it anymore.”
A recurring issue for galleries that sell art online and represent several artists is imitation websites. “Unfortunately, it’s just the way the entire world operates. It happens, but we try our best,” Ken explains.
Artists and companies have legal options and should consult a copyright attorney to help safeguard intellectual property once infringement occurs, even though copycats may exist.
Launch your online art business today
Many new artists find that starting with what they already have is the greatest approach to discovering how to market their work online. Cat began creating art in an empty bedroom. A table in the kitchen or a cellar can serve as your starting point.
To become a successful artist, you must approach the process as an entrepreneur from the beginning. Learning the business side of things may be difficult for you as a creative person, but in the end, it will help you expand and build your online painting career. “You may be an expert in both business and the arts,” Maria explains, “but an excellent brand is actually the result of combining the two.”
Frequently Asked Questions
1. Which website would be ideal for selling my art?
The best method to sell artwork online is to use a platform such as WordPress or Shopify to create an individual branded e-commerce website. Other options for selling your artwork include social media sites like Facebook Shops and Instagram, as well as online marketplaces for art and crafts like Etsy. To determine the ideal online marketplace for your art, discover where your target audience shops.
2. What steps must I follow in order to sell my artwork online?
A few easy steps will help you get started if you’re an artist trying to figure out the best way to sell your work online:
- Select between originals and replicas.
- Locate a printer (for copies).
- Create a brand for yourself as an artist.
- Create an internet store.
- By selling via online galleries or marketplaces, you can reach a wider audience.
- Promote your creative enterprise.
3. Is it lucrative to sell paintings online?
If you are deliberate regarding your pricing and promotional tactics, selling artwork online can indeed be successful. Setting retail prices that involve a profit margin requires an understanding of your expenses, which should include art supplies, marketing expenses, e-commerce or platform selling fees, and other expenses.
Following your learning on online art sales, you can investigate the various platforms that can assist you in reaching your target audience. You may increase your reach as well as sales by selling through marketplaces, but watch out for fees that could reduce your earnings.
4. How can a novice sell their artwork online?
Finding the best methods to reach your audience and knowing your brand are the first steps in acquiring the skills to sell art online. It’s usually better to begin selling original paintings through your own internet store. The cost of original artwork will be far higher, thus developing a devoted following is crucial. You can increase your visibility as an artist by broadening your sales channels, such as managing an internet gallery or selling paintings online through a website like Fine Art America.
5. What kind of art is the best seller?
Because art is so subjective and wide-ranging, this is a challenging question. Selling prints of your art can be incredibly lucrative because you can keep making money off of just one piece. You can probably sell more if you set your prices lower than for original paintings.
To learn what art dealers and prospective purchasers are buying, curators should keep up with contemporary art and design trends. Then, they should collaborate with artists who have a high chance of success. As an artist, you should focus on your most popular style and grow your fan base from there.