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Making a living as a career artist is more than creating beautiful art. It involves understanding how to build an audience, how to price art products, and the unique requirements for shipping art. It means thinking like an entrepreneur.
There are two ways to sell art online: create or curate. Cat built her career both ways, by creating and selling her own work and representing the work of others in her boutique. Which one is right for you?
As an artist, you are the creator, producing original art, reproductions of originals, or digital artwork, and selling directly to your customers or indirectly through a gallery, retail partner, or agent.
Some artists may not be into marketing or figuring out how to sell art online and instead rely on gallerists, curators, and retail partners to handle this aspect of the business. As a partner to artists, you make a percentage of the selling price in exchange for your business knowledge and service.
Fine artists using classic mediums and selling at high price points may choose to sell only originals, for example, while digital art, which can be reproduced without loss of quality, is great for prints and merch. However, most art created in 2D mediums have multiple options for generating unlimited sales on a single work.
This guide will provide you with everything you need as an artist selling paintings online. With the exception of the section on printing your art, each step applies to online art sales for both original and reproductions.
Some mediums, like sculpture, are more difficult to reproduce or use for merchandise applications. But for those impossible to scan and print, there are still ways to generate additional income from a single design. For example, clay works may use the same mold to generate similar pieces, and 3D designs can be created over and over with a 3D printer.
Open edition means printing and selling an unlimited number of products (reproductions or prints of an original work). With this option, you can continue to profit from a single piece of art indefinitely while there is still demand for it. However, the unlimited availability of your pieces may devalue your work overall.
Limited edition means printing only a certain number of prints before they are gone. These are often numbered and signed by the artist to add value and authenticity. The limited availability adds value to the art, meaning you can sell prints at higher price points.
Product photography for art is a little trickier than other products, and a basic light setup may still cause glare or color irregularities. Consider hiring a professional to shoot larger works or art with any three-dimensional or glossy elements.
A local or online printing company can reproduce your work en masse and can even offer bulk discounts if you are printing many of the same piece. This can be the best way to sell art online if you have a small catalog and high sales volume of those pieces.
Print-on-demand services generally integrate with your online store. When an order is placed, the integration triggers that piece to be printed and shipped directly to the customer. This is a great option for selling art on a budget, as there is no need to invest in equipment or inventory.
? Tip: Request samples from the print-on-demand provider so you can inspect the colors and quality of the print. This is especially important if items will be sent directly to your customers.
As an artist learning how to sell your artwork, your brand may evolve as a natural extension of your art. Your chosen style and medium will define you as an artist and you will naturally attract fans and buyers based on this alone. However, there are many decisions you will need to consciously make when you start to think of yourself as a business as well as an artist.
The answer to these questions will help you build a set of brand guidelines that will form the foundation for website design, marketing materials, etc. If you eventually scale your business, these guidelines will help you maintain brand consistency as you delegate tasks to staff or other partners.
Your brand story can surface in multiple places including your social media content, inserts in your packaging, and on an About page on your website, like this one from Australian artist Sarah Migliacco.
Many artists build fan bases based on their online personas or personal brands that are closely tied to their art. Tatiana Cardona, also known as Female Alchemy, has chosen to put her face at the center of her social media strategy.
Where the formula above fails is that the value of art is subjective and not necessarily dependent on concrete details like material cost or labor hours. Famous and successful artists can fetch exponentially more for a piece that has roughly the same creation costs as that of a new artist. Check the market to compare your pricing to similar artists at similar levels and adjust accordingly.
? Tip: You can work with gallerists, who are experts at valuing and pricing art, to set a price that makes sense for you, the gallery, and the market. Note that the gallery will take a cut of the retail price when selling paintings online and IRL.
Your markup may be on a scale depending on whether you sell open- or limited-edition prints. Other expenses may include office supplies, software or app fees, professional services, studio rent, and more.
Every ecommerce store should have a few key pages that customers expect to see when browsing. These include a homepage, contact page, About page, collection pages, and product pages. Some lesser known but important pages to consider are terms and conditions, FAQ, privacy policy, and shipping policy pages.
Having an omnichannel strategy is important for protecting your independence as a creator. Your own online shop allows you to own the look and feel of your space as well as the audience you build. But layering on other channels can help you access additional markets and build your personal brand as an artist.
You can work with galleries to sell your art on your behalf if you are not interested in handling the business side of art, or as an additional channel to complement your own efforts. This partnership can give you access to new audiences, including serious art buyers and art collectors.
?Tip: Consult a contract lawyer for help in negotiating the terms of your licencing agreements. This is especially important as you gain more cachet or the value of your art increases.
If you are shipping original art, or elect to ship prints and canvases yourself, rather than through a print and fulfillment company, take extra precaution with your packing. Larger prints and posters are best shipped in cardboard mailing tubes, and smaller prints in rigid cardboard mailing envelopes.
Use glassine (a water and grease-resistant paper) or clear cellophane sleeves to protect prints within the packaging. Custom branded packaging like tissue paper or poly envelopes that feature your branding or art can spark delight with customers and improve their experience with your brand.
Many ecommerce platforms integrate with shipping providers and shipping apps to help you find the best shipping rates for each market and package. Determine if you will offer free shipping and roll the shipping cost into the retail price or charge a flat fee to keep shipping transparent.
The easiest way to sell artwork online is to outsource all of the printing, fulfillment, and shipping to a print-on-demand partner. They are able to access great shipping rates due to volume and partnerships with carriers.
The best way to sell art online is by building your own branded ecommerce site with a platform like Shopify. You can also sell your work on a crafts and art marketplace like Etsy or on social media platforms like Instagram and Facebook Shops. Understand where your target customers like to shop to find out the best place to sell your art online.
This is a tricky question because art is very broad and subjective. When you sell prints of your work, it can be very profitable because you can continue to generate income from a single piece. Lower price points (versus original art) mean you likely can sell more volume. Curators should follow trends in art and design to help understand what art collectors and potential buyers are buying, then work with artists that have high success potential. As a creator, you should lean into the style that you do best and build a following from there.
Yes, you can work with galleries to sell your art. Both online and physical galleries are always looking for new talent to represent. They can help with online art sales or promote your original artwork in a gallery exhibition. Many successful artists benefit from showing their work in this way. Reach out with a personalized and professional email with links to your portfolio. Each gallery may have different processes for submissions, so do your homework!
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