Selling Art Online: Platform Comparison, Strategies, and Best Practices
Sell your artwork online successfully. Compare platforms like Etsy, Saatchi Art, and Artfinder. Learn pricing, shipping, and marketing strategies.
Selling Art Online: Platform Comparison, Strategies, and Best Practices
Selling art online has transformed from a supplementary income stream to a primary sales channel for many artists. The pandemic accelerated this shift, and collectors increasingly buy art they have never seen in person.
This guide compares major online platforms, explains how to set up for success, and covers the logistics of selling artwork digitally.
Quick Answer
- Start with 1-2 platforms rather than spreading thin across many
- Professional photography is non-negotiable for online sales
- Factor shipping and platform fees into your pricing
- Build an email list alongside platform sales for long-term sustainability
Online Art Selling Platforms Compared
| Platform | Commission | Audience | Best For |
|---|---|---|---|
| Saatchi Art | 35% | Collectors, interior designers | Original paintings, limited editions |
| Artfinder | 33-40% | International collectors | Affordable originals, prints |
| Etsy | 6.5% + fees | Craft buyers, gift seekers | Prints, small originals, crafts |
| Artsy | Varies by gallery | Serious collectors | Gallery-represented artists |
| Singulart | 40% | European collectors | Mid-range contemporary art |
| Your Own Website | 3% (payment processing) | Direct audience | Full control, brand building |
Choosing the Right Platform
Saatchi Art
Saatchi Art is one of the largest online galleries, representing over 100,000 artists.
Pros:
- Large collector base
- Interior design partnerships
- Artist retains 65% of sale
- Free to join
- Handles printing for print sales
Cons:
- Competitive (many artists)
- Curators select featured work
- Limited control over presentation
Best for: Painters, photographers selling originals and limited editions
Artfinder
Artfinder focuses on original, affordable art.
Pros:
- Curated artists (application required)
- International shipping support
- Strong European market
Cons:
- Competitive application process
- Higher commission (33-40%)
- Requires consistent inventory
Best for: Artists with a steady production of affordable originals
Etsy
Etsy is massive but art competes with crafts and vintage.
Pros:
- Huge audience
- Low fees (6.5% transaction + listing fees)
- Built-in search traffic
- Easy to start
Cons:
- Art gets lost among crafts
- Race to bottom on prices
- Requires active listing management
- Algorithm favors new listings
Best for: Prints, small affordable originals, art-adjacent products
Your Own Website
Selling directly gives maximum control and margins.
Pros:
- Keep 97%+ of sales (only payment processing)
- Full brand control
- Build direct customer relationships
- Own your customer data
Cons:
- Must drive your own traffic
- Handle all logistics
- Higher upfront time investment
- Payment and shipping setup required
Best for: Artists with existing audiences or marketing capacity
Setting Up for Online Sales
Photography is Everything
Online, your photos ARE the work. Poor photography kills sales instantly.
Requirements:
- Consistent, even lighting
- Accurate color representation
- Multiple angles for 3D work
- Scale reference (work next to objects)
- Detail shots for texture
- Framed and unframed options
See our artwork photography guide for detailed techniques.
Pricing for Online
Factor in:
- Platform commission (33-40% on most platforms)
- Payment processing (2-3%)
- Shipping costs (or factor into price)
- Packaging materials
If a painting costs $1,000 on Saatchi Art:
- You receive: $650 (65%)
- Minus shipping materials: $30
- Net to you: $620
See our pricing guide for complete strategies.
Writing Descriptions That Sell
Your description should cover:
- Medium and materials
- Dimensions (include frame if applicable)
- Inspiration or context (briefly)
- Shipping and framing details
- Keywords for search
Before: "Blue abstract painting" After: "Cerulean Dreams is a 24x36 inch acrylic on stretched canvas exploring the interplay of ocean tones. Ships ready to hang from my Seattle studio. Professional packaging, insured shipping included to US addresses."
Shipping Artwork Safely
Shipping is where online sales get complicated. Do it wrong and you lose money, time, and reputation.
Packing Materials
- Acid-free glassine paper (protect surface)
- Bubble wrap (minimum 2 layers)
- Cardboard corners
- Custom or sturdy boxes
- Packing tape (not masking tape)
Carriers Compared
Shipping Carrier Comparison
| Carrier | Best For | Insurance | Notes |
|---|---|---|---|
| UPS | Large packages | Up to $50K | Good tracking, expensive |
| FedEx | Fast delivery | Up to $50K | Reliable, pricey |
| USPS | Small/flat items | Up to $5K | Affordable, less reliable for large |
| Art shippers | High-value work | Custom | White glove, expensive |
Shipping Costs Strategy
Options:
- Free shipping built into price: Simpler for buyer, you absorb cost
- Calculated shipping: Accurate but can scare off buyers
- Flat rate by size: Good middle ground
Most successful online sellers build shipping into the price.
See our detailed shipping artwork guide for complete instructions.
Marketing Your Online Sales
Being on a platform is not enough. You need to drive traffic.
Social Media
- Instagram: Primary visual platform for artists
- Pinterest: Surprisingly effective for art sales
- TikTok: Growing for process videos
- Facebook: Older collector demographic
See our social media for artists guide.
Email Marketing
Build your own list:
- Offer updates on new work
- Behind-the-scenes content
- First access to new pieces
- Studio sale announcements
Your email list is the only audience you truly own.
SEO for Art
Optimize titles and descriptions:
- Include medium, style, colors
- Use terms collectors search
- Location keywords if relevant
- Size descriptors
Avoiding Common Pitfalls
Underpricing
Do not race to the bottom. Low prices signal low quality and attract problematic buyers. Price appropriately even on accessible platforms.
Inconsistent Inventory
Platforms reward active sellers. Post new work regularly. Remove sold work promptly.
Ignoring Customer Service
Respond quickly to inquiries. Pack carefully. Include thank-you notes. Online reputation is everything.
Platform Dependence
Never put all eggs in one basket:
- Use multiple platforms
- Build your own website
- Grow your email list
- Develop gallery relationships
Platforms change policies, raise fees, and occasionally shut down.
Track Your Art Career
Manage your portfolio, track sales, and maintain your CV in one place with Artsume.
Frequently Asked Questions
Frequently Asked Questions
Conclusion
Selling art online is now essential for most art practices. Start with one platform, master the logistics, and expand from there.
The keys to success:
- Professional photography
- Appropriate pricing with fees factored in
- Reliable shipping
- Active marketing
- Excellent customer service
Ready to build your online presence? Create your free Artsume profile to manage your portfolio and connect with opportunities.
Last updated: January 2025
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