Selling Art Online: Platform Comparison, Strategies, and Best Practices

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.

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 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.

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 Artsumé profile to manage your portfolio and connect with opportunities.

Last updated: January 2025

Related Guides:

• How to Price Your Artwork
• Shipping Artwork Safely
• Social Media for Artists
• Artist Portfolio Website