Where to Start When You Want To Sell Your Art Online
Way back in 2007 I hit a crossroads. I hated my job, it was soul destroying. I quit that to try a new career, but failed at that too. I picked up my art supplies after years of not touching them, created art to sell online, and my whole shop sold out in less than a week and I’ve never looked back.
Sounds great doesn’t it? Like I have a magic superpower and know everything? Well, no. I worked hard for those sales and that initial year of selling I constantly created/listed and promoted myself an absolute ton. I made connections, I became inspired and lots of other projects presented themselves that I learnt from which has enabled me to be where I am today.
Selling that art online can empower your art to reach new audiences. It is a whole different mindset and can be very overwhelming at first, but let us delve into some of your choices.
Online Gallery
An online art gallery is a website that displays artworks to potential buyers. These galleries often restrict the type of artwork that can be sold and focus on a specific clientele/look to sell to. Often to get your work showcased in these galleries you will have to apply and your work may be juried. Expect to pay a commission with each sale of 25% - 40%.
Positives to this is your work is more valued (in comparison to being on a generalised website) and you reach new customers with payment methods that are convenient for your buyers.
An example of galleries - Bluethumb, Art Lovers, Saatchi Art
Online Marketplace
I like to think of these websites like a handmade or festival market. There is a large range of wares to buy in all different price points sold by different types of people. Stay at home parents, hobby artists, artists collectives, big tradeshow type of businesses. Arts and crafts all mixed up together.
Costs vary hugely but expect to pay at least 15% per sold item once you add in your listing fees, advertising fees, sold fees and then you add the shipping costs on top of that. It can add up really quick and don’t forget you are still paying to list even before you make a sale.
An example of marketplaces - Etsy, Madeit, Love Australian Handmade
Online Retail Shop
Instead of selling your artwork on consignment or wholesale through a bricks and mortar shop, this is the online version. You make the work and then they list it on their shop and market to their customer base. Expect to pay 30%-50% commission. On the positive they finalise everything for you and can open up your networks and opportunities but they also will only choose a selection of your range and what fits into their branding.
Print on Demand
There are two types of print on demand avenues you can take. Both use a digital image of your artworks and put them onto products which could be anything from notebooks to shower curtains to bedding. The first type is an open version where it is super easy to use, get paid a small commission and your branding is on nothing. Your ability to be seen and generate sales will rely on heavily marketing your shop and pushing traffic into the site. (Examples are Redbubble and Society 6).
The second type is where you pick the manufacturer, you set your prices and you sell on your own website. The technology is available that you can link these sites to your own Website or Online Marketplace with the click of a button. That means you can sell that bedding on your Etsy shop but instead of earning $2.50 per sale you may make $93. I highly recommend this if you wish to do any kind of print on demand but it will take a bit of learning. There are now over 300+ sites offering this service such as Printify, Printful, and Gooten. Check shipping prices, production times, order samples and learn how to get great images of your items.
Website
I’m sure by now the sound of having your own website sounds super easy - and I promise you that it is! Nowadays there are many places you can setup a website with zero knowledge of coding. Some great places to start for artists/crafters are Shopify, BigCartel, Squarespace. These are a great way to focus customers on only your things, plus you can incorporate extras such as a blog, about page, where you’ll be next. However you can’t expect just to setup a website and sit back. Remember you still need to share it to the world and market yourself - that is a whole different area of learning.
Okay - that is a lot of choices but what next?
Pick ONE to focus on so you can do it well
Decide on your budget
Evaluate which platform suits YOUR style of work. Is that place the right spot for your $40,000 artwork? Or do you need somewhere easy to put up your 2000 drawings.
If you don’t know how to do something, the internet can teach you or if you have the budget then hire someone.
Put some artwork online. Start with 5-10 pieces and test the waters.
Don’t wait until you are perfect - there is no such thing! We learn as we go, if you never put your work out there then how will people know what you create?
Market, market, market. Promote yourself everywhere you can - friends, family, followers. Share that amazing work of yours.
ENJOY the process. The internet opens up so many possibilities for you, embrace them. Think of these places like an exhibition - you have an opening, you have people wandering in/out of the gallery and not always there to purchase. Some just want to admire, some want to question why you made it, some walk straight past. Then at the end you collect your works and pack them away for another day. Except because they are online you don’t need to do that last bit until an artwork sells. And because it is online there is no end date, you can keep adding to your collection.
Keep creating!
