The internet offers artists a global marketplace to transform their passion into a profession. Navigating this digital landscape can seem complex, but it is an achievable goal. This guide provides a practical framework for selling your paintings online, breaking down the process into manageable steps.
Preparing Your Art for Online Sales
Before listing your work, you must create compelling digital assets, starting with high-quality photography. The photo is the first impression a buyer will have. Use a good camera in natural, indirect light to avoid glare, and position the artwork against a neutral background. A tripod will ensure your images are sharp and free of blur.
Capture a full, straight-on shot, angled views to show texture, and close-ups of details and your signature. Including a photo of the painting in a room setting also helps buyers understand its scale. When editing, adjust brightness and contrast to make the digital image match the real artwork, but avoid filters that alter the colors.
Accompany your images with a description that shares the inspiration behind the painting to create a connection with buyers. After this narrative, clearly list the essential details. These include the dimensions, materials used, whether it is signed, and if it comes framed. Using relevant keywords in your title and description, like “impressionist floral painting,” helps buyers find your work through searches.
Choosing Where to Sell Your Paintings
With your digital assets ready, you must decide where to sell your work. There are three primary avenues, and many artists use a combination of them to maximize their reach.
Online Art Marketplaces
Online marketplaces like Saatchi Art, Etsy, and Fine Art America host thousands of artists in one place, attracting visitors looking to purchase art. The main benefit is their built-in audience and ready-made storefronts with secure payment processing. The trade-off is less control and increased competition. These platforms charge fees, which can include listing fees, transaction fees, and commissions on sales that can range from a small percentage to as high as 50%.
Your Own Website
For complete control over your brand, building a personal e-commerce website is the ideal solution. Platforms like Shopify or Squarespace offer user-friendly tools to create a professional online store. With your own site, you control the presentation and retain all profits, aside from standard payment processing fees. You can also build a direct relationship with customers through an email list. The challenge is that you are solely responsible for generating traffic to your site through marketing and search engine optimization (SEO).
Social Media Platforms
Visual platforms like Instagram and Pinterest are powerful tools for artists to showcase their work. Features like Instagram Shopping allow you to tag products in your posts, creating a path for followers to purchase your work. However, the primary purpose of these platforms is engagement, not commerce, and turning followers into buyers requires consistent effort. For many artists, social media works best as a marketing tool to drive traffic to their personal website or marketplace shop.
Pricing Your Artwork Effectively
Determining the right price for your paintings requires a consistent strategy. Rely on established formulas and market research to establish a clear price structure, which helps build trust with collectors.
A widely used formula is based on tangible costs and your time: (Cost of Materials + (Your Hourly Rate x Hours Spent)) x 2 = Price. First, calculate the cost of your supplies, including canvas and paints. Then, determine a reasonable hourly wage for yourself based on your experience. Multiplying this total by two accounts for business overhead and profit.
Another method is to price by size. The square inch formula multiplies the painting’s width by its height, then by a set dollar amount (e.g., 20″ x 24″ x $2.50). The linear inch method adds the width and height and multiplies by a higher dollar amount (e.g., (20″ + 24″) x $20). Your chosen dollar multiplier should be based on your experience level, increasing as your reputation grows.
Regardless of the formula, you must research the market. Look at artists at a similar career stage with a comparable style to see what prices their paintings sell for. This ensures your prices are aligned with buyer expectations. You can also offer prints of your originals to provide options at different price points.
Marketing and Promoting Your Art
Once your art is listed for sale, your focus must shift to marketing. You need to actively guide potential buyers to your work. A consistent marketing effort builds brand awareness, drives traffic to your online shop, and cultivates a long-term following.
Social media is a powerful tool for visual storytelling. On platforms like Instagram, share more than just finished paintings. Post behind-the-scenes content, videos of your process, and stories about your inspiration to build a personal connection with your audience. Use relevant hashtags like #contemporaryart or #oilpainting to increase the visibility of your posts to new users.
Search engine optimization (SEO) and email marketing are also effective. Use specific keywords in your titles and descriptions so they appear in search results on Google and marketplaces. Building an email list is another powerful strategy. Encourage website visitors to sign up for a newsletter to share new work and offers directly with your most engaged audience. You own your email list, giving you a direct line of communication with buyers.
Handling Shipping and Fulfillment
A successful sale is not complete until the art safely reaches the buyer. Proper packaging and shipping reflect your professionalism and ensure the work arrives in pristine condition. Before your first sale, have a clear plan for packing, shipping, and calculating costs to prevent delays.
To safely package a painting, begin by protecting its surface. For unframed canvases, place a layer of acid-free glassine paper over the painted surface to protect it from moisture and scuffs. Wrap the entire piece in several layers of bubble wrap, focusing on the corners. Add cardboard corner protectors for extra security. Place the wrapped painting in a sturdy, well-fitted cardboard box. For larger pieces, use telescoping boxes that slide together for a custom fit.
Calculate shipping costs accurately to avoid losing money. Account for packaging materials and the carrier’s fee. Carriers often use “dimensional weight,” where the box’s size, not just its weight, determines the price. Use the smallest box possible that still allows for adequate padding. Always purchase shipping insurance, especially for higher-value pieces, to protect yourself from loss or damage in transit.
Managing the Business Side of Selling Art
Transitioning to a professional artist involves managing business and financial responsibilities. Establishing a business structure and keeping organized records from the start will prevent future complications and set a foundation for growth.
For most new artists, the simplest business structure is a sole proprietorship, which is easy to set up and lets you report income on your personal tax return. As your business grows, consider forming a Limited Liability Company (LLC) to protect your personal assets. You should also open a separate bank account for your art business to keep finances clearly separated.
Careful record-keeping is necessary for managing finances and filing taxes. Track all income from sales and all business-related expenses like art supplies and shipping costs, as many are tax-deductible. You must also understand your sales tax obligations, which vary by state. For specific legal or financial matters, consult with a qualified professional.