How to Close More Art Sales Online

by Carolyn Edlund

Is there a way to reach customers online as effectively as you can in person? 



“Moonrise” ©Bruce Hudson


There is no perfect substitute for meeting potential collectors of your artwork in person. Shaking their hand, sharing your story and your inspiration matter. Llistening to their impressions of your work and their questions are critical parts of the sale. Especially with original artwork, the texture, size and color are best shown when you can meet face to face.

On the other hand, the market is now global and you simply won’t have the opportunity to meet most of your prospective collectors in person. More and more, art buyers are making their purchases online and it is where the future lies for many artists. This is why you must know how to maximize sales of your artwork for the virtual consumer.

Buyers shopping on your website won’t make a purchase unless they have sufficient information and a comfort level that allows them to make the commitment. You as the artist must overcome those challenges. Fortunately, technology has provided some very effective ways to do this.

What if you could provide a shopping experience that meets or exceeds your collector’s needs? Then it would be easier than ever for them to say “yes.”


Art Storefronts webpage

Choices include various image sizes, canvas, paper, framed, unframed and more. Courtesy: Art Storefronts


An art website platform that works

I recently had the opportunity to try out Art Storefronts, an artist website provider that allows you to give just that type of experience to your customers. Art or photography can be offered, and shown, in both color and black & white, on multiple surfaces – paper, canvas, aluminum and other substrates.

The best part, though, is the visual “in situ” experience that the artist can give to the buyer. Your uploaded image is translated instantly into any of hundreds of options, showing various framed and unframed looks in virtually any size. The shopper can change wall color and room views, which helps them imagine owning your art in as close an experience as possible to bringing it into their own home or office.


In Situ

“In situ” options instantly adjust to image size, wall color and even type of room. Courtesy: Art Storefronts


As an individual artist selling your work, using this type of technology gives you the edge to compete in the “big leagues” on a robust platform that can really wow your customer.

If you want to construct an online offering that closes more sales, you will need to:

  • Provide an easily navigable website
  • Present your work with impeccable professionalism, using multiple views and “in situ” photos that inspire trust in viewers
  • Create an About page that builds credibility and speaks to the needs of the buyer
  • Add value by telling your story in a compelling way, and sharing benefits to your customer
  • Show prices of your work and provide a shopping cart

An art website with these elements will show your work beautifully and create a comfortable environment in which to make a purchase. Then, stay in touch with your customers on an ongoing basis to encourage more sales and drive referrals. Once you have cultivated new collectors, selling them more of your work is easier than ever.


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  1. Wow, the service seems to offer all we could ask for. Their pricing even looks good. The most impressive features for me are 3D preview and In-situ built-in, which will be huge time-and-effort-saver! Thank you for the information, Carolyn.

  2. Harrison Hayes says

    What is their pricing? I can’t seem to find it anywhere.

  3. Their pricing is anywhere between $500 to $2500 depending on how much help you need getting your website going, etc.

  4. Are there any alternatives to ArtStoreFronts that offer similar services?
    I understand building the site and the template costs, what gets me is the ongoing percentage they take of sales. Up to 12%. Add on credit card fees and the overhead monthly, I’m just not sure that it’s worth it.

  5. David Enos says

    As of August 2019 the cost for Art Storefronts is”

    $1,000 – $2,800 “Activation Fee”
    $44 – $59 per month fee for e-commerce store

    At the low end, you get the bare bones, at the high end you get everything that they advertise like AR and size preview, etc.

    PLUS you pay for every sale you make:
    15% per transaction for open editions
    10% per transaction for limited editions

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