Online Art Sales Platforms Aren't the Solution—So what is?
- Larry Cox
- Jun 27
- 7 min read
Updated: Jul 2
Online Art Sales Platforms Aren't the Solution So what is? In my previous article entitled, “Attention Artists! Avoid Online Art Sales Platforms!”, I detailed my findings when it comes to such platforms and why you should avoid them at all costs. This article covers the better options along with how to best implement and nurture them.
Build a Strong Brand
Your art isn’t just what hangs on a wall — it’s a reflection of who you are. Building a strong personal brand means defining your story, your values, and the emotional resonance you want your work to carry. A well-defined brand helps collectors connect with you on a deeper level, making your art more memorable and desirable. Research Yayoi Kusama’s instantly recognizable polka dots or Banksy’s social commentary stencils — their brands transcend individual pieces and make each new work instantly identifiable and valuable.
Think about what makes you unique. Is it your technique, your subjects, your philosophy? Once you define it, weave it consistently into everything you share, from artist statements to social media posts and public appearances. Create an Impressive Website and Online Store
Your website is your digital headquarters. Unlike art platforms that bury your work, your website is a space you fully control.
Your site should include:
A professional, easy-to-navigate design
High-quality images of your work (show details and scale)
A secure online store with clear pricing and purchase options
An artist bio and statement
Press features, exhibition history, and testimonials
Contact information and a newsletter sign-up
Invest in professional web design or templates that reflect your brand aesthetic. This is not an area to cut corners — your website should look and feel like a gallery experience online.
Engage With Your Audience
Collectors don’t just buy art — they buy connection. Respond to messages and comments, share behind-the-scenes content, and bring them into your creative process. Host Q&A sessions, share time-lapse videos of paintings in progress, or write blog posts discussing your inspiration.
A real-world example is Ashley Longshore is a New York-based painter and entrepreneur. Ashley regularly interacts with fans on Instagram, showing her studio life and making her audience feel like insiders. This direct connection has helped her build a fiercely loyal collector base.
The more genuine and personal you are, the more invested your audience becomes.
Utilize Social Media Strategically
Social media is a powerful tool when used with intention. Instead of posting sporadically, create a plan:
Choose 2–3 platforms where your ideal audience spends time (Instagram and Facebook are often strong for visual art; LinkedIn can be powerful for corporate connections).
Develop a content mix: finished works, works in progress, studio life, exhibitions, client testimonials.
Use hashtags strategically to increase discoverability.
Run targeted ads to build your email list or drive traffic to your website, not to third-party platforms. A real-world example of this is CJ Hendry (Catherine Jenna). CJ grew her following almost exclusively through Instagram, sharing hyper-realistic drawings and engaging behind-the-scenes content. Today, she sells out entire solo shows without needing traditional galleries in which to showcase her work.
Brick & Mortar Galleries (Local and Global) While some artists avoid galleries due to commissions, the right partnerships can elevate your credibility and expand your reach. Seek out galleries that align with your artistic style and values, and don’t limit yourself to your city or country.
Approach galleries professionally: prepare a strong portfolio, research their past exhibitions, and build relationships before pitching. Exhibiting globally not only sells art but also builds prestige.A real-world example of this is Kehinde Wiley. Kehinde is an American portrait painter based in New York City who expanded his career by partnering with galleries not only in the U.S. but also in Europe and Africa, which helped build a truly global collector base and led to major institutional recognition.
A real-world example of this is Kehinde Wiley. Kehinde is an American portrait painter based in New York City who expanded his career by partnering with galleries not only in the U.S. but also in Europe and Africa, which helped build a truly global collector base and led to major institutional recognition.
Art Fairs and Festivals
Participating in art fairs and festivals puts you directly in front of buyers, collectors, and industry professionals. These events allow people to see your work in person, which is often the deciding factor in a purchase.
Prepare professional displays, have marketing materials ready (brochures, business cards), and engage warmly with visitors. Follow up diligently after the event to turn casual interest into future sales.
Many artists start at smaller regional fairs, such as the ones put on by Affordable Art Fair (affordableartfair.com) before moving on to major international shows such as the Art Basel Art Fair, which is a leading international art fair held annually in Basel, Switzerland. In addition to Basel, Art Basel also hosts annual fairs in Miami Beach and Hong Kong, with an annual event planned for Doha, Qatar.
Another notable fair is Frieze, a leading international art fair with events in London, New York, Los Angeles, and Seoul However, even early exposure at local festivals can lead to important contacts and future opportunities.
Online and In-Person Events
Virtual exhibitions and online openings became popular during the pandemic and are still effective today. They allow you to reach audiences worldwide without travel expenses. Pair these with in-person pop-up events or open studio days to deepen local connections.
Record your online events and repurpose them as marketing content on your website and social media.
Virtual Galleries and Exhibitions
Hosting a virtual gallery tour offers an immersive experience to collectors who can’t attend in person. Use professional photography and 3D virtual gallery tools to recreate the feeling of walking through a real exhibit.
Promote these experiences as exclusive events, complete with invitations and private viewings to make attendees feel valued.
Networking and Collaborations
Relationships are everything. Attend art conferences, join artist associations, and participate in local art meetups. Connect with interior designers, architects, and corporate art consultants — these collaborations can lead to commissioned projects or bulk sales for commercial spaces.
A real-world example is American contemporary artist Shepard Fairey, whose collaborations with clothing brands and musicians expanded his reach beyond galleries and into pop culture, proving the power of strategic partnerships.
Licensing Your Artwork
Licensing allows you to earn passive income by permitting your artwork to appear on products such as textiles, home decor, stationery, and more. Work with reputable licensing agencies or approach brands directly.
A real-world example is Lisa Congdon, an American fine artist who licensed her playful, colorful designs to brands like Target and MoMA Design Store, generating new revenue streams and introducing her work to wider audiences.
While licensing doesn’t replace original art and limited edition sales, it diversifies your income streams and broadens your audience.
Marketing to Corporate Clients
Corporate collections are often overlooked. Hotels, office buildings, hospitals, and public spaces regularly purchase or lease art. Reach out to corporate art buyers, interior designers, and developers with a tailored presentation showing how your art enhances environments and supports brand identity.
A real-world example of this is Damien Hirst, a prolific English artist and avid art collector whose works have been included in corporate collections around the world, from tech headquarters to hotel lobbies, dramatically increasing visibility and adding an aura of prestige.
These large-scale placements can be both lucrative and prestigious.
Leverage Print-on-Demand and Editions
Offer limited edition prints or open edition prints through a high-quality print-on-demand service. Ensure these prints meet archival standards and are professionally presented.
Many print-on-demand vendors regularly releases limited edition prints, which often sell out quickly. This not only supports accessibility but also generates excitement and urgency among collectors.
Collectors love the option of more accessible price points, and limited editions create urgency and exclusivity.
Teach, Host Workshops, or Lead Art Symposiums
Sharing your knowledge through teaching or workshops builds authority and trust. These sessions also put you directly in front of potential collectors who might become lifelong supporters.
You can host these in your studio, at art schools, or online — and always feature and sell your own work during these events.
A real-world example of this is the American portrait artist Amy Sherald. Amy is known for painting Michelle Obama’s portrait and has led workshops and artist talks that help deepen connections with aspiring artists and fans alike, strengthening her reputation and collector loyalty.
Art Parties and Private Showings
Organize intimate gatherings where potential buyers can experience your art in a relaxed, social setting. Private showings can lead to immediate sales and build a loyal collector base.
A real-world example of this is New York artist Hunt Slonem who often hosts studio visits and intimate events, turning his lush studio into a social hub where collectors can experience the magic firsthand and purchase on the spot.
Personal interaction in a casual environment often breaks down barriers that exist in more formal gallery settings.
Collaborating With Designers
Interior designers are always on the lookout for original art to include in residential and commercial projects. Building relationships with them can result in consistent, repeat sales.
Many abstract painters collaborate with luxury interior designers to create bespoke pieces for high-end residences and commercial spaces, often leading to large-scale commissions and repeat business.
Approach designers with a curated portfolio that shows how your work can integrate into various design aesthetics.
Price Your Art Appropriately
Pricing art is part strategy, part psychology. Research similar artists in your market, consider your costs and time, and set prices that reflect your experience and brand positioning.
Emerging artists who undervalue their work often find it difficult to raise prices later — a common cautionary tale from artists who later had to rebrand entirely to escape the "cheap art" perception.
Undervaluing your work can damage your reputation and make it difficult to raise prices in the future.
The Importance of Marketing
Art doesn’t sell itself — even the best pieces need a push. Treat marketing as an essential part of your practice. Develop an annual plan, set a budget, and track your results.
Don’t be afraid to invest; marketing is not a cost, it’s a growth tool.
Quality First
Never cut corners on materials or presentation. Invest in quality substrates, professional framing, and high-resolution photography. Collectors can spot quality immediately, and long-term reputation depends on it.
Take Ownership
The common thread in all these strategies? You control your narrative, your pricing, your marketing, and your buyer relationships. Rather than relying on impersonal online platforms that take hefty cuts and limit your visibility, you become the architect of your own success.
Final Thoughts
Building a sustainable, thriving art career takes time, patience, and intentional effort. But with these strategies, you create an ecosystem where your work is celebrated and your voice is heard — on your terms.
Take the power back, invest in yourself, and create a business that honors your art as deeply as you do.
In future articles, we’ll dig deeper into practical guides for each of these strategies, including how to approach galleries, build a newsletter, and price your art for different markets and so much more—stay tuned!
