The digitalization of activities and the rapid growth of online commerce have not left the art world aside, and for good reason: it allows works and objects to be seen and even purchased at any hour of the day or night and from anywhere in the world. The online gallery is now absolutely essential. It can take different forms and have varied goals.

What Is an Online Art Gallery?

An online art gallery is a virtual place where you can view and acquire artworks. This type of gallery is taking up more and more space in the art market because collectors can now satisfy their thirst for artworks from their computer and smartphone without having to go in person.

It presents paintings, sculptures, objects, etc. Its style of presentation and form depend on the seller’s identity and image:

  • This may be a gallery website providing access to the works presented in person, in the form of product pages. An image catalog gives access to the page of each work.
  • It may also be the digital representation of a venue with, for example, the possibility of taking a 3D tour in which you can navigate and zoom in on each work presented as if you were really there. This system was often preferred by museums that were able to set it up during the Covid-19 crisis to allow the public to access collections without physically traveling.
  • It may be a page or a profile created within a specialized platform such as auction websites or online contemporary art sales sites.
Online art gallery

The style of an online gallery depends on the type of organization behind it: it may be a complementary offering from an existing physical gallery or auction house, or have only an online activity.

What Are the Different Online Art Galleries and Sales Sites?

To get started quickly and easily in online art sales, the most effective approach is to use the best-known sites to benefit from their reputation and the potential customers they draw. It is often enough to create a profile or sign up as a seller.

To develop an activity in your own name, you can go through creating an e-commerce site if you want to offer quick purchase (payment directly online), or add a "shop" tab to your gallery’s site. In art sales, the key is to be able to receive and respond to inquiries from interested people promptly.

Some of the best-known online art sales sites:

  • Catawiki: a general auction site
  • Artprice: one of the largest online art marketplaces
  • Saatchi Art: one of the most reputed international platforms
  • Singulart, RiseArt, Artalistic: online galleries specializing in contemporary art
  • Etsy: a platform for low prices, used by art craftspeople and amateur or beginner artists

The major houses all have online catalogs that let buyers prepare their bids: Christie’s, Sotheby’s, Bonham’s, etc.

Creating and Managing an Online Art Gallery: Tips and Essential Steps for Success

Creating a gallery intended for selling art online requires organization and the setup of precise processes to ensure the follow-up and logistics surrounding the activity.

1. Create and organize an inventory and a catalog

  • Listing the works in a digital document is an essential step that makes it possible to track movements.
  • Adopt a clear and logical numbering system (example: year-sequential number).
  • Label the objects with each corresponding code or with a computerized barcode system.
  • Use photos to catalog the works so as not to confuse or inadvertently swap them.

2. Write the descriptive entries

For each work, create a detailed entry or digital label that will appear on the product page. It should include the following information:

  • Title,
  • Year of creation or estimate (+ age estimation technique),
  • Artist and artist’s dates,
  • Technique and materials used,
  • Dimensions,
  • Creation date,
  • Condition,
  • Provenance,
  • History of exhibitions, publications, sales,
  • Any other relevant information (press articles, old catalogs, studies of the work or style, etc.).

3. Photography: a crucial element

In an online gallery, it is not the object that is seen by collectors but an image of the object. The online catalog photographs must absolutely be of very high quality.

  • Use a high-resolution camera to capture every detail of the work, or hire a specialized photographer.
  • Photograph the work from different angles to showcase its distinctive features.
  • Suitable lighting is essential for faithful color reproduction.
  • Adapt the staging and/or the background, and use photo software if necessary. The goal is not to retouch the work, but to place its image in the best possible setting to showcase it: a set or, on the contrary, a neutral background.

4. Bases and frames

In each artwork entry, state the type of base or frame, its color, dimensions and material. The base or frame can affect the price of the work but also how it is shipped. If the base is not sold with the work, this must be stated in the price.

Be sure to photograph the work with and without its support to show its full condition.

5. Prices

The prices at which you decide to sell must appear in your register so you can track them and note the results of any negotiations. Also record your purchase prices to get a clear view of your margin.

Show prices on the artwork’s online listing, specifying shipping costs by region or country, as well as the payment currency. Major works shown on the online versions of prestigious galleries follow the same practices as in a physical gallery and carry the note "price on request".

6. The Contact Form

The form must be clear and easy to fill out and let you capture the contact’s name, email address, phone number, and message. Also make sure you comply with the General Data Protection Regulation (GDPR).

7. The Invoice and the Certificate of Authenticity

The invoice must state the gallery’s legal information, the client’s contact details, a detailed description of the artwork, the price, the date of sale, and the payment terms. It is accompanied by the certificate of authenticity signed by the gallery owner.

8. Delivery and Insurance

Depending on the type of work, the handover method can be arranged with the buyer for pickup or delivery, by a delivery service or a private carrier.

You are responsible for packing, as well as insuring the artwork during transport.

Learn How to Create and Manage an Online Art Gallery

Gallery management, whether online or not, requires many skills, knowledge, and know-how. Online art sales add digital mastery to that. IESA, the school specializing in the art market in France, has developed programs that combine solid art training with the various business management, marketing, and digital skills essential to success in the field of online art sales.

Post-Baccalauréat Studies in the Art Market

After the baccalauréat, the Bachelor in Art Market is the first step of a program leading to art gallery careers. It offers a complete curriculum: appraisal of objects (furniture, sculptures, paintings, etc.), market dynamics and players, sales systems, etc.

It can even be done as work-study to gain experience as early as possible and immerse yourself in the professional environment to discover the culture specific to art market careers.

Master the Art Market with a Bac+5

After the Bachelor, two Masters let you specialize in your field of choice:

Career Change to Become an Art Gallery Owner

IESA also offers continuing education programs that allow passionate professionals to change careers into the art market after a Bac+3 or with a minimum of 3 years of professional experience. These programs, in collaboration with the prestigious Parisian auction house Drouot, open the door to various roles: