Should “Fine Art” be sold on the Internet?

In my haste to talk about how artists can market themselves online, I neglected to explain why I believe the internet is a place for all artists, including those that create fine art. I think that everyone agrees that every artist needs some sort of web presence, but some fine artists believe that selling their work online is paramount to selling at a flea market or a swap meet. I can’t blame them for these feelings since that is precisely the way most art websites treat artists and their artwork.

There is no doubt that the vast majority of art websites (and there are many), don’t do much to differentiate themselves from each other, or even from eBay for that matter. Their business plans are simple. Charge a small set-up or management fee and get as many artists as you can to participate. Others have also decided to get as many artists as possible, but to make their money on the sale of advertising to companies that want to reach all those “paint and paint brush” buyers.

They have done nothing to treat artists as individuals. You can segment art by price, style, subject, medium, etc., but why has no one thought to segment artists by professional achievement? Better yet, why hasn’t anyone decided that they only want to work with the best artists so that a talented artist is not exhibited next to someone just getting started but is also willing to pay a fee? After all, not just any artist gets into the best galleries in the country, why should it be any different on the Internet?

Some say they don’t believe that people will pay fine art prices, and that people that would buy artwork over the Internet would never pay more than a couple hundred dollars for a piece of art. Again, that may be true if the customer could not learn about the artist, their achievements, and talk to them about their interpretations, motivations, their collectors, and actually communicate with the artist before making a purchase. Additionally, this might also be true if the buyer wasn’t assured that after they purchased a particular piece of artwork that they couldn’t return it if they were dissatisfied with it for any reason.

I can also understand fine artists not believing that people will spend significant money on a good piece of original artwork because art websites today are just e-commerce websites that have turned art into a commodity. They have not paid attention to their “stores”, so buying truly fine art from them would be like buying fine art from convenience store or liquor store. Artists that are truly interested in selling fine art should care about the online galleries “store”, and the experience they offer customers. What does the website look like, what colors have they used, what experience are they trying to share, how easy is it to navigate, communicate, and buy? Personally, I would not spend a lot of money either in a store that was full of junk and needless clutter that just happened to sell art.

So an artist that is concerned about maintaining the status they have worked hard to achieve should be concerned about selling their artwork on the Internet, but not if the website does the following…

1. Arranges artists based upon experience levels with separate exhibits based upon achievement level, for example student, emerging, and professional artists.
2. Maintains the quality of the artists and artwork being sold by accepting only exceptional artists via a strict jury process.
3. Limits the number of artists in each exhibit to that an artist doesn’t become lost in the crowd.
4. Takes a small earned commission only upon the sale of an artist’s work.
5. Provides a tool by which potential customers can communicate with artists, and artists with potential customers. This allows the artist to take an active role in the sale of their own artwork if they choose.
6. Provides a 100% Customer Satisfaction Guarantee.
7. Provides a fine art gallery experience, one that is simple, enjoyable, and esthetically pleasing.

Selling online, not just showing your artwork online, should be a part of every artist’s overall marketing strategy. Good online sales representation can be an extremely valuable way to increase your exposure and to sell to key corporate and individual buyers not only in this country, but all over the world. Why settle for the limited exposure a single brick and mortar gallery can provide when the art world is so much larger. You have to be careful with the partner you choose, but if they can provide all these things plus have a history of success, you will not have to worry about your credentials as a fine artist being jeopardized.