How to Start Selling Art

I’ve been selling art in one form or another for years now, and if there’s one thing I wish I’d known from the beginning, it’s this: your website is the best place to start. Not Etsy. Not social media. Not chasing trends or gaming algorithms.

If you're wondering how to start selling art, the most reliable and rewarding path is to build your own platform and grow a small but dedicated group of collectors.

When I started out, I spent way too much time worrying about likes and followers. But once I shifted my focus to my own site, built a newsletter, and started launching new collections directly to my list, everything changed. It’s slower than a viral reel, but it’s also more sustainable.

And it feels a whole lot better. You’re building something that belongs to you—not an algorithm.

Key Points

• Start with your own website and newsletter. WordPress + WooCommerce is a powerful, low-cost way to set up a shop and build a professional presence.
• Don’t chase social media metrics. Focus on building relationships and trust with real people who want to collect your work. Let social media be a support, not the main stage.
• Use small launches. Announce new pieces to your email list first and treat them like VIPs. This builds anticipation and community.

How to Start Selling Art: Build a Simple Business Around Your Work

There’s a romantic idea that art should be discovered, but honestly? You have to put it out there, tell people why it matters, and make it easy to buy. And that means creating systems, not just hoping someone stumbles across your work.

The simplest way to start is to treat your art like a small business. Not in a corporate sense, but in a practical, thoughtful way. That means thinking ahead about pricing, presentation, how people will find your work, and how they’ll buy it.

Step 1: Create a Website That’s Yours

I highly recommend using WordPress. You own the content, you can customize it endlessly, and it’s built for longevity. Add WooCommerce (FREE) to accept payments. That’s your online gallery.

Make sure your site is clean, fast-loading, and easy to navigate. Avoid flashy effects that slow things down. Your homepage should show your art clearly and include a few simple navigation links—Shop, About, Contact, Newsletter.

Need inspiration? Check out these examples of artist websites.

Step 2: Build an Email List (This Is Huge)

An art newsletter is one of the best investments you can make. I use mine to share new work, sketchbook pages, behind-the-scenes thoughts, tutorials, and more. It builds trust and gives people a reason to collect from me directly.

Your first few subscribers might be family and friends. That’s fine. Let it grow slowly. You don’t need thousands. A hundred real fans will get you further than 10,000 Instagram followers who never clikc out of Instagram to your website.

Use a free tool like Email Octopus or ConvertKit. Add a simple sign-up form to your site and offer something small in return—like a wallpaper, sketchbook preview, or early access to new work.

Step 3: Launch, Don’t Just List

Rather than uploading a painting and waiting, treat each new piece (or batch of work) like a mini-event. Share sketches leading up to it, write a story about the process, and email your list when it’s ready. This creates anticipation and makes collectors feel included.

You can do a small monthly release or seasonal drops. Keep it personal. I like to write about why I made each piece, what inspired it, and how it fits into my journey.

If you want to dive deeper into this, I talk more about my approach in Selling Art Online.

Things That Help When You’re Starting Out

Once you’ve set up your website and started your newsletter, it’s worth building out a few more layers to support your art practice. These tips will help you create a more cohesive, professional foundation that attracts collectors and builds trust.

There’s no single path, but these have made a huge difference in my own journey.

Have a Cohesive Online Presence

Your website is your storefront. Make sure it includes the basics:

• A simple artist bio with a bit of personality
• A personal artist statement that explains your themes or approach
• A consistent signature you use on your work
• A clean resume or timeline if you're applying for shows
• Optional: A manifesto or profile if your work has a strong message

This consistency helps buyers trust you. It shows you’re serious, and that you’ve thought about how your work is presented.

Think About Print Options Early

Selling originals is great, but many collectors love prints—and limited edition prints are especially powerful when you're starting out. They offer a lower price point than originals but still carry a sense of exclusivity and value that open edition prints don’t.

A limited edition print means you only produce a set number of copies—say, 25 or 50—and once they’re gone, they’re gone. This scarcity can make your work more desirable. Each one is typically hand-signed and numbered (e.g., 3/25), and you can include a certificate of authenticity to increase trust and perceived value.

If you want to handle fulfillment yourself, here's a guide on making prints at home that includes printer and paper suggestions. Giclée prints, which use archival inks and fine art paper, are a solid choice for limited editions. They’re durable, professional-looking, and have a high-end feel.

You can start small—choose one or two pieces to offer as limited editions. Price them higher than open edition prints but lower than originals. Mention the edition size clearly on your product page and in your marketing. If you sell out a small edition, that’s a win and a marketing moment you can share with your audience. Here’s more on what a giclée print actually is and why collectors like them.

Learn to Talk About Your Work

Writing helps people connect with what you make. Here’s a guide I wrote on how to talk about art without sounding fake or forced.

You don’t need to be poetic. Just honest. What were you thinking about when you made it? What materials did you use? What do you hope people feel when they see it?

And if you're submitting to galleries or shows, this page has examples of solid artist proposals.

Where (and Where Not) to Sell Art

Once you’re ready to put your work out into the world, you’ll need to decide where to sell. Not all platforms are created equal, and choosing the right ones can save you a lot of time and frustration.

Why I Don't Recommend Starting on Etsy

It’s crowded, price-driven, and you don’t own the platform. I’ve written about selling art on Etsy before and why it’s better as a secondary channel than a starting point.

People rarely follow you on Etsy. They shop for the lowest price or the most reviews. It’s not the best environment for long-term growth or connection with collectors.

Better Options

• Your own site with WordPress + WooCommerce
• Email launches to your list
• Selective partnerships like art in restaurants
• Art licensing if your work is a good fit for reproduction (check out these licensing companies and how to build a portfolio)

Also consider passive income streams like print-on-demand or digital downloads once you have a foundation.

There are also tools like ArtPal, but again, I suggest using these after you’ve got your foundation in place.

Legal and Practical Tips For Selling Art

Selling art involves more than just creativity—there are a few legal and logistical pieces to be aware of. These don’t need to be overwhelming, but it helps to be informed from the start.

I’ve covered this in my guide on how to start an art business from home, but in short: it depends where you live. Some places require a business license even for home-based art sales. It’s usually a simple process.

You don’t need to become an LLC right away. Start small, test your process, and then register your business if you’re ready for more structure.

If you're working with clients or commissions, use contracts. Here’s a free illustration contract I put together.

And if you’re shipping paintings? This guide on how much it costs to ship a painting will help.

Pricing Your Art Without Guessing

One of the most intimidating parts of selling your work is figuring out what to charge. Pricing can feel personal, and many artists undervalue their work at first. Here's how to approach it more strategically.

Don’t pull numbers out of thin air. Think about materials, time, size, uniqueness, and the story behind the piece. Look at what similar artists are charging, but don’t undercut just to make a sale.

Create a basic formula that includes:

• Time spent (even if it was quick, the years of practice count)
• Materials used
• Overhead (like your website or newsletter platform)
• Framing or shipping costs
• Emotional value or collectibility

I wrote a full guide on art pricing and the psychology behind why people pay more when they understand the value.

You can also check out my broader guide: how to make money from artwork.