Selling art online has been one of the most rewarding ways for me to share my work with people all over Selling art online has been one of the most rewarding ways for me to share my work with people all over the world. Whether you’re an emerging artist or someone with years of experience, selling art online can open up new opportunities to grow your audience, make connections, and, of course, make money. I've been selling my art through my own website, using email marketing and organic traffic to build an engaged audience.
In this guide, I'll walk you through my approach to selling art online and share practical strategies that have worked for me.
Key Points
- Build your own website as a central hub for selling art and connecting with your audience.
- Use email marketing to nurture relationships and inform your audience about limited edition launches.
- Focus on building an audience through organic traffic to your blog, which can naturally grow your email list.
Why Selling Art Online Matters
Selling art online gives you control over how your work is presented and sold. Unlike galleries that take a significant commission, selling directly to your audience allows you to keep more of your earnings and build direct relationships with collectors. Learn more about building your own art business.
If you're new to selling art online, this can seem daunting at first, but it’s all about creating a consistent way to reach people. I’ve found that focusing on building a connection through my newsletter works well because it feels personal and direct. I share my drawing process weekly, which keeps people engaged and invested in my work.
About four times a year, I launch limited edition prints, which gives my audience a clear opportunity to support me and own a piece of my art. My limited edition prints are priced at $250 each, and the edition size is determined by how many are sold during a 24-72 hour window. For originals, my prices start at $1,500 for a small 8×10″ drawing and go up from there. This strategy has worked for me because it combines consistent engagement with well-timed opportunities to buy.
1. How to Get Started with Selling Art Online
The first step is to set up your own website. Your website should serve as your main hub where people can learn about your work, view your portfolio, and purchase your art.
I've chosen to use my own website rather than third-party platforms because it gives me complete control over branding and customer experience.
For more tips on building an effective artist website, check out my guide on examples of artist websites.
I use WordPress because it's what I know best, and it gives me full control over my site. WordPress is highly customizable, has thousands of plugins, and is great for integrating with tools like WooCommerce to sell art directly from your own website. It also offers robust SEO features, helping my content rank well in search engines.
However, Squarespace is also a great option if you're looking for a more design-oriented platform that's easy to set up.
2. Building an Audience When You Have No Following with Organic Traffic
If you’re just starting out and don’t have a following, it can feel overwhelming to think about building one from scratch. I’ve been there too, and I know it can feel like shouting into the void at first. The key is consistency and finding a way to connect with people on a personal level. Even if your audience is small at the beginning, focus on showing up regularly and sharing your process, thoughts, and behind-the-scenes glimpses.
One of the easiest ways to start is by sharing your story. Why do you make the kind of art you do? What inspires you? Being open and relatable goes a long way in building that initial connection.
One of the most overlooked aspects of selling art online is building a consistent audience. A lot of artists I know are turned off by the idea of writing a blog, but I actually don't mind it. Writing feels natural to me, and I've found that sharing valuable content on my blog attracts organic traffic, which helps my website rank higher in search engines and naturally grows my email list.
For tips on improving your website's SEO, check out SEO for artist websites.
3. Building an Email List That Sells
Email marketing is by far the most effective way I've found to sell art online. The click-through rate for email newsletters can range from 40-60%, whereas social media click-through rates are typically only around 3-5%.
I've built a solid email list in the low five figures over the years by consistently offering valuable content and building connections through my blog and social media. You can expect around 1-3% of your subscribers to actually purchase something when you launch a new product. That’s why building and nurturing your email list is crucial.
Pricing also plays a huge role. To make selling art online profitable, I set my starting price at $250. Anything less, and I would need thousands of people to make it work.
4. Setting Up Your Online Store
Since I use WordPress, WooCommerce has been the natural choice for me. It integrates seamlessly with my site, allowing me to create a fully customized online shop. I can manage product listings, set pricing, and offer both digital and physical products. WooCommerce also supports various payment gateways, including PayPal and Stripe.
One of the main reasons I prefer WooCommerce is the flexibility it offers. I can add plugins for additional features like automated email confirmations, limited edition print sales, and customer reviews. Plus, because it’s open source, I’m not locked into any specific template.
If you’re not comfortable with WordPress, platforms like Squarespace also offer integrated e-commerce options. Just make sure the platform supports the type of art sales you want to make, whether it’s originals, prints, or commissions.
5. Running a Successful Art Launch
I typically run limited edition print launches about four times a year. The edition size is determined by how many are sold in a 24-72 hour window, creating urgency. Art isn’t a necessity, so it’s not something people plan to buy ahead of time. Launching gives them a reason to act now.
From a psychological perspective, limited-time launches work because they create a sense of scarcity. People are naturally drawn to things that feel exclusive or temporary. When potential buyers know that a print will only be available for a short time, they are more likely to take action instead of postponing the decision. Additionally, seeing others purchase during a launch can create social proof, which reassures hesitant buyers.
To make the most of a launch, I announce the date to my email list and social media followers weeks in advance. As the date gets closer, I build excitement by sharing progress updates and sneak peeks of the artwork. On launch day, I make sure the process to purchase is as smooth as possible with clear instructions and quick checkout options.
6. Following Up with Collectors
After a successful launch, it's crucial to continue building relationships with your buyers. I add print buyers to a special email list. Building this list of collectors is essential because art sales often rely on relationships and trust. Almost all of my higher-ticket art sales have come from these collectors, who already know the quality of my work and feel a personal connection.
This collector list has a much higher engagement rate than my general email list. While I typically expect 1-3% of subscribers on my regular list to make a purchase, the collector list significantly outperforms that average. This is because people who have already invested in my art are more likely to buy again, especially when presented with exclusive offers or new limited editions.
Once someone becomes a collector, I keep them engaged by sharing behind-the-scenes updates, upcoming projects, and even personal stories about my creative process. This consistent communication keeps the connection strong and makes them more likely to support future launches or invest in higher-ticket items.
Making Money with Art Licensing and Freelance Illustration
In addition to selling my own artwork and prints, I also make money online through art licensing and freelance illustration. Art licensing involves allowing companies to use my artwork on their products in exchange for royalties or a flat fee. It’s a great way to diversify income as an artist because it doesn’t require creating new original pieces for every sale. If you're curious about how to get started with art licensing, check out my guides on art licensing and building an art licensing portfolio.
Freelance illustration is another income stream where I work with clients to create custom illustrations, often for commercial use or editorial projects. It can be lucrative if you build a strong portfolio and set clear pricing from the start. I’ve shared tips for pricing freelance work in my freelance illustration pricing guide.
What is the best site to sell my art?
The best site for selling art really depends on your goals. If you want control over branding and customer experience, your own website is the way to go. Platforms like Etsy are good for quick setup but come with limitations.
Is selling art online worth it?
Absolutely, but it takes consistent effort to build an audience and maintain sales. Focusing on email marketing and organic traffic can make it sustainable.
How much money do you make selling art online?
It varies greatly. For me, selling limited edition prints and originals has been more lucrative than selling lower-cost items.
Is it worth selling art on Etsy?
Etsy can be useful for some artists, but I prefer my own site for better control. Read my review of ArtPal for a comparison.
What kind of art sells the most online?
Prints and small originals tend to sell well, but it’s crucial to understand your audience. High-quality limited editions can also do well if you build demand.
Can I sell my art online for free?
Yes, but using free platforms often means sacrificing control and dealing with fees. I recommend investing in your own website to maintain full control.
