Many artists believe that selling expensive paintings online is impossible. The traditional art world often reinforces the idea that high-value art sales happen exclusively in physical galleries. This misconception leads many talented creators to undervalue the potential of the digital marketplace. However, the reality is that numerous artists are successfully selling their paintings online for substantial sums, reaching prices of $5,000, $10,000, and even higher.
The skepticism is understandable. For years, the art market has been dominated by brick-and-mortar galleries, creating an ingrained belief that physical spaces are essential for high-end sales. Artists might hesitate to discuss their online successes with high-end clients, fearing it could detract from the perceived value of their work.
To challenge this outdated notion, we reached out to successful artists who have embraced online sales. We were impressed by the number of artists who shared their experiences of selling paintings in the low five-figure range through online platforms. Their stories reveal effective strategies for navigating the online art market and achieving significant sales.
Minimalist White Room with Painting – Sell Art Online Concept
Leveraging “Loss Leaders” with Smaller Paintings to Cultivate Online Art Sales
In retail, the concept of a “loss leader” involves selling a popular item at a minimal profit to attract customers into the store. For artists looking to Sell Paintings Online, smaller, more affordable pieces can serve as effective loss leaders. These pieces are not about maximizing immediate profit, but rather about initiating relationships with potential collectors. By offering accessible entry points to their work, artists can build trust and interest, paving the way for larger sales in the future. Think of these smaller paintings as your online handshake – a way for collectors to experience your art with a lower initial investment. This strategy allows collectors to “try before they buy” at a higher price point, fostering confidence in your artistry and professionalism.
Matt Leblanc, a Canadian painter previously featured on the Creative Insurgents podcast, exemplifies this approach. He shared, “Most of my online sales range from $200 to $600, averaging around $350. However, the real potential lies in custom orders.” Leblanc, who has cultivated his clientele both online over eight years and through physical events, emphasizes the power of online relationships in securing high-value sales.
He continues, “Most clients initially purchase a smaller or mid-sized piece and subsequently return for custom commissions.” He notes that buyers are often seeking art to fit specific wall spaces, making size, style, and color crucial considerations.
“My custom orders can range from $300 to upwards of $5,000 – $7,000 for larger pieces. While the final transaction might not always occur directly on my website, the initial connection and lead invariably originate online. Maintaining consistent communication with clients through newsletters, blogs, and social media platforms like Facebook, Twitter, and Instagram is paramount.”
Leblanc further elaborates on the long-term value of acquiring a new client, “Reviewing my sales data from a few years ago, I observed that most clients acquire an average of three pieces. Even if the initial sale yields minimal profit, the acquisition of a new client is invaluable, as they are likely to return for further purchases. Despite some considering my $75 smaller works unprofitable due to material and time costs, these pieces are a deliberate sales strategy. This entry-level price point effectively attracts new clients who often return to invest significantly more, typically spending between $500 to $1,500 after their initial smaller purchase.”
He illustrates the potential of this strategy with a story about a significant custom commission:
Large Custom Painting by Matt LeBlanc – Online Art Commission Example
“This is my largest piece on a single canvas, measuring 10 feet by 7 feet. I have created even larger pieces on multiple canvases. The client discovered me online and purchased three previous pieces before commissioning this massive custom work.”
Key takeaways from Matt Leblanc’s experience include:
- Initiate relationships by selling smaller pieces in the $350 range, capturing collector contact information for future engagement.
- Implement a nurturing campaign via email lists and social media to consistently engage with your collector base.
- Gradually introduce more expensive works to existing collectors. It’s crucial to remember that high-value art sales are rarely impulsive purchases from new artists by first-time collectors.
- Offer custom artwork options, leveraging your online portfolio to showcase your capabilities and communicate your willingness to undertake bespoke commissions under suitable terms and pricing.
Online Conversations as Catalysts for High-Value Art Sales
Gwenn Seemel and Lisa Call, both successful artists with strong social media presences, shared insights into how online conversations can lead to significant commission sales. Both artists actively engage with their followers on platforms like Twitter, where they have over 6,000 followers, and maintain active Facebook profiles. Their experiences reveal a common pattern:
- A social media user connected to one of your followers notices their friend interacting with you.
- Intrigued, they explore your profile and your artistic endeavors.
- Consistent online interactions over time build familiarity and interest, prompting them to visit your website.
- Upon visiting your website, they might subscribe to your mailing list, make a purchase, or initiate a conversation about a potential commission.
Gwenn Seemel: Website as a Sales Tool for Online Art Business
Gwenn Seemel recounts a significant commission, “I don’t recall the precise moment Jeannette discovered my work, but it was my website that ultimately convinced her. She commissioned a large portrait of herself and her deceased husband, totaling $4600 for the pair.” Seemel’s website, GwennSeemel.com, serves as a powerful tool for showcasing her portraiture and facilitating online commissions.
Portrait Painting Commission by Gwenn Seemel – Online Art Sales Success
Portrait Painting Commission by Gwenn Seemel – Online Art Sales Example
Lisa Call: High-Value Sales Through Online Images and Art Consultants
Lisa Call shared an even more substantial online sales success, “The most expensive piece I sold online was a five-figure commission that originated from an online interaction.” She also sold a second piece to the same client concurrently and arranged an in-person viewing for final approval.
Call also highlights the role of online images in securing sales through art consultants: “I’ve sold approximately five large pieces (over $5000) to art consultants solely based on my online images. Their prior familiarity with the quality of my work enabled them to confidently purchase pieces based on digital representations alone.”
Abstract Textile Art by Lisa Call – Online Art Gallery Example
Taking Your Online Art Sales to the Next Level
Beyond Gwenn Seemel, Lisa Call, and Matt Leblanc, numerous artists are achieving significant online sales. Ann Rea’s online store features pieces priced at $3000, Ashley Longshore successfully sells $6000 paintings through Instagram, and Cassy Tully has reported online-based sales reaching $16,000.
These examples demonstrate that selling high-value art online is not just a possibility, but a proven reality for many artists. While these artists may not be commanding the astronomical prices seen in elite galleries, they are building sustainable careers doing what they love. Isn’t that the ultimate goal?
The strategies emphasized – audience engagement, utilizing loss leaders, and nurturing relationships with existing collectors – are fundamental to online art sales success. These are core principles taught in resources like the Content Marketing for Artists course and through personalized business coaching for artists. Exploring these resources can provide artists with the tools and knowledge needed to thrive in the online art market. If you’re ready to elevate your online art sales, consider exploring these avenues to gain a deeper understanding of these effective strategies.
