E-commerce Strategies for Selling Art Online

Published on 18 July 2023 8 min read

Choose the right platform for selling art
Optimize art product listings
Leverage social media
Create engaging content
Offer a secure and easy checkout process
Provide excellent customer service
Use email marketing to engage customers
Implement SEO best practices

Transforming your artistic passion into a profitable online business can be intimidating. But you're not alone! Thousands of artists just like you are successfully selling art through e-commerce websites. This blog post will guide you through the ins and outs of various e-commerce strategies to help you get your art in front of the right eyes and make your first (or hundredth) sale. So, grab a cup of coffee, sit back, and let's jump into the world of e-commerce for artists!

Choose the right platform for selling art

Picking the right e-commerce platform is like finding the perfect frame for your masterpiece—it can make all the difference. The right platform can help you showcase your art, connect with your audience, and handle the business side of things so you can focus on what you love: creating art.

Shopify: This platform is great for artists who want their own branded e-commerce site. Shopify is a powerhouse when it comes to selling art through e-commerce websites. It's user-friendly, customizable, and offers a range of tools to help you manage your online store. Plus, it integrates perfectly with social media platforms like Instagram and Facebook, opening up even more avenues for you to sell your art.
Etsy: If you're just starting out and want to test the waters, Etsy is a good place to start. It's a bustling online marketplace filled with art-lovers. What sets Etsy apart is its community feel—you're not just selling your art, you're joining a network of like-minded creatives.
Big Cartel: This platform was specifically designed to cater to artists and makers. Big Cartel understands the needs of artists and offers an easy-to-use platform where you can create a custom shop to showcase your art.

Remember, there's no one-size-fits-all solution when it comes to selling art through e-commerce websites. Each platform has its strengths, and it's up to you to decide which one aligns best with your art business goals. So, take your time, do your research, and pick the platform that fits your art like a glove.

Optimize art product listings

Now that you've picked the perfect platform, it's time to set up shop. Listing your art products might seem simple: snap a photo, write a description, and hit publish, right? Well, not quite. Optimizing your art product listings is key to selling art through e-commerce websites. But don't worry, I've got your back! Here's a simple guide to help you nail your art product listings:

High-Quality Photos: In the online world, your customers can't see your art in person. Your photos need to do the talking. Make sure they're clear, well-lit, and show your art from different angles. Throw in some close-ups to highlight your art's texture and details. Remember, a picture is worth a thousand words!
Engaging Descriptions: Your description is your chance to tell the story behind your art. What inspired it? What materials did you use? What does it mean to you? The more you share, the more your customers can connect with your art. But keep it simple and clear—no art jargon that might confuse your buyers.
SEO-Friendly Titles and Tags: Search Engine Optimization (SEO) is how your art gets found online. Use keywords that your customers might use when searching for art like yours. For example, if you're selling a landscape painting, include "landscape painting" in your title and tags. SEO can seem complicated, but it's just about thinking like your customers.
Clear Pricing: Be transparent with your pricing. Include any additional costs like shipping or taxes. Nobody likes surprise costs at checkout!

Optimizing your art product listings might take a bit of time and effort, but trust me—it's worth it. It's all about making it easy for your customers to find, love, and buy your art.

Alright, your art product listings are set up and optimized—now it's time to get the word out! And what better way to do it than through social media? Social platforms are fantastic tools for selling art through e-commerce websites. They're all about visuals and personal connections, and that's just what your art business needs.

Instagram: With Instagram, it's all about the visuals. Post high-quality images of your art, behind-the-scenes peeks into your creative process, and even a bit of your day-to-day life. Remember, people love stories and authenticity—don't be afraid to show the person behind the art.
Facebook: Facebook allows you to build a community around your art. Start a Facebook page, post regularly, and engage with your followers. You can even start a Facebook group for your most dedicated fans. Who doesn't want to belong to an exclusive club?
Pinterest: Pinterest is an underutilized gem for artists. It's a platform where people go to discover and collect things they love. Create boards showcasing your art, and be sure to use SEO-friendly descriptions to help people find your work.

Remember, social media is not just about selling. It's about building relationships and creating a community around your art. So, be social, engage with your followers, and have fun with it. After all, art is all about expressing yourself and connecting with others, right?

Create engaging content

Content is king, or so they say. But what does that mean for you as an artist selling art through e-commerce websites? It means that creating engaging content can make a big difference in attracting and retaining customers. And it's not just about the art you create—it's also about the stories you tell and the value you provide.

Art Blogs: Consider starting a blog where you can share your artistic journey, showcase your works, and give readers a peek behind the scenes. You could also provide tips for other artists or write about art history or techniques. It's all about providing value and giving people a reason to keep coming back.
Video Content: Videos can be a fun and engaging way to connect with your audience. You could create timelapse videos of your art creation process, vlogs discussing your inspirations, or even tutorials. And thanks to platforms like YouTube, sharing your videos is easier than ever.
Email Newsletters: Your email newsletter is a direct line to your customers. Use it to keep them updated on your latest works, upcoming events, promotions, and more. Just remember to keep it interesting and relevant—nobody likes spam.

Creating engaging content takes time and effort, but it's worth it. Not only does it help attract and retain customers, but it also helps establish you as an authority in your field. And who knows? You might even have fun in the process!

Offer a secure and easy checkout process

One of the main elements that determine whether a customer completes a purchase or abandons their shopping cart is the checkout process. When selling art through e-commerce websites, an easy and secure checkout process can make a big difference.

Security is paramount. Customers need to trust that their personal and financial information is safe. Most e-commerce platforms come with built-in security features, so be sure to make use of them. Also, consider getting an SSL certificate for your website—this not only protects your customers' data but also boosts your search engine rankings.

Aside from security, the checkout process should also be as simple and streamlined as possible. Here are a few tips:

Minimal Steps: Ideally, customers should be able to complete their purchase in just a few clicks. The more steps there are, the more chances for customers to change their mind.
Clear Pricing: Be upfront about all costs, including shipping and taxes. Unexpected costs are a common reason for cart abandonment.
Multiple Payment Options: Not everyone uses the same payment method. Offering several options can increase your chances of closing the sale.

Remember, a secure and easy checkout process doesn't just improve the buying experience—it also builds trust and can lead to repeat business. So it's definitely worth investing time and resources in getting it right.

Provide excellent customer service

When it comes to selling art through e-commerce websites, stellar customer service can set you apart from the crowd. After all, buying art is often a significant investment, and customers want to feel valued and reassured throughout the process.

So, what makes for great customer service in the art world? Let's explore a few key points:

Responsive Communication: Whether it's an inquiry about a particular piece, a shipping question, or a post-purchase issue, quick and helpful responses can make a customer feel valued and supported.
Clear and Detailed Product Information: Ensure each piece of art is accompanied by sufficient information, such as artist details, size, medium, and any other relevant details. This not only minimizes customer queries but also enhances their overall shopping experience.
Easy Returns: Purchasing art online can be a leap of faith. By offering an easy and clear return policy, you can provide customers with peace of mind and increase their willingness to buy.

Remember, every interaction with a customer is an opportunity to build a lasting relationship. By providing excellent customer service, you're not just selling art—you're creating a community of art lovers who will come back to your e-commerce website time and time again.

Use email marketing to engage customers

Email marketing is a powerful tool when you're selling art through e-commerce websites. It allows you to connect directly with your customers, share new collections, and offer exclusive deals. But how can you make the most of this tool? Well, let's dig in.

Personalize Your Messages: People love feeling special! Using a customer's name in the email or tailoring the content based on their past purchases can make a world of difference. It shows you care about them as individuals, not just as sales figures.
Share Stories: Art is all about storytelling. Use your emails to share the stories behind your pieces, the artists who created them, or the inspiration behind a collection. This can create a deeper connection between the customer and the artwork.
Provide Value: Of course, everyone loves a good deal. But offering value can also mean sharing interesting blog posts, art news, or tips for displaying and caring for artwork. By providing value beyond sales, you can build trust and loyalty with your customers.

Email marketing isn't just about selling—it's about building a relationship with your customers. By providing personalized, valuable content, you can engage your customers and make your e-commerce website their go-to place for buying art online.

Implement SEO best practices

SEO stands for Search Engine Optimization. It's a way to make your art more visible to people who are searching for it online. It's not magic, but it does require a little bit of know-how. So, where do you start when you're selling art through e-commerce websites?

Use Relevant Keywords: When people search for art online, they use specific words and phrases. These are known as keywords. Identify the keywords relevant to your art, such as 'abstract landscape painting' or 'handmade silver jewelry', and use them in your product descriptions, blog posts, and even image file names.
Optimize Your Website Speed: Did you know that a slow-loading website can turn potential customers away? Worse, it can even lower your ranking on search engine results. So, make sure your website loads quickly. Compress your images, limit the use of heavy scripts, and consider a content delivery network to speed things up.
Create Quality Backlinks: Backlinks are links from other websites to yours. They can improve your website's credibility and ranking. Reach out to art bloggers, industry websites, or even satisfied customers to create quality backlinks to your site.

Remember, SEO is a long-term strategy. It's not about quick fixes or tricks. It's about creating a website that provides value to your visitors and is easy for search engines to understand. With patience and consistency, your e-commerce website can become a top destination for art lovers around the world.

If you're looking to improve your e-commerce strategies for selling art online, don't miss the workshop 'Showcase Your Work and Make Money from Your Craft with a Website' by Tom Glendinning. In this workshop, you'll learn valuable tips and techniques to help you create an attractive and effective website that showcases your art and generates income for your creative business.