How to sell art online and make money (2025)

Original artwork

While selling original artwork is the most common approach to making money online as an artist, it can also be the most challenging. This applies to a wide range of art forms, from paintings and sculptures to photography, drawings, and digital creations.

Even for established artists, success often hinges on strong online skills, effective networking, and high visibility.

Nowadays, many platforms make it easier to sell art products. Online galleries, art platforms, social media, and website builders provide resources for creating effective marketing strategies and reaching potential customers.

Art prints (reproductions)

Conveniently sell art prints or reproductions of original art in an online gallery or independently using a print-on-demand service. 

Artists who sell art prints on different platforms have increased visibility to an existing audience. However, these platforms can come with subscription fees and commissions that may be steep, especially for new artists.

Merchandise

In addition to custom canvas prints, posters, and reproductions, independent artists can earn money selling customized merchandise like t-shirts, mugs, phone cases, or other items that fit their niche. This merchandise can also be distributed as branding in live events, art fairs, and gallery exhibitions as souvenirs.

Digital art

Both professional and hobbyist artists can create a good source of passive income by selling digital files, downloadables, or printables. 

These digital prints range from fine art reproductions for online sales and galleries to printables that meet everyday needs, like graphic elements.

You can also sell your art as NFTs on specialized platforms like OpenSea or Binance, and market it on social networks.

Custom art

For centuries, commissions have been a way for artists to earn a living. Today, online platforms like Saatchi Art connect artists with potential clients. Graphic design and illustration commissions often flow through business-focused services.

• Be cautious with commissions. Platforms offer contract resources, and reputable institutions can provide samples. Clearly define prices, payment terms, and artist rights through a written contract.
• Open communication is key. While clients have a say, detailed contracts set boundaries. Include timelines with checkpoints, approval dates, and deadlines.

Platforms for digital art and visual assets:

• Best options: Gumroad (includes NFTs), Society6, Redbubble, ArtStation, AdobeStock, Creative Market.
• Who is it for? Ideal for digital artists and any graphic designer selling downloadable files, prints, or assets.
• What to consider: Each platform caters to a specific audience (e.g., gamers on ArtStation).
• Pros: Easy to upload and sell digital files. Some platforms offer print-on-demand services.
• Cons: Limited control over branding and pricing on some platforms.
• What can you sell? Digital downloads like illustrations, brushes, textures, or stock photos. Some platforms offer print-on-demand merchandise.

2. Specialized art marketplaces:

• Best options: Saatchi Art, Artfinder, Fine Art America.
• Who is it for? Great for artists with fine art, photography, or established artistic styles.
• What to consider: Often caters to a curated audience of art buyers and might require application or jury review. Commissions are around 40% on Saatchi Art and Artfinder, depending on the plans.  
• Pros: Potential exposure to serious art collectors and a higher price point for artwork.
• Cons: Can be competitive and have application fees and commissions. Less control over marketing compared to your own standalone website.
• What can you sell? Originals, high-quality prints, and potentially limited edition pieces. Some platforms offer framing and fulfillment services.

3. Art merch marketplaces and platforms

• Best options: Fine Art America, Society6.
• Who is it for? Excellent for artists wanting to sell merchandise featuring their artwork.
• What to consider: Often cater to a broad audience interested in art-related products.
• Pros: Easy to upload designs and leverage print-on-demand services for various products.
• Cons: Less control over profit margins and fulfillment compared to selling directly.
• What can you sell? A wide variety of merchandise, like t-shirts, mugs, phone cases, and home decor featuring your artwork.

4. Website builders and platforms:

• Best options: WordPress + WooCommerce, Shopify, Squarespace, Wix.
• Who is it for? Perfect for established artists seeking to build their own websites, create an online portfolio, and have complete control over their online presence.
• What to consider: Requires technical skills or design expertise (or paid themes) to create a professional website. Handles inventory management and transactions.
• Pros: Maximum control over branding and customer experience. Can offer a wider range of products and extensive customization options.
• Cons: May require more effort and investment to set up and maintain. Building traffic and establishing a customer base takes more time.
• What can you sell? Originals, prints, merchandise, and digital downloads. You have full control over product types and customization.

5. Marketplaces and online retailers:

• Best options: Etsy and eBay
• Who is it for? Ideal for beginners or artists with more commercial or craft-oriented work.
• What to consider: Established marketplaces attract a large audience but can be competitive. Fees and commission structures vary. In some cases, it’s possible to sell art online free of charge. 
• Pros: Easy to set up and start selling quickly. Large built-in audience and developed marketing features.
• Cons: Less control over branding and potentially higher fees compared to dedicated art platforms.
• What can you sell? Typically, originals, prints, and merchandise with limitations on customization based on the platform.

6. Social media platforms:

• Best options: Facebook, Instagram, and Pinterest.
• Who is it for? Great for all artists wanting to build a following, connect with collectors, and showcase their work.
• What to consider: Requires consistent engagement and content creation to build a successful presence.
• Pros: Free to use, allows direct interaction with potential buyers, and leverages the power of social media trends.
• Cons: Limited functionality for selling directly (often requires directing customers to another platform).
• What can you sell? Primarily for showcasing work and driving traffic to your main sales channel. Can be used for promotion and limited sales (e.g., through Instagram checkout).

So, what is the best website for selling art?

It’s a balancing act. The best sales channel is often a combination of all these options. Consider your artistic style, target audience, and desired level of control when making your choice. Experiment and see what works best for you.

Pricing

Pricing your art can feel tricky. You want to represent your work’s value while attracting potential buyers. Here’s a breakdown of factors to consider and a popular pricing formula to get you started:

1. Know your costs:

• Fixed costs: This includes studio rent, supplies (paint, brushes, canvases), software licenses (if applicable), and website maintenance fees (if you have your own website).
• Variable costs: These are costs directly tied to a specific piece of art, like the materials used to create it (paint, canvas, frames) and any printing or framing fees if you use a service.

2. Consider your time and expertise:

• Factor in the time it takes you to create a piece. How much does your hourly wage translate to for this artwork?
• Your experience and reputation as an artist also play a role. As you gain recognition, you can justify higher prices.

3. Research the market:

• Look at what similar artists are charging for works of comparable size, style, and medium. This will give you a good baseline for your pricing.
• Explore online art galleries and marketplaces to understand current market trends.

4. Flexibility

• Offer a range of prices: Attract a wider audience by offering a range of art for different budgets.
• Be willing to negotiate: When starting out, be open to reasonable price negotiations, particularly for larger or more expensive pieces.

5. Pricing formula

One popular formula for pricing art is based on the size of the artwork, your material costs, the time invested, and a multiplier reflecting your reputation:

• Area of artwork: This can be calculated in square inches or centimeters.
• Price per unit area: The value you assign to your artwork per unit of size. It reflects your experience, style, and the overall value you place on your work. Start with what you find through market research and adjust based on your factors.
• Material cost x 2: This ensures you compensate your material costs and factor in a profit margin.
• Time spent x hourly rate: Assign yourself a fair hourly wage and multiply it by the time you spent creating the artwork.
• Reputation multiplier: As your experience and recognition grow, this multiplier can increase (e.g., 1.0 for emerging artists, 1.2 for established artists, 1.5 for well-known artists).