According to different and most authoritative surveys crossing 2020 and 2022 (like the Art Basel and Deloitte Reports) the art market is facing stimulating transformations and it is growing like never happened before. The main reason? Buying art online is overtaking and smashing any barrier. As a result of different variables joining together, now the art field is mixing new features of digital revolution and a new, fresh interest from buyers from all over the world. At first the generation called “millennials”. Of course, the COVID-19 has even more stimulated the process of buying art online. This it seems logical: almost all of us have found ourselves confined to our homes and switching to World-Wide-Web for daily (and non-daily) purchases was just behind the corner. On other side, many players within the art market have launched themselves on the web in afford to survive.
Of course, buying art online is slightly different than do it live in person, and it’s normal to feel wary before making the purchase. This even because each artwork is unique and original, so you need to valuate different aspects of what you’re going to buy. To help you out in this approach, there are bunch of suggestions and guideline you may consider out there on internet, even from many digital players who have their E-commerce website and sell art online. This as a guarantee that what they offer on their website is secure, certified by galleries (or art institutions) and there are no worries of potential fraud. In this context, Kooness – an Italian based company and one of the most recognised online art platform among Europe – has published a special guideline called “how buy art online” through their website. This article explains and streamline by bullet-points how much could be easy and enjoyable buying art online following few simple rules. Here below instead, there are some milestones you may consider before even approaching a purchase:
- Find out about the artist
- Require a certificate of authenticity for artworks
- Set a budget
- Buy art on the right platform
- Websites selling works of art
- Find out about the artist
Knowing the biography of the artist you are interested in, will allow you to obtain valuable information to make your decisions (and its artworks in particular). Try to find as much information as possible and from different corners. Many artists have an “About” or “Biography” section on their website. Check maybe their curriculum vitae (CV). If the artist doesn’t have a own website, just type their name into search engines. The “core-idea” – you will have understood – it’s to get info! Generally, the most relevant information are:
- The method used: the raw materials of a creation can double the price of a work! Keep an eye on what the artist uses in terms of materials, type of paint, supports, and even if he/she follow any art movement/current on its way of working (it’s a meticulous work but worth the effort)
- Exhibitions: the importance of an exhibition and its visibility can give you good idea of the artist background. The best thing to check here is if these displays and events were international, recognised by a jury or not, the type of shows (collective or solo exhibition), the locations etc.. . All this information will give you a good balance of the visibility of the artist.
- Prizes or Awards: Define the notoriety of the artist. These distinctions highlight the recognition of the artist by his peers. The more prestigious the award, the faster the career can accelerate (good hint in this case if you want to make an investment).
- Collections: here too it is a good indicator of the value and popularity of an artist (whether the works are in a public collection or in a museum, are a part of private collector etc.. .
- Require a certificate of authenticity of artworks
Any professional artist must provide you an official certificate that recognise authenticity of the artwork. This document defines origin and identity of a creation. During a potential reselling, it is also used as value warranty of the artwork. A gallery owner, an auctioneer or ecommerce platform, may also issue you this document. The certificate of authenticity must contain the following information: name/pseudonym of the artist, title of work, mediums & materials, dimensions, artist signature and other info like year of creation.
- Set a budget
At first glance, the art market seems inaccessible with a small budget. This is completely wrong and it’s a common mistake when you don’t know so much the art market. This because on a deeper inspection there are emerging artists, limited reproductions, small formats and many other accessible artpieces available. Whatever your budget is and what your desire may be at that moment, buying art online remains a cool act of loving our aesthetic wander to own something unique and not reproducible. It’s like a piece of concept, an extension of the artist. If this is your first experience buying art, set yourself a maximum budget so you don’t get too carried away.
- Buy art on the right platform
Until few years ago, galleries were having only physical (or multi-physical) point of sale. Today instead – with the digital revolution – all main galleries and auction companies have embraced the concept of the online store. Customised with a lot of functions, filters and artificial intelligence features to give a full 360 prospective to customers, buying art online is almost more exciting than in real world. If ever you may have few doubts about an artwork, you always have the possibility to write, take contact with the company or decide to visit the physical gallery and see what you’re interested in.
- Websites selling works of art
There thousands of them on internet, like the most institutional and famous (Saatchi Art, Kazoart, Singulart..) and many new outsiders able to cut an important market share within the art field. These are 100% online platforms (with no physical point of sale) and many others that fall in between. In some cases, you can know them and benefit from some advice (for example via their blog or directly with an advisor) or from close friend that made a purchase in the past. Beware however, that the cost of acquiring any artwork will be slightly expensive than buying it directly from the artist (commission charged by the intermediary). Another important point. Some online galleries make a “selection at the entrance” promoting only artists who are already recognized, while other platforms leave the opportunity opened to all professional artists, whatever their level. All this influences the quality of the works offered and the purchase price.