Overcoming the Challenges in Selling Art Prints Online

Selling art prints online can be an exciting adventure for artists, opening doors to a global audience. But let’s be real, it can also feel daunting. Many artists worry about getting lost in the crowd, finding the right prices, and navigating the technical side of things.

Don’t let these challenges discourage you! With the right approach, you can build a successful and sustainable online art business.

Standing Out in a Crowded Market

With so many artists selling prints online, it can feel overwhelming to get noticed. Buyers have endless choices, making it difficult to attract attention.

The best way to handle this is to find and focus on your niche. Specializing in a unique style or theme can make your work more memorable. Whether it’s minimalist line art, vintage-inspired illustrations, or surreal landscapes, honing a distinct aesthetic will help attract the right audience.

Create a brand that is a representation of you and your art. This is done by consistency in your style, messaging, and even things like packaging. It helps create a recognizable brand. Customers are more likely to return if they know what to expect.

Share your story. People connect with artists on a personal level. Talk about your creative process, inspirations, and journey. Use platforms like Instagram, TikTok, and Pinterest to showcase behind-the-scenes content.

Pricing & Profit Margins

Finding the right price point can be difficult. Price too high, and customers may not buy; price too low, and you may barely cover costs. To overcome this challenge, conduct some market research, consider multiple price points, and optimize your costs.

For market research, look at what similar artists are charging and consider your printing and shipping costs when setting your prices.

Then consider selling different print sizes, limited editions, or bundled sets that can cater to various budgets so that you have multiple price points. And finally, find ways to optimize your production If using a print-on-demand service like FinerWorks, compare costs and ensure your markup allows for a healthy profit.

Marketing  & Visibility

Creating art is one thing, but we always hear about getting people to see and buy it is another. Without effective marketing, even the best artwork will fail to attract interested buyers.

Here are some things you can do. If using Social Media to promote your brand (and all artists should), use one that makes sense.  Platforms like Instagram, YouTube, and Pinterest are visual-heavy, making them perfect for showcasing artwork, while Twitter/X is going to be less of a visual platform and may not make a lot of sense to focus your efforts there. While using social media, engage with potential buyers by posting consistently, using relevant hashtags, and sharing process videos.

Don’t put off starting on an email list. It takes time and patience but in the long term, it will pay off.  Build an email list to keep past customers and interested buyers engaged. Offer exclusive discounts or early access to new prints.

Partner with influencers or other artists to increase visibility and reach a new audience.

Managing Customer Expectations

Customers expect high-quality prints, fast shipping, and excellent service. Any hiccup—such as color discrepancies, damaged shipments, or slow response times—can lead to negative reviews.

To help alleviate these problems, have a detailed FAQ on your website that covers shipping times, returns, and handling damages. Order test prints from your supplier to ensure color accuracy and paper quality match your expectations. Consider providing either a simple handwritten note, card, or small bonus gift (like a sticker). This can help to leave a lasting impression and encourage repeat customers.

Technical Hurdles in Preparing Artwork

Many artists struggle with digitizing their work properly, leading to color mismatches or poor print resolution.  You will want to consider either investing high-resolution scans or at least develop your capturing skills with a camera. This ensures your prints retain all the fine details of your original work.
You will also need to develop some basic skills in programs like Photoshop or Affinity Photo to allow you to adjust colors, remove blemishes, and optimize images for printing. Finally, make sure you use a color calibration tool on your screen ensures what you see on your screen matches what gets printed. Since these technical hurdles are not the easiest to overcome, at minimum contract out to someone that can help you with these things.

Consider Shipping & Logistics

Packing and shipping prints can feel a little overwhelming at times. Not to mention expensive and time-consuming. Damaged shipments or high shipping costs can lead to unhappy customers and more work on your end. Most FinerWorks users, use our drop shipping and order fulfillment service to lessen the workload but if you choose to ship prints on your own then consider some of the following tips: Invest in sturdy materials like rigid mailers, kraft tubes, and protective sleeves to prevent damage. Provide tracking since customers feel more confident knowing where their package is. And, respond promptly to customer inquiries about their shipment.

Platform Fees & Algorithm Changes

Selling on marketplaces like Etsy or Shopify comes with listing fees transaction fees, or even both.  Then their is the sudden algorithm changes with either the platform (Etsy) or a search engine which can affect visibility.

We recommend you don’t rely on a single platform. Sell through multiple marketplaces and your own website to reduce dependence on any one service.

Use SEO (search engine optimization) and email marketing to drive visitors directly to your online gallery/store, reducing reliance on paid listings or ads.
A website on something like the Shopify or Squarespace platform, or even WooCommerce site on WordPress gives you more control over your brand, what you can sell and profits.

Read here about platforms FinerWorks integrates with to sell your prints.

Copyright & Image Theft

This is always a concern. Displaying high-quality images on your website or other selling platform runs the risk of art theft and unauthorized reproduction.

A subtle watermark or uploading lower-resolution images can help deter theft without affecting presentation. If so inclined, especially if there is a high demand for a title, consider registering them with a copyright office to legally protect them. Utilizing tools like Google Reverse Image Search or TinEye can help track unauthorized use of your artwork.

Yes, selling art prints online has its challenges, but with the right strategies, artists can overcome these hurdles and build a thriving business. By standing out in the market, pricing work effectively, mastering marketing, and handling logistics smoothly, artists can turn their passion into a profitable venture.

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