Building an Online Store: What Every Artist Needs to Know

In today’s world, having an online store isn’t optional for artists—it’s essential. Whether you’re selling original oil paintings, limited edition prints, or digital downloads, an online storefront allows you to reach collectors worldwide, build a brand, and grow on your own terms. But where do you even begin? Here’s what every artist needs to know to build a successful online store from the ground up.

Start with the Right Platform

There are several platforms artists love for selling art online. The right one depends on your needs, budget, and level of tech comfort. Some of the most artist-friendly platforms include:

·         Shopify – Highly customizable, great for scaling

·         Squarespace – Beautiful templates, easier setup

·         Big Cartel – Simple and affordable for smaller shops

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·         Art storefronts / Fine Art America – Tailored to art sales

Pro tip: Own your own website even if you sell on Etsy or Instagram—it gives you control over your brand and email list.

Prepare Great Product Listings

Your art deserves to be shown at its best. Every listing should include:

·         High-quality photos (ideally in natural light, showing scale and detail)

·         Clear, compelling titles

·         Short but emotional descriptions (share the story or feeling behind the piece)

·         Size and medium details

·         Price (including whether it’s framed or unframed)

·         Shipping or delivery info

People can’t see your work in person, so your online presentation must do the heavy lifting.

Decide What to Sell (and Price It Right)

You don’t have to list everything. Focus on:

·         Bestsellers

·         Cohesive collections

·         Pieces you’re proud to promote

Start with originals or a curated set of products (like prints, postcards, or merch). Make sure prices cover your time, materials, packaging, fees—and profit. Don’t undervalue your work.

Plan for Packaging and Shipping

Having an online store means you’ll need a reliable system for fulfilling orders. Some essentials:

·         Safe and professional packaging (especially for original art)

·         Shipping calculators or flat rates

·         Clear policies for returns, damage, or delays

·         A way to track orders (especially internationally)

Art prints can be shipped in tubes or flat mailers. Originals need padding, corner protectors, and often insurance.

Don’t Forget Legal & Financial Basics

Before launching your store, make sure:

·         You have a clear refund/shipping/privacy policy

·         You’re tracking income for taxes

·         You’re using safe payment gateways (PayPal, Stripe, etc.)

·         You protect your work with copyright watermarks or statements

It’s your business—treat it like one.

Market Your Store Like You Mean It

Building the store is step one. Now you need to send people there!

·         Promote new releases on social media

·         Share behind-the-scenes stories of your work

·         Build an email list to announce shop updates

·         Offer occasional promotions, bundles, or limited drops

Your store should feel like a gallery experience—inviting, personal, and inspiring.

Keep Testing, Tweaking, and Growing

No store launches perfectly. That’s okay!

·         Track what sells best and create more of it

·         Test different photos, headlines, or pricing

·         Ask for feedback

·         Update your shop seasonally or with each new collection

Your art and business will evolve—your store can too. Building an online store is one of the best investments you can make as an artist. It gives your work a home and your buyers an easy way to support you. Start simple, stay consistent, and don’t be afraid to show up boldly as the professional you are.

Have questions about setting up your art shop? Drop them in the comments or sign up for my email list—I share practical tips for artists every week.