Selling your art prints online is one of the best ways to grow your art business. It opens the door to a global audience, allows you to build your brand, and creates an additional income stream. But if the thought of managing an online shop feels overwhelming, don’t worry—we’re here to help every step of the way!
Whether you're new to online sales or ready to refine your approach, this guide will help you create a professional and successful online store and get your art into the right hands.
Step 1: Choosing Your Platform
Choosing the right platform to host your online store is one of the most important decisions you’ll make when setting up your shop. There are numerous platforms to choose from, each with its own strengths, limitations, pricing structures, and capabilities. To find the best fit, consider your specific needs, your budget, and the level of customization and flexibility you want:
- Price: Most platforms charge a monthly fee, with costs ranging from free options with basic features to premium plans with robust tools. Popular options include Shopify, Squarespace, Wix, and WordPress. Some platforms also take a percentage of each sale or charge transaction fees, so factor this into your budget. Etsy is a popular choice for beginners because of its low setup cost and access to an established audience. However, keep in mind that Etsy’s fees have increased over time. While it offers exposure to a large audience, these costs can impact your profit margins. It's a good starting point for those testing the waters, but be sure to factor in the fees when deciding if it’s the right platform for your business.
- Capabilities: Think about what features your shop will need. Are you looking for built-in marketing tools, detailed analytics, or integrated payment processing? Platforms like Shopify are highly capable for scaling businesses, offering features like inventory management and abandoned cart recovery. If you’re mainly targeting art collectors, Etsy provides a built-in audience but with fewer customization options.
- Customization and Flexibility: If you want your store to align closely with your branding, look for platforms that allow significant customization. Shopify and WooCommerce (a WordPress plugin) offer great flexibility, letting you design a store that reflects your artistic style. On the other hand, platforms like Etsy or Society6 offer less control but are easier to set up.
- Ease of Use: Some platforms, like Squarespace, prioritize user-friendliness with drag-and-drop interfaces, making it simple to create a visually appealing store without technical skills. However, if you’re tech-savvy or have help, a platform like Shopify or WordPress allow for more advanced customization but have a steeper learning curve.
- Scalability: Consider your long-term goals. If you plan to grow your business significantly, choose a platform that can handle more products, higher traffic, and advanced features.
- Free Trials: Many platforms, including Shopify, Squarespace, and Wix, offer free trials. Take advantage of these to explore the interface, test out features, and see how easy it is to set up your store. Playing around with a trial can help you decide if a platform feels intuitive and meets your needs before committing to a plan.
By carefully evaluating these factors and taking time to test platforms, you’ll be able to find one that balances functionality, cost, and your unique artistic vision. Remember, your online store is an extension of your art, so choose a platform that allows you to showcase your work effectively and professionally.
Step 2: Creating Irresistible Product Listings
Once your platform is ready, focus on creating compelling product listings that showcase your work. Your titles should be descriptive and incorporate keywords to help potential customers find your prints (e.g., “Floral Giclée Art Print or Modern Botanical Wall Art”). Detailed descriptions are equally important. Explain what makes your art unique and provide essential details like the type of paper used, dimensions, and whether the print is part of a limited edition series. We’ll go more in depth into keywords and product photos up next.
Step 3: Showcasing Your Work with Professional Product Photos
Product photography plays a critical role in convincing potential buyers to purchase your art prints. To create a strong first impression, focus on producing consistent, cohesive images for your listings. Start by ensuring uniform lighting and a clean, clutter-free background. Natural light often works well, but if you're photographing indoors, consider using softbox lights to eliminate harsh shadows. Your photos should accurately capture the colors and textures of your prints, as buyers rely on these visuals to gauge quality.
If you offer multiple sizes of a print, showcase how each size might look in real spaces. For example, a larger print could be displayed above a sofa, while a smaller one might fit perfectly on a bookshelf or a gallery wall. Mockups are a great way to achieve this without physically staging every photo.
Consistency is key for a professional-looking online store. Use similar framing, angles, and editing styles across all your product photos to create a cohesive aesthetic. This not only enhances your brand but also builds trust with your customers.
Step 4: Optimizing Listings for SEO
Search Engine Optimization (SEO) is when you optimize your product listings to rank higher in search engine results, making it easier for collectors and buyers to find your artwork. When done well, SEO drives more organic traffic to your store, helping you reach a broader audience without relying too heavily on paid advertising.
To optimize your product listings, start with keyword research. For example, if you’re selling watercolor botanical prints, phrases like "watercolor floral art," "botanical wall prints," or "nature-inspired home decor" might be popular. Tools like Google Keyword Planner or Pinterest Trends can help you identify relevant keywords with high search volume.
Incorporate these keywords naturally into your product titles, descriptions, and even file names for your images. For example, instead of a vague title like "Rose," go for something more descriptive and keyword-rich, such as "Watercolor Rose Art Print – Botanical Floral Wall Decor." In your description, highlight the unique features of your artwork while weaving in relevant phrases. For instance, "This delicate watercolor rose print adds an elegant touch to any room, perfect for nature lovers and botanical art enthusiasts." If you offer prints in multiple sizes or colors, list those variations clearly, as search engines appreciate detailed, comprehensive content.
Lastly, optimize for your audience, not just search engines. A well-written, informative, and engaging product listing that happens to include keywords naturally will always resonate more than one stuffed with jargon. SEO is as much about creating a good experience for the collector as it is about ranking well on Google.
Step 5: Planning Your Fulfillment Strategy
Planning your fulfillment strategy is crucial to ensuring a smooth customer experience and managing your time effectively. When selling art prints, you have two main options: handling the fulfillment yourself or utilizing a drop-shipping service.
Shipping Orders Yourself
If you choose to fulfill orders yourself, you’ll be responsible for packing and shipping each print as it sells. This option allows you to maintain full control over the process, from how your prints are packed to the time it takes for them to reach your customers. However, it can also be time-consuming, especially as your orders grow. You'll need to source materials like packing boxes, bubble wrap, and shipping labels, and stay on top of shipping logistics. You’ll also have to consider the time and cost involved in shipping, especially for larger prints or international orders. Some artists find that the personal touch of packing their work themselves is a positive, but for others, it can feel overwhelming.
Using Drop-Shipping Services
On the other hand, drop-shipping is a great option if you want to outsource the fulfillment process entirely. With drop-shipping, when a customer places an order, the print shop (like ours) handles everything from printing and packaging to shipping directly to the customer. This option saves you time and eliminates the need to store inventory or manage logistics. Plus, you can focus more on the creative side of your business, knowing that the fulfillment is being taken care of. However, you will likely give up some control over packaging and shipping times, and depending on your arrangement with your drop-shipping provider, there may be less flexibility with customized packaging.
No matter which route you choose, prioritize professional packaging to ensure your prints arrive in perfect condition.
Step 6: Promoting Your Store
Promoting your store is a key part of driving traffic and making sales. It’s not enough to just have your prints listed on your site; you need to get the word out and attract potential customers.
Start by leveraging social media platforms such as Instagram, Facebook, and Pinterest, which are visual-first platforms that work particularly well for artists. Sharing behind-the-scenes content, works in progress, and customer testimonials can help you build a loyal community and keep followers engaged. You can also use Instagram Reels or TikTok videos to show your prints in different settings, offering tips on framing or styling, which can help your art feel more accessible and appealing.
In addition to social media, consider email marketing to stay connected with your audience. Building an email list through your website allows you to send updates about new product releases, promotions, and special offers directly to people who have already expressed interest in your work. Offering a small discount in exchange for subscribing can be a good incentive. Tools like Mailchimp, Flodesk, or ConvertKit can help you manage these campaigns and automate the process to save time.
In addition to online marketing efforts, connecting with customers in person can help drive traffic to your online store. Attending local art markets, craft fairs, and pop-up shops gives you a chance to meet potential buyers, showcase your work up close, and build a personal connection. Be sure to have business cards or flyers with your website link so you can easily direct people to your online store for more print options. These in-person interactions not only foster trust but can also help spread word-of-mouth recommendations and grow your customer base both locally and online.
Finally, don’t forget about search engine optimization (SEO), like we discussed earlier. If you want people to find your store organically, optimizing your website with relevant keywords and high-quality content is key. This includes using descriptive product titles, writing detailed descriptions, and incorporating keywords that your customers might use to search for art prints.
Step 7: Continuing to Grow
Your online store is just the beginning. As you gain experience, revisit your pricing, experiment with new product offerings, and refine your SEO and marketing strategies. Consider introducing limited edition prints or exploring different ways to present your art, like matting or framing. For more creative ideas, see our posts, Everything You Need to Know About Matting Your Artwork and Limited Edition Art Prints: What Sets Them Apart?.
Selling your art prints online can be an enjoyable and profitable way to share your work with the world. If you’re ready to get started or need help producing high-quality prints, we’re here to help. Whether you’re exploring drop-shipping options or seeking expert advice on print materials, we’ve got you covered.