The power of the Web and digital technologies allow you to break down any kind of economic barrier. And this is happening both for the art market and for many other external sectors, whether small or large. The digital revolution has now a prominent presence within the simplest daily processes and has been transforming the concept of business in every corner. An kind of evolution that in the whole art market (due to its well-known sectoral verticality such as international fairs, galleries and sector experts) it is even more producing an imminent impact.

If in the past buying artworks was certainly more difficult to whom were not experts and/or did not work in that sector, today buying and selling artworks via online platforms breaks down any barrier on the demand side. In fact, thanks to such tools as augmented realityspecial filters Apps that allow you to glimpse your work directly at home (by uploading a simple photo of your living room) and detailed information, buying art online has become something extremely simple, even for the most inexperienced.

In addition, the new digital products of the art market – such as NFTs and digital properties – further stimulate a reviving market generating a new form of demand. This transformation includes every single player in the art sector. In addition to the new Ecommerce platforms existing on the web and through specific Apps, galleries nowadays also sell art online.

A purchase that has become easy and comfortable directly from home, like buying a dress or any product on Amazon (in extreme comparison). Having said that obviously, there are some few parameters to take into consideration. This is because even among the internet, counterfeits and scams cannot be completely excluded (as in fact in the real world).

Therefore – in addition to the most established platforms in the art market for decades – such as Saatchi ARTArtspace and Magnus – many other companies in the sector are trying to inform their clients through real practical advice on how to buy art online. Within an international context, a new all-Italian marketplace has also stood out for some years: the online art platform Kooness.

Born in Milan with the goal of share and become a main contemporary art reference – involving neophytes and great art collectors – the Italian brand Kooness has developed and published a real interactive guide on its website, through this post that explains how to buy art online.

The main purpose of those articles is to connect the art market with its potential buyers and make the art sector as horizontal as possible. This will make it easier both sides, informing the main sphere of demand and setting a non-bureaucratic and elitist environment within the sphere of supply. Through these platforms it is possible enjoy artifacts present in various galleries around the world, gathered within the same online space at a distance of a few clicks, any time of day.

Each search can be refined through filters, which select or eliminate specific criterias (such as years, current of origin, artist, budget, etc.). These platforms therefore represent an innovative and unique way to browse vast art inventories, an approach totally unthinkable within the classic offline space.


Although trivial, it is a good idea to consider some basic search and sale criteria, which are well suited and described online in many posts focussed on buy and sell art among internet. Here as follows the best ones:

  1. Don’t rush and buy on impulse
  2. Reliable and recognized platforms
  3. Define a budget
  4. Choose an artist or work that you might like
  5. Find out requirements of the work you are looking for

Don’t rush and buy on impulse

One of the most positive advantages of buying art online is the fact that the platforms never close, as happens in the classic physical art galleries with have opening hours. Evaluating, informing, and deciding (the next steps) are therefore clearly extended and available compared to years ago. Let’s just think of the idea of ​​going to a gallery in NY City, where the journey determines most of the timing and limits. Taking the time to decide what to buy and what budget you would like to spend is perhaps the most fun part of the process of purchasing artworks online.

Reliable and recognized platforms

As mentioned in the article, there are many platforms and galleries that offer e-commerce services and offer a wide range of original artworks by emerging and established artists. Those that have been present for the longest time and with the most guarantees, are usually the most serious then. Internet is a powerful tool that could help a lot. Online you will find reviews, articles, tips and lots of information relating the artwork and the reality in which you would like to invest.

Define a budget

Defining a budget (or a range of budget to stay in between) during the phase of research, makes it perfect for you to not “step out of perspective” keeping you focussed on limited number of artworks (or artists). Then – looking through the various platforms or galleries – you could do some more tailored research finding out about the artist, the average value of its artworks and its potential. Also make sure that the work is authentic and that a guarantee certificate is provided.

Choose an artist or work that you might like

It is not necessary to be an expert or an art historian to buy art online. But before deciding and making your first purchase, be sure to look as many artworks as possible and familiarize yourself with the sector, identify what kind of trends are rising and which artists are emerging. Also read the main reports of international fairs (such the ones of ART Basel) especially if you are an inexperienced young collector. Do not forget to read the terms and conditions of sale established by the seller, such as any additional costs, timing, transport costs and customs duties.

Find out requirements of the work you are looking for

Don’t forget that buying art online is not just an investment but also an aesthetic pleasure. The potential value that a work could have in the future should be a secondary concern, while your taste and aesthetic sense should have priority. Obviously, before making a purchase, make sure of all the requirements that the chosen artwork may have.

In this context, two categories are distinguished: objective and subjective criteria of the artwork itself. In the first range are falling all the explicit factors (such as the signature, an act of authenticity). In the second one instead, all those factors that are recognised as proper or attributable to the author. This could mean style, consistency (compared to his other artworks), use of colours and artistic techniques, etc.. . Good luck and pay attention with your first artwork you will buy online!


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