Süreyya Wille, Global Strategic Partnership Director, Artsy, London
Cultivating an online presence has the potential to broaden a gallery’s geographic reach and help grow its pool of international collectors. A thoughtful, integrated digital strategy that includes social media and third-party online platforms attracts new audiences and cultivates relationships with potential collectors, but does it drive sales?
According to the 2018 Art Basel Art Market Report, the online art market reached $5.4 billion in 2017, up 10% year on year. With the size of the online art market increasing substantially over the past few years, key art market players have cited online sales as an important method to access new buyers. The data proves that well executed online strategies deliver sales, even if many in the art world still take them with a grain of salt.