Post Prices on Your Website!

As an artist agent, I’m passionate about internet gallery pricing as the inability to show prices reduces our ability to market paintings. Art Galleries are in the business of selling art. It’s unclear why certain galleries (and artists) don’t post the prices of their galleries on websites. Art lovers visit art gallery websites for information. If prospective buyers can’t find the basic information, they get unhappy and head to another gallery site. Collectors would like to know:

Pictures of Available Paintings * Prices * Artist Information * Gallery Information

Gallery View

Some dealers argue that omitting prices helps to start connections between the gallery and the purchaser. If a buyer calls to inquire about price the gallery feels that they can offer the price and, if necessary provide incentives.

My View

Collectors of art aren’t naive. They realize that art costs money. Why withhold information and manipulate collectors to contact the gallery? Many art lovers won’t ever pick up the phone to inquire about the cost of art. Furthermore, the client can’t contact a gallery after hours, so the probability to make sales is only available when the gallery is open. One of our collectors has told me that there’s a lot of artwork available to choose. She’ll look at websites that show prices instead of picking up phone phone and inquire a price.

Gallery View

Posting prices devalues art. They’d rather “soft sell” the art.

My View

Internet customers want to know information right at their fingertips. The gallery has done a disservice to their collectors and artists by not taking advantage of every opportunity to market their art. The major art galleries as well as auction houses posts prices on their sites. It’s probably doing their work!

Gallery View

The artists they work with don’t have consistent pricing. They inflate the prices of certain galleries and reduce them in others. The gallery doesn’t want its customer to know the price discrepancies. Visit:-

My View

Artists who do not maintain the same pricing for their work are not professional. The galleries of fine art shouldn’t be representing them. The art market around the world is extremely intimate thanks to the Internet. It is easy to determine the price of an artist’s work for a price that is significantly different. (Of course, one should be aware of the costs of framing — gold leaf, metal and so on. —but that’s another subject.)

Gallery View

The gallery uses the website to get potential customers interested in their works—not to actually generate sales through the website. The gallery wants collectors to visit the gallery and purchase their work.

My View

It’s not a good idea to assume that everyone will go to a gallery. A lot of art lovers don’t live anywhere near the gallery. Numerous 21st Century customers are Internet savvy and often purchase paintings they find online. Sure, the collector might contact the gallery to discuss specifics with the gallery, but having exact photos and prices available on the website helps to make the sale.


1) My artist’s best selling galleries publish prices and sell numerous paintings on their websites. A few of their clients never step foot inside the gallery’s doors.

2.) Inability to display prices is now a huge issue for users of websites that usability expert Jakob Nielsen recently deemed it the most common web design error. I will quote the following quote from Mr. Nielsen —“The worst example of not answering users’ questions is to avoid providing prices for products and services. No B2C e-commerce site would make this mistake ,… price is the single most important information that customers need to comprehend the essence of the product or service, and not providing it makes people feel confused and decreases their understanding of a product range. There are many hours of videotape of users asking “Where’s the price?” as they rip their hair.”

3.) Your website serves as your salesperson all over the world all day, seven all week.

4) Discounts are sought by those who may ask for a discount. If Internet customers like a painting and it’s priced within their ballpark, they are capable of recognizing that they have the ability to communicate with the gallery by email or phone and request discounts.

5) The gallery will save the buyer time and embarrassment when they list the retail price on the website. A buyer would be embarrassed to learn that a piece of art sells for more than $50,000 when the gallery thought it would cost less than $10,000.

6) After extensive research I’ve discovered that the inability to provide prices is a collector’s biggest bug. One collector informed me that she saw a painting she wanted to purchase in an advertisement for a national art magazine. She went to the gallery’s website but was dissatisfied– they did not post prices. Rather than call the gallery, she searched the artist’s name, and found an alternative gallery that had prices. She contacted the gallery and purchased a painting from the gallery.

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