2025-11-06
More and more artists and collectors are moving art sales online. Online auctions offer reach and speed — but they also require proper preparation. From photos and descriptions to documentation, packaging, and legal formalities — every step matters.
This guide provides a simple step-by-step plan. You’ll learn how to choose the right platform, prepare materials, set a pricing strategy, and safely ship your artwork to its new owner.
The best platform offers suitable categories, an active audience, and transparent sales conditions. Compare the reach and buyer profile for your category, as well as fees, commissions, and transaction handling. Ideally, the platform should provide seller verification, payment protection, and dispute support. Useful tools include promotional features and view statistics. Check whether the service allows reserve pricing and how bidding increments are set.
Range of categories and specialization.
Activity of bidders in similar works.
Commissions, fees, reserve policy, bidding steps.
Payment processing, verification, buyer and seller protection.
Promotion tools, view reports, technical support.
International reach and shipping options.
Sharp, well-lit shots on a neutral background with visible details and scale work best. Photography is a collector’s first encounter with your work. Lighting should be even and diffused, background neutral, and color true to the original. The photo set should show the whole piece, details, signature, and any signs of wear. Add one contextual photo in an interior to illustrate scale.
Diffused daylight or soft continuous light without harsh shadows or glare.
Camera positioned perpendicular to the artwork, tripod stabilization, high resolution.
Neutral background, correct white balance, true colors.
Series of shots: front, side, back, stretcher thickness, texture, signature, details, condition.
Scale reference — e.g., with furniture or a measuring tape.
File format per platform requirements, no aggressive compression.
Clean file names and alternative text if supported.
The description should be factual, complete, and include brief artistic context. Start with data, then story. Key details include title, year, technique, medium, dimensions (unframed and framed), signature, and condition. Add 2–3 sentences on concept, inspiration, or place within the artist’s oeuvre. For editioned works, indicate edition number and size. Keep tone clear and professional.
Title, year, technique, material, dimensions, signature.
Condition, restorations, frame or mounting.
Provenance and exhibition/publication history if relevant.
Artistic context: style, theme, creative process in brief.
Keywords matching the content of the work, used naturally.
Sales conditions: shipping, insurance, and any restrictions.
Prepare a consistent set of evidence — descriptions, scans, and photos confirming the object’s history. Reliable provenance increases both trust and market value. Ownership continuity and authenticity proofs are key. For living artists, a statement or certificate of authenticity helps. For older works, inscriptions, stamps, exhibition catalogues, and expert opinions matter. Sensitive data should remain confidential.
Invoices, contracts, purchase confirmations.
Certificate of authenticity or artist/gallery statement.
Photos of signatures, stamps, labels, or reverse inscriptions.
Mentions in catalogues, books, archives, raisonné catalogues.
Exhibition, loan, or conservation history.
Expert appraisal or independent opinion if appropriate.
The price should be based on market comparisons, quality, and condition. Reference sales of similar works: same medium, size, period, artist recognition, and provenance. A lower starting price usually encourages bidding but may lower the final result. A reserve protects minimum expectations but can discourage bidders. Requirements depend on platform policies. Overpricing may result in no bids and weaken auction history. In uncertain cases, consult an independent appraiser.
Analyze comparable sales across similar channels.
Evaluate condition, rarity, provenance, and artistic importance.
Review platform rules for reserve pricing and bid increments.
Clarify shipping and insurance cost policies.
Layered packing tailored to the medium — with padding and rigid edge protection — works best. The goal is to immobilize and protect against shocks, moisture, and pressure. Use clean, chemically neutral materials where they touch the artwork. For glass, prevent shards from spreading. Add orientation labels and “fragile” markings. Take photos during packing for documentation.
Paintings on canvas: acid-free paper, corner protectors, front spacers, protective film (no contact with paint layer), double cardboard or crate.
Works on paper and photographs: acid-free interleaving, rigid backing board, envelope or portfolio; use tubes only for unframed works.
Prints and editions: stiff folders, edge protection, edition number note inside.
Sculptures and ceramics: soft wrapping, filler for empty spaces, crate or double box.
Glass and frames: tape glass in a cross pattern, add spacers and corner guards.
“Fragile” and “This Side Up” labels, unpacking instructions inside.
Insure and track shipment if possible.
Check copyright, platform policies, export rules, and tax obligations. Selling a physical artwork does not transfer copyright unless specified in a contract. The listing photos must comply with the platform’s licensing terms. Works containing animal materials or classified as cultural property may require permits. Cross-border sales involve customs clearance and origin documentation. Tax duties depend on seller status and jurisdiction. Platform regulations define payment schedules and procedures. Keep all sales documents for accounting and potential disputes.
Copyright and licensing for artwork images.
Platform rules — returns, disputes, liability.
Export laws for regulated or heritage materials.
Taxes and international sale reporting.
Complete documentation of the transaction and payments.
Finish preparations with a checklist and promotion plan. A strong listing combines quality materials, a thoughtful price, and clear sales conditions. Communicating with potential buyers builds trust and momentum. Schedule auction start and end times with your audience’s time zones in mind. After the sale, ensure smooth completion — confirm payment, issue an invoice, pack securely, and ship with documentation.
Choose the platform and review its rules.
Finalize photos, description, and authenticity documents.
Define starting price and reserve strategy.
Set shipping, insurance, and fulfillment terms.
Plan promotion and buyer communication.
Schedule start and end of bidding.
After sale: payment, packaging, shipping, confirmations.
A well-prepared online auction is all about detail: a credible description, quality photos, complete documentation, and secure logistics. This process saves time, builds trust, and increases your chances of success. Treat every auction as an investment in your reputation — it will pay off in future sales.