Susan Washington

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The traditional art market has evolved significantly in recent years. In the past, an artist’s success largely depended on securing gallery representation, which provided both exposure and sales opportunities. While galleries are still an important part of an artist’s journey, fewer galleries represent artists today, forcing more creatives to shift towards self-representation. On top of this, the overall art market has taken a hit—Artnet News reported a 30% decline in fine art auction sales during the first half of 2024.

The pandemic initially provided a temporary boom for artists and galleries as people had more disposable income to spend on art (with less spent on travel and entertainment and more time spent on Zoom calls looking at blank walls). However, the post-pandemic world, marked by political instability and global unrest, has cooled art sales. Despite these challenges, there are reasons for optimism as the market begins to show signs of recovery. Read on to explore the challenges artists face and how they are finding ways to overcome them.

### Challenges for Independent Artists

#### Declining Gallery Representation

- Previously, artists relied heavily on in-person exhibitions and gallery representation to showcase and sell their work. Today, however, only 14% of artists are represented by galleries, leading to lost exposure and opportunities.
- Galleries traditionally take at least 50% of the sale price of an artwork. With vanity galleries on the rise and many galleries failing to embrace online sales platforms, artists are left with decreasing sales and fewer ways to increase revenue.
- Artists are increasingly looking for alternative ways to sell their work as the traditional market continues to shift, increasingly turning towards selling their art online and with online art platforms.

#### Challenges of Selling Independently

- Independent artists wear many hats: creator, marketer, salesperson, shipping agent, and logistics manager. Balancing all these roles can be overwhelming.
- Finding new outlets for online sales can require a lot of trial and error, costing artists valuable time and money.
- The financial and emotional pressures of balancing creative work with business responsibilities can stifle the creative process.
- The cost of essential software for web design, email marketing, and promotion can add up quickly.

### Problems with Traditional Art-Selling Platforms

With the shift towards self-representation, many artists have turned to online art platforms for help. However, these platforms often have significant drawbacks limiting an artist’s growth and sales potential.

**Cold and Transactional Based**: Most online art platforms are primarily focused on transactions, offering little support for artists to grow their community and expand their business.

**High Fees and Hidden Costs**: Many online art platforms charge commission rates between 45-60%. Additionally, they may tack on membership fees or charge for featured listings and promotions, cutting into artists’ profits.

**Lack of Community**: Artists often feel like just another number on these platforms, with no meaningful connections to other artists, collectors, or even the platform itself.
Limited Control Over Client Relationships: Some platforms restrict how artists can communicate with their buyers, reducing the control artists have over their own sales and client relationships.

**Lack of Tools and Resources**: Many platforms fail to provide artists with the tools they need to succeed, whether it’s marketing resources, networking opportunities, or streamlined payment and logistics systems.

### The Upswing in Sales and New Opportunities for Artists

While sales have been down, there are encouraging signs that the market is bouncing back. More buyers are re-engaging with art post-pandemic, and there is a growing trend towards direct-to-artist sales. Collectors and art enthusiasts increasingly seek authentic, personal connections with the artists they buy from. This shift is empowering artists, giving them more control over their sales and the direction of their careers.

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### How Cohart is Empowering Artists in a New Market

Cohart is founded, led, and run by artists and art lovers with a mission to support the creative community. Our team comprises professionals from the art, culture, and tech industries, and we work closely with artists, actively listening to their concerns and using their feedback to guide the ongoing development of our platform.

**Maximized Earnings**: At Cohart, artists keep 95% of their earnings, with only a 5% transaction fee. Unlike other platforms that take larger commissions and charge for promotions, there are no additional fees or hidden costs.

**All-in-One Sales Hub**: At Cohart, you have a comprehensive sales hub within your [artist storefront](https://support.cohart.com/artist-mobile-storefront). Artists can sell through multiple channels (including our platform and social media), while the platform handles logistics like shipping and customer service, so artists can focus on creating.

**Comprehensive Showcase**: Unlike traditional marketplaces, we promote artists’ work through a mix of online and offline events, offering more visibility and increasing sales opportunities.

**Client Management**: Artists on Cohart have full control over their client relationships. They can upload new artwork and send it directly to their collectors, providing a personalized experience like a newsletter.

**Digital Certificates of Authenticity**: Collectors receive [digital certificates](https://www.cohart.com/news/introducing-digital-certificate) for their purchases, which they can use to promote the artist's work. This enhances the artist’s exposure and builds stronger connections with collectors.

### Artists are Becoming Savvier Business Owners

As the art market continues to shift, artists are becoming more business-savvy. While they want to spend most of their time creating, they recognize the importance of partnering with the right platforms and finding alternative ways to showcase their work. Many artists are discovering that Cohart offers significant advantages over traditional platforms, providing the tools and support they need to grow and manage their businesses.

In preparing this blog, I had the opportunity to speak with several artists using Cohart. Here’s what they had to say:


#### [Jen Sterling](https://www.cohart.com/u/jensterling/storefront)

We no longer want to pay 50% to a gallerist who is doing nothing to market or support our work. I love having a platform to show and sell my work that is collaborative with both the artist and the collector. I am provided with a seamless way to share my art, process payments, and handle shipping, and a collector is confident that they are working with a reputable artist with transparent pricing and processes. It brings the artist and the collector closer together and allows me to focus on doing my art.

#### [Barbara Mink](https://www.cohart.com/u/barbaraminkfineart/storefront)

I joined Cohart as an alternative to the other online art sellers I’ve tried and as a complement to my own art website. What I like about this site is the very low commission on sales and the many opportunities for promotion without paying additional fees. The art market these days has expanded to online sales, and there is no going back. I love selling from my home gallery and website- Cohart expands that reach even more.

#### [Tiesha Harrison](https://www.cohart.com/u/iamundefinedart/storefront)

Over the past year, I’ve noticed that my sales have been lower than in previous years. I felt a shift in technology, with AI playing a significant role, and this changed the trajectory of buying art. Cohart offers a more user-friendly interface and lower fees, allowing artists to showcase our work without the constraints often found on larger platforms. It is the first platform I committed to since the start of my art career (6 years ago). I researched various art platforms and found them challenging to navigate or associated with high fees. So, I opted for platforms like Instagram, Facebook, and Linkedin. The Cohart platform seems like a more supportive environment for both artists and collectors, encouraging more meaningful connections.

#### [Jesus Hernandez](https://www.cohart.com/u/jesshdz/storefront)

I do think we are in a current art recession that I haven't seen since I started painting in 2015. Something I learned in the art business is that when the economy slows down, art buyers suspend purchasing art right away until the economy stabilizes again. I have tried different online platforms as another source of income. Unfortunately, most of them were not able to deliver the results I was hoping to achieve. Currently, most of the other online art platforms do not have what Cohart offers. Specifically, when it comes to their business vision and innovation… with lots of hard effort from the directors and the artists that they represent, it could revolutionize the online art business in the near future. 

#### [Shira Lacy](https://www.cohart.com/u/design85_by_sl/storefront)

I chose Cohart as my go-to platform to showcase my art because it makes connecting with collectors and other artists feel so much more accessible. It’s like a social media platform but focused entirely on the art community, which makes it easy to navigate and share my work with a wider audience. The supportive community and staff make all the difference, creating a space where creativity truly thrives. Making it the perfect place to not only grow as an artist but to engage with art collectors who appreciate unique, original work.

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Cohart empowers artists with a supportive platform, offering low fees and tools for direct sales and community building

Revolutionizing the Changing Art Market with Cohart

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