E-commerce : The Word
with Heather Rene Dunaway
December 2024
As an artist who works predominantly in physicality, I often times find it hard to remember to create social media content, update my website, etc. At least for myself. If it’s for work I’ve got the power of ADHD hyper focus and anime on my side (sorry if you don’t get that meme reference).
As the Gallery & Public Art Director for the arts council, I am tasked with keeping our two galleries occupied with great local art and promoting that art in any way we can. The City Gallery has its own unique quirks. As a government building, the Municipal building maintains a certain schedule. Monday – Friday, 9-5pm aren’t the best gallery hours, but the gorgeously massive amount of wall space is such a big perk. Plus, it gets lots of foot traffic from city officials, business peoples and civilians. Receptions there aren’t always a jazzy party, however.
Most receptions are an evening near-weekend happening. Which isn’t possible when operating in a government building without paying a ton to keep the security guards & facility staff there. Lunchtime receptions were our compromise, and for the most part we get a decent turn out. We could, however, always have more. Getting the art SEEN by the right people is super important. The buyers and collectors out there may find it difficult to leave their work midday for a super cool art show. So, I decided it was time to bring the art to them, digitally.
After some research, I landed on using Squarespace as the platform which the e-commerce site should live. We use square a lot for events. I use square when I vend at events as an artist. It was an easy transition and pretty quick to set up once I got the hang of things. Thanks to Reddit and YouTube, any problem I ran into was easy to solve.
Thus www.shopaugustaarts.com was born.
Currently we are featuring the work in Winter Art Showcase and have already sold a few pieces. You can catch these works in person, or on the site, and buy them directly from the website and schedule a pick up date and time. Perfect for holiday gift giving, right?
So, why is having an e-commerce site as an artist of any genre so important anyways?
Well, in today’s world, a digital presence is pretty essential. Unless you are kicking it old school, and so are your buyers, most artists and arts fans are online. Having an e-commerce site serves as more than just a platform to sell your work; it’s a way to establish your brand and connect with a global audience. No relying on physical venues with odd hours or not enough wall space to show off your work. Online, you can showcase your creations on your own terms, 24/7.
One of the greatest advantages of an e-commerce site is the ability to reach customers beyond your local community. While supporting local is SO IMPORTANT, there is such a thing as an oversaturated market when it comes to selling your work. At some point you must branch out into other areas and markets. With a website, you can build a loyal following without geographical limitations. Ain’t not mountain high enough, or valley low enough to keep them from getting to you.
An e-commerce site also gives you full control over how your work is presented. You can design the layout, write compelling descriptions, and tell your story in a way that reflects your unique artistic voice. This control helps establish trust and professionalism while creating a cohesive experience for your audience.
Selling directly through your own platform allows you to avoid hefty commissions charged by galleries or third-party websites. This means you can set your own prices and retain more of your earnings. You can also create exclusive offers, limited-edition releases, or custom packages to drive sales and connect with buyers in meaningful ways. It puts the sale into your own hands. Which may be overwhelming to some, but empowering to others. To each their own.
Your e-commerce site can double as both a portfolio and a sales tool, making it an invaluable resource for professional growth. Potential clients, curators, or collaborators can easily view your work, learn about your journey, and reach out directly. This centralized platform enhances your credibility and ensures your art remains accessible.
Honestly, having your own e-commerce site is a big investment into your arts career. An investment in the time to set up and manage it, an investment fiscally in paying for the platform and domain, etc. It can be a risky move for a new comer or someone who isn’t as good at living online. It can, however, be a stable and adaptable platform that allows you to grow your audience, understand market trends, and turn your passion into a sustainable livelihood. Which is so necessary.
In the future, The ShopAugustaArts site will expand to host more. For now, we get to show off our visual artists in our City Gallery. Stay tuned for more arts!
That’s the word!
-Heather