Selling Art Part 2: Understanding the selling channels

In this series of articles, I aim to provide you with practical, unfiltered guidance on what to expect when the moment comes to sell an artwork from your collection.

In part 1, we explored the fundamental considerations around when, how long, and how much you might expect from an art sale. Now in part 2, we dive into the selling channels - what options are available, what they cost, and how they each affect your timeline and profit. My intention is to give you a transparent and objective view of the paths available while helping you steer clear of common industry pitfalls and tricks.

Selling channel options

Once you've made the decision to sell an artwork (or more), choosing how to sell it becomes pivotal. Your choice of channel will influence everything: your timeline, costs, potential returns, and the level of complexity and support involved.

In theory, the most cost-efficient sale is to a friend — ideally someone who isn't a seasoned collector. These sales are typically emotionally driven, with minimal negotiation and zero intermediary fees. But for collectors and investors, this scenario is rare.

Before considering any route, confirm that your work isn’t subject to restrictions like a non-resale clause (more on that in Part I). If not, here are your main options:

Back to the Source: Galleries or Dealers

You may consider reaching out to the gallery or dealer you originally purchased the artwork from. Here’s what to keep in mind:

• Not all galleries operate in the secondary market, particularly when it comes to artists they currently represent. Most prefer to avoid speculation and focus on long-term collector relationships.
• Your relationship with the gallery could be impacted. Galleries generally frown upon clients reselling within the first 7–10 years, especially if it disrupts the artist’s market or program.
• Cost implications: Galleries have high overhead and limited sales volume, requiring them to take hefty commissions. As a result, you may receive 30–50% less than what the buyer pays.
• Logistics: The gallery may require you to deliver the artwork but will usually handle storage and insurance.
• Timeline: Sales may be slow, especially if the gallery opts to include the work in a future exhibition. Expect a potentially long wait.

Brokers, Solo Traders and Intermediaries

Welcome to the Wild West. The art market includes a broad range of intermediaries — from knowledgeable professionals to casual dealers operating with little oversight.

• Cost implications: Commission structures vary, typically between 10–25%. However, there are risks — some intermediaries apply hidden markups, sometimes up to 50%, or double-charge both buyer and seller. Transparency is often lacking.
• Logistics: Reputable brokers may manage everything from cataloging to storage and shipping. Others leave these details to you. Clarify responsibilities upfront to avoid surprises.
• Timeline: A well-connected broker might have a buyer ready immediately. But without reach or credibility, the process could drag on.

Auction Houses

Auction houses are often the preferred route for high-value works thanks to their global reach, marketing strength, and reputational pull.

• Cost implications: Expect seller’s fees between 10–20%, plus marketing, photography, and insurance — often another 3–5%. Add the 25–35% buyer’s premium, and you’re looking at total transaction costs exceeding 40%.
• Logistics: Top auction houses handle the full process — condition reports, storage, cataloging, and shipping. But you’ll need to ship the piece in advance, and the vetting process can be rigorous.
• Timeline: Sales occur on fixed schedules, so expect a lead time of several months. Payment is typically received weeks after the sale.

Online Platforms

Digital platforms such as Artsy, 1stDibs, or even eBay have made it easier to list works globally. However, serious buyers often avoid them unless the pricing is significantly below market value.

• Cost implications: Commissions range from 10–15%, with optional paid upgrades for visibility. You may need to discount your work heavily to attract attention — diminishing the platform's low-cost appeal.
• Logistics: These platforms often rely on sellers to handle photography, descriptions, and post-sale shipping. Coordination can be time-consuming.
• Timeline: Fast to list, but unpredictable to sell. Works priced at or above market value may sit unsold for months.

Artscapy: A transparent, multi-channel strategy

Artscapy offers a unique approach that sidesteps many limitations of the traditional selling channels. Instead of forcing you into one route, Artscapy designs a tailored, multi-channel strategy — combining efficiency, low cost, and maximum market reach.

Here’s what sets Artscapy apart:

• Channels: Artscapy partners with major auction houses and marketplaces globally. That means you access a full sales ecosystem without having to negotiate with multiple intermediaries. Your entire sale is managed through one transparent agreement.
• Cost implications: Transaction costs range from 15% down to as little as 5% — with no double charging. You always know your net return and the buyer’s cost.
• Logistics: From cataloging and storage to insurance and shipping, Artscapy handles the process professionally. In most cases, the artwork remains in your possession until a sale is agreed — reducing risk and stress.
• Timeline: By operating across multiple channels, Artscapy maximises exposure and shortens sale timelines. Whether online or offline, your artwork reaches the right audience fast.

This model combines the best of both worlds — personal service and institutional access — with full transparency.

In the next and final part of this series, we’ll explore the privacy implications of selling art, along with some of the most common (and costly) mistakes collectors make during the process — the classic f@ç#-ups to avoid.

Interested in selling? Please reach out to our team of expert advisors at advisory@artscapy.com.