There is a common practice among artists online to obscure their pricing. You see it all the time: an artist shares a stunning new painting, a follower comments asking for the price, and the response is a cryptic “DM sent” or a link to a website contact form that requires an email inquiry just to get a number.
The thought process behind hiding prices is usually well-intentioned. Some artists feel that listing a price makes the work feel too “commercial.” Others believe that forcing a potential buyer to inquire creates an opportunity to start a conversation and build a relationship.
While the intention might be to spark a personal connection, the reality in today’s digital landscape is that hiding your prices on your website is more likely to kill a sale than create one.
The Modern Buyer Wants Information, Not Friction
We live in an era of instant information. Modern consumers, including art collectors, are accustomed to having all the data they need at their fingertips. When a potential buyer sees a piece of art they love on your website, they immediately want to know three things to determine if it is a possibility for them: the size, the medium, and the cost.
If you force them to email you, fill out a contact form, or hunt through five different pages just to find that basic information, you have created “friction.” You have put a hurdle between their initial excitement and the act of purchasing. In a fast-paced digital world, friction is where sales go to die.
I have heard artists argue, “Well, I want them to contact me so I can explain the value.” But consider how you use the internet. If you have to work hard to find a price, do you contact the seller? Or do you assume it is out of your budget and move on? Most buyers do the latter.
Social Media: The Signpost, Not the Store
When it comes to social media, the rules are slightly different. You don’t necessarily need to clutter your Instagram captions or Facebook posts with dollar signs and shipping costs. However, you must provide a clear path to that information.
If you post an image of available work, your goal should be to get the viewer off the social platform and onto your website as quickly as possible. Provide a direct link to the specific artwork page where the price is clearly visible. Don’t make them jump through hoops.
A Warning on Personal Profiles
There is also an important distinction to make between your business page and your personal profile.
Many artists use their personal Facebook or Instagram accounts to share their work because that is where they have the most friends and engagement. While it is great to share what you are creating with friends and family, you need to be careful about being too blatant in your sales efforts on a personal profile.
Most social media platforms have terms of service that frown upon conducting commercial business on a personal profile. If you are constantly posting prices, sales language, and “buy now” calls to action on your personal feed, you risk running afoul of the platform’s algorithms or even having your account restricted.
On a personal profile, share the art, share the story, and share your passion. If someone is interested, they will ask, or you can include a link to your website in the comments or your bio. Leave the hard transactional data for your website, which is built for commerce.
The Gallery Factor
One common hesitation artists have about posting prices is their relationship with their galleries.
It is true that some galleries discourage their artists from posting prices online. Frankly, I view this as an antiquated stance. Enlightened gallery owners understand that transparency is the future of the art market. They know that if pricing is consistent—meaning the artwork costs the same on your website as it does on their wall—there is no conflict.
However, you must respect your business partners. If your gallery explicitly requests that you not post prices for inventory they represent, you may have to adjust your strategy. In those cases, list the artwork on your site but replace the price with a link that says “Available via [Gallery Name],” directing the client to the gallery’s website. Hopefully, the gallery is savvy enough to list the price there.
Fortunately, the old-school “Price on Request” mentality is fading. As the market evolves, fewer galleries are trying to keep pricing a secret.
Transparency Builds Confidence
Ultimately, your website is your portfolio and your storefront. In my physical gallery, my staff has a strict directive to ensure every single piece of art has a visible price tag the moment it is displayed.
Why? Because an informed buyer is a confident buyer. Transparency regarding price does not cheapen your art; it professionalizes your business. By removing the mystery on your website, you remove the barriers between a collector falling in love with a piece and actually owning it.
Your Website Strategy
Do you currently list prices directly on your website, or do you require collectors to inquire first? Have you ever had pushback from a gallery regarding your online pricing? Share your perspective in the comments below.