Lux Nordica

How to Sell Art: The Complete Guide (2026)

Updated 2026 · Reading time approx. 9 min.

Selling art has never been more accessible. Where artists once depended on galleries, agents and middlemen just to reach buyers at all, today you can showcase your work to all of the Nordics from your own studio — and set the terms yourself. But the options have also multiplied, and it can be hard to figure out where to begin, what it costs, and how to avoid giving away half your profit in commission.

This guide takes you all the way through: from choosing a sales channel and pricing to images, shipping, secure payment and marketing — so you can sell your art professionally and keep as much as possible of what you earn.

Why sell art online?

The art market has moved online. Whether you want to sell paintings, ceramics, sculpture or photographic art, buyers are searching for original art online, comparing artists and increasingly buying directly — without ever setting foot in a physical gallery. For you as an artist, that means three things:

The 4 ways to sell art

There are fundamentally four routes to selling your art. Most artists combine two or more, but it pays to understand the pros and cons of each before you decide.

1. Your own webshop

You set up your own website or webshop (for example via WordPress, Shopify or Wix) and sell directly to buyers.

Pros: full control over brand and expression, no commission to a platform.
Cons: you are responsible for all the traffic yourself. Without marketing and SEO, no one finds your shop, and it often takes a long time before the first sales come in. There are also ongoing costs for hosting, payment fees and maintenance.

2. Online art platforms and marketplaces

You create a profile on a platform that brings together many artists and already has a base of buyers. The platform handles traffic, search, payment and often also building trust with buyers. This is typically the fastest route to your first sales.

Pros: access to buyers from day one, built-in infrastructure for payment and presentation, less technical work for you.
Cons: it depends on the platform. This is where the big difference lies — the commission model: some platforms take a large percentage of every sale, while others let you keep 100 % for a small fixed subscription.

3. Galleries

A physical gallery can lend prestige and access to an established audience. But it comes at a price: galleries typically take a minimum of 50 % in commission, often require exclusivity (that you don't sell anywhere else), and there can be long gaps between exhibitions.

Pros: credibility, curation and personal presentation.
Cons: high commission, exclusivity requirements and limited control over when and how your art is shown.

4. Social media

Instagram, Pinterest and TikTok are powerful for showing your process and building an audience. But they are channels for selling attention — not for the transaction itself. You will still need a place to accept payment securely and ship the order. Use social media to create demand, and send buyers on to your profile or webshop to complete the purchase.

Sell art without commission — keep 100 %

For many artists, commission is the biggest factor in whether it pays off. A simple calculation makes it clear: if you sell a painting for DKK 8,000 through a gallery with 50 % commission, you are left with DKK 4,000. Sell the same work on a commission-free platform and you keep the entire amount (minus ordinary payment fees).

The "fixed, low subscription + 0 % commission" model has therefore become popular among professional artists: you pay a predictable amount each month and keep 100 % of every sale. The more you sell, the greater the advantage compared with a percentage-based model. At Lux Nordica that is exactly the principle — the artist keeps the entire sale price, and a small service fee is paid by the buyer, not by you. See the details on pricing.

How to price your art

Pricing is what most artists find hardest. There is no single formula, but a good price rests on three pillars:

Be consistent. Buyers notice if your prices jump around at random. Keep a logic to it, and raise prices gradually as demand grows. It's better to start fair and rise than to start too high and have to come down.

Good images sell art

Online, people buy with their eyes. Your photos are your work until the buyer is holding it in their hands. So:

Shipping and delivery of art

Safe delivery is part of the experience — and of your credibility. Pack the work securely (corner protectors, bubble wrap, double cardboard or a custom crate for larger paintings), and consider offering both shipping and local pickup. Be clear about delivery time and cost from the start, and use shipping with track & trace so both you and the buyer can follow the parcel. For large or fragile works, local pickup or personal delivery can be both cheaper and safer.

Secure payment — protect yourself and the buyer

Never accept "payment" through insecure channels, and never send a work before the money has cleared. Use a solution with recognised payment infrastructure (for example card and MobilePay payment via an established provider such as Stripe), where the amount is handled securely. If you sell through an art platform, payment, receipt and buyer protection are typically built in — which removes both risk and hassle for you.

Marketing: get eyes on your art

Even the best art won't sell if no one sees it. The channels that work best for artists are:

VAT and tax when you sell art

If you sell art to a certain extent, you'll need to consider tax and VAT. Artists are covered by special rules (including reduced "artist VAT" on the sale of their own original works above the VAT threshold). The rules depend on your turnover and situation, so get it confirmed with the Danish Tax Agency or an accountant. This guide is general guidance, not tax advice.

Getting started: your checklist

Sell your art on Lux Nordica

Lux Nordica is a curated Nordic art platform built for exactly what this guide is about: helping you sell your art professionally and keep as much of the profit as possible.

Ready? Create your artist profile — or see how other artists present their work first. If you run a gallery, you can become a partner here, and companies can lease art through the platform.

See also: Sell paintings — the complete guide, if you work primarily with painting.

Frequently asked questions about selling art

How do you sell art online?

Choose a sales channel (your own webshop, an art platform, a gallery or social media), take good photos of your works, write honest descriptions, set a fair price, and use a secure payment and delivery solution. The fastest route to your first sales is typically an art platform that already has buyers.

Where can I sell my art without commission?

Some platforms work with a fixed, low subscription instead of commission, so you keep 100 % of the sale price. Lux Nordica uses this model — the artist pays no commission.

How do I price my paintings?

Start from your costs (materials + time), use size as a consistent factor (for example price per square centimetre), and compare with artists at your level. Be consistent, and raise prices gradually in step with demand.

How much commission do galleries take?

Physical galleries typically take at least 50 % of the sale price in commission and often require exclusivity. Online art platforms range from high percentages to 0 % for a fixed subscription.

Do I have to pay tax and VAT when I sell art?

Yes, if the sales reach a certain extent. Artists are covered by special VAT rules for their own original works. Contact the Danish Tax Agency or an accountant to clarify your specific situation.

What images should I use to sell art online?

A clean, straight-on photo of the whole work in daylight plus close-ups of texture and signature, and ideally an image showing the work on a wall so the buyer can sense the size.