Buying art online has become increasingly popular, accessible, and convenient. With just a few clicks, you can acquire works by artists from around the world, whether emerging or established. However, despite the advantages of the digital medium, there are also pitfalls that can compromise a good buying experience—from authenticity issues to misunderstandings about the work's true value. In this article, we explore 7 common mistakes when buying art online and how to avoid them to ensure your investment is safe, informed, and satisfactory.
1. Not verifying the authenticity of the work
One of the most serious mistakes is purchasing a piece without confirming its authenticity. In the online environment, where it's impossible to see the work in person before purchasing, this care becomes even more crucial.
How to avoid:
Make sure the work is accompanied by a certificate of authenticity issued by the artist, gallery or recognized entity.
Check the seller's reputation — established galleries or trusted platforms like Artsy, Saatchi Art, or Etsy tend to have strict verification policies.
For valuable works, consider hiring an expert to analyze the piece.
2. Ignoring important technical information
Dimensions, technique used, medium (paper, canvas, wood), year of creation… these are all factors that shouldn't be ignored. Many buyers are drawn to the image's aesthetics and end up purchasing a piece that, upon arrival, doesn't live up to expectations.
How to avoid:
Read the full description of the work carefully.
Take into account the actual dimensions and compare them with the space where you intend to place it.
Pay attention to the materials used, as these influence durability and maintenance care.
3. Devaluing the importance of the artist's reputation
When purchasing art as an investment (or even for personal taste), it's important to understand the artist's career. Purchasing a work on impulse, without even a basic understanding of the artist, can be a mistake.
How to avoid:
Browse the artist's portfolio and see other works.
Evaluate your presence in exhibitions, awards, artistic residencies or public/private collections.
Look for interviews, reviews, or specialized articles to get a more comprehensive understanding of his career.
4. Not considering additional costs
A common mistake is to focus solely on the price of the work, ignoring the costs associated with delivery, framing, insurance, or any customs fees, especially for international purchases.
How to avoid:
Confirm shipping costs, delivery times and conditions.
Ask if the work will be sent already framed (if applicable) or if this cost will be additional.
When purchasing outside the European Union, find out about customs fees or import taxes.
Consider investing in transportation insurance, especially for high-value projects.
5. Impulse buying without reflection
The ease and speed of the online environment can lead to impulsive decisions. Buying art should be a thoughtful process, as it involves not just a financial transaction but a lasting emotional and aesthetic connection with the work.
How to avoid:
Save the works that interest you and review them after a few days.
Ask yourself if you can really imagine living with that piece.
Compare different options and read reviews or comments from other buyers.
Don't be afraid to contact the artist or gallery with any questions—most appreciate that interest.
6. Not knowing the return policy
Not all platforms or sellers offer returns. Imagine receiving a work that doesn't meet your expectations (whether in color, finish, or scale) and not being able to exchange or return it.
How to avoid:
Please read the platform or gallery's return and refund policy carefully.
Confirm if there is a deadline for returns and what the conditions are (the work must be intact, with original packaging, etc.).
Choose platforms with clear and fair return policies.
7. Underestimating the importance of digital presentation
Poor photography, poor lighting, or a lack of context can distort the perception of a work. Conversely, heavily edited photos can also be misleading.
How to avoid:
Be wary of images that are overly retouched or of very low quality.
Check for views from different angles, enlarged details, and images of the work in context (e.g., on a wall).
If necessary, ask the seller for additional photos or videos to better evaluate the piece.
Buying art online can be an enriching, practical, and exciting experience—for both experienced and novice collectors. However, as with any significant purchase, it's essential to exercise caution, be well-informed, and respect the value of the art and the artist's work.
By avoiding the mistakes listed above, you significantly increase the likelihood of making a good choice—whether it's investing, decorating, or simply acquiring something you love. Art is, after all, an extension of our taste, history, and worldview. It's worth treating it with the care and attention it deserves.