The Do's and Don'ts of Buying Art Online in 2020

More art is bought online every year, and the pandemic has pushed even the most traditional galleries onto the internet. That is good news for buyers: more access, more transparency, fewer gatekeepers. It also means more ways to go wrong. Art is expensive, every work is unique, and once the money has moved there is rarely a way back. Here is what to keep in mind.

Do: find the right seller

Before you fall for a piece, look at who is selling it. There are plenty of sites that look polished and have no business selling art. Favor galleries and dealers that have been around for a while, have a track record you can check, and will pick up the phone. Once you find a few you like, reach out. Ask questions, get a sense of how they work, and build enough of a relationship that you trust them before you buy anything. A good dealer wants that conversation.

Don't: buy as an "investment"

People love to say art is an investment. Sometimes it is. Artists' careers rise, trends shift, and plenty of works end up worth far more than they cost. But buying purely on that hope is gambling, and no serious art-world professional will tell you otherwise. Buy for yourself first. If it also goes up in value, enjoy the bonus.

Do: make an educated purchase

That said, when you are spending real money you want to know you are spending it well. Research the artist and their career before you commit. Read about the work, the technique, the background. Buy the catalogue, read the reviews of their recent shows, look up the gallery that first showed the piece. All of this shapes how you value the work yourself, and tells you whether the price in front of you makes sense.

Don't: buy because you think you should

Something being everywhere at the moment is not a reason to own it. If it feels like everyone has it, that is usually the moment it is most expensive and least interesting. You are the one who will look at it every day. Buy for your own taste, not for someone else's short-term opinion.

Do: buy what you love

This is the advice I repeat most, because it is the one that holds up. Prices move, trends come and go, and nobody can reliably predict either. What does not change is whether you want to live with the piece. If you love it, you will never regret it. If you do not, no price makes it a good buy.

Don't: skip the research

A few questions to answer before you pay:

• Where does the artist stand in the market right now, established or on the rise?
• What is their career history, in exhibitions, galleries and press?
• What is the work made of, and how will it hold up?
• Can the seller certify that it is authentic, in writing?
• Is this a fair price, compared with what similar works have actually sold for?

Ask the dealer or gallery directly. Anyone legitimate will be glad to help you find the answers, and anyone who dodges them has told you what you need to know.

The short version

Buy carefully, and buy what you love. If you want a second pair of eyes before you commit to a piece, that is exactly what Basher Fine Art is for.