There are plenty of online art marketplaces out there. So why build another one?
It's a fair question - and one I asked myself many times before launching The Online Art Gallery. The answer, every time, was the same: because artists deserve better.
In July 2025, I found myself deeply unsettled by what I was witnessing. Talented, passionate Australian artists were being exploited by larger online platforms - facing inflated commissions, subscription fees on top of those commissions, automated systems that treated them like inventory, and a complete absence of personal service or transparency. Artists were being charged simply for the privilege of listing their own work, with no guarantee of exposure, support, or fair treatment. It wasn't right. And I couldn't look away.
Having spent time observing how existing platforms operate, I kept seeing the same patterns. High commissions. Inflated postage rates. Rigid rules. The use of bots instead of a personal touch. Gatekeeping. Automated systems that treat artists like inventory rather than the talented, passionate human beings they are. A one-size-fits-all approach that rarely fits anyone at all.
And more recently, a troubling new trend - artists being treated not as the talent that drives these platforms, but as customers to be charged. Subscription fees on top of already hefty commissions are becoming commonplace, leaving artists paying simply for the privilege of listing their own work. We think that's wrong. Artists are the product, the passion, and the heart of any gallery - online or otherwise - and they should be treated accordingly.
It's also worth asking a question that doesn't get asked often enough: why would an online art marketplace charge the same commission as a traditional bricks and mortar gallery? A physical gallery earns its commission. It curates exhibitions, hosts opening events with drinks and canapés, sends printed invitations, runs professional marketing campaigns, employs staff to open the doors every day, and carries the very real overheads of rent, electricity, and wages. That level of service justifies a higher commission.
An online platform holds no stock. It has no opening night. It has no gallery space to maintain. So, when an online marketplace charges 40%, 50% or more - and then asks you to pay a subscription on top of that - it's time to ask why.
So, I set out to build something different. Something artist-first, transparent, and genuinely supportive. Here's what that actually looks like in practice.
We are transparent about everything
Our commission structure is 25% - straightforward, reasonable, and clearly communicated from day one. There are no hidden fees, no listing costs, no subscription fees, and no nasty surprises. Every dollar of profit we make goes straight back into the platform - into advertising, technology, marketing tools, and building the infrastructure that gets your work seen by more people. We are not here to get rich off your talent. We are here to build something together.
Unlike other platforms, we are open to all Australian artists regardless of background, location, or career stage. There are no complicated hoops to jump through, no gatekeeping, and no inflated fees. Just a supportive, transparent space where artists can showcase their work, grow their visibility, and make real sales.
We share the cost of sales and promotions
When we run a discount or promotional campaign, we don't pass the entire cost on to artists. We share it and, in some cases, absorb it in its entirety from our commission share - because we believe that growing the brand benefits everyone, and it wouldn't be fair to ask artists to fund our marketing strategy. If we put your work on sale, we also put our hand in our own pocket to make it happen.
Your profile page is yours
Every artist on The Online Art Gallery gets their own personal profile page - a dedicated space that showcases your work, tells your story, and gives collectors a direct window into your world. And because we want you to promote that page everywhere you go, we are developing custom-designed business cards featuring a unique QR code that links directly to your personal gallery profile. Hand one to someone at an exhibition, a market, or a dinner party - and they can be browsing your work within seconds.
We collaborate, not dictate
This platform is being built with artists, not just for them. We actively invite our artist community to share feedback, suggest improvements, contribute ideas, and help shape the direction of the gallery. You are not a passive participant here - you are a collaborator. If something isn't working for you, we want to know. If you have an idea that could make this better, we are listening.
We are flexible and personal
Not every sale fits neatly into a box. We understand that. Whether you need to arrange a payment plan for a buyer, discuss a commission piece, arrange a hand-delivery or handle a sale in a way that works for your particular situation, we are open to conversation. Flexibility and common sense will always win over rigid policy at The Online Art Gallery.
And when a buyer is genuinely thrilled with their purchase, we go one step further. We personally reach out to ask if they would be happy to voluntarily waive the 7-day money-back guarantee period - enabling us to pay the artist immediately rather than making them wait. It costs the buyer nothing, it means the world to the artist, and it is the kind of personal touch that simply doesn't exist on larger, automated platforms. We believe it is an industry first - and we are proud of it.
We welcome all artistic mediums
Painting is just the beginning. The Online Art Gallery is proudly open to artists working across every medium - ceramics, pottery, glass blowing, jewellery, sculpture, textile art, photography, printmaking, resin art, collage, assemblage art, linocut prints, limited prints, mosaics, greeting cards, fashion accessories and so much more. If you make it by hand with skill and passion, there is a place for it here.
We make the practical stuff easy
From the moment you join, we want you focused on creating - not navigating confusing systems. That's why we provide a full library of handy how-to guides covering everything from setting up your profile and uploading listings to packaging artwork for postage and photographing work behind glass.
We also provide in-house produced certificates of authenticity that every artist can download and include with their sold artwork - adding a professional and personal touch to every transaction that collectors genuinely appreciate.
And we are constantly developing new ways to support our artists behind the scenes. One exciting initiative currently in development is an automated system that will generate personalised promotional images for artists each time they list a new work or make a sale - images they can share directly with their own followers and networks, turning every artist into an ambassador for their own work and for the gallery. We can't wait to share more on this soon.
Postage - on your terms
One of the things that frustrates artists most about other platforms is inflated freight and insurance charges deducted before they ever see a cent. We do things differently. At The Online Art Gallery, artists choose their own preferred carrier or postal provider - whether that's Australia Post, a courier service, or any other provider that suits their needs. This simple but important decision keeps more profit in your pocket where it belongs, and gives you full control over how your work is handled and delivered.
And for those who prefer a more personal touch, hand delivery is always a wonderful option - particularly for local buyers. Where possible, we can also help facilitate collection directly from your home or studio, making the process as simple and stress-free as possible for both you and your buyer.
A seamless experience for collectors too
We haven't forgotten about the people buying the art. The Online Art Gallery has been designed to make discovering and purchasing original Australian art as easy, enjoyable, and direct as possible. With a clean, easy-to-navigate website, personalised service, free shipping Australia-wide, and a 7-day money-back guarantee on every purchase, collectors can buy with complete confidence knowing they are getting something truly one of a kind.
You will always speak to a real person
No bots. No automated responses. No ticketing systems that leave you waiting days for an answer. When you reach out to The Online Art Gallery, you speak to me - Michelle - or someone on our small, dedicated team who genuinely cares about your success. We believe that behind every artwork is a person with a story, and that person deserves to be heard.
A final word
Building this platform has been one of the most rewarding and challenging things I have ever done. It is a work in progress - and I am proud of that, because it means we are always growing, always improving, and always listening.
If you are an Australian artist looking for a home that genuinely has your back, I would love to welcome you to The Online Art Gallery.
And if you are already one of our artists - thank you. Truly. You are the reason this exists.
You create. We connect. Together we grow.
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Michelle Nixon Founder & Director The Online Art Gallery
