Would you spend thousands of pounds on an artwork you'd never seen in person?
It's an interesting question, and one we found ourselves thinking about a lot during Episode 4 of The Big Deal with Steph McGovern. There is something reassuring about seeing an original artwork in front of you. You can understand its scale, see the texture and colours properly, and get a sense of how it feels in a space. But what happens when all of that has to happen through a screen?
This episode challenged us to think about exactly that. Back working in teams, we were paired with Darren and Charles. While they travelled to Berlin with series mentor Cordelia de Freitas to discover an artist, Ollie and I stayed in London with Steph and guest mentor Ani Petrov, a marketing and data analytics expert at Artsy.
Our challenge was to create excitement around our chosen artist and ultimately drive people towards a global online auction of their work. That meant building a marketing campaign, creating an artist profile, working with influencers, producing social content and finding ways to get people talking about the work.
It also meant organising something much more physical: a live art installation on Brick Lane, London.
What we didn't expect was that the challenge would teach us quite so much about how people actually buy art online and what makes them feel confident enough to do it.
But can you really buy original art online?
This was probably the biggest question we took away from the challenge.
The answer is yes.
People are already buying original art online every day, including from artists and galleries they may never have visited in person. Platforms such as Artsy have built entire businesses around helping people discover and purchase art digitally. Before the challenge, we understood this in theory. But seeing how the process worked behind the scenes made us think about it differently.
Artsy is a global online art marketplace where collectors can discover, research and purchase work from artists, galleries and auction houses around the world. It demonstrates just how much of the art-buying journey can now happen online. And that matters because buying art online can make the art world much more accessible.
You don't have to live near London. You don't have to know which galleries to visit. You don't need to already consider yourself a collector. You can discover an artist from your sofa, fall in love with a piece, find out more about their practice and decide whether it belongs in your home.
The question is really how do you make that decision with confidence?
Is buying art online safe?
It's completely understandable to hesitate when you're spending a significant amount of money on something you've only seen on a screen.
Our advice is simple: look at who you're buying from.
A professional online gallery or established art platform should be transparent about the artists they work with and provide clear information about each artwork. You should be able to see the dimensions, medium and whether you're buying an original, limited edition or reproduction. There should be good-quality photography, clear pricing and information about delivery.
You should also be able to contact someone if you have questions.
These things might sound obvious, but they're particularly important when buying art online because you're relying on the information you're given to make your decision.
Established platforms can also offer additional buyer protections. Artsy's Buyer Guarantee, for example, applies to eligible purchases made through its secure checkout and provides protections relating to authenticity, secure payment and certain issues with an artwork or delivery.
That doesn't mean every online art purchase is automatically safe. As with any significant purchase, do your research and make sure you feel comfortable with the person or business you're buying from.
It's something we take seriously at Bella + Ollie Art. If we're asking someone to buy an original artwork online without seeing it first, we want them to feel that they've been given enough information to make that decision confidently.
Elfyn Lewis
Elfyn Lewis
Charlie Evartisto- Boyce
Charlie Evartisto- Boyce
Maximillian Boxer
Maximillian Boxer
How do you choose artwork when you can't see it in person?
This is where we think buying art online becomes particularly interesting.
When you're standing in front of an artwork, there are things you experience instinctively. You notice the scale. You see how the light catches the surface. You can step closer and further away. Online, you need the photography and information to do more of that work for you. But ultimately, choosing the right artwork still starts in exactly the same place.
What are you drawn to?
Maybe it's colour. Maybe it's composition. Maybe you love the way an artist uses texture or materials. Maybe there's something about the subject matter that reminds you of somewhere you've been or something you've experienced.And sometimes it's simply that you can't stop thinking about a particular piece.
We wouldn't recommend buying artwork just because it is currently fashionable or because someone tells you it is a “good investment”. Art trends change. Your home, your taste and your interests are much more likely to last. For us, the visual attraction gets you to stop. The artist's story gives you context. And the combination of the two is what can turn “I like this” into “I want to live with this.”
What should you look for when buying your first original artwork online?
Our biggest piece of advice is not to overthink it. Start with the artwork. What made you stop? What do you keep coming back to? Can you imagine seeing it on your wall every day and still loving it?
Then ask the practical questions.
How big is it? What is it made from? Is it an original? Who is the artist? What do you know about their practice? How will it be delivered? And if there is something you can't find on the website, ask. You don't need to know everything about art before you buy it. You don't need to understand every art movement, know which artists are “important” or have a collection already.
You just need to find something that makes you feel something — and buy it from somewhere you trust.
Ready to start collecting?
Explore our collection of original artwork and limited edition prints from UK artists, with artwork starting from £85.
What we took away from The Big Deal Episode 4
Episode 4 gave us a completely different perspective on what it means to sell art.We went into the challenge thinking about marketing an artist and creating enough buzz to drive people towards an online auction. We came away thinking much more about trust. The Brick Lane installation created the excitement. Celeste's work created the visual connection. The stories and conversations gave people a reason to care. But ultimately, people had to trust the platform enough to take that final step and buy.
That has stayed with us while building Bella + Ollie Art.
We know that buying an original artwork online can feel like a bigger leap than buying a print. We know you might have questions about the artist, the artwork, the price, the delivery or simply whether it will look as good in your home as it does on your screen.
And that's exactly why we don't want buying art from us to feel like a transaction.
We want you to discover an artist you haven't heard of before. We want you to understand why we love their work. We want you to be able to ask questions. And, most importantly, we want you to feel confident that when you find the piece you can't stop thinking about, you can actually bring it home.
Because buying art online isn't about taking the feeling out of collecting.
If anything, it's about giving more people the opportunity to find the work that makes them stop, look twice and think:
I want that in my home.
Bella + Ollie
Can you really buy original art online?
Yes. Original artwork is increasingly bought and sold online through professional galleries, artists and established art platforms. You don't necessarily need to see an artwork in person before deciding to buy it, although it's important to have access to clear photography, detailed artwork information and a seller you trust.
Is buying art online safe?
Buying art online can be safe when you purchase from an established artist, professional gallery or reputable art platform. Before buying, check who you're purchasing from, read the artwork details, look at the payment and delivery information and make sure you understand any relevant returns or buyer protection policies.
What is Artsy?
Artsy is a global online art marketplace connecting collectors with artists, galleries and auction houses around the world. It allows people to discover, research and purchase artwork online. Episode 4 of 'The Big Deal' with Steph McGovern saw the collaboration with Bella + Ollie Art.
What is the best website to buy art online?
There isn't one website that is best for everyone. Look for an established platform, artist or professional gallery with clear information about the artists and artworks they represent, secure payment, transparent pricing and good customer support.
How do I choose artwork online?
Start with what you're naturally drawn towards. Think about colour, composition, subject matter, size and the feeling an artwork gives you. Then find out more about the artist and the work. The best artwork for your home isn't necessarily the one that's most fashionable — it's the one you genuinely want to live with.
What type of art is in high demand?
Art trends change constantly, so we don't think demand should be the only reason you buy a piece. Colour, style, medium and subject matter can all influence what attracts attention at a particular time, but your personal connection to an artwork is ultimately much more important.
Where is the best plae to buy artwork?
Look for somewhere you trust. A professional gallery or established online art platform should provide clear artwork information, artist details, secure payment and transparent delivery information. At Bella + Ollie Art, we represent a carefully selected collection of British artists and offer both original artwork and limited edition prints.
Where can I buy affordable art for my home?
Bella + Ollie Art represents a carefully selected group of British artists, offering original artwork and limited edition prints at a range of accessible price points. Our collection is designed to make discovering and collecting contemporary art feel less intimidating, particularly if you're buying your first piece.
If you're not sure what you're looking for, get in touch with us. We can help you discover artwork based on your taste, your home and your budget.
Can Bella + Ollie help me choose art for my home?
Absolutely. If you know you want artwork but aren't quite sure what you're looking for, get in touch. We can help you explore artists and pieces based on your taste, your space and your budget. We believe buying art should feel exciting and personal — not intimidating.
Follow the Journey of Bella + Ollie Art on The Big Deal with Steph McGovern BBC 2
The Big Deal with Steph McGovern BBC 2 | Bella + Ollie
The Big Deal with Steph McGovern Episode 4: Can You Really Buy Original Art Online?
Can you really buy original art online without seeing it in person? In Episode 4 of The Big Deal with Steph McGovern, we put online art buying to the test...
The Big Deal with Steph McGovern Episode 4: Can You Really Buy Original Art Online?
The Big Deal with Steph McGovern Episode 4: Can You Really Buy Original Art Online?
|Isabella Sheppard
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