What are the main benefits of running my own online art gallery business instead of relying on physical galleries or third-party platforms?

When you run your own online art gallery business, you own your customers directly rather than being an independent contractor. Physical galleries and third-party platforms like online marketplaces build their businesses on your product but own the customer relationships, leaving you with small payouts and no control. With third parties, the rug eventually gets pulled out—galleries drop you, algorithms change, or sales dry up. By building your own direct audience online through your own website and marketing, you create consistent income and build your business on rock rather than sand. You control your distribution channel and nobody can take it away from you. Social media platforms provide the distribution infrastructure already, so you can reach audiences internationally right from home without the overhead of a physical space.

---

Asked by an artist considering gallery alternatives · Answered by Patrick Shanahan · art-marketing-podcast · 2020-06-11