E-commerce in the Arts

Five years ago, as the world began to realise that the internet was not an overnight phenomenon, if someone had told you that in excess of £50bn is expected to change hands online in 2011, and that the high street would begin to look like the set of a Hollywood western, you would have thought them crazy. But it is unfolding on our screens. The world has got the online shopping bug and it seems that now the Arts wants to get involved.

Since January, Jalloro has won six e-commerce jobs and we have launched 2 platforms already:

while we are currently working on another 4, an online art gallery, one for a furniture designer, an online accessories shop and another for a luxury online retailer.

Whilst buying food and drink or cds and books has become commonplace, the move to buying art, jewellery and furniture online represents a major shift in the psyche of consumers. Previously these were items one had to see, try on or sit in. I think that some collectors who buy art online today feel the same way as they felt about buying groceries five years ago – willing to try it but a little apprehensive; are you going to get what you are looking at?

However, with events like the VIP Art Fair, and sites like www.theportmangallery.com, which we launched last week, the tide is turning and I 100% believe that people will feel very comfortable about buying everything online in the future.

There are some key triggers that all consumers will look for when purchasing:

  • A reputable name – good service and reputation are everything when setting up an online shop.
  • Good design – whilst not a conscious touchpoint, the subconscious is more accepting of a well designed site.
  • Ease of use – much like the design, it is not noticed when a site is great, but it definitely is noticed when a site is hard to use.
  • Great products – The more quality you have on an e-commerce site, the better your brand will look.

One of the things I personally love about e-commerce is how much information it can hold. You can set a budget for a site and the marketing of it and then measure it’s success through sales. As long as the idea and execution is good enough, it becomes a mathematical equation and with the advance in Analytics, you have instant help to see what people like, what they don’t and how to develop your site accordingly.

Both Mount Street Galleries and Shellbound have been astonished at the results, perhaps we could help you too?