To size up the digital market’s potential, TEFAF requested an analysis from Berlin strategy consultant Kerstin Gold, who founded the think tank Artpreneur.io and co-wrote the Art+Tech Report 2020, which will be published soon.
Maria Lassnig, TEFAF Viewing Rooms
It turns out that online buyers, most of whom are already familiar with e-commerce, have particularly high expectations when it comes to the speed and security of transactions, price transparency, delivery, return policy and after-sales service. 66% of the collectors surveyed want to have direct contact with the gallery, whether by chat (24% prefer this option) or video call (25%). The purchasing process is increasingly mixed: first, most buyers scan social media, look for prices online, go to see the work physically if possible and then order online, even on their smartphones.