Selling Online | Part Three: Online Shops

I've finally been able to make a little time today to write part three of the 'Selling Online' series. Since I posted part two a couple of weeks ago I've received a lot of feedback once again, so I'd like to say a huge thank you to those of you who are reading and enjoying it, and please feel free to leave your thoughts, experiences, or any of your own tips and advice as a comment at the end of this post. It's lovely receiving them on Twitter but it unfortunately means that other people can't access that advice! By leaving a comment on the blog, the useful information stays in one place and can be read by lots of people. But I'm happy to hear from you wherever you like, and it's nice to feel as if I'm learning new things too.

If you'd like to read parts 1 & 2 of 'Selling Online', there are now permanent links in the right-hand column of this blog so the series will remain easily accessible in the future.

So, let's get on to part three...

Online Shops

 

[My computer desk. © Natasha Newton 2010]

Part Three is actually a continuation of the subject we started to discuss in part two: the best (and worst) online venues for sales. Of course, I'm speaking mostly from personal experience but I'll try to add any advice I've heard from others as well, especially if it contradicts mine! As I've mentioned before, different things work for different people: no two people are going to achieve success in the same way. The only thing I can do is give you some tips and new ideas to use along the way and tell you what has worked for me in the past - it's up to you to adapt this to your own circumstances or situation.

There are several online venues where you can sell your work. Some of the most popular are Etsy, Big Cartel, Folksy, Coriandr, Artfire, and of course Ebay, but there are probably many more and almost certainly some I've never even heard of! Personally, the venues I've tried have been Ebay (at the very start), Etsy (with real, enduring success), and Big Cartel (a recent venture). I can't tell you much about Big Cartel: although I like what I've seen so far, I've only recently set up the shop on there and haven't promoted it yet, so it remains to be seen exactly what I'll decide to do with it. I can however, tell you about my experiences on Ebay and Etsy...

Ebay

I started out on Ebay back in 2005. At this point, I was new to selling on the internet and hadn't heard of anywhere else to sell my work. After reading some art blogs I realised that several artists were having a lot of success by selling their work on Ebay and so I thought I'd give it a go. I had mixed success. I sold several pieces this way and it was a good introduction to the logistics of selling online, mailing the sold artwork etc., but the problem with Ebay was (and I think this still applies today) that art buyers on there are - generally speaking - not looking for fine art as an investment or to add to a collection, but the cheapest artwork they can find to fit in with their decor. What I would call 'disposable' artwork: good for a few years, only to be thrown away when you redecorate or change the wall colour. I'm an art collector as well as an artist myself and I would never buy work with a view to keeping it just for a few years. Fine art isn't just something that goes with the colour of your sofa - it's about investing in an artist, their ideas, their skill and technique. You're buying a part of the artist's mind, not just their work. Choose well and it should be an investment for the future, as well as something that gives you pleasure for years to come.

Aside from the odd few, I found that most "art buyers" on Ebay just wanted the largest canvases they could find for the least amount of money. That's not about art, that's about home decoration.

After several months of selling occasionally on Ebay (with a few pieces reaching reasonable prices), I decided it wasn't really for me. I felt it didn't show my work to it's best advantage, and listing work on there is time-consuming with little financial gain, to a general audience who wouldn't know quality artwork if it jumped up and decided to bite them on the butt. I've heard that things are even worse on there these days - apparently it's more difficult to reach a good audience than ever before.

So to sum it up: in my experience Ebay is good for handbags, not so good for art.

Of course, if you know differently, I'd love to hear about it...

Etsy

I first set up a shop on Etsy back in late 2006/early 2007 after hearing about it from a friend. I loved the idea of having my own proper little shop on the internet, somewhere listings didn't expire after a few days (unlike Ebay) and somewhere people were actually serious about buying quality artwork. I also liked the clean layout and the fact that it seemed fairly easy to list new items and to use in general, for both seller and buyer.

I closed my first shop in the Autumn of 2008 when I decided to launch my business The Blackbird Sings. I wanted to name my Etsy shop The Blackbird Sings too and I couldn't do that without setting up a new shop - once you choose a shop name on Etsy you're stuck with it, so let that be a lesson to you! It was a slightly nerve-wracking decision because I'd built up quite a following during the year and a half I'd been selling on there and I was frightened I'd lose my much-cherished buyers and followers. I knew it would take a little while for word of the new shop to get out and also that building the business up again would be a fairly slow process. But I also knew that if I had a strong brand identity and used creative and clever ways to get the name known, there was a good chance I would be more successful than before. Fortunately this has been the case and it's really paid off, but not without a lot of hard work and perseverance first.

At the same time as launching The Blackbird Sings Etsy shop, I also signed up to Typepad and created The Blackbird Sings blog to tie in with the shop and further strengthen the brand, and joined Twitter, in part to promote any new items in the shop and to make people aware of the name change (for lots of Twitter tips, please see Part Two of 'Selling Online').

Good tips for success on Etsy

* The most important thing is to have a great, high quality, unique and individual product. Etsy is literally awash with talent so you have to have something a little special in order to stand out from the crowd. Without a good product, you'll get nowhere. Except a feature on Regretsy perhaps.

* Choose a good name. Something memorable, evocative, relevant to your work or style, and something that is easy for people to spell or type. For example, I'm opening a second Etsy shop to run alongside The Blackbird Sings while I'm in Paris (starting later this month I will be dividing my time between the UK and France). This new shop will be open whenever I'm in Paris to sell any work I make while I'm there. When I'm in England, The Blackbird Sings will be open and the new shop will close temporarily. The name I've chosen for the new shop is Le Merle Noir. Le Merle Noir means "The Blackbird" in French, and it was chosen because it's basically the French version of my English shop! Why didn't I choose "Le Merle Noir Chante" ("The Blackbird Sings") instead? It would make sense, wouldn't it? Well, it would, but it doesn't trip off the tongue as easily when spoken out loud, and it's harder for people to remember, type and spell correctly when they're searching for my shop online. If they find it difficult to remember the name of my shop, then I'll get less customers - it's as simple as that. You should always consider this when choosing a name for your shop or online business; it's very important.

* Professional, clean, crisp product photographs. This takes practice, so I would suggest taking a look at what other people are doing and how they present their work; then go and buy a decent camera, find a good source of light (I always find natural daylight is best but I've heard that some people use light boxes - it depends upon exactly what it is you're photographing) and get snapping. It's only through a process of trial and error that I learned how best to photograph my work. You should be able to find some good tips on photographing your products in The Etsy Seller Handbook, which is also a fantastic resource for everything else you need to know about selling on Etsy.

* List new items regularly. Keeping your shop and products fresh and exciting will keep old customers coming back and will also introduce your work to new buyers. Every time you list something on Etsy it shows up at the top/beginning of the searches for a while - if you're more visible there, people are more likely to find your shop.

* Try to stock a wide range of products at different price points. At one point I sold only original artwork (paintings, illustrations etc.) and sales were good, but I came to realise that I was missing out on selling to people who have a very limited budget and can't afford to buy original work right now. Maybe they would appreciate a way to own some of my work too? So I started selling my little postcard packs and sometimes stickers too, all professionally printed and featuring my work. They've been a huge hit and I've found that when people start off by purchasing something inexpensive, they will often return at a later date to buy original work too. It's a great way of reaching a wider audience for your work. I've also started to customise Moleskine and Muji notebooks with my original designs - these are another interesting, different and affordable way for people to own my work. Be creative with the products you offer!

* Good customer service. Deal with orders and inquiries promptly and politely, always thank your customers and let them know when their item has been posted, and maybe even add a little extra something in their package with the order to show that you appreciate their custom. I usually add a postcard or two and maybe some stickers and little art business cards - just something small that they weren't expecting and which will bring a smile to their face.

* When you list new items, keep people up-to-date by posting links on your blog, Twitter page, or Facebook business page, if you have one. This will direct traffic (and potential customers) to your shop and allows people to see exciting new items quickly. However, try not to overdo it as nobody likes to feel as if they're being spammed! Moderation is the key.

* Try to become involved in the Etsy community. Hang out in the forums a little (you can pick up some excellent tips there), talk to people and make friends. All of this helps your shop to become just a little more visible each time. Likewise, you can spend some time curating Treasuries (for those who don't know, these are basically collections of your favourite items by other Etsy members, often themed, and they're great fun and very rewarding to do). Treasuries help to promote the work of other people as well as your own, and if yours gets chosen for the Etsy front page, that's a bonus! The more you get involved in the community and help other people, the more they'll help you. It's a win-win situation.

[I'm sure there is so much more I could add to this list, but I hope that what I have written is of some use to you. In Part Four, I'll look at a few other issues that concern online sellers such as paid advertising, how to package artwork correctly when sending it through the post, and setting up and using a mailing list.]

Comments

[Sherry Stoll]

I have an Etsy shop, http://www.SherryCreates.etsy.com . It's been going for a little over a year now. I get great feedback on Facebook, but I don't get a lot of sales. I'm hoping I'll have a good fall.

If you have any marketing tips you would like to share, that would be awesome!

Sherry

[Mydesignatedblog.wordpress.com]

i found your blog via google alerts and i'm glad i did. love your stuff and that huge mug on your desk!

was wondering if i can post some of your stuff on my blog :D

[Natasha Newton]

Hi Mydesignatedblog :)

Yes, I'd be happy for you to post some of my stuff on your blog - what would you like to use?

Natasha

[Tim]

Another five star, beautifully written and informative posting. Thank you!

Back 12 or so years ago Ebay was amazing. It went from excellent (I could put anything on there starting at .99 cents and get more than I expected-- way more!), to awful. They wrecked it. I used to get 3, 4, even 5 hundred views on any listing, and the last time I tried it I got 25 views: now that is awful! So yeah, that's finished.

I've tried maybe a dozen different sites over the years. Etsy is wonderful. I now get about 2/5's of my income from Etsy, 2/5's from my own website, and 1/5 from Facebook (directly through the Shop Now store, or indirectly through people going to Etsy or my Website. The Facebook Shop Now store is the first thing I have run across in a long time that has me excited. Great potential.

One thing about selling on the Web: it is fluid, always changing, and I find you need to be on a constant steep learning curve. This is not necessarily a bad thing. Keeps it interesting. Keep learning.

[Natasha Newton]

@Sherry Thanks for your comment! I'm not sure exactly what you mean by more "marketing tips" as the three blogs in the series so far consist almost exclusively of marketing tips! I hope business picks up for you soon on Etsy - good luck!

@Tim Thanks so much for another interesting and thoughful comment. I love reading them and I always feel I've learned something from you! I totally agree with your last paragraph too: it's always changing and you need to keep your eyes open for new opportunities all the time. It's definitely not a good idea to rest on your laurels when it comes to selling online!

Natasha

[cathie Joy]

Another good one Natty that has got me thinking.
Since my last comment on an earlier article in this series I've had a string of sales - most via Twitter.

Tim : what is the Facebook Shop Now? Iv'e heard rumblings but have not been able to locate it.

[Christina K]

i would love to be able to share the postcard, the house in the cloud, and winter breeze 4. :D

[Natasha Newton]

@ChristinaK Well, you certainly can. :) Thank you!

Natasha

[Gaia]

I've read this set of articles several times, so many useful informations and good advices.
It's the extra push I needed to reconsider not just my Etsy shop, but the kind of items I would like to sell through it.

There are so many things that I cannot normally do for work (what I ment today on twitter about pencils, paper and traditional work). Maybe this could be the right place and the right frame of mind, to make and try to sell those things.

I'll let you know if I will be able to do this, but for now thank you very much!!
Not just useful, very inspiring! :)

[Daisy Roo]

..Informative posts. Great 'series' to read. I enjoyed hearing your perspective. I'm sure this will help people, and spur them on in their potential creative career.