A Seller’s Guide to Prints & Editions: How to Sell Art Online

When considering selling your print, one of the first questions that likely comes to mind is: how much is it worth?

The answer? It depends.

Before determining value, it’s essential to identify the right platform or intermediary for your sale.

Your Main Selling Options Include:

1. Auction House or Gallery Sale: Traditional and reputable routes for selling art, often providing specialist expertise and marketing reach.
2. Peer-to-Peer Transactions: Unregulated and commission-free, but they come with risks and should be approached with caution.
3. Private Dealer Transactions: Trusted intermediaries, such as MyArtBroker, offer expertise and a personalised approach to selling art.

Once you've chosen your preferred selling route, the next step is to seek a specialist valuation to guide you through the process. When deciding on a consignment route, it’s important to consider what best aligns with your needs and convenience.

Auction houses or gallery consignments often require holding your artwork for a period of time. In such cases, selecting a location nearby can help reduce shipping and storage costs and streamline logistics.

On the other hand, private dealers and online marketplaces have become increasingly attractive options due to their flexibility and global reach. These platforms enable sellers to bypass traditional peak auction seasons and connect with a global audience more seamlessly.

For a detailed comparison of each selling avenue and to make an informed decision, refer to our latest market report: How To Sell Prints In the Current Marketplace - an unbiased and comprehensive guide tailored for today's art market.

When selling a print, timing is everything - but how can you tell when the moment is right? The ideal time to sell is often when there’s a surge in the artist’s popularity and demand, driven by factors such as media attention or major retrospectives. These events tend to attract increased public interest, and when works by the artist come to market during these peaks, their value often rises. However, it’s important to remember that all sales remain subject to broader economic and market conditions.

When an artist is making headlines, the impact on the value of their works can be significant. One of the most famous examples is Banksy’s 2018 Sotheby’s stunt with Love Is In The Bin, which went on to achieve a record-breaking auction price in 2021. Likewise, Stormzy’s iconic 2019 Glastonbury performance, where he (unknowingly) wore a Banksy-designed Union Jack stab vest, had a lasting impact on the art market. The significance of this moment was reinforced when an edition of the vest appeared at Sotheby’s 2024 October sale, achieving a record-breaking £780,000. Additionally, the charity sale of Game Changer in March 2021 further fuelled demand, causing Banksy print prices to skyrocket overnight.

Making Informed Selling Decisions

When determining the right time to sell, it’s essential to stay informed about the current market landscape. With the advancement of art technology tools, online marketplaces now offer sophisticated resources that provide real-time valuation insights, something traditional auction houses or galleries cannot offer.

MyArtBroker's Trading Floor grants real-time access to a private network of over 30,000 collectors and investors, allowing sellers to view the live supply and demand of blue chip prints. Unlike relying solely on historical auction data, the Trading Floor shows up-to-date activity, including the number of artworks listed as “FOR SALE,” “IN NETWORK,” or “WANTED.”

MyPortfolio serves as a free portfolio management tool tailored specifically to the prints and multiples market. Its dedicated print market index provides valuable insights into recent and ongoing trends, enabling collectors to identify key opportunities in the market.

With these tools, sellers can confidently decide when to sell, backed by real-time data and precise valuations, ensuring clarity and security throughout the process.

An edition refers to a series of prints produced from a single printing plate, typically created in one sitting. The edition size indicates the total number of impressions made from a single design during that production run.

A limited edition is a set of prints where the number is predetermined and fixed, ensuring exclusivity. In contrast, an open edition has no set limit on the number of prints produced, allowing for continuous reproduction.

The size of an edition directly affects its value and pricing. Smaller editions mean fewer prints are available, usually increasing their rarity and overall value, making each individual print more exclusive.

Works by established 'blue chip' artists, such as Andy Warhol, Roy Lichtenstein, Keith Haring, Jean-Michel Basquiat, David Hockney, Damien Hirst, and others, remain among the most sought-after pieces in today’s art market. These artists have a proven track record in the secondary market, with multiple sales that allow their value to be tracked and analysed over time. In contrast, emerging artists in the primary market lack such historical sales data, making their future value harder to predict and their market more speculative.

However, demand among blue chip artists can fluctuate. For instance, Banksy prints experienced peak demand in 2020 and 2021, but the market has since stabilised. This doesn’t imply a loss of value but reflects broader economic trends and the reality of a shifting market landscape. Although, even in challenging market conditions, certain works with iconic imagery remain in demand and consistently valuable.

For example, Warhol's prints continue to thrive, thanks to their iconic subjects and cultural relevance. After Queen Elizabeth II’s passing in 2022, Warhol's prints of the late Queen saw a dramatic surge in value, repeatedly setting auction records. Similarly, his Endangered Species series gained serious momentum in 2024 due to heightened global awareness of climate change and wildlife conservation, with a complete set selling for $4.3 million (USD) at auction in November 2024.

Another standout example is Roy Lichtenstein’s Nudes series, which saw a notable rise in November 2024 auctions, with individual prints surpassing $1 million (USD) for the first time. This increase was likely driven by the works' demure and poignant portrayal of femininity, aligning with current feminist cultural narratives. Pieces with clear cultural references and compelling connections consistently perform well in public sales.

For Banksy, some of the most sought-after editions are those tied to his in-situ graffiti pieces, found in diverse locations such as London, Los Angeles, and the West Bank. His iconic print, Girl With Balloon, remains one of the most sought after artworks. In 2024, signed and unsigned prints from this collection saw an increase in value from the previous year.

For those navigating the dynamics of the art market, MyArtBroker regularly publishes market reports throughout the year, offering insights into the performance of the most in-demand and trending works. These reports provide valuable analysis to help collectors and sellers stay informed and make confident decisions.

Sellers should always be prepared to provide a clear and detailed paper trail documenting the purchase history and provenance of any artwork they plan to sell. Fraudulent cases are not limited to any specific medium - both originals and prints are frequently targeted. However, such cases are particularly common with blue chip artists, as their works tend to hold the highest market value.

Unfortunately, art fraud remains a persistent issue. One of the most recent scandals occurred in November last year, when authorities seized over 2,000 forged works attributed to artists such as Banksy, Warhol, and Pablo Picasso from a widespread European forgery network.

It’s also important to note that paper trails can be forged, not just the artworks themselves. For sellers, it’s crucial to retain any original documentation provided at the time of purchase. Without proper authentication documents, a work's value can drop significantly, and many auction houses, dealers, and galleries will refuse to accept it for sale.

Involving a third party for authentication is highly recommended. Many high-profile artists have dedicated authentication bodies capable of verifying whether a print or artwork is genuine. Taking these steps ensures a transparent and trustworthy selling process while protecting the value of your artwork.

The condition of a print plays a significant role in determining its value. While its state can often be assessed before a transaction, it is also influenced by the date of creation and how the artwork has been preserved over time. Many older prints, which may have been casually traded or improperly stored when their value was much lower, often show signs of wear or damage today. As a result, their market value can be affected.

In auctions, print condition becomes even more critical. Auction houses typically limit the number of identical prints included in a single sale, leaving sellers with little control over whether a better-preserved version will also appear. When two similar prints are offered simultaneously, the one in superior condition will almost always command a higher price.

For buyers, however, prints in less-than-perfect condition can present a more affordable entry point into the market. For sellers, offering a print with minor imperfections might appeal to a broader pool of buyers, increasing the likelihood of a sale.

Regardless of whether you're buying or selling, proper care and preservation are essential. Prints should be stored correctly, as exposure to sunlight can fade colours and humidity can cause undulation. Improper framing or mounting can also lead to long-term damage, diminishing the print's value.

For professional assistance, MyArtBroker's The Directory serves as a trusted resource, connecting collectors with art professionals who specialise in print care and preservation.

If you choose to sell your artwork through an auction house, they will typically provide a free appraisal of your work. However, their sales process operates within a structured framework that can significantly influence the outcome. One of the most important factors is the reserve price - a minimum price agreed upon before the sale. If bidding doesn’t reach this threshold, the artwork is quietly withdrawn from the sale. This is particularly common with high-value works, where discretion is key.

Auction house sales also involve commission fees, usually calculated as a percentage of the hammer price. While these fees can vary between auction houses, the standard seller's commission is generally around 15%. In addition to this commission, sellers are often liable for several other expenses, including shipping, storage, insurance, marketing, cataloging, photography, and overhead fees. These costs are deducted from the final sale price, which can significantly impact your overall return.

Furthermore, selling through an auction house can be both time-consuming and costly. The process often involves waiting periods of two to three months before the artwork even reaches the sale date. For sellers, this means navigating multiple layers of expenses and timelines before realising any profit.

While auction houses offer prestige and access to high-profile buyers, the associated costs, timelines, and uncertainties make them a less flexible option for many sellers.

How to Sell At MyArtBroker

At MyArtBroker, we operate as a private sales platform, not a peer-to-peer marketplace. Unlike platforms such as Artsy or HENI, which connect buyers and sellers directly and facilitate shipments between them, MyArtBroker takes on the personal responsibility of managing every stage of the sale. This approach ensures authenticity, transparency, and reliability, providing sellers with a secure environment to sell high-value artwork without the risks associated with unregulated peer-to-peer transactions.

What Happens if Your Artwork Doesn’t Sell?

In traditional auction houses, if your artwork doesn’t sell, you might still face fees known as ‘Bought-In’ fees, which can range from 10–15% of the reserve price. On top of that, auction houses often encourage sellers to lower their reserve prices in hopes of improving the chances of a sale in future auctions.

At MyArtBroker, the process is handled differently to reduce this risk. Once your artwork is consigned, it enters a marketing period, during which it’s actively promoted to a network of over 30,000 collectors and investors. This ensures maximum exposure to the right audience.

If the artwork doesn’t sell during this period, MyArtBroker may offer to purchase it outright, providing sellers with a fair return without uncertainty or delays. Additionally, our real-time valuation tools give sellers access to up-to-date market data, offering valuable insights into current demand and pricing trends.

This approach eliminates the financial burden of unsold auction fees and provides a transparent, data-driven strategy for sellers, ensuring clarity and confidence throughout the process.

We collaborate with trusted restoration specialists worldwide who are experts in assessing and performing any necessary preservation work to maintain an artwork's value and integrity.Whenever possible, we minimise unnecessary shipping to reduce both environmental impact and the risks associated with transportation.Once a consignment agreement is signed, we immediately begin marketing the artwork, ensuring it reaches potential buyers quickly and effectively.

The Trading Floor

MyArtBroker's Trading Floor provides a live, transparent view of the art market, offering real-time data on artworks listed as ‘For Sale,’ ‘In Network,’ and ‘Wanted.’ This interactive dashboard gives both sellers and buyers valuable insights into market trends and demand, helping them make informed decisions with clarity and confidence.

Ownership and Transparency

Unlike fractional ownership platforms, where profits are divided based on ownership percentages, MyArtBroker operates on a 100% ownership model. When an artwork is sold through our platform, funds are securely transferred, and the seller is paid directly once the buyer completes the purchase. This straightforward approach removes ambiguity and ensures a smooth transaction for all parties involved.

Why Sell With MyArtBroker?

1. No seller’s fees
2. No hidden costs for marketing, insurance, or shipping
3. Access to expert restoration specialists to maintain artwork value
4. Targeted marketing campaigns for maximum exposure
5. Real-time market insights through the Trading Floor

At MyArtBroker, every transaction is managed with professionalism, transparency, and care, ensuring that both buyers and sellers feel confident and well-supported throughout the entire process.