As captured by the Global Art Market Report 2025 (link), last year online sales accounted for 18% of the total market, significantly lower than the 25% reached in 2023, but still double the 9% of 2019. If we combine this data with the significant slowdown in the sector of artists born after 1945, compared to the masters of modernity and antiquity, which have remained stable, it becomes clear why it’s worth mapping and analysing the online antiques marketplaces. Despite this sales channel currently accounting for less than 4% of the total art market, including contemporary art, it holds significant potential for growth and innovation. While it’s true that these platforms have been more suitable for works of limited value, it’s also worth noting that last year, sales of works under 5,000 euros grew for auction houses, both in value (+7%) and volume (+13%). This would suggest the presence of a potential audience that could grow in the future, potentially aided by the introduction of Artificial Intelligence, which holds the promise of dramatically boosting the efficiency of these platforms. If this were the case, it could be a golden opportunity to breathe new life into the antique market segment that has been languishing in recent years, the one that’s been overlooked due to its lower price tag, but still holds a special charm. It’s a common belief that the immediate impact of major technological breakthroughs is often overestimated, while their long-term potential remains underappreciated. For those who haven’t yet taken the leap, it may be time to embark on a new journey or revisit the projects that many, even within the AAI, had dreamed of during the pandemic.
Before delving into individual cases, it’s important to note the distinction between a true marketplace, a platform that directly handles sales and potentially transportation (such as Amazon), and a drive-to-store platform, a site that simply facilitates the connection between supply and demand, earning revenue from membership fees (as is the case with most online antiques marketplaces). In this scenario, there is no e-commerce interface, and the sale is always finalized by the gallery, which can freely embrace the strategies it deems most effective. For now, the most suitable pieces for these channels are those priced around 5000 euro, as previously mentioned. However, galleries like Cantore and Giglio, for instance, also showcase more significant works, which still help the user understand the type of gallery they’re engaging with. And the users/customers, the most active AAI galleries confirm indeed, are there and increase in proportion to the effort invested. Regarding the results that can be achieved, it’s worth noting that some individuals have even hired staff solely dedicated to online commerce.
Proantic
Proantic was established in 2009 by the French brothers Olivier and Stéphane Camus, the former an antique dealer in Paris before moving to Rome, and the latter a computer engineer. The site boasts 20,000 registered users and 310,000 items for sale, with over 2,000 sellers, including 135 Italians. Among them, seven members of the Italian Antique Dealers Association are represented: Antichità Giglio, Palazzo Torlo Antiquariato, Vivioli Arte Antica, Galleria Berardi, Antichità Santa Giulia, Brun Fine Art, and Cantore Galleria Antiquaria. The browsing experience begins with the object, leading to the seller, who can be contacted through Proantic for any information or to finalize the purchase. We’re in drive-to-store mode, but the site also offers sellers the option to close deals within it, using PayPal. The seller, who also handles the translation of texts, has the freedom to choose the images and information for each item. It’s a given that different objects and sensitivities call for different levels of information accuracy. But perhaps this is one of the most positive aspects. This way,the buyer can get a glimpse of the person they’re dealing with. Proantic reviews the items published by sellers, at least in broad terms, and requires them to disclose their prices. The items are neatly categorized, including wristwatches and jewelry. There’s also a section dedicated to collecting, which, however, seems more like a way to satisfy curiosity than a specific tool for non-occasional buyers. Despite its user-friendly interface and overall efficiency, the graphics may not be the most visually appealing, but this is a common issue in these regions. The site offers a variety of subscription options. Here’s the link to the price list.
AnticoAntico
Established in 2001 by Stefano Vannucchi from Bologna, AnticoAntico is currently the most popular marketplace in Italy. The platform’s statistics are encouraging: ‘over 50,000 published articles, 300 exhibitors, and over 4,000 daily visits.’ The site serves as a drive-to-store marketplace. The site boasts 14 members of the Italian Antique Dealers Association, including Alice Fine Art, Altomani & Sons, Antichità Firenze by Riccardo Chiavacci, Antichità Giglio, Antichità Santa Giulia, Galleria Berardi, Brun Fine Art, Cantore Galleria Antiquaria, Galleria Roberto Ducci, Galleria Antiquaria Camellini, Palazzo Torlo Antiquariato, Galleria Previtali, Raffaello Pernici Best Ceramics, and Subert. By purchasing the standard one-year package, you can upload up to 500 items on your personal page. The platform is accessible to anyone, even those without a website. Each seller is provided with their own virtual store, a page dedicated to showcasing their catalog of works, but also open to additional content. There’s also a ‘virtual tour’ section, where you can relive the antique dealer’s past exhibition displays. The site encourages you to keep your catalog up-to-date and consistently monitor its performance in terms of visits to individual items and requests.
1stDibs
1stDibs is the most internationally recognized online marketplace, specializing in high-end items. Design, art, fashion, and jewelry—a comprehensive selection that showcases the brand’s identity, with a focus on exclusivity, taste, and quality. The headline, ‘Wonders from the World,’ perfectly encapsulates the platform’s founding spirit. Michael Bruno, a luxury real estate trader, embarked on a mission to bring the charm of Parisian antique markets to the digital realm. Initially, it was a site for classified ads, designed to facilitate exchanges between sellers and collectors. In 2013, Bruno introduced the online purchasing feature, steadily increasing investments in targeted web marketing strategies. The current CEO is David Rosenblatt, renowned for his expertise at DoubleClick, a leading online marketing technology company. The meticulously crafted graphic interface guarantees a seamless navigation experience, offering a fluid and engaging shopping experience. Only industry professionals are allowed to sell, and they must submit an application with company documents and a sample of five items from their inventory. Once you’ve been selected, you can choose from a variety of subscription plans tailored to your needs. The site states that each sale on the marketplace is unique, depending on the item’s type, price, and the chosen subscription plan. These factors, along with the seller’s activity type – artists have different commissions than merchants – determine the final commission rate. 1stDibs also publishes its financial results, leveraging them strategically to attract new investors. Here’s the link to the report for the fourth quarter and the entire year 2024. In general, the platform’s merchants’ authority, its turnover figures, and the constant reassurance of high control standards undoubtedly foster a favorable environment. Their 944,000 Instagram followers also contribute to their success. The current members of the Italian Antique Dealers Association on 1stDibs are: Baratti Antichità, Galleria Antiquaria Marletta, and Subert. However, they believe that success on the platform requires both commitment and a rather extensive warehouse.
Mercanteinfiera
Mercanteinfiera was born as a digital extension of the event that has been held annually in Parma for over forty years. And this is undoubtedly the most intriguing aspect, as it’s the only known instance; currently, no art fair has a marketplace, and vice versa, not even in the contemporary sector. In 2019, Fiere di Parma and AnticoAntico formed a partnership, launching a business-to-business online platform. The operation proved invaluable with the onset of the pandemic. In 2020, faced with the challenge of organizing the fair, the founders made a bold decision: to open the site to a wider audience and bring the exhibition offer online. In 2021, the online marketplace we know today was launched. Four main sections: Antiques, 20th Century & Design, Fashion & Vintage, Jewelry, and Watches. Each section is further divided into subcategories, featuring a straightforward and functional layout. The seller has the discretion to decide whether or not to display the price of the item. In the first instance, the price is accompanied by the Buy Now button, which serves as a call to action, as well as the Add to Cart button. In reality, the order is non-binding, and the seller will contact the customer directly. Once again, the added value lies not so much in the sales function but in the winning approach of providing exhibitors with a permanent virtual showcase. The members of the AAI featured on the site are Altomani & Sons, Antichità Firenze by Riccardo Chiavacci, Antichità Giglio, and Antichità Santa Giulia.
18 April 2025
