09/09/2026
Why buy from a gallery if the direct price is lower?
It is a fair question.
Buying directly from an artist can sometimes cost less. A gallery may add commission or service costsâbut if that makes the artwork more expensive, what additional value does the collector actually receive?
A responsible gallery should offer more than access to the artwork: thoughtful curation, verification and provenance, proper documentation, secure transactions, professional handling and delivery, informed guidance, and support even after the purchase.
At the same time, simply adding a gallery commission should not justify an unreasonable difference.
If the gallery price is higher, the difference should be reasonable and justifiable through genuine value provided to the collectorâand to the artist.
Price consistency does not necessarily mean identical prices everywhere. Different channels have different costs and responsibilities. But large or unexplained differences can weaken collector confidence and encourage buyers to bypass galleries altogether.
Perhaps the better principle is:
Different channels. Different costs.
Reasonable difference. Explainable value.
For artists, galleries and collectors alike, transparency can help build a healthier and more sustainable art ecosystem.
Collectors and artistsâwhat additional value would make you comfortable buying through a gallery when the direct price is lower?
