The New Art Collector: How the Way We Buy Art Is Changing in 2026

The art market is changing, and so is the way collectors discover and purchase artwork. Visiting a gallery still plays an important role, but there is no longer a single path from discovering an artist to making a purchase.

Instagram, digital portfolios, artist and gallery websites, and new technologies are now part of an increasingly hybrid buying process. The data reflects this transformation: according to the Art Basel & UBS Survey of Global Collecting, 51% of the high-net-worth collectors surveyed had made purchases through Instagram, while 66% had purchased works by artists they had only recently discovered.

From the Gallery to the Smartphone

Galleries, art fairs, and auction houses remain essential places for discovering artists, but they now coexist with new digital channels.

A buyer might discover a work at a gallery, look at it again later on their phone, and make a decision several days later. They might also discover an artist on Instagram, browse their online portfolio, and reach out directly to purchase a piece.

The line between buying art online and in person is becoming increasingly blurred. For artists and galleries, this means the buyer’s experience does not have to end when they leave an exhibition.

A Photograph Isn’t Always Enough

Digital platforms have made discovering art significantly easier, but they also have limitations.

A 60-inch painting and a 20-inch painting can appear almost the same size on a smartphone screen. Without a point of reference, it can be difficult for a buyer to understand the true scale of a work and, more importantly, imagine what it will actually look like in their home.

Will it be too large? Will it work above the sofa? Would it look better in the living room or the office?

These may seem like simple questions, but they can become real barriers to making a purchase.

This is why digital tools for the art market are evolving beyond simply displaying artwork. Increasingly, they are creating experiences that help buyers better understand a piece before purchasing it.

A New Landscape for Artists and Galleries

A more digitally connected collector does not necessarily mean a collector who is less interested in physical experiences. In fact, the two worlds are becoming increasingly connected.

For artists and galleries, the challenge is to take advantage of that connection. A digital portfolio, link, or QR code can allow a potential buyer to continue engaging with an artwork after returning home.

Technology can take that experience one step further by helping buyers visualize the artwork in their own space.

From Interest to Purchase with ARTia

ARTia enables artists and galleries to create a digital portfolio and share their artwork through a link or QR code. Using only their smartphone, with no app to download, potential buyers can visualize a work of art directly in their own space.

An artwork discovered at a gallery, on Instagram, or through an artist’s portfolio can move from the screen to the potential buyer’s wall before the purchase is even made.

If you’re an artist or gallery looking for new ways to showcase artwork, improve the collector experience, and make it easier for potential buyers to make a purchase, discover ARTia.