Creative Commons

The purpose of this dissertation is to investigate the digital transformation of museums and galleries, the pace of digitization and its potentials, and examine the current online art market, according to literature review. The online presence and ecommerce activity of museums, galleries, auction houses and digital platforms is analyzed in this dissertation. Emphasis is largely given on the rapid digital transformation of cultural institutions and the significant increasement of the online art sales that occurred due to the outbreak of the pandemic. Digital technologies also contributed to the enrichment of the media that are used inside brick and mortar exhibitions, the creation of online educational programs and the emergence of digital art. The purpose of this dissertation is to stretch both the advantages and the weaknesses concerning the exploitation of digital technologies in the art market sector. It also examines the online buyer’s behavior. Internet democratized the arts by providing access to everyone worldwide. Social media gave artists and art institutions the potential to grow their audience and reach potential buyers worldwide. Therefore, for the purpose of this dissertation I considered appropriate to interview two artists in order to examine their perspective concerning the presentation and sale of their artworks through digital galleries.