Selling prints is the single best way for artists to scale their income beyond one-to-one original sales. One painting can generate unlimited revenue through reproductions: open edition prints, limited edition giclee prints, canvas wraps, metal prints, and print-on-demand products. The print business transforms your art from one-time sales into a scalable, recurring revenue stream.
This guide covers everything: choosing between print-on-demand and self-fulfillment, selecting the right platforms, pricing for profit, preparing files for printing, packaging and shipping, and marketing strategies that actually drive print sales. Whether you want passive income or a full print business, this is the roadmap.
1. Print-on-Demand vs Self-Fulfillment
The first decision is how you handle production and shipping. Both models work, and many artists use a combination.
Print-on-Demand (POD)
You upload your artwork to a platform, set your markup, and they handle everything: printing, packaging, shipping, and returns. You earn the difference between the retail price and the production cost.
POD Pros
Zero upfront investment -- no inventory, no printer, no packaging supplies
No shipping logistics -- the platform handles everything globally
Truly passive income -- upload once, earn repeatedly
No storage space needed
POD Cons
Lower profit margins (typically 15-40% of retail price)
Less control over print quality (varies by platform and facility)
No branded unboxing experience
Longer shipping times (3-7+ business days production + shipping)
Cannot offer hand-signed prints without hybrid fulfillment
Self-Fulfillment
You print (or order prints from a lab), package, and ship orders yourself. More work, but significantly higher margins and quality control.
Self-Fulfillment Pros
Higher profit margins (60-80% after costs)
Full quality control -- you inspect every print before shipping
Branded packaging and personal touches (handwritten notes, stickers, certificates)
Hand-signed and numbered prints command premium prices
Faster shipping for local orders
Self-Fulfillment Cons
Upfront investment in printer ($500-2,000+) or per-order lab costs
Time spent packaging and shipping orders
Storage space needed for materials and inventory
International shipping is complex and expensive
Handling returns and damaged shipments yourself
2. Best Platforms to Sell Prints
Platform
Type
Fees
Audience
Best For
Etsy
Marketplace
$0.20/listing + 6.5%
90M+ buyers
Overall best for artists
Fine Art America
POD Marketplace
Artist sets markup
16M+/month
Art print marketplace
Shopify + Printful
Own Store + POD
$39/mo + production
Your traffic
Branded experience
Society6
POD Marketplace
10% default royalty
Design-focused
Passive product sales
Redbubble
POD Marketplace
Artist sets markup
Global search traffic
Volume-based income
Your Own Website
Direct Sales
Processing fees only
Your audience
Maximum margins
Etsy -- Best Overall for Print Sales
Etsy remains the best marketplace for artists selling prints in 2026. With 90+ million active buyers specifically looking for handmade and unique items, the audience is pre-qualified. Etsy's search engine drives significant organic traffic, and the platform handles payment processing. Fees total approximately 10-13% per sale (listing fee + transaction fee + payment processing).
Fine Art America / Pixels -- Best POD Art Marketplace
Fine Art America is the largest dedicated art print marketplace. Upload your work and it is available on 50+ products including paper prints, canvas, metal, acrylic, wood, phone cases, and home decor. You set your markup above the base production cost. The platform has 16+ million monthly visitors specifically shopping for art.
Shopify + Printful -- Best Branded Experience
For artists who want a fully branded online store, Shopify ($39/month) paired with Printful (free integration, pay per order) creates a professional shopping experience under your own domain. You control the design, branding, and customer relationship. Printful fulfills and ships orders automatically.
3. Print Types and Quality
Paper Types
Matte fine art paper: Smooth, non-reflective finish. Best for photography, illustrations, and detailed work. Museum-quality options include Hahnemuhle Photo Rag and Epson Hot Press Bright
Glossy/Lustre paper: Vibrant colors with slight sheen. Best for photography and high-contrast images. More affordable than fine art paper
Watercolor texture paper: Textured surface that adds depth. Best for paintings and mixed media reproductions that benefit from a tactile quality
Print Technologies
Giclee printing: High-end inkjet with archival pigment inks. 75-200+ year color longevity. The standard for fine art prints. Production cost: $10-50+ per print depending on size
Standard inkjet: Good quality, lower cost. 25-75 year longevity with proper framing. Suitable for open edition prints at lower price points
Canvas printing: Image printed directly on canvas, often gallery-wrapped around stretcher bars. Popular for home decor. Premium feel without framing costs
Metal printing: Dye-sublimation onto aluminum panels. Vibrant colors, modern look, extremely durable. Higher production cost ($40-150+) but unique presentation
4. Preparing Files for Printing
For Physical Artwork
Scan at 300-600 DPI at the largest intended print size. A 24x36 print at 300 DPI needs a 7200x10800 pixel file
Color calibrate your scanner and monitor using a hardware calibrator (Datacolor Spyder or X-Rite i1)
Edit in sRGB for most printers or Adobe RGB if your print lab supports it
Save as TIFF for maximum quality or high-quality JPEG (95%+) for upload to POD platforms
Order a test print before listing. Compare against the original under consistent lighting
For Digital Art
Create at 300 DPI from the start in your art software. Upscaling later loses quality
Export in the largest dimensions your software allows
Flatten all layers and export as TIFF or high-quality PNG
Use AI upscaling (Topaz Gigapixel AI) if you need larger files from smaller originals
5. Pricing Your Prints for Profit
Open Edition Pricing
Size
Production Cost
Suggested Retail
Your Margin
5x7
$2-5
$15-25
$10-20
8x10
$5-10
$25-50
$15-40
11x14
$8-15
$40-75
$25-60
16x20
$15-25
$75-150
$50-125
24x36
$25-50
$125-250
$75-200
Limited Edition Pricing
Limited editions command 2-4x the price of open editions. The smaller the edition, the higher the price. Common edition sizes:
Edition of 100: 1.5-2x open edition price
Edition of 50: 2-3x open edition price
Edition of 25: 3-4x open edition price
Edition of 10: 4-6x open edition price
6. Limited vs Open Editions
Edition strategy affects pricing, perceived value, and collector behavior:
Open Editions
Unlimited prints available, lower price, higher volume potential
Best for: building an audience, accessible price points, passive income
Risk: no scarcity, collectors may wait to purchase
Limited Editions
Fixed number of prints, each signed and numbered (e.g., 12/50)
Best for: serious collectors, higher price points, perceived investment value
Once sold out, they are gone -- this builds your reputation for sellable work
The Hybrid Strategy
Offer your most popular images as open edition prints at accessible prices ($25-75) AND as limited edition giclee prints on premium paper at collector prices ($150-500). This captures both the volume market and the collector market from the same artwork.
7. Packaging and Shipping
For Self-Fulfillment
Flat prints (up to 16x20): Place in a clear cellophane sleeve, then between two rigid cardboard mailers. Use "Do Not Bend" stickers
Rolled prints (larger sizes): Roll around a cardboard core (never fold), place in a sturdy shipping tube with end caps
Canvas prints: Wrap in bubble wrap, place in a double-walled corrugated box with corner protectors
Add a personal touch: Handwritten thank-you note, business card, care instructions for the print
Certificate of authenticity: For limited editions, include a signed certificate with edition number, title, date, and medium
Shipping Options
USPS First Class (flat prints): Most affordable for prints under 13 oz. $4-8 domestic
USPS Priority Mail (larger orders): 2-3 day delivery, $8-15 domestic. Flat rate options available
UPS/FedEx (canvas, framed): Better for fragile and oversized items. $15-40+ domestic
International: USPS First Class International ($15-25) or Priority International ($35-70+)
8. Marketing Your Print Shop
Instagram
Post the artwork, then post it in a room setting (mockup or real). Room context sells prints 3x more effectively than isolated images
Use Instagram Shopping to tag products directly in posts
Stories showing packing orders, new prints arriving from the lab, or prints hanging in customers' homes
Reels showing your creation process -- these drive the most follower growth
Pinterest
Pinterest is the highest-converting social platform for art print sales
Create pins for every print with descriptive titles and keywords
Pin room mockups showing prints in styled interior settings
Link directly to your product pages
Email Marketing
Build an email list from day one. Offer a discount on first purchase for signup
Email drives 3-5x higher conversion rates than social media for art sales
Send new release announcements, limited edition drops, and behind-the-scenes content
Monthly newsletter with studio updates, new work, and exclusive offers
SEO for Your Print Shop
Optimize Etsy titles and tags with keywords buyers search for: "abstract art print blue gold," "landscape photography print mountain"
Write detailed descriptions including size, paper type, framing suggestions, and room pairing ideas
Blog about your art process -- this drives organic traffic to your shop from Google
9. Scaling Your Print Business
Expand your catalog: Upload new designs regularly. More designs = more discovery surface area
Add product types: Start with paper prints, add canvas, metal, greeting cards, and stationery
Wholesale: Approach local shops, galleries, and boutiques with a wholesale catalog at 50% of retail
Art fairs and markets: Test prints at local markets for direct feedback and sales
Subscription model: Monthly art print subscription boxes create recurring revenue
Licensing: License your most popular images for use on products, packaging, and marketing materials
Collaborate: Partner with interior designers, home stagers, and hotels who need art for their spaces
Start Selling Your Art
Free tools, guides, and resources to build your art business online.
What is the best platform to sell art prints online?
Etsy is the best overall due to its massive buyer base (90+ million active buyers) and strong search visibility. Fine Art America is best for print-on-demand with an art-focused audience. Shopify + Printful is best for a fully branded store you control.
What is the difference between giclee prints and regular prints?
Giclee prints use high-end inkjet printers with archival pigment inks on fine art paper. They produce museum-quality reproductions lasting 75-200+ years. Regular prints use standard inks on standard paper, fading in 5-25 years. Giclee costs more but commands significantly higher prices.
How much should I charge for art prints?
Open edition prints: $25-75 for small sizes, $75-250 for large. Limited editions: 2-4x open edition prices. Formula: Production cost x 3-4 for open editions, x 5-8 for limited editions. Never price prints above 10% of the original's price.
Do I need to print my own art prints?
No. Print-on-demand services handle everything. The tradeoff is lower margins and less quality control. Self-fulfillment gives higher margins (60-80%) and quality control but requires more work and upfront investment.
How do I prepare artwork files for printing?
Scan or photograph at 300 DPI minimum at the largest intended print size. Save as TIFF or high-quality JPEG in sRGB color space. Color calibrate your monitor. Order a test print before listing.