The importance of the online market is increasing in the whole world. The most famous auction houses already started investing in this sector at the end of the nineties. Not only for the realization of websites that were more aware of clients’ needs but also with regard to online auctions and the possibility of buying and selling through internet.
Although the initial results were not quite satisfying, in the last years the sector has grown significantly for importance. At the moment profits from this sector are not comparable to traditional sales (and most probably never will be), however we must recognize that the world is evolving in this direction and the online market will definitely take on more and more.
Italian auction houses do not seem to consider the development of the internet sector as one of their main objectives even as far as simply realizing websites is concerned. Indeed, we must recognize that publishing a site online is not enough to offer an adequate service to clients. Internet users are nowadays used to fast and dynamic sites that are easy to surf and constantly updated. Not always Italian auction houses meet this standard (although, in fact, this flaw transversally involves different countries).
Especially for a foreign visitor, the Italian market could result to be inaccessible. As for all the other sectors of our economy, the reality of Italian auction houses is made up of micro-businesses. For instance, the existence of an aggregating site for auction houses (in the manner of auction.fr) which offers information also in English would certainly be a significant contribute to open up to foreign buyers, who would be able to find information in a more organized way. However, particularism is usually predominant and these types of projects are difficult to realize.
As far as sales are concerned, the auction houses that have aimed at developing this channel are definitely a minority share. In general, the Italians have shown a strong resistance to purchases through internet, and consequently to sales. Yet markets are evolving rapidly and the possibility of reaching foreign clients through this instrument should not be so underestimated. However, even the President of the Anca (National Association for Auction Houses), Sonia Farsetti in an interview released to Arcadja a few months ago said that she was skeptical about this possibility. Internet seems to be appreciated as a channel to spread news and publish catalogues, but that is all.
Yet analyses carried out at International level prove how on internet medium-value objects are purchased easily, objects which our market deals with more easily. But if most Italian auction houses are not moving in this direction, not everybody is standing still. Some smaller houses have decided to experiment sales through internet with discrete results.
One of the most active from this point of view is Meeting Art of Vercelli, which in this period is realizing the sessions relative to the catalogue of contemporary art. This auction house offers the possibility to take part in the sale both on internet and through satellite tv channels. Usually, the works proposed through this modality are relative to minor artists or they are works of lower value by more highly quoted artists. Hammer prices are not generally particularly high and neither are sale percentages.
The Galleria Pace of Milan is another institution that is moving in this direction. Twice a year (in June and December) it organizes an auction that is exclusively online. The pieces presented do not generally have a high value, as most are estimated at a few hundred euros.
The same considerations go for the Arte Viviani of Pisa. The auctions realized take place exclusively online and concern objects of lower value.
Therefore, some progress has been made. Certainly it is not simple if we consider that even Sotheby’s, when it embarked on this deed, initially recorded a total failure. However, it is absolutely necessary to start moving towards this direction. It would be even more useful to do so through a single body operating on a national basis.
(translated by Giorgina Arcuri)