Online Auctions Continue to Draw in First-Time Art Buyers as Sales Grow

Online-only sales of fine art at Christie’s, Sotheby’s, Phillips, Bonhams, and Artnet Auctions reached $423.9 million in 2025, an 8 percent increase from 2024. The number of lots sold remained steady at 29,623, but the average price per work rose 8.6 percent to $14,309. Sales were 270 percent higher than in 2019, before the pandemic accelerated the shift to digital auctions. Christie’s reported that 63 percent of new buyers in 2025 made their first purchase online.

How do art auctions change if everything online seems like a video game?

Come cambiano le aste d’arte se online tutto sembra un video game?

The article examines how digital infrastructure has transformed art auctions from exclusive in-person rituals into real-time competitive interfaces. Online sales, which peaked during the pandemic, now account for about 16% of the global art market in 2025 (down from 18% in 2024), according to the Art Market Report by Art Basel and UBS. Digital tools enable instant bidding, global streaming, and discreet participation, allowing collectors to compete without physical presence. The piece highlights the gamification of auctions, noting that ArtTactic has launched Art Forecaster, a platform where users predict auction prices in tournament-style competitions, blending market engagement with ludic elements.