How to Sell Your Artwork Online Without Etsy (A Simpler Way to Start)
When thinking about starting to sell your artwork online, Etsy is often the first platform that comes to mind.
But it’s not the only option - and you don’t have to rely on a marketplace to get started.
In fact, artists and makers using online marketplaces may begin to wonder:
“Could I sell this from my own website instead?”
The good news is - you absolutely can. And it doesn’t have to be complicated.
Why starting with your own website can work well
Selling through a marketplace like Etsy can be a helpful introduction to selling online.
But starting with your own space gives you the opportunity to build things your way from the beginning.
You might be looking for:
More control over your brand and how your work is presented
A way to build your own audience (not just rely on search)
A clearer understanding of your customers
A space that feels more like you
Creating your own setup allows you to do all of that - while keeping things simple and flexible as you grow.
💬 A personal note from my experienceWhen I first started selling online, Etsy felt like the obvious place to begin.
But I quickly realised that most of my sales were coming from my own marketing, not from Etsy itself.
That’s when I started exploring what it would look like to sell from my own website instead - and build something I had more control over.
What you actually need to sell your artwork online
If you’re starting from scratch, selling your artwork online doesn’t have to mean signing up to a marketplace.
A simple setup of your own can work just as well - and often gives you more flexibility as you grow.
Here’s what that typically looks like:
1. A place to showcase and sell your work
You’ll need somewhere people can browse your products and make a purchase. Some common options include:
Shopify - designed for online stores, easy to use, but comes with monthly costs and add-ons
WooCommerce (WordPress) - flexible and customisable, but can feel more technical to set up and manage
Website builders with shop features – simpler, but sometimes limited as you grow
➡️ These can all work well - but they often involve combining different tools or managing extra setup.
2. A way to take payments
You’ll need a checkout that allows people to pay easily and securely. This usually includes:
Card payments
A smooth checkout experience
Order confirmations
➡️ Most platforms support this, but it often needs setting up and connecting.
3. A way to connect with your audience
Selling online isn’t just about having a shop - it’s about building relationships. This might include:
An email list
Follow-ups after purchases
Updates about new work or launches
➡️ This is often handled through a separate email platform.
4. A way to keep everything working together
This is where things can start to feel complicated.
When your shop, emails and customer data all live in different places, it can mean:
More setup
More tools to manage
More room for things to break
💡 A simpler approach
Instead of stitching multiple tools together, you might prefer to have everything in one place.
This is exactly what Donato is designed for - bringing your shop, your emails and your customer connections together in one simple system.
➡️ So you can focus on your work, rather than the tech behind it.
See a real example:If you’d like to see what this can look like in practice, you can take a look at my own shop:
It’s built using Donato and shows how you can:
Display your products clearly
Sell directly from your own site
Keep everything simple and connected
Everything I need to manage the business online is in one platform.
You don’t have to start on a marketplace
It’s easy to assume that selling online means joining a platform like Etsy first.
But starting with your own space can actually be simpler than it sounds - and gives you a strong foundation to grow from.
You can always expand later - but starting with something that’s yours gives you more flexibility from the beginning.
What this could look like in practice
Every creative business is different.
Some people want a simple shop and nothing else
Others want a shop + email list + content + customer tracking
Or you might want to work on your email marketing first and add a shop later.
There’s no one “right” setup - just one that works for you.
Donato is designed to be flexible so that whatever you want, there will be a setup suitable for you. .
It might be:
A simple website with a few products
A way to take payments
A way to stay in touch with your audience
From there, you can build and grow at your own pace.
You don’t have to start on Etsy to sell your work online.
In fact, creating your own simple setup can give you more control, help you build your audience from the beginning, and keep things feeling more aligned with your business.
👉 Want to explore this for yourself?
Find out more about how to Sell Products in your own online shop with Donato or use the pricing calculator to build your own setup and see how it fits your business.
