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1. What Is The Seller Dashboard?

2. The Sign-Up Process

3. Managing Your Orders

4. Managing My Artworks

5. Code Of Practice

6. Managing Your Gallery Profile

7. Managing Your Artist Profiles

8. Setting Your Shipping Rates

9. Payments

10. Customer Enquiries

11. Returns

12. How Do I Close My Account With You?

13. How To Make The Most Of My Online Profile And Maximise Sales

14. Contact Details



The seller dashboard is a dedicated gallery area, especially made for you to manage all your orders, to keep your artwork inventory up to date and ensure your online gallery profile is looking great!

Please note, your artist profiles cannot be amended from the seller dashboard - these are managed by our digital team. Should you wish to make any changes to your artist profiles, just drop us a line at [email protected].

You can log into your seller dashboard any time you wish, simply follow this link: www.affordableartfair.com/seller-dashboard or head to www.affordableartfair.com> In the footer under "GallerySupport" select "Login to seller dashboard"



To get your seller profile up and running, you should log in to your dashboard on and set up an account with our payment provider, Stripe.

You’ll find a link to Stripe within your seller dashboard, which will take you to Stripe’s website where you can create an account. For more information about Stripe, you can visit their website or contact us at any time.

Once you have finished setting up your account with Stripe, you will be directed back to your dashboard ready to start uploading your artworks and selling!

Before dashing off, we recommend taking a moment to read our Seller Best Practice Guidelines and have a look at our default shipping rates. As much as we encourage you to keep your shipping rates as low as possible - no one likes to overpay for shipping! - we do not want you to end up out of pocket. So we have made it that you can amend shipping rates at any time from your dashboard.




flow to managing orders in the seller dashboard


How do I view my orders?

An order has been made! So, what happens next? We’ll send you an email to let you know (to the email you used to create your online account). Please keep your eyes peeled on your spam and promotional folders as our order emails are automatically generated and might end up in there. To avoid this happening, please add our [email protected] email to your approved contacts list.

You can also stay on top of your orders by clicking the ‘Manage my orders’ tab in your seller dashboard.

The top section of your seller dashboard allows you to filter your orders by various criteria, the most useful to you will be the ‘Shipping status’. This allows you to view any outstanding orders, to make processing them even easier and more efficient.

Your filtered (or unfiltered) list of orders can be found in the lower section of this page. You can view the full order details by clicking the plus sign on the left-hand side.

managing my orders screenshot


What should I do when I receive an order?

When a customer places an order online, they receive an email letting them know their order has been placed, with a note saying that before finalising their purchase, the gallery will confirm availability of the piece/s.

You have seven days to confirm availability, after which the artwork will be considered as unavailable and the order will automatically be cancelled.

To confirm availability of an artwork, you need to update the status of the order in your seller dashboard to ‘Ready to ship’. To change it, simply head over to the ‘Manage my orders’ tab > Click on the +/- icon in front of the relevant order > Change the order status from ‘Automatic’ or ‘Pending’ to ‘Ready to ship’. The customer will then receive another email confirming the artwork is available at which point you will receive payment for the piece/s. Hurrah!

If the artwork happens to have been sold elsewhere or is now unavailable, just select the option ‘Cancelled’ under ‘Order status’. Please be sure to update your inventory if you haven’t done so already, so that none of your other artworks on the website are unavailable/already sold. No one likes to fall in love with a work of art and then receive an email saying that the piece they wanted is no longer for sale!

When the artwork is all wrapped up and ready to go, simply change the status of the order to ‘Shipped’. The art buyer will then be notified the work is on its way. If you have a tracking number for the shipment, all the better, you can pop it into the field dedicated to tracking information.

updating the status of an order screenshot

What does each order status actually mean?

Pending – this is an order that has been placed by a customer, and not yet processed. At this point, the art buyer’s card has only been pre-authorised and not yet debited. If you do not deal with this order within seven days, the pre-authorisation will expire and the funds will be released back into the customer’s account.

Ready to ship – this is the status you need to select when you have checked the artwork is definitely available. This will trigger the payment capture, taking the cash from the customer’s card. Applying this status will also trigger an email to be sent to the art buyer, letting them know you will be shipping the artwork to them and that they have now paid for the piece.

Shipped – this is the status you need to select when you have shipped the item to the customer. This status will trigger one more email to the customer, simply letting them know they will soon be receiving their desired artwork. Any tracking information you can provide will also be included in this email.

Cancelled – this is the status you will need to select if you find out that a customer would sadly no longer like to continue with their order or if the artwork happens to be already sold elsewhere or unavailable for any other reason. If you have already changed the status to ‘Shipped’ and debited the customer, you will also need to process a refund from within your Stripe dashboard.

Returned – this is the status you will need to select for your records if an order has been sent back to you and refunded. Presently the refund process happens separately in Stripe, so to ensure your dashboard is organised, it is useful to update any returned orders with this status.

When will I get paid?

And now for the important part… You will receive payment seven days after updating the status of the order to ‘Ready to ship’!



How do I upload artworks?

You can upload artworks in the ‘Manage Artworks’ tab. Towards the bottom of the page, you will see a button that says, ‘Add new product’. Please follow these steps:

1. Click ‘Add new product’.

how to add an artwork screenshot


2. A new form will load. Please go through each field and fill out the details. Those with an asterix* are compulsory fields. You won’t be able to move on without completing them!

3. Please upload an image of your artwork in the ‘Images’ section at the bottom. This looks a little strange, so please read the following steps carefully:

a. Click ‘Choose files’.

b. Select your image (ideally your image should be around 1MB for our site visitors to get the best experience possible, in terms of size, that means we need a resolution of 72 dpi and a minimum length of 1000 pixels on the longest side).

c. Insert/open your chosen image.

d. Select ‘Upload files’.



e. To make sure your image displays correctly, you need to select the two image options for your artwork. If you are uploading more than one image, you can also choose which position they appear in by using the ‘Sort order’ option.

adding the main image screenshot


f. In the ‘Label’ field, enter the name of the artwork and a short visual description of the piece, such as, green plants on a blue table. Search engines sadly can’t read images! The label field lets search engine bots know what your image looks like, and will help serve it up to online art buyers using those keywords to search in Google, Bing, or any other search engines.

selecting an image label for your artwork screenshot


6. Once you have completed all the fields in the form and uploaded your images, click ‘Save’ (which will take you out of the form) or ‘Save and continue edit’ (which will save your product, but allow you to stay in the form and continue making some tweaks).

And there you have it – you’ve uploaded a product!

When will my artwork show up on the website?

You will notice that when you upload an artwork, it will sit in your account with a status of ‘Under review’. This is because, just like our fairs, we review each item before publishing it on the website, just to make sure we maintain the quality we know you’ve come to expect from us over the years!

We will review each artwork upload every couple of days. If we are unable to accept your artworks for any reason, we will get in touch to let you know why. Typically, this may be because the image resolution is not high-quality enough, the artist has not been approved, or the item does not meet our criteria (see our code of practice). Our criteria remain the same as our fairs. In any case, we won’t leave you hanging without letting you know what’s going on. If an artwork needs to be approved urgently for any reason, please call us on +44 (0) 208 246 4844.

If an artwork needs to be approved urgently for any reason, please email us on [email protected] or call us on +44 (0) 208 246 4844.

How do I view or modify information about an artwork once it has been uploaded and/or published?

You can modify information about an artwork at any time by clicking on the title of the artwork in the ‘Product manager’ tab. It will open the artwork’s information form where you will be able to make little changes to optimise your artwork listing. Please note any works that are simply amended will not need to undergo another review process.

modifying information about an artwork screenshot

What to do with the artworks that were sold through Affordable Art Fair’s marketplace?

When an artwork sells through our marketplace, the artwork inventory level will automatically be amended. If it is a unique piece, the artwork will simply disappear from the front-end of the website and will appear as ‘Out of stock’ in your dashboard. For limited editions with more than one piece to purchase, the stock level will automatically be adjusted and the artwork will continue to display on the website.

What to do with the artworks that are displayed on the marketplace but sold elsewhere?

If an artwork is sold via another channel, you need to manually update the stock in your dashboard by going to ‘Manage my stock’ and amending the stock status or quantity. We recommend you leave the artwork as ‘Out of stock’ and do not delete it. We have implemented a redirect system where, when landing on a page of a sold artwork, customers are redirected towards alternative artworks that might fit their artistic taste to keep them in the buying loop.

updating an artwork stock status screenshot

What on earth is a SKU?

Good question! A SKU is a unique code given to each artwork so there is no confusion about which artwork a customer has purchased or is enquiring about. You can use the SKU to search for artworks. You do not need to do anything in relation to SKUs as the system automatically generates them.

How many artworks can I upload to the website?

You can upload as little or as many as you want to the website. To make the most of the online shop, we do recommend uploading a decent number of artworks – the more the merrier! As a rule of thumb, galleries with 50 or more artworks on the website tend sell more.

What about commission only works? Or works that I would like to show online, but do not want people to buy directly off the website?

For commission only artworks and other cases where buying directly from a website might be tricky, you can set the availability of the artwork to ‘Enquiry only’ and include notes about the commission or other relevant information in the description field located on the artwork product detail page. We strongly recommend using the ‘Enquiry only’ status in very occasional circumstances as it does not create a sense of urgency to entice customers to snap up your artworks. However, if you are unable to do it differently, showing the artwork is better than not showing it at all.

I cannot find the medium or material corresponding to my artwork?

We are trying to balance customer needs where over complexity can create a barrier to sales, and those of our galleries and artists who require accurate listings, we have created a comprehensive list of artwork mediums and materials whilst grouping very similar ones together.

If you feel that none of the options listed are relevant for your artworks, please ping an email to [email protected] and we can look at adding in the unique mediums and materials you require. After all having extra options for customers is better than inaccurate information!



- All work must be for sale at under £6,000 - this must include VAT. It must include the frame cost if the work is sold framed.

- All art exhibited must be by living artists

- No artist’s work may be shown unless it has been accepted by the selection committee either for an upcoming fair or specifically for the marketplace

- Art must be original; reproductions are not allowed. Original prints, sculpture and photography must be strictly editioned

- No craft, functional items or printed material are allowed

- Please keep your prices consistent in different places. Customers don’t like to see artwork priced differently on different channels and websites.




How do I personalise my gallery profile?

Don’t forget you have the option to update our online visitors with info about your gallery in the ‘My profile’ area of your account. It is mostly self-explanatory. The main element which is a little tricky to get to grips with is adding a cover image to your gallery profile. To add one, in the image section under ‘My profile’, select ‘Add more’ > select the image you would like > add a position to it even if you are only uploading one image > Save all settings.

Adding a cover picture:

how to add a cover picture for your gallery profile page

 managing your artist profiles


How do I update and/or add artist profiles?

We manage artist profiles on the website. For any artists that have not yet been approved for the website or have not been accepted to an upcoming fair, please fire an email over to [email protected] with the name of the artist and a link to their works. Just like the fairs, any new artist will need to undergo a formal review by our expert selection committee. This is to ensure that quality remains consistent. Please note - the acceptance of an artist to the marketplace does not guarantee acceptance of the artist at a future fair and vice versa.

ust like the fairs, any new artist will need to undergo a formal review by our expert selection committee. This is to ensure that quality remains consistent. Please note - the acceptance of an artist to the marketplace does not guarantee acceptance of the artist at a future fair and vice versa.

Please note - the acceptance of an artist to the marketplace does not guarantee acceptance of the artist at a future fair and vice versa.

Another gallery has the same artist as me, what should we do?

As a marketplace, we are allowing galleries to upload all artists they represent whether they exhibit them at the fairs or not, subject to approval by our selection committee. This means that different galleries can sell the same artist online! This rule follows the fact that many of our galleries take the same artists to different fairs and we cannot favour one gallery over another.

Over the fair period, only the gallery who is taking that artist to the fair will have their works promoted online and in our marketing materials.

setting up your shipping rates 


How do I input my shipping rates?

When you sign up, your account will be assigned default shipping rates. Unless you change them, art buyers purchasing one of your works will be charged the default shipping rates. You can change your shipping rates at any time in your dashboard under the section ‘My settings’. If you scroll down, you will find a sub-section called ‘Shipping rates’. Here you will be able to download a shipping template, amend the default rates and re-upload the file. We strongly recommend keeping shipping rates as low as possible as it can quickly become a make or break factor for a sale. You can amend your shipping rates by using our template or filling in our shipping form here.


But, how exactly is the correct shipping fee charged at checkout?

When uploading an artwork, you assign a weight to the artwork and at checkout, the system adds on top of the artwork price, the shipping rate associated to that weight and to the customer’s address.

For example, when you uploaded an artwork, you assigned it the weight 2kg and the customer is based in France. In your shipping table, if you have marked that artworks weighting 2kg being shipped to any location in Western Europe will cost £25, this is what the customer will be charged at checkout. If you have an artwork that is an awkward shape or fragile you can always attribute to it a different weight, for example 30kg - even if the actual weight is only 10kg - and attribute a higher shipping rate to the 30kg category.

What happens when I am on holiday and I am unable to ship for a long period of time?

If you are heading away for a holiday to get some well-earned rest, you can simply change your gallery status to ‘Holiday mode: Yes’ and set a date. This status change will set all your artworks to ‘Enquiry only’ mode. But please don’t forget to change your status when you come back from holiday!

Tracking information

Everyone likes to know the whereabouts of their artwork, and how long it will take to arrive. Please do not forget to add a tracking number for the shipment in the relevant field under ‘Manage my orders’!



How does it work?

Payments are handled by a certified third-party payment provider called Stripe. Stripe is used by many galleries for their personal online shops and has been deemed as one of the most secure.

Oops, I’ve forgotten my Stripe ID, where do I find it?

In your dashboard there’s a section called ‘My settings’. If you scroll down, you will find a sub-section called ‘My Stripe account’. Here you will find your Stripe ID should you need it.

Commission payments

Commission is 16.8% excluding VAT, and is taken only on the value of the artwork. This includes the frame cost but excludes the shipping cost. As the commission payment is handled by Stripe, the payment will appear as coming from Stripe on your bank statement rather than from us.

Subscription payments

Subscription payments are handled by GoCardless. You will receive an email from us with the information you need when we start charging subscription fees.



Any potential art buyer can get in touch with you via the marketplace. An email with their enquiry will be sent to the email your account is associated with. You will be able to respond to the customer directly via email. When you hover over their name in the email, their email address will appear.

Occasionally customers decide to contact us directly. In those instances, we will assist the customer and liaise with you directly to make sure the artwork is delivered quickly and efficiently.

We kindly ask you not to add the customer’s email addresses to your marketing emailing list without asking them for their explicit consent, preferably in writing or in a traceable way, in order to comply with new data protection regulation (GDPR 2018).



Returns are currently paid and organised by Affordable Art Fair. We do however reserve ourselves the right to change this policy in the future if it is deemed necessary.

When placing an order, the buyer signs terms and conditions that state that if the artwork was not properly packaged and gets damaged, the gallery does not have to accept the return. You might want to include a short condition report with the artwork in case the artwork gets damaged, you have proof the artwork was not damaged by you.

In accordance with UK law, customers can return the artwork within 14 days of receiving it.

closing your account 


In the sad event that you no longer wish to sell artwork on affordableartfair.com, please write to us at [email protected]. We’re happy to take a call too on +44 (0) 20 8246 4844, however we will need written notice from you as per our Seller Terms & Conditions.

In summary, we need 5 working days’ notice to remove your account and will take no longer than 30 days to remove your account from our website. Please do check the T&Cs for further information.

making the most of your online profile 


Quantity and quality of artworks

More work is better than just a few pieces! You will come up more in search results both on Affordable Art Fair’s website and in search engines. We are also more likely to pick one of your artworks for our curated categories and marketing activities as we will have more works to pick from!

Just like in physical shops, if there are only a dozen artworks to pick from, the customer is less likely to find what he is looking for than if there are many. However, unlike physical spaces, the online space is endless so there is no risk of overhanging!

That said, fewer good quality artworks is better than hundreds of poor quality ones. Galleries who do not hesitate to upload their bestselling artists tend to perform better than galleries that don’t.

Importance of quality images

The better the quality of your images, the more likely someone will buy the work. If an artwork is being sold as framed, we recommend adding an image of the artwork framed in addition to the main photograph. Multiple images are also a good idea for three-dimensional works as well as works with a lot of texture which might not be visible when shown only from the front.

We recommend uploading images that are 72 dpi, and a minimum of 1000 pixels in length. Anything smaller will not translate well on screen. However, unnecessarily large images will slow down the website.

The main image of the artwork must show the artwork in full, by itself. White backgrounds are okay, but the artwork should fill at least 85% of the image. If the artwork comes framed, it is a good idea to add an image of the artwork in its frame. Including images where the artwork is shown in situ is a nice touch as it helps the customer to visualise what the artwork might look like in their own home.

Unfortunately, any artworks which do not follow the main image guidelines will not be approved.


- Image size minimum 72dpi and 1000 pixels on the longest side

- Main image needs to be of the artwork by itself, in full

- Additional images of the work framed, in situ, or from different angles are a nice to have and help people browsing art become art buyers

Keep your stock up to date

Keeping your stock up to date is vital if you do not want to lose valuable sales. Over the past few months, we have learnt that once a customer has set their mind on an artwork and proceeded to buy it, they usually do not select another work to purchase if the work they originally purchased is unavailable and so the sale is lost.

Keeping your inventory up to date takes less than an hour every week or so, and is well worth the investment!

Deliver as soon as possible

No one likes to wait, especially online shoppers who are used to receiving next day deliveries. So, when you receive an order, please ship the artwork as soon as possible. This ensures customers are happy and will continue to come back for years to come!

Providing additional information

Providing additional information in the description field can help a hesitant art buyer finally commit to a purchase. No need for lengthy, wordy descriptions, just any relevant information about what inspired the work, how the work was made and any other useful information such as lead times if the artwork is printed on demand.


We do not want you to end up out of pocket, but strongly recommend you keep your shipping rates as low as possible. Customers buying online are accustomed to free or low shipping rates, and high shipping costs can be the one factor stopping someone from buying an artwork. Currently, most of the sold works has had shipping rates lower than £50, especially for cheaper works.

We do appreciate that it’s not always possible to offer shipping for less than £50, but spending a bit of time looking for shippers offering competitive rates is well worth the time.

contact details


Maura Derossis - Gallery Partnership Manager

E - [email protected]

T - +44 (0)2082464844

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