The site features 40 galleries selected by AAF from across the UK and is geared at reaching a new set of buyers. It is one of a growing number of online art sales platforms with a number having been launched in the past two years.

“Technology has the power to turn the art market on its head,” said AAF Founder Will Ramsay. “For us it’s not about replacing the traditional gallery or art fair experience, but complementing it. We hope that this new venture – combined with our fun and welcoming physical fairs – will offer art fans a holistic buying experience.”

AAF currently holds fourteen annual fairs in Battersea, Bristol and Hampstead as well as internationally in the US, Germany and Italy. It hosts around 65,000 visitors annually. It offers original works of art and limited editions priced up to £6000, a price cap to which the online hub also adheres.

Buying Wise

AAF has said that the launch of the e-commerce furthers its goal of “democratising the art world by making it more approachable and accessible”.

Shoppers will be able to search for and share artworks, following galleries or artists and make lists of their favourite pieces.

In addition, the site guarantees a 14-day trial period following the purchase of new artwork within which the buyer can return the piece.

Participating galleries can upload an unlimited number of works to their pages and so far more than 2000 works have been added.

The next Affordable Art Fair takes place in Brussels from February 17-20, followed by Battersea from March 9-12.