E-commerce in small and middle-sized contemporary art galleries. Proposal for a new business model

The thesis starts with the analysis of the contemporary art market and the art gallery sector, investigating their complexities, pyramidal structures, and inner hierarchies. Moreover, the weaknesses that characterize small and middle-sized galleries and their difficulties in staying afloat are highlighted. As underlined by several authors, these problems are primarily linked with the outdated business model implemented by these galleries that consequently need to completely renovate their way of working. The literature also suggests some proposals to guide them on this path. Considering contemporary art galleries' final acceptance and implementation of e-commerce in the last two years due to the Covid-19 pandemic, the thesis aims to understand all the possible advantages that the correct use of online sales and digital strategies can bring to small and middle-sized galleries within the process of business model renovation illustrated by scholars. Furthermore, the issues these galleries must face to be successful online are explained, and some possible solutions are proposed. In the end, the ultimate goal of the thesis is to propose a new hybrid business model visualized through a business model canvas and based on an integration of offline and online strategies, in light of the positive role that e-commerce can play in reaching economic sustainability.