Giving an Artist a Platform to Showcase and Sell Her Work

Jennifer McAllister is an artist whose work captures landscapes, townscapes and everyday scenes through distinctive and vibrant artwork. While she already had an online presence through Shopify, the existing website was not doing justice to the quality of the work being produced.

Jennifer wanted more than a simple online shop. She needed a website that would showcase her artwork professionally, tell her story and make it easier for visitors to discover and purchase her work. The goal was to create a platform that felt like an online gallery as much as an eCommerce website.

Creating an online gallery experience

One of the biggest challenges with artist websites is balancing presentation and sales. Visitors want to enjoy the artwork, learn about the artist and explore collections without feeling like they are browsing a traditional online shop.

The new website was designed around Jennifer's artwork, allowing imagery to take centre stage while still providing a clear route to purchase. Artwork photography, content and pricing were carefully organised to create a professional experience that reflects the quality of the work itself.

The result is a website that acts as both a gallery and a store, helping Jennifer share her work with a wider audience while maintaining complete control over how it is presented.

Selling more than original artwork

While original paintings remain at the heart of the website, the platform also supports a broader range of products. Visitors can purchase editions, calendars, greetings cards and tea towels, creating additional opportunities for customers to engage with Jennifer's work at different price points.

WooCommerce provided the flexibility needed to manage a varied catalogue while remaining easy for the client to update as new artwork becomes available.

Making the buying process simple

For artists selling directly to customers, the checkout experience is just as important as the artwork itself. The website integrates with Stripe, providing a secure and familiar payment experience that helps reduce friction during the purchase process.

A custom shipping plugin was also developed to help calculate shipping costs more accurately, ensuring customers receive appropriate delivery charges while reducing administration for the client.

Together, these features create a straightforward purchasing experience that allows visitors to focus on the artwork rather than the technology behind it.

Hosted and ready for future growth

The website is hosted by CoreTechnics, including assistance with DNS configuration and launch support. While the project does not currently include an ongoing support agreement, the platform has been designed to remain flexible and easy to maintain.

As Jennifer's portfolio continues to grow, the website provides a strong foundation for future expansion while remaining focused on its primary goal: showcasing artwork beautifully and helping customers purchase with confidence.