In this article, Artsper presents the key trends and takeaways from the Art Basel and UBS Report: buyer behavior, digital opportunities, and outlook for 2026. After two challenging years, the art market returned to growth in 2025. The total market value reached $59.6 billion (+4%), though still 9% below 2023 levels, and transaction volume rose slightly to 41.5 million (+2%). The gallery market also shows signs of recovery, with $34.8 billion in sales (+2%).

Art Basel Paris © Sarah Fouque

1. Galleries need to attract new buyers

Despite the recovery, galleries face a clear challenge: their buyer base is shrinking and aging. The average number of buyers per gallery dropped to 57, the lowest since 2021, and smaller galleries (less than $250,000 in annual sales) lost 40% of their buyers in one year. Established collectors still account for 62% of sales, but reaching younger generations remains a major challenge. Attracting new buyers is no longer optional, it is essential.

2. Digital: the only viable and profitable acquisition channel

The report shows that online sales declined in 2025, reaching $9.2 billion, or 15% of the market (down from 25% at the 2020 peak). Galleries reported a 6-point drop in online revenue share compared to 2024. This decline is largely due to the return of high-end sales to in-person fairs: when major collectors return to physical events, digital takes a back seat.

One positive point: 40% of online sales still involve new buyers. Even though volume has decreased, digital channels remain the most efficient and profitable way to acquire new clients. Unlike fairs, which are costly (participation costs +9% year-on-year, declining margins), digital platforms allow galleries to reach international collectors without heavy logistical expenses. Artsper observes this trend: the platform helps galleries expand internationally in a sustainable and scalable way.

Art Basel Paris © Sarah Fouque

3. Fair costs and the shift to local sales

Fairs remain important, representing 35% of galleries’ revenue, but margins are under pressure. Costs (transport, booths, onsite expenses) are cited as the third biggest challenge for galleries. As a result, many galleries, especially smaller ones, are making more local sales, now accounting for 71% of their transactions. This trend reinforces the value of digital platforms for reaching international buyers without the logistical and financial constraints of fairs.

4. Women artists on the rise

The report highlights a positive trend: 45% of gallery-represented artists are women (vs. 35% in 2018), accounting for 37% of sales by value (vs. 28% in 2018). The primary market is approaching gender parity, although media coverage remains limited. For galleries and artists, this represents an opportunity to showcase diversity in exhibitions, marketing, and collaborations.

Art Basel Paris © Sarah Fouque

5. Market headwinds

The market faces several concrete challenges. International tariffs and shipping costs affect 56% of galleries. Contemporary art has experienced its fourth consecutive year of decline at auction, while high-end segments like Impressionism (+47%) and Old Masters (+30%) are performing better. Operational costs for galleries and auction houses have risen faster than revenue.

6. Outlook for 2026

Despite these challenges, sentiment for 2026 remains encouraging: 43% of galleries expect an increase in sales (up from 33% last year) and 48% of mid-tier auction houses are optimistic (up from 15%). France stands out as one of the most confident markets in Europe, with 46% of French galleries anticipating growth.

Art Basel Paris © Sarah Fouque

Key takeaways for galleries and artists

• Attracting new buyers is essential: The buyer base is aging, and smaller galleries are losing clients, making acquisition a top priority.
• Digital remains the only viable and profitable acquisition channel: Compared to fairs, online platforms allow galleries to reach international buyers efficiently. Artsper provides a proven tool to expand gallery reach without the fixed costs of in-person participation.
• Diversify sales channels: Fairs remain important but costly. A balanced strategy combining physical presence and digital channels maximizes visibility while controlling costs.
• Highlight women artists: Female representation is growing and is a key differentiator for attracting new audiences, particularly emerging collectors.
• Prepare for 2026: The European market, especially in France, shows signs of confidence. Galleries that quickly adapt to digital channels and diversify their offerings are best positioned to seize these opportunities.

In summary, 2025 shows signs of recovery, but galleries and artists must focus on acquiring new buyers, leveraging digital channels, and strategic planning to thrive in a market where costs are rising and competition is increasing.