Art Sales Move Online to Attract Buyers

Web-based startups are offering affordable art for first-time buyers

At online art vendor Auctionata’s 4,000-square-foot Midtown Manhattan offices, works for sale by Andy Warhol, Marc Chagall, and Alexander Calder are being hung on the walls. Staffers, seated at long plastic tables, are assigning values to watches, paintings, and handbags. The goods are then stored away in metal lockers.

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