How To Sell Antiques Online

Selling antiques online rewards careful research, clean data, and professional presentation as much as it rewards a beautiful object. If you already have an appraisal mindset—accustomed to attribution, condition reports, and comparables—you have a head start. This guide translates that rigor into a practical, repeatable process so you can identify, price, market, and ship antiques with confidence.

Know What You Have: Identification, Authentication, and Condition

A sale starts with accurate identification. Misattribution or vague descriptions leave money on the table or invite returns.

• Maker and marks:
  • Inspect for hallmarks, maker’s stamps, retailer labels, registry marks, model numbers, edition numbers, foundry marks, and signatures.
  • For metals, note assay marks, date letters, and standard marks; record exact placement and provide clear macro photos.
• Materials and construction:
  • Note wood species, veneers vs. solid, hand-cut vs. machine-cut dovetails, tool marks, casting seams, patination, and screw types.
  • Distinguish bronze from spelter; sterling from silverplate; hand-knotted from machine-made textiles.
• Period and style:
  • Use stylistic features (e.g., Georgian vs. Victorian vs. Art Deco vs. Mid-Century Modern), regional traits, and typical proportioning.
  • Flag “period,” “period with later elements,” “later reproduction,” or “in the style of.”
• Provenance and documentation:
  • Gather bills of sale, exhibition labels, prior catalog entries, collection labels, and correspondence. Keep the provenance chain chronological and specific.
• Condition report:
  • Document alterations, restorations, overpainting, regilding, veneer repairs, replaced hardware, hairlines, losses, worming, oxidation, and patina.
  • Use consistent grading language (e.g., “Excellent,” “Very Good,” “Good,” “Fair”) and describe functional integrity (e.g., “drawer runs smoothly,” “chair structurally sound”).
• Conservation vs. cleaning:
  • Avoid aggressive polishing or stripping that erases patina or engravings. Dust, stabilize, and photograph as found if patina is desirable.
  • If you perform reversible conservation (e.g., hide glue re-attachment), disclose it.

Accurate, transparent identification builds trust. Buyers pay premiums for correctly attributed items with clear, honest condition reports.

Price With Confidence: Valuation Methods and Market Data

Treat pricing like an appraisal assignment.

• Build comparables:
  • Pull recent sales of the same maker, model, period, material, and size. Adjust for condition, provenance, and originality.
  • Avoid asking prices alone; prioritize realized prices from similar sales formats (auction vs. retail) and the same geography.
• Understand fee structures:
  • Account for marketplace fees, payment processing, packing materials, insurance, and shipping. Price gross margin, not just headline price.
• Set price strategy by venue:
  • Fixed-price listings: set a firm price with “Best Offer” and specify auto-accept/auto-decline thresholds.
  • Timed auctions: consider a reserve (if available). Use low starts judiciously to build momentum only when demand is proven.
• Seasonality and timing:
  • Interest can be cyclical. Schedule listing ends during peak browsing hours for your target market and avoid major holidays unless it fits the category (e.g., giftable smalls).
• Bundle logic:
  • For sets or complementary items, build bundle discounts to increase average order value.

If your piece is rare or presents attribution uncertainty, consider a short consult with a specialist or reputable dealer to calibrate the price band. It’s cheaper than a mispriced sale.

Choose the Right Venue: Marketplaces, Auctions, and Direct Sales

Where you sell often dictates who you reach, how fast it sells, and your net proceeds.

• General marketplaces:
  • Broad reach and varied buyers. Good for common categories, decorative antiques, and items with strong search demand.
• Niche platforms and dealer networks:
  • Curated audiences focused on antiques and design. Better for higher-value objects, furniture, and period-accurate pieces where trust and vetting matter.
• Timed online auctions:
  • Useful for fresh-to-market collections, sleepers, or items with clear demand. Factor seller’s commission, photography fees, reserves, and shipping arrangements.
• Social and direct channels:
  • Groups and private sales can be effective if you already have an audience or specialist niche. Keep transactions on-platform for protection where possible.

Practical rules of thumb:

• High-value, specialist material with strong attribution: consider a vetted niche marketplace or reputable online auctioneer.
• Bulky furniture: favor local/regional listings with white-glove delivery options or freight partnerships.
• Decorative smalls and repeatable inventory: general marketplaces with streamlined shipping and volume tools.

Always verify prohibited materials and export rules for your category (e.g., ivory, tortoiseshell, rosewood species under CITES, certain feathers under wildlife laws, and cultural property restrictions).

Create Listings That Convert: Photos, Copy, and SEO

Your listing is your gallery, condition report, and sales pitch in one. Make it easy for buyers—and search engines—to understand and trust your offer.

• Titles that work:
  • Structure: Maker/Attribution + Object Type + Material + Period/Date + Style/Region + Key Keywords (without stuffing).
  • Example structure: “Tiffany Studios Bronze Lily Lamp, 12-Light, c. 1910, Art Nouveau”
• Descriptions that sell:
  • Lead with a one-sentence overview (what, who, when, why it matters).
  • Follow with:
    • Detailed identification and attribution basis (marks, literature, comparable models).
    • Exact measurements in both inches and centimeters; weight if relevant.
    • Full condition report with plain-language notes of every issue and what’s original vs. replaced.
    • Provenance summary and any included documentation.
    • Care and display notes if relevant (e.g., “suitable for daily use,” “for display only”).
  • Close with purchase logistics: packing method, insurance, signature on delivery, dispatch timeframe, and returns policy.
• Photographs that build trust:
  • Shoot in diffuse natural light on a neutral background; avoid heavy color casts.
  • Include: full front, back, sides, top/bottom, scale reference, and context shot. Add macro images of hallmarks, signatures, tool marks, joinery, or weave.
  • Use a tripod and low ISO; lock white balance for color-critical categories (textiles, paintings).
  • Show flaws candidly: chips, losses, cracks, repairs, and wear. Buyers prefer honesty to surprises.
  • For reflective surfaces (silver, glass): use large diffusers and angle the object to minimize harsh reflections; wear neutral clothing to avoid reflections.
• Listing SEO basics:
  • Include natural synonyms and common search phrasing (“late Victorian,” “c. 1890,” “19th century”).
  • Add structured data where supported by the platform (brand/maker, material, period, condition).
  • Use relevant attributes and categories so your item surfaces in filters.

Consistency is credibility. Reuse a template for descriptions and condition reports so nothing is missed.

Ship Safely and Ethically: Packing, Insurance, and Returns

Shipping is where profits vanish if you get it wrong. Engineer for drops, vibration, and puncture risks.

• Packing fundamentals:
  • Immobilize the object: void fill that doesn’t compress under load (crumpled kraft, custom foam).
  • Wrap fragile components separately with soft, non-abrasive layers (acid-free tissue, polyethylene foam), then outer cushioning.
  • Double-box for fragile items: 2–3 inches of padding around the inner box.
  • For glass frames: tape an X with low-tack tape on glazing; protect corners; remove loose keys or hardware from frames and bag separately.
  • For furniture: edge guards, corner protectors, moving blankets, and foam; remove drawers/doors and wrap separately if possible.
• Crating and freight:
  • For heavy or high-value pieces, consider custom crates and reputable art/antique shippers. Obtain a written condition check at pickup and delivery.
• Insurance and documentation:
  • Insure for full sale value. Some carriers limit coverage on antiques—use third-party insurers if necessary.
  • Photograph the packing process and final sealed box. Keep serial/marking details on file.
  • Require signature on delivery; use adult signature for high-value shipments.
• International sales:
  • Complete customs forms accurately; declare true value and HS codes. Most sellers ship DAP/DDU (buyer pays duties).
  • Confirm import restrictions on cultural property and protected materials before accepting orders.
• Returns and damages:
  • State a clear return window and required condition of return.
  • For damage claims: request photos of box, packing, and item immediately; file carrier claim promptly; decide on refund/partial refund based on evidence.

You’ll retain more buyers by making shipping painless: clear costs, fast dispatch, strong packaging, and proactive tracking updates.

Protect Yourself: Payments, Policies, Taxes, and Red Flags

Risk management is part of online selling. A few simple policies prevent expensive lessons.

• Payments:
  • Use platform-native payments or reputable processors. Avoid off-platform invoices for marketplace transactions.
  • Beware overpayment and “ship-to-different-address” requests. Ship only to verified addresses and never release items before funds clear.
• Communication:
  • Keep messaging on-platform where possible. Summarize agreements (price, condition, shipping, returns) in writing prior to payment.
• Clear policies:
  • Post shipping timelines, insurance coverage, signature requirement, and return terms. Consistency supports dispute resolution.
• Taxes and records:
  • Track cost basis, sale price, fees, shipping, and insurance to calculate true profit.
  • Understand marketplace-facilitator tax collection and local nexus rules. Keep invoices for your records.
  • For precious metals or high-value transactions, verify any additional local compliance requirements.
• Legal restrictions:
  • Avoid restricted materials (ivory, tortoiseshell, certain rosewoods) unless you fully understand exemptions and documentation—and platform rules allow them.
  • Antique firearms, edged weapons, ethnographic objects, and fossils may have special rules. When in doubt, don’t list until confirmed.
• Red flags:
  • Rushed buyers, third-party pickups, requests to declare low customs values, and refusal to accept signature on delivery.

Professionalism—and restraint—wins. Turning down a risky sale is often the most profitable decision.

Concise Seller’s Checklist

• Identify: maker/marks, materials, period/style, and attribution basis.
• Condition: full report with all flaws, restorations, and originality noted.
• Provenance: assemble documents; photograph labels and inscriptions.
• Price: build comps; account for fees; set negotiation thresholds or reserves.
• Venue: choose marketplace/auction that matches category and logistics.
• Listing: precise title; detailed description; measurements in in/cm; weight.
• Photos: full angles; macro of marks; honest flaws; color-accurate lighting.
• Policies: shipping, insurance, returns, and handling times in writing.
• Packing: immobilize, pad, double-box; crate or freight for heavy pieces.
• Insurance: insure full value; require signature; document packing.
• Compliance: check restricted materials and export/import rules.
• Records: track cost, sale, fees, shipping, and tax documentation.
• Post-sale: share tracking, pack photos if requested, and invite feedback.

FAQ

Q: Should I clean or restore an antique before listing? A: Light, reversible cleaning (dusting, gentle wipe) is generally fine; aggressive polishing, refinishing, or overpainting can harm value. If the piece needs stabilization (e.g., loose veneer), use reversible methods and disclose the work. When in doubt, present as found with clear photos and let the buyer decide.

Q: How do I handle items with restricted materials like ivory or rosewood? A: Do not list restricted materials unless you’re fully compliant with applicable laws and platform rules, including documentation for exemptions. Many platforms prohibit ivory regardless of age. If you cannot verify legality for the destination, do not sell or ship the item.

Q: What if a buyer claims the item arrived damaged? A: Request photos of the outer box, inner packing, and the damage immediately. Keep your packing photos and shipment details ready. File a carrier or insurance claim promptly and coordinate a resolution (refund, partial refund, or return) per your policy. Clear pre-shipment documentation is your best protection.

Q: How can I photograph reflective silver without harsh reflections? A: Use large diffusers or softboxes, position lights at angles so they reflect a neutral surface, and avoid direct light. Place the piece on a neutral matte background, use a tripod, and shoot slightly off-axis. Polarizing filters can help reduce glare on glass but have limited effect on polished metal.

Q: When is a professional appraisal worth it for online selling? A: For high-value, rare, or attribution-sensitive works, a formal appraisal or specialist opinion can validate pricing, support provenance, and increase buyer confidence. It also helps with insurance and shipping decisions. The appraisal fee is often repaid in reduced risk and stronger realized prices.

Selling antiques online is equal parts scholarship and logistics. Apply appraisal-level rigor to identification and condition, choose venues strategically, present listings with clarity and great images, and ship with museum-grade care. The result is fewer returns, happier buyers, and stronger margins—sale after sale.