What Gallery Viewer does

Gallery Viewer BV is an Amsterdam-based online platform for contemporary art, founded in 2018 by Art Rotterdam and operating as Gallery Viewer BV (Chamber of Commerce: 70010242). The platform functions as a B2B2C marketplace connecting approximately 100 Dutch and Belgian contemporary art galleries with art buyers, aggregating a searchable database of over 20,000 artworks from more than 1,000 artists. Core platform features include advanced artwork search with filters for technique (paintings, photography, 3D, works on paper, film/audio/video, mixed media, digital) and price range (€0–€200,000+), detailed artist profiles with biographies, CVs, exhibition histories, and museum/corporate collection linkages, current and historical exhibition listings, and a price request system that enables buyers to initiate direct contact with galleries for pricing and viewing appointments. The platform also publishes editorial content through an online magazine and weekly newsletter, and maintains a media partnership with Dutch daily newspaper Het Parool.

The business model is subscription-based B2B2C: galleries pay recurring subscription fees (under multi-year contracts, with pricing not publicly disclosed) for platform representation and access to buyer traffic, while individual buyers and collectors access discovery, research, and lead-generation tools free of charge. Gallery Viewer does not directly transact artwork sales — purchases occur in galleries following initial contact through the platform. Revenue streams include gallery subscriptions as the primary source, with the platform also serving as the official digital catalog and viewing room provider for three major art fairs: Art Rotterdam (its founding partner), Art Brussels, and Unseen Amsterdam (acquired by Gallery Viewer's owners in 2020). The platform stores user data in Dutch data centers certified for ISO 27001, ISO 9001, PCI-DSS, NEN 7510, and ISAE 3402 Type I.

The company operates with a small team of 1-10 employees and serves two primary customer segments: art galleries (paying B2B customers seeking online discoverability) and art collectors/buyers (free B2C users seeking price transparency and research tools). Secondary segments include museum curators and corporate collection managers (e.g., works are linked to collections at Stedelijk Museum Amsterdam, Museum Voorlinden, Museum Boijmans van Beuningen, AkzoNobel Art Collection, ABN AMRO Art Collection) and art enthusiasts seeking educational content. The platform's geographic scope is explicitly limited to the Netherlands and Belgium, with no evidence of expansion beyond these markets.

Name

Gallery Viewer

Legal name

Gallery Viewer BV

Website

https://galleryviewer.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Gallery Viewer is an Amsterdam-based online platform, founded in 2018 by Art Rotterdam, that connects approximately 100 Dutch and Belgian contemporary art galleries with buyers. It offers a searchable database of 20,000+ artworks and 1,000+ artist profiles, operates on a gallery subscription model, and serves as the official digital catalog provider for Art Rotterdam, Art Brussels, and Unseen Amsterdam.

Ownership category

akta.pro rank

Product category

Online Art Marketplace

NAICS

Art Dealers (459920), Art Dealers (45992)

akta.pro primary industry

Art Galleries & Exhibition Spaces (Commercial & Nonprofit) (THAJADAH)

Keywords

• Art marketplace platform
• Contemporary art discovery
• Online gallery listings
• Art fair catalogs
• Art price transparency

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations

Revenue model

1. Gallery Subscriptions: Galleries pay a subscription fee to be represented on the Gallery Viewer platform. This is the primary revenue stream, positioning Gallery Viewer as a B2B service provider to galleries while offering free discovery to art buyers.
2. Art Sales Facilitation: While Gallery Viewer facilitates the connection between buyers and galleries, the actual art purchases occur in galleries. The platform enables price requests and viewing appointments but does not appear to take a direct commission on sales.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Gallery Viewer is a web-based marketplace and discovery platform for contemporary art that connects Dutch and Belgian galleries with art collectors and enthusiasts. Galleries pay subscription fees to be represented on the platform, listing over 20,000 artworks and 1,000+ artists with detailed profiles, prices or price ranges, exhibition history, and museum and corporate collection references. Buyers use the platform free of charge to search, research, request prices, and contact galleries directly for viewing appointments, while the platform additionally powers online catalogs and viewing rooms for major regional art fairs.

Product overview

Gallery Viewer is the online platform for contemporary art, launched in 2018 by Art Rotterdam. The platform serves as a unified marketplace connecting over 100 Dutch and Belgian galleries with art buyers, featuring more than 20,000 artworks from over 1,000 artists. The core Gallery Viewer Platform offers searchable databases of artworks, exhibitions, and artist profiles with advanced filtering by technique, price, gallery, and museum collection. Supporting modules include an Online Magazine with editorial content and expert-curated collections, a Price Request System for obtaining exact artwork pricing, a Gallery Contact System for arranging viewings, Exhibition Listings, and a Gallery Directory. For gallery operators, the platform offers a Subscription Service enabling online visibility and art fair catalog management for Art Brussels, Art Rotterdam, and Unseen Amsterdam. The platform aggregates content from participating galleries including SmithDavidson Gallery and Van Oosterom Gallery, providing comprehensive artist profiles with biographical information, videos, market positions, and collection inclusions.

Differentiator

Problem solved

Functional benefit

Products and services

• Gallery Viewer Platform Web-based online marketplace and discovery platform for contemporary art connecting Dutch and Belgian galleries with buyers; features searchable databases of artworks, exhibitions, and artist profiles with filtering by technique, price, gallery, and museum collection. Galleries pay subscription to be listed; buyers access free to browse and contact galleries directly.
• Gallery Subscription Service Subscription-based service for gallery owners providing online visibility, artist promotion, exhibition listings, and platform presence with multi-year contracts; the primary commercial offering of the platform.
• Art Fair Online Catalogs and Viewing Rooms Digital catalog and viewing room platform powering Art Rotterdam, Art Brussels, and Unseen Amsterdam, enabling virtual access to fair exhibitions for collectors and institutions.
• Gallery Viewer Online Magazine Editorial publication featuring artist profiles, exhibition reviews, studio visits, and expert-curated collections published twice weekly, supporting content marketing and audience engagement.

Quantifiable outcome

• 20,000+ artworks searchable on platform
• +2 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Partnerships

Five partnerships are on record, tiered core and secondary.

• Art RotterdamcoreStrategic or Co-development Partner · 1 January 2018Art Rotterdam founded Gallery Viewer in 2018 to address transparency gaps in the art market. This strategic relationship established Gallery Viewer as the online platform for contemporary art in Belgium and the Netherlands.
• Unseen AmsterdamcoreStrategic or Co-development PartnerGallery Viewer acquired Unseen Amsterdam in 2020 alongside Art Rotterdam ownership. The platform serves as the official online catalog and viewing rooms provider for Unseen Amsterdam art fair.
• Art BrusselscoreStrategic or Co-development PartnerGallery Viewer provides the official online catalog and viewing rooms for Art Brussels, one of the major international art fairs.
• Art RotterdamcoreStrategic or Co-development PartnerGallery Viewer serves as the official online catalog provider for Art Rotterdam, maintaining a core partnership with the fair that founded the platform.
• Het ParoolsecondaryGTM or Marketing PartnerDutch daily newspaper Het Parool serves as media partner, featuring weekly articles 'De Keuze van..' where collectors share their motivations and art acquisitions, and coverage of gallery season openings with special walks and media attention.

Scale indicators7 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Singulart: Online art gallery selling contemporary works directly from artists globally with transparent pricing. Comparable discovery-plus-transaction platform for contemporary art, though transactions occur on-platform rather than off.
• Saatchi Art: Online art marketplace selling original works directly to consumers with transparent pricing. Comparable discovery-plus-transaction platform serving similar art-buyer audiences, though typically lower price points and direct-from-artist model.
• Artsper: European online art gallery aggregating contemporary works from partner galleries with price transparency. Comparable marketplace/discovery model focused on Europe, overlapping with Gallery Viewer's gallery-subscription and price-disclosure approach.
• Artsy: Global online marketplace for collecting art, connecting collectors with galleries and auction houses. Direct competitor to Gallery Viewer with a much broader geographic footprint and similar gallery-subscription, content-driven model.
• Artnet: Online art marketplace and price database with auction results and gallery listings. Closely comparable to Gallery Viewer in providing searchable art inventory and price reference data, though operating at global scale.

Emerging players

• Widewalls: Online art marketplace and editorial magazine featuring galleries, artists, and exhibitions. Comparable curated content + marketplace format, though with a different geographic focus and editorial mix.
• MutualArt: Online art market intelligence platform providing auction results, artist data, and gallery information. Comparable data-and-discovery offering for collectors and professionals, with a stronger emphasis on auction-derived price data than Gallery Viewer's gallery-listing focus.
• Artlogic: Software platform providing gallery websites, inventory management, and online viewing rooms for contemporary galleries. Comparable B2B service to galleries with adjacent digital infrastructure offering to Gallery Viewer's subscriber base.

Broad incumbents

• Sotheby's: Global auction house with extensive online catalogues and digital sales channels for contemporary art. Comparable digital-catalog and price-discovery positioning for high-end contemporary art, though broader in scope.
• Christie's: Global auction house with a major online sales platform covering fine and contemporary art. Overlaps with Gallery Viewer on contemporary art discovery and price discovery, but operates at much larger scale across auctions and private sales.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights4 records

Customer concentration

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Gallery Viewer