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GAZE Studios E-Commerce Website
A fully customised Squarespace e-commerce website integrated with Gelato, allowing artists to showcase and sell original print on demand artwork through a modern online gallery.
The Brief
Building an accessible online art platform
GAZE Studios is an online platform selling art prints by independent LGBTQIA+ artists from around the world, with a focus on making original artwork more accessible and affordable.
The website needed to solve 2 key challenges: selling internationally without holding physical stock and creating clear journeys for both art buyers and artists wanting to join the platform.
The result needed to feel like an online gallery while still functioning as a practical eCommerce store.
Approach
A gallery experience backed by print-on-demand
A custom Squarespace website was created with a strong focus on visual presentation, allowing individual artworks and artists to remain the centre of the experience.
Gelato print on demand integration removed the need to hold inventory, with products produced closer to the customer after purchase. This reduced upfront stock requirements and supported international fulfilment.
Separate buyer and artist journeys were built into the website, allowing customers to browse and purchase artwork while giving artists a clear application and submission process.
Product pages were designed to show artwork clearly, provide essential print information and help customers understand scale, format and finish before purchasing.
Outcome
A scalable online art marketplace
GAZE Studios launched with a responsive Squarespace eCommerce website, integrated print-on-demand fulfilment and a clear pathway for new artists to join the platform.
The structure allows the catalogue to grow without significantly increasing inventory or fulfilment requirements, creating a scalable foundation for an international online art store.
Frequently Asked Questions
Can you build a store that ships worldwide without holding stock?
Yes. Print on demand and similar fulfilment services produce and ship each order individually, often from a facility near the customer. It removes upfront inventory cost and makes international selling viable for small businesses.
Why Squarespace rather than Shopify or Wix?
It depends on what you sell. Squarespace suits image-led catalogues where presentation carries the sale. Larger or more complex inventories are usually better on Shopify. The platform should follow the business, not the other way around.
Can one website serve two different audiences?
It can, but the journeys have to be designed separately rather than merged. Here buyers and contributing artists want different things, so each has its own path through the site instead of one compromise route serving neither well.