The art market is now evolving at an exponential rate, following the sanitary crisis, the methods of promotion and sale have been innovated. The audience for art auctions is growing and diversifying. Consumer behavior is influenced by the migration of the online marketplace, which has increased their confidence in buying art and collectibles. In this paper I highlighted the role of social media platforms, namely the influence of Instagram for artists, museums, auction houses. Digitization helps establish revenue streams allowing social value to be delivered to a wider audience at lower costs. As a result, we looked at the risks, how likely people are to completely forego physical purchases of a luxury item in favor of online auctions. Globalization and the growth of the art market during a crisis show us the major importance of effective marketing in communication, adaptation..and..audience..expansion.