# The Tate Gallery shop raises £8000 online in 18 months

- Link: https://fundraising.co.uk/1999/10/03/tate-gallery-shop-raises-8000-online-18-months/
- Published: 1999-10-03T23:00:00+01:00
- Author: Howard Lake

In this month’s [Revolution](http://www.revolution.haynet.com) Daryll Adler compares
the online income generation experiences of the UK’s Tate Gallery and the US Museum
of Modern Art. The Tate online shop has raised “little more than around £8,000 in
revenue,” whereas MoMA confirms that its Web shop “has generated sales comfortably
into six figures in the 10 months it has been running.”

It is a fair comparison in traffic terms. Both sites attract between 120,000 and
150,000 visitors a month. However, the sites sell significantly different items,
with the Tate offering low-cost postcards and catalogues, and MoMA selling high 
ticket designer goods.

The drive behind both sites is also very different. The government-funded Tate is
unlikely to invest further until the £25,000 investment into image digitisation 
has been covered. The Tate didn’t plan to launch the shop so soon, only doing so
in the face of visitor demand. MoMA on the other hand expect the site to bring in
$1 million in the next year. They are adding 50 new lines every week, and are looking
for online partners to help generate traffic.

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The Tate, however, is of course sitting on a great opportunity. The opening of the
Bankside Tate Gallery will focus global attention on the Gallery, and its online
shop could benefit considerably.

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