Mega-gallerist David Zwirner launched a new art buying experience on Thursday simply called Platform.

Platform aggregates a selection of artworks, priced well under $50,000, from smaller partner galleries' inventory in a rotating online exhibit. The difference from other online art-selling sites is greater transparency and the ease of transactions; prices are shown with a buy now option instead of the more usual "Inquire" button. 

The site describes its services as "offering 100 tightly-edited, high-caliber works of art every month, available exclusively on Platform until the end of that month."

"All prices are transparent, and all works are available for immediate purchase exclusively on Platform: simply add to your bag, select your shipping method and check out with your credit card."

The New York Times notes: "Skeptics will say that Zwirner is just trying to garner publicity and generate good will with a paternalistic, Robin Hood move that ultimately gives his own gallery 20 percent of every sale on Platform." 

Yet Platform appears to be responding to the moment, more than a year after the pandemic upended art fairs and propped up online sales, with a focus on promoting emerging and mid-level artists, and cultivating today's more confident online buyers.