Mike Steib, the chief executive of Artsy, said he welcomed Platform into the arena: “Anything we can do that makes buying art as accessible as buying cars, jewelry or luxury goods is great.”

Platform is staffed by a team of 10 young gallerists — in addition to his son, it includes Zwirner’s daughter, Marlene — who bring different backgrounds to the venture. Bettina Huang, for example, Platform’s general manager, has held leadership roles at e-commerce companies like Fab.com and the Amazon subsidiary Quidsi.

Silverman, who just opened a new space in San Francisco, said the two artists she will feature are Clare Rojas and Catherine Wagner. “I’m interested in experiments,” the dealer said of Platform — “who might come to the work who we don’t know.”

Lily Stockman, who shows with Moffett.

sold Jeff Koons’s “Balloon Venus Lespugue (Red) (2013-19)” for $8 million, and in the last 12 months has sold over $100 million worth of art online.

What particularly fueled the dealer’s interest in the venture, he said, was his experience with the gallery’s fund-raiser, “Artists for Biden,” in which more than $2.5 million worth of art by Koons, Kehinde Wiley and Carmen Herrera, among others, sold through a “buy now” option.

Dorian Grinspan, a New York City collector. “It’s exciting to have a place where you have a more curated showing of what’s around the market.”

(While the smaller galleries propose the artworks for Platform, the Zwirner specialists may weigh in.)

The mechanics of the site have been their own challenge. Zwirner Gallery is partnering with the fine-art shipping company Dietl International, using a custom-built system that provides shipping quotes at checkout.

a new $50 million gallery in Chelsea, which has been delayed by the pandemic.

“It creates a golden opportunity for me to think about what I really want,” he said. “I’m no longer as sure as I was four years ago.”

Zwirner said he also likes the idea of a business like Platform saving his gallery — and the smaller ones collaborating with him — the steep costs of multiple art fairs every year.

“We will never go back to the old way of working,” the dealer said. “We’ve encountered a much larger art world than we thought existed. If it proves to be a robust primary market, the sky’s the limit.”

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