Christie’s is introducing a ‘buy it now’ button to lots on its online auction site.
The feature will allow Christie’s customers to bypass the bidding process and buy an item at a fixed price, which will be higher than the auction estimate.
The buy it now feature has become a familiar feature on mass market auction sites like eBay, where shoppers can instantly purchase items from online traders.
The new initiative will be rolled out in advance of the Christie’s interior sale on December 9th, with shoppers having the opportunity to buy the lots between November 14 and December 3, either in the Christie’s London showroom or online.
The company already runs an online-only store for pre-owned watches where customers simply pick and pay for watches as they would on any online retail store.
"For the first time at Christie’s, buyers can secure a handpicked item for a fixed price – they don’t have to bid," said Nic McElhatton, chairman of Christie’s in South Kensington. "Outside the fixed timeframe to buy, shoppers have another opportunity to bid at the auction," McElhatton explains.