Purpose -The purpose of this paper is to examine the impact of digital platforms on the contemporary visual art market. Drawing on the theoretical insights of the technology acceptance model (TAM), the meaning transfer model (MTM), and arts marketing literature, we conceptualise the role of user participation in creating the meaning and value of contemporary artworks in the online art market.Design/methodology/approach -We conduct a qualitative study of Saatchi Art as an instrumental case for theorising. It is an online platform for trading visual artworks created by young and emerging artists. The data for this study were collected through direct observation and documentary reviews as well as user comments and buyer reviews from Saatchi Art. We reviewed 319 buyer comments and 30 user comments. The collected data are supplemented with various secondary sources such as newspapers, magazines, social media texts, and videos.Findings -The growth of digital art platforms such as Saatchi Art provides efficiency and accessibility of information to users, while helping them overcome the impediments of physical galleries such as geographical constraints and intimidating psychological atmosphere, thereby attracting novice collectors. However, users' involvement in the process of valuing artworks is limited and still guided by curatorial direction.Originality/value -User participation in the online art market is guided by curatorial direction rather than social influence. This confirms re-intermediation of marketing relationships, highlighting the role of new intermediaries such as digital platforms in arts marketing.