Chances are, if you were going to start selling photographs (i.e., "fine art silver prints signed by famous photographers") over the internet, you'd probably call yourself an online gallery, or if you really wanted to sound sophisticated, a "virtual gallery," and let it go at that.
But in the land of Descartes, they have to try harder and intellectualize a bit more. It helps to deconstruct the very concept of a gallery. Start by creating an entire movement that has clearly been weighing heavily on the history of art, "gallerism." Suggest that this false god has done immense damage. Offer a solution. At Linatree.com, the "gallery without gallerist," promise to remove the dread gallerism from art history. Finally, commission an arty poster and translate the text awkwardly into English.
They also have a cute link to a paper pinhole camera you can download for free and assemble. I'm not so sure about the thing they have going with that "lighthouse in a tree."