Online Trade Shows – What Actually Works?

Thinking about organizing an online trade show? While the format plays by different rules than in-person events, it can be just as effective – if the structure and communication are well thought out.

How do trade shows work – regardless of format?

Traditional trade shows are fairly simple in structure: a main stage with presentations, discussion panels or announcements, and exhibitor booths around it. These booths are where participants talk to company reps, discover products, download materials, and ask questions.

Online, the core idea doesn’t change. Only the tools do. So ask yourself: what do you want to achieve as the organizer? And what do your exhibitors expect?

The most common goals:

• showcasing sponsor and exhibitor offerings,
• generating leads through one-on-one conversations,
• promoting your brand as the event host.

What works in an online setting?

You may not have a physical hall or booths, but you can recreate the experience using digital tools. From our experience, the most effective setups allow attendees to:

• easily browse a list of exhibitors and their offers,
• connect directly with company representatives (via forms, chat, or one-on-one meetings),
• participate in the main program – broadcast sessions open to all.

One crucial element is guiding attendee flow – starting with general information (e.g., a video or booth description), and then offering more personal interactions.

What about communication?

Online events – especially trade shows – demand extra attention when it comes to communication. If your participants don’t know where to go, who to talk to, or what’s happening at any given time, they’ll lose interest.

That’s why it helps to have:

• event registration software that allows for attendee segmentation (e.g., attendees, exhibitors, sponsors),
• automated email and SMS reminders (like links to the “main stage”),
• contact forms or CTA buttons at each booth,
• a dedicated event website that brings everything together.

You don’t need a custom platform. Sometimes, it’s better to combine proven tools that work together – a registration system, forms, your favorite streaming provider, and clear communication.

Is it a perfect solution?

Like any format – it has its limitations. There’s no smell of fresh coffee or hallway chatter. But with accessibility, simplicity, and great communication, you can offer real value.

And many companies appreciate the fact that they don’t need a huge logistics team, and attendees can join from anywhere in the world.

Final thoughts

An online trade show is not a copy of an in-person event – it’s a digital interpretation. With the right approach, a clear agenda, and a solid registration system, you can create something both convenient and effective – for attendees and exhibitors alike.

Planning an expo-style event? Let’s talk. We’ll help you make sure it not only “happens” – but delivers real results.

Tomasz Chrościechowski