Webshop Trade Days 2027: Utrecht e-commerce trade show
Dates
7–8 Apr 2027
City / country
Utrecht, Netherlands
Venue
Jaarbeurs Utrecht
Time
10:00 AM – 5:00 PM
Event overview
Webshop Trade Days 2027 runs 7–8 April at Jaarbeurs Utrecht, the Benelux's largest digital commerce gathering. Organised by Organisatie Groep Zuid, the two-day show connects online retailers, brands and B2B sellers with platforms, agencies and logistics providers.
More than 290 exhibitors and 200-plus speakers are expected across 28,000 sqm of floor space, with sessions on AI, omnichannel retail, conversion and marketplaces. Entry is free with pre-registration, although 2027 tickets are not yet available.
TL;DR
Compare more than 290 suppliers in two days, from commerce platforms and payment providers to logistics and marketing agencies. The programme is built around practical case studies, so visitors leave with tested tactics for conversion, retention and cross-border growth. Free entry and a central Utrecht location make it efficient for teams of two or three to split sessions and floor meetings.
Exhibiting puts a brand in front of thousands of Dutch and Benelux e-commerce decision-makers in a single two-day window. The audience is concentrated: retailers, brand owners and B2B sellers actively sourcing platforms, fulfilment, payments and growth services. A Jaarbeurs stand also gives exhibitors visibility in the show directory and access to the conference audience between sessions.
Attendees, exhibitors & solutions
Visitor profile
Typical attendee groups you can expect to meet.
Exhibitor profile
Main supplier and exhibitor segments present at the show.
Product categories
Key solution areas showcased across the event.
Location & Facilities
Jaarbeursplein 6, 3521 AL Utrecht, Netherlands
Entrances & gates
Jaarbeursplein main entrance
Closest entrance to Utrecht Centraal and the show registration desks.
P2 and P4 (Truus van Lierlaan) and P6 (Expoplein) are open 24/7; P2/P4 have accessible bays, P6 has EV charging.
€25.50/day
Accessible parking bays are available at P2 and P4. Step-free routes and lifts serve the halls; ask at the main entrance for the shortest route.
EV charging is available in P6 at Expoplein; indoor charging points are not listed.
Food options
Jaarbeurs catering outlets
On-site diningParking: On-site parking in P2, P4 and P6, open 24/7. P2/P4 are reached via Truus van Lierlaan and have accessible bays; P6 is reached via Expoplein and has EV charging. Pay at machines before leaving.
Gate: Use the Jaarbeursplein main entrance; the venue is a 5–10 minute walk from Utrecht Centraal station.
Attend
Event days & opening times
Visitor pass (pre-registration)
Free with pre-registration; 2027 tickets not yet available.
Ticket info
Badge collection
Bring the registration confirmation and a business ID to the visitor entrance at Jaarbeursplein 6.
Ticket notes
The official ticket page says tickets for 2027 are not yet available and offers an alert list. Free visitor entry applies after pre-registration.
What's on
Student afternoon
A dedicated afternoon for students enrolled in relevant programmes; students cannot visit the main exhibition independently.
How the last edition performed
Last edition
2026
Visitors: 12,702
Exhibitors: 290
Floor area: 28,000 sqm
Edition #: 19
This edition
2027
Visitors: 13,000
Exhibitors: 290
Next edition
Not announced yet
Growth over time
Edition recap
The 2026 edition drew 12,702 digital commerce professionals to Jaarbeurs Utrecht for 216 lectures by 316 speakers across 11 halls. More than 290 exhibitors filled 28,000 sqm.
New this edition
AI search and GEO take centre stage
The 2026 programme moved from AI hype to practical implementation, with sessions on agentic AI, generative engine optimisation and the new search landscape.
SourceBol session draws 707 visitors
An exclusive look at e-commerce platform Bol filled 707 seats, showing the appetite for marketplace and platform case studies.
SourceImpact
For a Dutch or Benelux retailer, the show compresses months of supplier discovery into two days. The floor mixes platforms, payments, logistics and agencies, so a buying team can test an entire commerce stack against live requirements. The 2026 edition attracted 12,702 professionals, evidence of a large, qualified local audience rather than a general-public crowd.
Audience quality
The audience is business-focused: e-commerce managers, founders, retail buyers and B2B sellers who are actively sourcing. A 2026 programme with 216 lectures and nine keynotes drew strong session attendance, including 707 visitors at one platform session. Students are restricted, which keeps the floor commercially oriented, although exact job-title or budget data is not published.
Exhibitor outcomes
ROI depends on meeting the right buying teams rather than raw footfall. With more than 290 exhibitors competing for attention, pre-booked meetings and a clear product demo matter more than aisle traffic. Two days and a concentrated Benelux audience can support a strong pipeline, but the organiser does not publish audited exhibitor return figures, so targets should be set from your own conversion data.
Intelligence
Key market insights, trends, news and related events to help you understand the bigger picture.
Why it matters
The Netherlands is one of Europe’s densest e-commerce markets, with consumers who expect fast delivery, easy returns and Dutch-language service. That makes Utrecht a practical meeting point for Benelux retailers, brands and B2B sellers choosing platforms and partners. The show also connects Dutch sellers with cross-border marketplace and logistics providers.
Key trends shaping this market and its wider industry.
AI moves from pilots to agentic commerce
Retailers are moving beyond content generation to AI agents that handle search, merchandising and customer service tasks. The 2026 programme shifted visibly from AI hype to practical implementation, with GEO and AI search among the hot topics.
What it changes: Vendors must show measurable workflow gains, not just a chatbot, to win budget from Dutch retail teams.
SourceOmnichannel and first-party data
Online and physical retail are being managed as one customer journey, with stock visibility, returns and loyalty data shared across channels. Sessions at the 2026 show covered omnichannel growth and customer personalisation.
What it changes: Commerce platforms and CRM vendors are judged on integration and data quality, which favours partners with proven retail connectors.
SourceMarketplaces and cross-border growth
Dutch brands increasingly sell through Bol, Amazon and international marketplaces alongside their own webshops. That raises demand for product-data, translation, payments and fulfilment services that work across borders.
What it changes: Exhibitors that simplify cross-border operations can address a clear growth priority for mid-sized Benelux sellers.
SourceAdjacent shows that a Benelux e-commerce buyer or vendor would typically consider alongside Webshop Trade Days.
Shoptalk Europe
Barcelona, Spain
Dates follow the event’s usual early-June window; confirm on the organiser site.
websiteDMEXCO
Cologne, Germany
Usually held in mid-September; confirm the 2027 calendar.
websiteeCommerce Expo
London, United Kingdom
Typically late September at ExCeL London; confirm dates.
websiteSpring
April, before autumn peak planning.
Early summer
June leadership event.
Autumn
September technology and marketing shows.
Circuit dates are the customary annual windows, not confirmed 2027 organiser dates.
Plan your trip
Choose from the following airports, with convenient access to the event and venue.
Amsterdam Airport Schiphol
Best international gateway; direct NS intercity trains run to Utrecht Centraal.
about 45 km
to venue
35–50 minutes by car; 30–40 minutes by direct train to Utrecht Centraal
by car
Eindhoven Airport
Useful for low-cost European flights; connect by bus to Eindhoven station, then train to Utrecht.
about 90 km
to venue
75–95 minutes by car
by car
A range of accommodation options near the venue and across key areas.
USD 95–145 / night
Simple rooms within walking distance of the station and a 10–15 minute walk to Jaarbeurs.
USD 170–240 / night
Closest full-service options to the venue; book early because the show fills city hotels.
USD 260–380 / night
Larger rooms and business facilities; a short taxi or tram ride from the venue.
Get around the city with these convenient transport options.
Train
Direct NS intercity, roughly 30–40 minutes; then walk to Jaarbeurs.
Bus / tram / taxi
The venue is also a 5–10 minute walk from the station’s Jaarbeurs exit.
Plan your trip
Check the latest visa requirements and entry guidelines before travelling.
| Type | Who needs it | Fee | Processing | |
|---|---|---|---|---|
| Schengen short-stay business visa | Visitors from countries without a Schengen visa-waiver agreement | $90.00 | typically 15 calendar days |
EU/EEA citizens and many visa-exempt nationalities can visit for short business trips without a visa; check the Dutch government list before booking.
The Netherlands accepts ATA carnets for temporary exhibition goods; list all equipment and obtain the carnet before shipping.
Official visa pageWeather
April in Utrecht is mild and changeable: daytime highs around 12–15°C, lows around 5–7°C, with a good chance of rain showers.
Plan for the climate
Check temperatures and pack accordingly
Venue connectivity
Dutch mobile networks provide strong 4G/5G coverage; Jaarbeurs offers Wi-Fi in the complex, though exhibitors should order a dedicated connection for demos.
Ride-hailing
Taxis
Public transit
Car rentals
Useful information to help you have a smooth and respectful visit.
Direct communication
Dutch business culture values direct, informal communication and punctuality; meetings start on time and small talk is brief.
Cycling and trains
Locals cycle everywhere and the train is the default intercity option. Validate tickets and keep to the right on cycle paths.
Practical guides
Everything needed to arrive prepared, navigate the event, and make the visit productive.
Destination: Amsterdam Airport Schiphol (AMS)
Book 6–10 weeks ahead for April fares; direct trains from Schiphol to Utrecht Centraal make AMS the simplest arrival point.
Schengen rules apply. Many visitors need a short-stay visa; EU/EEA and visa-exempt nationals do not.
Estimated cost: €90 visa fee plus service costs
Processing: typically 15 calendar days
Apply well before travel and carry a business invitation or registration confirmation.
OfficialGet to the venue and around the city with these options.
Airport → venue: Direct NS train from Schiphol to Utrecht Centraal (30–40 min), then a 5–10 minute walk to Jaarbeurs.
Hotel → venue: Central hotels are 10–20 minutes on foot; otherwise take a bus, tram or short taxi.
Ride-hail: Uber and local taxi services operate; a station-to-venue trip is about €15–20.
Public transit: NS trains connect Utrecht to Amsterdam, Rotterdam and Eindhoven; local buses and trams serve Jaarbeursplein.
Parking: Jaarbeurs P2, P4 and P6 are open 24/7; expect about €25.50–29.50 per day.
Plan and pack for the event climate.
Month: April
Temperature: 5–15°C
Seasonality: Spring showers are common; the show falls before the warmer late-spring period.
Packing: Bring a waterproof layer, comfortable shoes for the halls and a light jacket for cool mornings.
Plan your trip
Best day to visit: Day 1 — Wednesday 7 April 2027
Day 1 carries the opening keynotes and the freshest exhibitor energy. Many suppliers also run show-only launches on the first morning, and the floor is easier to navigate before the second-day rush.
Register for a free visitor pass — Use the official ticket page; 2027 registration opens later.
Shortlist exhibitors and book meetings — Pick 8–12 priority stands across platforms, logistics and agencies.
Build the session plan — Choose talks by topic and leave buffer time between halls.
Plan travel and print badges — Check NS train times and the Jaarbeurs entrance.
Pack and confirm appointments — Bring business cards, a charged phone and a water bottle.
Arrive, collect badge and walk the floor
Jaarbeursplein main entranceSupplier meetings on the show floor
Jaarbeurs hallsLunch and informal networking
Jaarbeurs catering areaAttend two programme sessions
Lecture hallsKasteel de Haar
Historic Castle and Gardens
about 30 minutes by car from Utrecht centre
A half-day escape with a well-preserved castle and parkland.
Dom Tower and Oudegracht
City Landmark and Canal Walk
15–20 minutes on foot from Jaarbeurs
Climb the Dom Tower for city views and walk the wharf-level canal.
Jaarbeurs Boulevard
On-site café and meeting area
Convenient for short meetings between sessions.
Utrecht Centraal station area
Station bars and restaurants
Good for evening meetings before trains; busy at peak times.
The show is compact and meeting-led. A disciplined follow-up routine matters more than collecting the largest possible stack of cards.
Budget
Shell scheme
EUR 225–325 / m²
Raw space
EUR 140–190 / m²
Standard booth
9 m²
Estimated Benelux trade-show bands; the organiser does not publish a public 2027 tariff on the pages reviewed.
sourceAdjust the inputs below to create a directional event budget.
This is a directional estimate. Please verify live rates before booking.
Official cost items and estimated ranges for exhibitors.
Booth
exhibitor · 9 sqm shell
EUR 2205–3195 / per stand
Hotel
both · mid
USD 170–240 / per night
Travel
visitor · return flight
USD 180–850 / per trip
Daily spend
both · per diem
USD 60–90 / per day
| Item | For | Tier | Estimated range | Status | As of |
|---|---|---|---|---|---|
| Booth | exhibitor | 9 sqm shell | EUR 2205–3195 / per stand | estimate | 2026-01-15 |
| Hotel | both | mid | USD 170–240 / per night | estimate | 2026-01-15 |
| Travel | visitor | return flight | USD 180–850 / per trip | estimate | 2026-01-15 |
| Daily spend | both | per diem | USD 60–90 / per day | estimate | 2026-01-15 |
Decision
Six quick questions will point you to visit, exhibit or skip.
QUESTION 1 OF 6
What is your primary objective?
Compare participation options side by side to choose the best fit for your objectives.
visit
You have an active commerce project and can book meetings ahead.
Best for
Retailers, brands and B2B sellers sourcing suppliers or ideas
Min. budget
$500.00
Timeline
One day plus travel
Risks
Too many stands to cover without a plan
Session clashes
exhibit
You can commit a stand team and a follow-up process.
Best for
Vendors selling platforms, payments, logistics, marketing or AI to Benelux retailers
Min. budget
$8,000.00
Timeline
Three to six months of planning
Risks
High competition for attention
Stand costs can exceed the space fee
skip
The show does not match your market, timing or budget this year.
Best for
Teams with no e-commerce project, no Benelux target or no budget
Timeline
Not applicable
Risks
Missing competitor launches
Losing a networking window
Book with
Jaarbeurs Utrecht
The exhibition and conference complex that hosts Webshop Trade Days at Jaarbeursplein 6.
Venue named on the official show contact page.
NS (Nederlandse Spoorwegen)
Dutch national rail operator with direct intercity services from Schiphol and across the Randstad to Utrecht Centraal.
Practical travel partner; not an official show sponsor.
KVK (Kamer van Koophandel)
The Netherlands Chamber of Commerce, a public body supporting Dutch entrepreneurs and business registration.
Public business body relevant to exhibitors and visitors.
Thuiswinkel.org
Dutch e-commerce trade association representing online retailers and webshop operators.
Sector association; not confirmed as a show partner.
Recommended providers
Netherlands Schengen visa service
Official Dutch government guidance on short-stay visas.
Closest mid-tier option to Jaarbeurs; book ahead during show week.
Book early for April; Schiphol is the main international gateway.
Use the venue’s official handler for lifting and on-site delivery.
Travel and exhibition liability cover; confirm stand insurance separately.
Local guides and tickets for Kasteel de Haar and the Dom Tower.
CRM and email follow-up; test consent capture before the show.
FAQs & glossary
Frequently asked
Glossary
Also known as
Alternate names and search phrases for this event.
6 more alternate names hidden
Trust footer
4
References
1
Publishers
4
Date checked
Webwinkel Vakdagen / Organisatie Groep Zuid
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