The Event

Ecommerce Expo 2026 London · Sept 23–24 2026

Ecommerce Expo is the UK's largest ecommerce event by attendance, two days at ExCeL London running 200-plus hours of CPD-accredited content across multiple stages, co-located with Technology for Marketing. For a US brand weighing European expansion, its value is as a read on the market you are about to enter: what UK operators are prioritizing, which technologies and logistics partners are winning, and where the industry is heading next. Treat it as market intelligence you can walk through in a day.

Fulfillment and operations are explicitly on the agenda here rather than an afterthought, which sets this apart from broader ecommerce shows. Co-location with Technology for Marketing means a meaningful share of the 10,000+ attendees are marketing rather than operations buyers, so if compliance and logistics are your reason for going, prioritize the fulfillment and cross-border tracks over the marketing stages.

View event site → What this means for EU expansion

The Room

Who attends Ecommerce Expo

Ecommerce Expo pulls a full cross-section of the UK ecommerce world, from early-stage direct-to-consumer founders to enterprise retail teams, with 755 speakers across the two days. It is a senior room: the people walking the floor are the ones making channel, technology, and market decisions, not just researching them.

Who should go? If you are a founder weighing your first move into Europe, this is a low-cost way to meet UK fulfillment, marketplace, and compliance partners face to face before you commit to any of them. If you are a brand trying to work out where AI actually sits in your operation, the 2026 program is built around exactly that question, applied rather than theoretical. And if you are further along and comparing how to run UK and EU operations, the cross-channel and logistics content maps the decisions you are about to face. Go with a specific question in mind and the breadth pays off; go to browse and it can overwhelm.

Ecommerce Director Head of Digital Brand Founder Marketplace Manager Operations Manager Tech Buyer Agency Owner Fulfillment & 3PL Lead

For a growing brand seeking the next step up, is Ecommerce Expo 2026 a good fit?

Strongest for logistics, fulfillment and marketplace-listing conversations given those topics are explicitly on the agenda; less directly focused on tax and compliance topics, so bring those questions rather than expect a dedicated stage.

Ecommerce Brand Leaders

UK and international brand founders, ecommerce directors, and heads of digital running growing online businesses.

Marketplace Sellers

Amazon, eBay, TikTok Shop, and Shopify operators looking for technology, logistics, and growth solutions.

Technology Buyers

Operations and tech leads weighing platforms, tools, and integrations across the ecommerce stack.

Logistics and Fulfillment Teams

Supply chain, warehouse, and operations people building or improving how they fulfill orders.

Programme

What's on at Ecommerce Expo 2026

Ecommerce Expo runs several stages at once, so no one sees all of it. With 200-plus hours of content across two days, the event rewards a plan over a wander. The four tracks below are the ones that matter most if Europe is on your roadmap. How you prioritize depends on where you are: if you have not yet entered Europe, live in the International Growth and Compliance tracks, since that is where the costly early mistakes get explained. If you already sell in the UK and are extending into the EU, the Marketplace and Logistics tracks are the higher-value use of your time. And if your question is operational maturity rather than market entry, the Technology and AI track shows the standard the UK market now works to. Most attendees dip between stages rather than sitting through one, so pick the sessions that map to your live decisions and treat the rest as background.

01 International Growth and Cross-Border

The track that matters most if you are building a European presence. Sessions cover entering new markets, handling cross-border compliance, getting onto UK and EU marketplaces, and what it really takes to run international ecommerce day to day.

Cracking UK and EU: what Amazon sellers need to know before expanding
Cross-border compliance in 2026: VAT, EPR, and product safety essentials
From US to Europe: building your expansion roadmap

02 Marketplace and Platform Strategy

Amazon UK, eBay, TikTok Shop, and Shopify strategy for the UK and European market. Expect sessions on listing optimization, advertising on EU marketplaces, and running several channels across borders at once.

Amazon UK vs Amazon EU: what is different for US sellers
TikTok Shop in the UK: lessons for US brands entering the market
Multi-marketplace operations at scale

03 Fulfillment, Logistics and Returns

How UK and EU logistics networks are built, how last-mile delivery and returns actually work, and where packaging rules like EPR (extended producer responsibility) and the EU's new PPWR (Packaging and Packaging Waste Regulation) now stand. A practical map of the EU logistics layer.

EU returns: building a process that does not eat your margin
EPR packaging requirements: where things stand in 2026
UK fulfillment economics for US brands entering the market

04 Technology and AI

How UK operators are putting AI and automation to work across product discovery, customer service, inventory, and operations. A look at what a technology-mature European market expects, useful background before you expand into it.

AI in ecommerce: what UK brands are actually deploying in 2026
Automation in fulfillment and last-mile: the state of play
Using data to drive international expansion decisions

Live Intelligence

What's being said about Ecommerce Expo

What our monitoring of the UK ecommerce conference circuit shows Ecommerce Expo 2026 is set to focus on. This block updates with live coverage as the event approaches.

AI for customer experience, applied and measured

ECOMMERCE EXPO PROGRAM · 2026

The agenda reflects the UK market moving from AI experimentation to AI application. Sessions center on AI for personalization, CRM automation, and data-driven merchandising, with the emphasis on measurable outcomes rather than capability demos. It is a useful read on the standard US brands will be measured against in the UK.

Cross-channel commerce is the UK standard, not the aspiration

ECOMMERCE EXPO PROGRAM · 2026

The program treats integrating marketplaces, owned channels, and social commerce into one coherent customer journey as a baseline expectation. For a US brand entering the UK, understanding how UK shoppers move between channels is essential context. A single-channel entry, direct-to-consumer only or Amazon only, misses how the market actually buys.

Email and CRM have become retention infrastructure

UK CONFERENCE CIRCUIT · 2026

A consistent theme across the 2026 UK circuit is the shift of email, SMS, and CRM from tactical channels to strategic retention infrastructure, as paid acquisition costs rise. US brands arriving without a localized retention strategy start at a disadvantage against UK-native operators who have invested here for years.

Cross-border growth has moved to the main agenda

ECOMMERCE EXPO PROGRAM · 2026

International expansion has gone from a niche session topic to a dedicated theme, reflecting demand from UK and US brands working through market entry in both directions. For a US brand, the cross-border track is the clearest single source of practical guidance on the UK and EU compliance and logistics realities.

Co-location makes it a broader intelligence trip than it looks

EVENT PROGRAM · 2026

Running alongside Technology for Marketing, and sharing dates and venue with Parcel and Post Expo, means one visit spans ecommerce, marketing technology, and logistics. For a US brand doing pre-entry research, that breadth is the practical draw: three adjacent fields covered in a single trip to London.

Fulfillment and logistics are explicitly on the agenda, not a minor thread

EVENTS INTELLIGENCE · JUL 2026

The confirmed 2026 program treats fulfillment and logistics as a dedicated focus rather than a passing mention, distinct from shows where operations is a minor thread. That makes the fulfillment and cross-border tracks the strongest single reason for a logistics-focused visit, with tax and compliance content present but secondary to the logistics coverage.

The bigger picture

What Ecommerce Expo signals for EU expansion

Ecommerce Expo is the clearest single read on how the UK market operates, and the UK is where most US brands start in Europe. When the agenda leans this hard into cross-border growth, compliance, and EU logistics, it is telling you where the industry's attention has moved. The brands walking that floor are looking for the same thing you are: a way into Europe that works operationally, not just on a spreadsheet.

The UK is the natural first market for US brands entering Europe, and this show puts it directly in front of you
Cross-border has moved from a niche session topic to a main agenda driver, which tells you where demand is heading
The compliance tracks map what is changing on VAT (value-added tax), EPR (extended producer responsibility), and product safety before it hits your setup
The exhibition floor is a live map of the EU fulfillment options you will have to choose between
This show's program is strongest for logistics and marketplace-listing content specifically; tax and compliance detail exists but isn't the headline draw, so seek it out deliberately rather than expect it front and center

The gap this event exposes is between watching the UK market and operating in it. Walking the floor tells you who the partners are and what good looks like; it does not put your stock in a UK warehouse, register you for VAT, or get your products live and compliant on the marketplaces. That is the step Expandly exists to run, in the right order, so the intelligence you gather here turns into a working European operation rather than a list of things to figure out.

EU Ecommerce, Market Size

EU ecommerce is growing while US brands remain underrepresented. The market rewards brands that enter with local infrastructure and a delivery promise that matches what European shoppers expect.

Growing EU ecommerce, US brands underrepresented

Two shows, one ticket

Ecommerce Expo is co-located with Technology for Marketing at ExCeL, and Parcel and Post Expo runs at the same venue on the same dates. One trip to London covers ecommerce, martech, and logistics intelligence in a single visit.

2-in-1 co-located with Technology for Marketing, same dates as Parcel and Post Expo

One partner, not a stack of vendors

The floor is full of point solutions: a VAT agent here, a 3PL there, a compliance advisor, a marketplace consultant. Expandly runs all of it as one operation, using the Global Expansion Pathway (GEP™), so you are not left assembling and coordinating a stack of vendors yourself.

GEP™ one method, compliance to fulfillment

Good to Know

Questions about Ecommerce Expo

Is Ecommerce Expo worth attending for a US brand looking at Europe?

Yes, as market intelligence rather than a buying trip. It is free to attend, UK-focused, and co-located with Technology for Marketing and Parcel and Post Expo, so one visit covers the market, its technology, and its logistics. Go with specific questions about UK and EU entry and it pays off.

What will Ecommerce Expo 2026 focus on?

The 2026 program centers on AI for customer experience, cross-channel commerce, and email and CRM as retention infrastructure, with a dedicated cross-border and international growth theme. It is a fair read on what the UK market is prioritizing, and the standard US brands will be measured against when they enter.

Who attends Ecommerce Expo?

A senior cross-section of UK ecommerce: brand founders, ecommerce directors, heads of digital, marketplace and operations managers, technology buyers, and agencies. With 755 speakers and thousands of attendees over two days, it is a decision-maker room rather than a purely educational one.

Is the UK a good first market for US brands entering Europe?

The UK is the usual first market for US brands: shared language, a mature ecommerce infrastructure, Amazon UK as an established marketplace, and rules that are detailed but well documented. Since Brexit it is a separate customs and VAT (value-added tax) regime from the EU, so treat UK and EU entry as two distinct setups.

Which marketplaces matter most for selling in Europe?

Amazon is not automatic across Europe. Amazon UK, Germany, and others are strong, but local marketplaces often lead: Bol dominates the Netherlands, Zalando leads fashion, and Allegro leads Poland. The right mix depends on your category and market, and stock entering a marketplace's local fulfillment triggers VAT (value-added tax) obligations there.

Which parts of Ecommerce Expo's agenda are strongest for a US brand focused on logistics and fulfillment?

The fulfillment, logistics and marketplace-listing tracks are the strongest match, since operations is explicitly on the agenda rather than a side topic. Tax and compliance content exists in the cross-border track but isn't the headline draw the way logistics is, so bring specific VAT and EPR questions rather than expecting a dedicated deep-dive stage.

Make Your Move

Turn two days of UK intelligence into a European operation

Ecommerce Expo will show you what good looks like in the UK market: the AI, the cross-channel playbooks, the compliance realities, the fulfillment partners. The harder question is what to do with it.

That is where Expandly comes in. We take US brands into the UK and Europe as one operation, handling the VAT (value-added tax) and compliance setup, getting products live and localized on the right marketplaces, including Amazon, our Recommended E2E Expansion Partner, and holding stock in our Netherlands warehouse so delivery is fast and local. The Global Expansion Pathway (GEP™) is the method that sequences it in the right order, so nothing stalls waiting on a registration or a customs clearance you did not know you needed.

Whether you are going to ExCeL in September or following from the US, the best time to start is before the event, so you walk the floor knowing which conversations matter for your brand. Tell us your category and where you are in your thinking, and we will come back with a clear picture of the opportunity, the compliance requirements, and a realistic timeline. Start the conversation now and arrive prepared.