Webwinkel Vakdagen 2027 – Utrecht, Netherlands

What to expect

Webwinkel Vakdagen is the number one digital commerce event in the Benelux, built as the ultimate meeting place for the entire e-commerce industry. With over 18 editions of history, it has grown into a two-day powerhouse of inspiration, concrete solutions and valuable connections.

The fair is not a passive exhibition. It is a high-energy experience where online retailers, brands, marketplaces, agencies and tech suppliers come together to share what actually works in practice.

Scale and energy: The last edition welcomed over 12,000 visitors with 12,140 counted exactly, and more than 270 exhibitors across a full exhibition floor. The floor is designed as an experience, not just rows of stands. Visitors in previous years could join a bicycle race at PostNL, cuddle the Lion of ING, take part in a mouse-click championship with a top score of 186 clicks in 15 seconds, enjoy magic, syrup waffles and a lot of coffee, and even be driven around in a PostNL shopping cart like a VIP package.

Concrete insights: You will find advice, live demos and smart solutions for every part of your online business. Exhibitors pull out all the stops to showcase innovations in a creative way, while themed tours with headphones guide you quickly to the right solutions for your specific challenges.

Content depth: More than 200 lectures spread across 11 lecture halls, plus a large keynote hall and 2 roundtable rooms. That means over 100 hours of content in two days, from marketing strategy to distribution, with honest stories about successes and obstacles.

Community: The atmosphere is driven by two enthusiastic day moderators, networking lounges, and a strong focus on practical takeaways you can immediately apply in your work, whether you work in marketing, IT, logistics or management.

Event dates

Event Name: Webwinkel Vakdagen 2027 – Utrecht, Netherlands
Event Dates: April 7 & 8, 2027
Opening Hours: 10:00 AM to 05:00 PM both days (based on previous editions)
Venue: Jaarbeurs Utrecht, Hall 7, 8 and 9, Jaarbeursplein 6, 3521 AL Utrecht, Netherlands
Frequency: Annual
Edition: 20th anniversary edition
Organiser: Organisatie Groep Zuid bv (OGZ)
Official Website: https://www.webwinkelvakdagen.nl/
Contact Email: info@webwinkelvakdagen.nl
Location Type: Indoor exhibition and conference centre directly adjacent to Utrecht Central Station

Visiting this event? Don’t miss out on these amazing activities and local experiences while you’re here.

Venue & exhibition site

Jaarbeurs Utrecht is the central trade fair location for the Netherlands, located at Jaarbeursplein 6, 3521 AL Utrecht. Webwinkel Vakdagen traditionally occupies Hall 7, 8 and 9, creating a connected circuit of inspiration.

Hall layout: Three large interconnected halls give a continuous walkable experience. Halls are high, bright and modern, with wide aisles, strong Wi-Fi and integrated catering points. The keynote hall is positioned centrally with seating for several hundred attendees.

Facilities: Jaarbeurs offers on-site restaurants, coffee corners, meeting lounges, cloakroom, business centre, first aid, service desks and dedicated entrances for premium visitors. The entire venue is fully accessible with lifts, ramps and accessible toilets.

Experience-driven: Unlike traditional fairs, stands are built as experiences. Exhibitors invest in interactive demos, games, photo opportunities and live audits of webshops. Themed tours use headphone systems to guide small groups efficiently.

Navigation: Use the official Webwinkel Vakdagen app for floor plan, exhibitor list, lecture programme and matchmaking. The app also shows real-time session occupancy and helps you reserve spots.

Full event programme

The programme is built around knowledge, inspiration and new contacts, with a clear focus on what you can implement tomorrow.

Exhibition: More than 270 exhibitors covering the full e-commerce stack – e-commerce platforms, marketplaces, payment service providers, logistics and fulfilment, marketing automation, email marketing, search and merchandising, customer service, CRO and UX, PIM and DAM, hosting and security.

Keynote programme: Ten keynotes from top brands in the previous edition, including Google, IKEA, Kruidvat and XXL Nutrition. Record-breaking sessions drew over 800 attendees for topics such as AI in commerce.

Lecture halls: 11 parallel lecture halls running from morning to late afternoon, plus 2 roundtable rooms for deep-dive discussions. More than 200 lectures covering marketing automation, user experience, conversion optimization, platform economy, marketplaces, AI, logistics and cross-border selling.

Themed tours: Headphones on and go. Curated tours guide you along a selection of inspiring exhibitors based on a specific challenge, such as scaling to marketplaces, improving conversion, or international expansion. A big success in previous editions.

Roundtables and networking: Small-scale sessions where you can discuss specific challenges with peers under expert moderation.

Key speakers & keynote speakers

The speaker line-up combines big brands, fast-growing scale-ups and practical experts who share honest insights from daily practice.

Previous keynote examples:
Google: AI in digital commerce, with a session on AI drawing a record audience.
IKEA and HEMA: How large retail brands combine offline and online, including stories such as the coolest senior citizen in retail.
Kruidvat: Ronald van den Berg, Online business director Kruidvat & Trekpleister, shared how consistency over 50 years, a loyalty program with more than 4.5 million online members, a new marketplace and a huge e-fulfilment centre drive O+O strategy.
De Bonte Koe: Experience with handling viral growth from craftsmanship to algorithm.
Shopware: Vision on how AI is changing the industry from Alexey Pronin, General Manager EMEA.
Dutchies: Entrepreneurial story Got a dream? Just go for it from Anne de Korte.

Moderators: Marlene ten Ham and Ronnie Overgoor moderated the day programme, ensuring energy and interaction.

Expected categories for this edition:
Brand leaders: Directors of e-commerce from leading Benelux retailers in food, health, fashion, home and lifestyle.
Platform and tech experts: Specialists in marketplaces, PIM, payments, logistics, email marketing and CRO.
Growth practitioners: Founders of fast-growing D2C brands sharing scaling lessons, including viral growth and selling in Belgium.

Conference sessions & tracks

Sessions are organized in tracks that mirror the e-commerce customer journey and operational challenges.

Track 1 – Marketing Automation & Email: Automation flows, segmentation, personalization, lifecycle marketing and retention.

Track 2 – User Experience & CRO: UX design, conversion optimization, A/B testing, search and merchandising, checkout optimization.

Track 3 – Platforms, PIM and Tech Stack: Headless commerce, composable stack, PIM, DAM, CMS, hosting, performance and security.

Track 4 – Marketplaces and Platform Economy: Selling on marketplaces, marketplace management, international expansion, cross-border logistics.

Track 5 – Logistics, Payments and Service: Fulfilment, last-mile delivery, returns, payment methods, buy-now-pay-later, customer service and chat.

Track 6 – Data, AI and Growth: AI for commerce, building your own GPT, data-driven growth, analytics, attribution and predictive modelling.

Each track includes best-rated lectures selected by visitor feedback. Presentations are 20 to 30 minutes with Q and A, followed by networking in front of the room.

Session times & schedule

The schedule is designed to maximize both exhibition and content time.

Morning block: 10:00 AM to 12:00 PM keynote sessions in the large keynote hall and first lecture rounds in 11 halls. Popular talks fill up quickly, so early arrival is advised.

Midday block: 12:00 PM to 02:00 PM continuous lectures, exhibitor demos and themed tours. Lunch and networking in exhibition restaurants and premium lounge for premium ticket holders.

Afternoon block: 02:00 PM to 05:00 PM second wave of lectures, roundtables and case studies. This includes honest stories from brands on what worked and what did not, from viral growth to operational scaling.

Experience breaks: Between sessions you can explore the floor, join a themed tour, or take part in floor activations such as games and live audits.

Premium ticket holders receive guaranteed spot at favourite sessions when present at least 10 minutes before start, plus priority access.

Ticket types & registration

Visiting Webwinkel Vakdagen is free after pre-registration for regular visitors, which is the core principle of the event to keep knowledge accessible. Premium options exist for visitors who want more comfort and guaranteed access.

Pricing below is converted to USD. Original pricing is published in EUR excluding VAT.

Regular Visitor Ticket: $0. Free after online pre-registration via official website. Gives access to exhibition floor and all lectures subject to availability. This is how the majority of over 12,000 visitors attend.

Premium Ticket – One Day: $135. Based on EUR 125 excl. VAT from previous edition. Includes priority access to all sessions with guaranteed spot, access to Premium Network Lounge with free lunch, snacks and drinks, fast entry via dedicated premium entrance, and hassle-free exit without extra parking fees.

Premium Ticket – Two Days: $216. Based on EUR 200 excl. VAT. Includes all premium benefits for both exhibition days, offering best value for visitors who want to see multiple tracks and keynotes.

Exhibitor and Speaker Registration: Separate registration via organiser. Includes exhibitor badges, stand building access and speaker preparation.

All tickets include use of the official app for programme, floor plan and matchmaking. Registration requires business email and company details as this is a B2B event.

Registration deadlines

Regular free registration: Remains open until the start of the event, but early registration is strongly advised as popular time slots and themed tours fill up.

Premium ticket sales: Available online until one day before the event. Limited number of premium seats per session to maintain comfort.

Exhibitor registration: Stand reservations open many months in advance. Rebook for previous exhibitors opens first.

Speaker call: Call for presentations typically closes several months before the event. Speakers are selected to cover 11 lecture halls with balanced topics.

Badge collection: Digital badge sent by email after registration. Printed badge can be collected at fast lanes or premium entrance.

Exhibitor list & major companies

More than 270 exhibitors showcase innovations across the full digital commerce value chain. The floor is known for its creative stands and strong experience focus.

E-commerce platforms: Shopware, Shopify, Magento partners, Shopware United community, Shopware ecosystem with co-exhibitors covering various branches of eCommerce on a large stand.

Payments and checkout: Leading PSPs, buy-now-pay-later providers, fraud prevention and checkout optimization tools.

Logistics and fulfilment: PostNL, EazyFulfill and other fulfilment centres, last-mile delivery, returns management and packaging solutions such as Van de Velde Packaging.

Marketing and automation: Email service providers, marketing automation, search and merchandising, personalization engines, CRO agencies such as Happy Horizon.

PIM, DAM and data: PIM providers like KatanaPIM, DAM systems, data enrichment and feed management.

Service and support: Customer service platforms, chat and helpdesk, finance providers like ING with creative activations.

Agencies and tech: Full-service e-commerce agencies, hosting, security and UX specialists.

Exhibitors are listed on the official website with hall and stand numbers and can be filtered by solution area.

Exhibition halls & floor plan

Jaarbeurs Utrecht Halls 7, 8 and 9 form a connected loop ideal for themed tours.

Hall 7: E-commerce platforms, PIM, tech stack, agencies and hosting. Often includes large platform villages such as Shopware.

Hall 8: Marketing automation, email, UX, CRO, search, personalization and marketplace solutions. Many agencies and creative activations.

Hall 9: Logistics, fulfilment, payments, packaging and customer service. Home to large logistics players and interactive experiences.

Keynote hall: Central large hall with stage for ten keynotes from top brands, moderated by professional day moderators.

Lecture halls: 11 lecture halls positioned around the exhibition floor plus 2 roundtable rooms for small-scale deep dives.

Premium Network Lounge: Located in Supernova or adjacent area, offering quiet workspace, lunch, snacks and drinks for premium ticket holders.

Floor plan is available via official app and website with exhibitor search and route planning.

Networking & business meetings

Networking is a core part of Webwinkel Vakdagen, described by visitors as the meeting place for e-commerce professionals.

Matchmaking: The app offers recommendations based on your interests and exhibitor searches. You can book meetings directly at stands.

Themed tours: Small groups with headphones visiting selected exhibitors based on a specific challenge. Big success in previous edition with strong attendee feedback.

Premium Lounge: Access for premium ticket holders to recharge between sessions and connect with fellow professionals in a quiet environment with free catering.

Floor activations: Games, competitions, magic, coffee tastings and photo opportunities create natural conversation starters.

Testimonials from previous edition: Visitors such as Rayan Autar and Surendly Carolina from Sandarix noted they came to network and grow business and spoke to many interesting people. Vincent van Bergen, Daan van Hulst and Ramon Boom from 4Bleu visit to get inspiration they can immediately apply in work, including marketing and IT colleagues.

Industry sectors & highlights

Webwinkel Vakdagen covers the entire digital commerce industry.

B2C retail: Fashion, food, health and beauty, home and living, electronics and lifestyle brands selling direct to consumer.

B2B commerce: Manufacturers and wholesalers exploring digital sales channels, marketplaces and platform economy.

Services: Logistics, payments, customer service, marketing and technology services enabling online growth.

Highlights:
AI dominance: AI was a major theme in previous edition, with sessions on building your own GPT and using AI for merchandising, content and service.

Practical cases: Honest case studies from brands such as De Bonte Koe on viral growth, Kruidvat on consistency and loyalty, HEMA on retail innovation.

Experience floor: Exhibition floor as one big experience with bicycle races, click championships, magic and syrup waffles.

Content quality: Over 200 lectures providing wealth of concrete insights and inspiration, with best-rated lectures selected by visitor votes.

Event rules & visitor information

B2B only: Event is for e-commerce professionals, retailers, brands, agencies and suppliers. Business details required during registration. Minimum age 16.

Badge: Personal badge with QR code, non-transferable, must be worn visibly. Provides access to halls and sessions subject to availability.

Session access: Regular tickets access sessions on first-come first-served basis. Premium tickets receive priority access with guaranteed spot when present 10 minutes before start.

Photography: Photography allowed for personal use. Stand photography requires exhibitor permission. Official photographer captures event for aftermovie and image galleries.

Code of conduct: Professional conduct expected. No distribution of flyers outside own stand without permission. Follow staff instructions.

Sustainability: Jaarbeurs operates waste separation and reuse. Exhibitors encouraged to use reusable stand materials.

Language: Main language is Dutch, with many sessions in Dutch and increasing number in English.

How to get there

Address: Jaarbeurs Utrecht, Hall 7, 8 and 9, Jaarbeursplein 6, 3521 AL Utrecht, Netherlands.

By train: Utrecht Central Station is directly adjacent to Jaarbeurs. Exit via Jaarbeursplein side and walk 2 to 3 minutes to entrance. Direct intercity connections from all major Dutch cities and from Amsterdam Schiphol.

By car: From ring Utrecht take exit Jaarbeurs from A2 and A12 motorways. Follow signs Jaarbeurs. Navigation address Jaarbeursplein 6.

By plane: From Amsterdam Schiphol Airport take direct train to Utrecht Centraal, then short walk to venue.

Public transport & parking

Public transport: Highly recommended due to central station location. NS trains, U-OV trams and buses stop at Utrecht Centraal. Travel planner via 9292.

Parking: Jaarbeurs operates parking garages P1 to P4 around Jaarbeursplein. Pre-booking online is cheaper and guarantees space. Premium ticket includes hassle-free exit without extra parking fees.

Parking rates (converted to USD based on Jaarbeurs standard rates): Online pre-booked approximately $22 per day, drive-up approximately $27 per day, dynamic pricing applies during peak events.

Bike: Large supervised bicycle parking at Jaarbeursplein and at station side.

EV charging: Charging stations available in parking garages.

Taxi and drop-off: Taxi rank and kiss and ride zone at Jaarbeursplein entrance.

Accommodation areas

Utrecht offers wide range of accommodation within walking distance or short tram ride.

Jaarbeurs district: Hotels on Croeselaan and around Jaarbeursplein within 2 to 5 minutes walk, ideal for exhibitors.

City centre: 10 to 15 minutes walk through station to historic centre with canals, restaurants and boutique hotels.

Leidsche Rijn: Modern business hotels with direct tram connection to Jaarbeurs and central station.

De Bilt and Zeist: Quieter green area east of city, convenient for car travellers.

Booking early is advised as trade fair periods fill hotels quickly. Special rates often available via accommodation partner on event website.

Previous year’s highlights

The previous edition was celebrated as a highly successful edition with over 12,000 visitors and an exhibition floor full of impressive stands.

Scale: 12,140 visitors exactly and over 270 exhibitors ready with advice, demos and smart solutions. More than 200 lectures spread over 11 rooms, a keynote and 2 roundtable rooms.

Content: Ten keynotes from top brands such as Google, IKEA, Kruidvat and XXL Nutrition. Best rated lectures included Kruidvat’s story of consistency, De Bonte Koe’s viral growth journey, and sessions on AI with record audiences.

Floor energy: Exhibition floor described as one big experience with creative activations, themed tours with headphones, magic, syrup waffles and coffee.

Community feedback: Visitors highlighted concrete insights and inspiration they could immediately apply. Photographer walked over 32,000 steps to capture atmosphere, resulting in large photo gallery and aftermovie.

Looking forward: Organiser announced next edition at Jaarbeurs Utrecht, continuing the growth as leading digital commerce platform.

Official registration & tickets

All registrations via official channels only to avoid unofficial sellers.

Official website: https://www.webwinkelvakdagen.nl/
Visitor registration: Available via official website under Visitors registration
Contact: info@webwinkelvakdagen.nl
Location: Jaarbeurs Utrecht, Hall 7, 8 and 9, Jaarbeursplein 6, 3521 AL Utrecht
Organiser: Organisatie Groep Zuid bv (OGZ)
Premium tickets: Available via official premium seats page

On-site registration available at main entrance with fast lanes for pre-registered visitors and dedicated premium entrance for premium ticket holders.