Behind the Scenes: eCommerce Expo & Technology for Marketing
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Sarah Tully - Event Director
Q1. Looking back at the past year, what’s been a highlight for you while working on eCommerce Expo / Technology for Marketing?
Most of my year is spent working closely with solution providers, shaping opportunities for digital leaders from brands and retailers to gain insights, discover new technologies, and make meaningful connections. Seeing it all come together, and feeling the energy and enthusiasm from our audience even before the doors open, is incredibly rewarding.
Q2. What are you most excited for attendees to experience at this year’s show?
The mix of learning and discovery at eCommerce Expo & Technology for Marketing is second to none. The agenda is packed with insights from leaders shaping ecommerce and marketing today. Exploring the show floor, meeting innovative solution providers, and you walk away with practical ideas you can apply immediately.
Psst, on the fun side, The Dotdigital Inn Box is not to be missed 👀🍻
Q3. From your perspective, what’s one interesting trend you’ve noticed in the industry recently?
Blending performance with brand, particularly I’m noticing this seeing this in the B2B space, the strategies, tone of voice, channels and even the mediums being used. Both ROI and building long-term loyalty are at the top of the agenda, and how technology can support both.
Q4. What’s been the most rewarding part of leading the event team this past year?
Watching the team grow and progress across the board. We’ve had some newbies join, seeing them get stuck in and starting to thrive is really rewarding.
Bringing a show of this scale to life takes an incredible amount of collaboration and problem-solving. I’ve always been really proud of the culture across our team, we all get stuck in regardless of our day to day functions.
Q5. What’s something people might not realise goes into making an event of this scale happen?
Time doesn’t work the same way in annual events, it both stretches out and shrinks at the same time. Which sounds mad, but once an event is over it’s not a load of free time until the next one comes round. We’re a week away from the 2025 show but the 2026 plan has been in drafts for quite a few weeks already!
There is so much going on behind the curtain, events people are made of strong stuff. Operations teams & event marketers in particular, you have my utmost respect.
Q6. How do you ensure the event evolves each year to stay ahead of industry shifts?
We’re always listening, to our audience, our exhibitors, and the wider industry. The content themes, new features, and even how we design the show floor come from those conversations. Much like the sectors we serve, staying engaged and agile is key to keeping the events relevant.
Q7. If you had to sum up this year’s show in three words, what would they be?
Innovative. Energetic. Unmissable.
Alyssia Smith - Senior Content Manager
Q1. Looking back at the past year, what’s been a highlight for you while working on eCommerce Expo / Technology for Marketing?
I LOVE working with the advisory board.
We always run a workshop-style session where I get to hear how we can make the event better and collaborate on creating an event that’s both useful and insightful.
Q2. What are you most excited for attendees to experience at this year’s show?
Easy:
- The headline stage is bigger and better.
- We’ve introduced some low-key networking for our VIPs (refreshments included, and yes, there will be alcohol in the afternoon 😉).
- The Hangout – our community zone where we’ve worked with partners to create a brilliant space to network, browse industry books (and get them signed by the authors), or just have a good old moan about marketing or eCommerce.
Q3. From your perspective, what’s one interesting trend you’ve noticed in the industry recently?
Top ones for me are:
- Rise of AI shopping agents: bots and apps that search, compare, and purchase for users. This changes how brands need to optimise for visibility via AI.
- AR (Augmented Reality) going mainstream in online shopping: virtual try-ons, product visualisation, etc.
- Social commerce surging: TikTok Shop doubled global GMV in H1 2025, with beauty and apparel leading the mix. But my key advice here is: don’t forget your long-term brand building if you’re leaning into social commerce.
Q4. How do you go about deciding on the themes and topics for the sessions?
A mixture of things!
At the start of the year, I run a big research project where I speak to 50+ delegates about their current challenges and plans for the year ahead.
I also sit down with our wonderful advisory board, who provide a senior and strategic perspective on the industry. This gives me a wealth of insights that help shape the agenda for both eCommerce Expo and Technology for Marketing.
On top of that, I stay up to date with industry newsletters and media outlets to ensure I’m across the latest news, trends, and developments. Like with marketing, I always start with the customer: what are their needs and wants, and I build from there.
Q5. Was there a particular session or speaker you’re especially excited to see come to life this year?
In terms of headliners, I’ve got to say the Topshop session with Moses Rashid. It’s a brand that has a special place in my heart and made me fall in love with the SKINNY JAMIE JEANS. Not something I’d dream of wearing in the current fashion climate, but they’ll come back – I KNOW IT.
Another one to watch is From A to Z: The Amazon Selling Playbook. We’ve got four fantastic speakers covering different parts of your Amazon strategy in 4x10-minute bitesize sections. It’s a fresh format compared to the usual 45-minute panel.
And if you want to end the show on a high (and with a laugh), the session with Henry Hayes, Spencer Matthews, and Sophie Brisbourne-Rhodes is shaping up to be a great one. But I’ll say no more—you’ll have to see it for yourself 😉.
Laura Dazon - Marketing Manager
Q1. Looking back at the past year, what’s been a highlight for you while working on eCommerce Expo / Technology for Marketing?
This is my third year on the show, I started out as an Editorial Marketing Executive, and this year I stepped into being a Marketing Manager. So this year has been a lot of changes and I feel like I’ve grown so much with the show. The highlight for me has been having a seat at the table for bigger strategy decisions and being trusted to take ownership of projects that actually shape the event. It’s been challenging but also really rewarding.
Q2. What are you most excited for attendees to experience at this year’s show?
I'm equally excited and apprehensive for people to experience The Hangout. It’s one of those ideas that I’ve been wanting to bring to life for ages, and this year we finally did it. I wanted to create a space that was more fun and casual for networking, something beyond the usual drinks reception. With things like the Confessions Wall by Blame it On Marketing and speaker Meet & Greets, I hope it gives people that little bit of structure (and fun!) to connect more easily.
Q3. From your perspective, what’s one interesting trend you’ve noticed in the industry recently?
There are loads, but the one that jumps out at me is how much people value community-led experiences now. It’s not just about attending an event and leaving with a notebook full of tips, people want to feel part of something, especially in industries like ours that rely so much upon digital. That shift has really influenced how we think about the show.
Q4. What have you learned about your audience this year that’s shaped how you approached marketing the show?
Taking on the Marketing Manager role really opened my eyes to how different people experience the show. Some come for the big ideas and inspiration, others want super practical insights they can take back to their teams straight away. Realising that shaped how I approached the messaging, and the team and I put a lot of efforts into personalisation this year. Whether it’s through personalised agenda recommendations for everyone based on challenges and job titles, or improving the experience for senior leaders. It’s about making sure everyone can see their version of value in the event.
Q5. If you had to give one piece of advice to someone marketing a large-scale event for the first time, what would it be?
Start early, and accept that not everything will go to plan. Things will shift, fall through, or get reshaped last minute, and that’s just the nature of big events. If you go in knowing that, and you’ve already thought through Plan B (and even Plan C), it makes the chaos so much easier to handle.
Phoebe Dunsmore - Marketing Executive
Q1. Looking back at the past year, what’s been a highlight for you while working on eCommerce Expo / Technology for Marketing?
I only joined the team in May, so it’s been a whirlwind of learning and discovery. My highlight has been immersing myself in event marketing — from understanding how all the moving parts come together to seeing how much passion and collaboration goes into delivering these shows. Every week has been a highlight in itself, but what really stands out is how quickly I’ve been able to contribute to something on this scale.
Q2. What are you most excited for attendees to experience at this year’s show?
The agenda is genuinely incredible. Across the two days, there’s such a variety of sessions with brilliant speakers who bring fresh perspectives on marketing and ecommerce. I’m excited for attendees to walk away not just inspired, but having learnt lots of new things they can put into action straight away.
Q3. From your perspective, what’s one interesting trend you’ve noticed in the industry recently?
Community has been a big theme in the marketing and ecommerce industry throughout 2025. I have loved seeing what brands have been doing to try and build their presence outside of the products they offer by creating spaces where people feel connected, valued, and part of something bigger. Whether it’s through online platforms, events, or creative campaigns, the focus on building communities really stood out to me.
Q4. What’s been the most valuable thing you’ve learned while working on this year’s show?
I’ve learned how important collaboration is in making an event of this size happen. From the content and marketing teams to sales and operations, it’s been eye-opening to see how every role contributes to the bigger picture.
Q5. If you had to describe the show in three words for someone new, what would they be and why?
Dynamic, insightful and connected.
Dynamic because the agenda and show floor are always evolving. Insightful because every session will give you something new to think about. And connected because it’s all about people coming together to share and learn.
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