| Next edition | Sep 2026 · ExCeL London |
|---|---|
| Starting price | £3,950+ |
| Venue | ExCeL London |
| Next edition | Sep 2027 |
| Attendees | 10,000+ |
| Exhibitors | 200+ |
| Quote turnaround | 48hr |
eCommerce Expo Stand Builders: ExCeL Logistics, the eCommerce Buyer, and What Wins Demos
eCommerce Expo is one of the UK's leading events for online retail and ecommerce technology, held each September at ExCeL London and co-located with Technology for Marketing. It brings well over 10,000 ecommerce and marketing professionals together with 200-plus solution providers across platforms, payments, logistics, customer experience and the wider martech stack.
The audience is buying technology and services to grow online sales, so the brief is demonstrate plus capture: show the platform or service solving a real ecommerce problem, say clearly which part of the journey you improve — acquisition, conversion, fulfilment — and turn two busy days into qualified, booked conversations. And because half the floor is marketers, the stand also has to be genuinely well-designed.
It's a commercial, results-focused crowd, so a working demo and clear proof beat any amount of copy.
For an ecommerce or martech vendor that means designing for a commercial buyer comparing platforms as they go and, being part-marketer, judging your brand as they do it: prove the product fast, look the part, and make the next step easy. The vendors who build pipeline here do all three.
Building at ExCeL London: the rules that shape your stand
ExCeL is a pillar-free hall with around 10m of clear internal height, but your stand does not get all of it. For space-only stands the working height limit at most ExCeL shows is 6m, and anything ExCeL classes as a complex structure — double-deckers, heavy suspended elements, long unsupported spans — triggers a formal sign-off you need to budget time for, not just money.
Complex designs must be submitted with engineering calculations applying a minimum factor of safety of 1.5. An independent structural engineer reviews the drawings and, if satisfied, issues a Certificate of Structural Adequacy at design stage, which releases your Certificate to Build; the same engineer inspects the stand on site during build-up before you can open. Miss a calculation or submit late and you do not build.
Overhead rigging is controlled tightly: all primary rigging to the ceiling is installed exclusively by ExCeL's own team, ordered through ExCeL's webshop and confirmed around 28 days before tenancy for the advance rate. Lightweight static items hang from drop wires up to 50kg; heavier loads are separate, costlier orders.
The smaller rules catch people out too: platforms above 170mm need ramped, accessible access; solid walls along an open gangway edge are generally not allowed; only water-based paint may be used on site; and every structure must be fully self-supporting. We design to all of this from the first sketch and submit the venue paperwork, so the build you approve is the build that opens.
What a winning ecommerce stand needs
The strongest stands lead with a working demo, not a slogan. We position screens and demo stations so a passer-by sees the platform in use, state the problem you solve and who you solve it for in one clear line, and build structured lead capture into the flow — because the outcome that matters is qualified pipeline, not footfall. A comfortable space to walk a serious prospect through the product earns its place.
Practical detail decides whether the demo lands: screens placed to beat glare, audio that carries cleanly, and power and connectivity sized with headroom so a live SaaS demo never stalls in front of a buyer.
We also design the stand so a demo and a seated conversation can run side by side, because across two busy days your best people need to show the product and sell it at the same time.
Designing for a commercial, brand-literate audience
eCommerce and marketing buyers scan for relevance and proof and, being marketers, they judge your brand as they go. So the stand has to be both clear and well-crafted: a sharp one-line proposition so the right buyers self-identify and stop, a natural path from a demo hook to a seated conversation, and proof points — a live workflow, a real metric, recognisable customers — that carry weight with a results-focused crowd.
We keep the message disciplined, because this audience respects a stand that says one thing clearly far more than one cluttered with features.
Lead capture deserves thought with this crowd, because they know a clumsy data grab when they see one; we design a natural, valuable exchange — a useful demo, a relevant resource — so prospects share their details willingly.
What an eCommerce Expo stand costs
A turnkey stand typically runs roughly £3,950–£12,500 for a compact custom build, £12,500–£28,000 for a mid-size build with demo space and a meeting area, and £28,000 and up for a flagship island. The quote is turnkey — design, build, AV mounting, lighting, delivery to ExCeL, install, dismantle and the rigging and electrical paperwork are all included — and design quality, AV and connectivity move the number most.
For a brand-conscious, demo-led show, the spend that pays back is in distinctive design and a reliable demo, not in scale — a stand that looks the part and works earns the conversations.
What you don't pay extra for is in the turnkey figure — material handling, electrical, rigging — so your budget goes on the design and demo that win this audience, not on surprises.
Stand sizes and layouts
Stands run from compact spaces for newer vendors and agencies up to large islands for established platforms. The layout balances demo visibility with meeting capacity: an open island pulls traffic, while a part-enclosed layout protects scheduled conversations. Open sides multiply the routes your demo is seen from across two days, so we orient the key screen and entry to the busiest paths.
Because the floor is shared with Technology for Marketing, we make your stand and message clear to the specific buyer you want — a retailer, a B2B ecommerce team, a marketer — amid a broad, busy crowd.
And because conversion is this audience's whole job, a stand that clearly turns attention into a booked conversation impresses them more than one that simply looks busy.
Getting into ExCeL: build-up timing
eCommerce Expo sits in a busy September slot at ExCeL, so material-handling, rigging and the electrical contractor book up early and late orders attract surcharges. We confirm your space-only window, order rigging at the advance rate (around 28 days out), coordinate power and data for live demos with the appointed contractor, and crate to a slot that lands the stand finished and tested before doors open.
We design the electrical and data layout around your live demo from the start, because reliable connectivity is far cheaper to plan in than to add on site — and a stalling demo in front of this audience undercuts your pitch.
Reusing your stand between editions
Most ecommerce and martech brands return each year, so we build on a modular core, store it and refresh the graphics and demo for each edition — useful when a product evolves fast. We keep your design, AV and contractor orders on file so each year's build starts from a known, on-brand, working setup rather than a rebuild.
And because an ecommerce and marketing crowd clocks a tired stand instantly, the refresh between editions matters here — we update the look and demo so you never turn up looking like last year.
Next step for your eCommerce Expo stand
Send us your space size, hall position and goals for eCommerce Expo. You'll get a custom 3D concept and a fixed, all-inclusive quote within 48 hours — designed to ExCeL's rules, with structural sign-off built into the timeline if your design needs it. We build in-house and install at ExCeL London, so the stand you approve in the rendering is the stand that opens.
We also design and build exhibition stands for other major UK shows — see the full show calendar for retail tech, ecommerce & marketing and beyond, all with the same in-house team, fixed all-in pricing and full venue paperwork.