As Shoptalk 2025 wraps up in Las Vegas, it’s clear that the traditional idea of a trade show is rapidly being redefined. What was once a sea of sales booths and keynote lectures has become something far more dynamic—an ecosystem where content, community, and commerce intersect to shape the future of retail.
At 7:30am, instead of easing into the day with coffee and quiet networking, attendees were greeted with lasers, dry ice, and a disco soundtrack. It wasn’t just theatrics—it was a signal. Shoptalk isn’t just another industry event. It’s a production, a platform, and a powerful statement about where the B2B experience is headed.
Now in its ninth year, the event attracted more than 10,000 attendees, confirming its status as a premier destination for those shaping the next era of retail. But beyond the crowd size, what sets Shoptalk apart is the intentionality behind every part of its design—from its editorial approach to the curated networking experiences.
Content That Drives Conversations
Shoptalk’s editorial strategy avoids the typical “pay-to-play” setup.
“We don’t sell speaking slots,” said Joe Laszlo, the event’s content director. “We build a narrative that addresses the most urgent challenges in the retail space.”
Rather than corporate fluff, the sessions were filled with debate, storytelling, and insight—driven by carefully selected speakers who could speak to real business transformation. And with topics like retail media, experiential commerce, AI, and the rebirth of brick-and-mortar, the content felt highly relevant to the moment.
As Laszlo put it, people aren’t just attending to learn—they’re showing up to influence the conversation.
From Conference to Community Engine
Shoptalk’s strength doesn’t just come from what happens on stage. Its ‘Meetup’ networking program facilitated more than 30,000 one-on-one meetings this year, enabling brands, startups, and tech partners to forge real connections at scale.
Global President Sophie Wawro described it best:
“Shoptalk lives at the intersection of content, community, and commerce. We’re creating experiences, not just events.”
That philosophy underpins a broader strategy led by parent company Hyve Group. Since acquiring Shoptalk for $145 million in 2019, Hyve has rapidly expanded its portfolio—launching Groceryshop and Fintech Meetup, and most recently acquiring the marketing-focused POSSIBLE event in Miami.
This isn’t a case of stacking up events just for scale. It’s about evolving the event model itself—blending the reach of a traditional expo with the editorial depth of a modern media company.
A Media Mindset for Modern Events
Interestingly, many of the same forces reshaping retail are also redefining event businesses. Just as retailers are turning their platforms into media engines, events like Shoptalk are becoming data-rich environments with year-round engagement potential.
Shoptalk isn’t just selling booth space—it’s offering access to insights, high-value audiences, and measurable outcomes. The experience is structured more like a publisher’s content platform than an old-school trade show floor.
Hyve’s bet is that events can become living platforms—built on community engagement, fueled by content, and guided by analytics. That’s why Shoptalk has grown beyond Las Vegas. In 2024, it launched a Fall edition in Chicago, and in 2026, it will debut Shoptalk Luxe, a luxury retail-focused event held entirely outdoors on a beach in Abu Dhabi.
“Yep, the whole thing’s happening on the beach,” Wawro confirmed. “We’re learning about everything from logistics to cloud seeding, but we’re confident it’ll be a standout experience.”
Ecosystem Over Expo
This expanding event network reflects a shift in audience behavior. General-purpose expos are fading. What’s thriving are highly curated platforms that deliver specific value—through learning, relationship-building, and innovation.
Wawro believes the market is responding to these changes.
“The demand now is for meaningful insight and action—not just collecting business cards,” she said. “We’ve always believed in retail, even when it was out of favor. What we see is energy, reinvention, and a community that’s building the future.”
As Shoptalk shows, the next generation of B2B events won’t be defined by floor plans and swag bags. It will be about creating spaces—digital and physical—where ideas, products, and people collide in ways that matter.
And if 2025 is any indication, the trade show of tomorrow looks a lot more like a media brand, a business accelerator, and a cultural gathering—all rolled into one.