By: Whova Team | Last Updated: Feb 17, 2026
A trade show is an industry event where companies set up booths to display what they’re selling. Most attendees are professionals—buyers looking for suppliers, distributors scoping out new products, along with competitors keeping tabs on the market.
The exhibition floor is the main attraction. People walk around, watch product demonstrations, and talk to company reps about what’s on offer. Businesses use trade shows to launch products and meet potential clients. Conversations at a booth can lead to partnerships or sales meetings months later. Some events run seminars or panel talks alongside the exhibits to attract general interest for a wider audience.
What Are the Benefits of Having a Trade Show?
The main benefit of trade shows is lead generation. The people walking past your booth are already interested in your industry, so conversations tend to be more productive than cold outreach. Many of those conversations turn into actual sales opportunities.
Beyond generating leads, trade shows offer built-in market research. You can see what competitors are launching, gauge how customers respond to different products, and pick up on where the industry is moving. That kind of intelligence is difficult to gather from behind a desk.
The format also encourages networking in ways that email can’t replicate. Buyers connect with suppliers, distributors find new brands to stock, and companies build partnerships through face-to-face conversations on the floor.
There’s an educational component as well. Product demos, panel discussions, and informal exchanges help spread knowledge about emerging technology and best practices across the industry.
Planning to exhibit? This trade show checklist covers what you need to prepare.
Types of Trade Shows
Trade shows fall into different categories based on who attends and how they’re structured.
- Consumer trade shows are open to the public. Anyone can buy a ticket to browse products, attend demonstrations, and make purchases directly from exhibitors. Home and garden shows or auto expos fit this category.
- B2B trade shows are for industry professionals. Manufacturers, distributors, retailers, and service providers attend to make business connections and strike deals. The focus is on wholesale transactions and partnerships rather than direct-to-consumer sales.
- Virtual trade shows are hosted online, especially emerging after 2020. Attendees explore virtual booths, view product demonstrations through video, and connect with others via chat or video calls.
Hybrid trade shows have a physical exhibition floor for in-person attendees and a virtual component for people joining remotely. This format expands reach while keeping the benefits of meeting in person.