As the events industry evolves in a post-pandemic world, organisers are rethinking their revenue models. Beyond the traditional ticket sales and sponsorships, there's a growing shift toward hybrid monetisation—combining digital access, merchandise, and value-added products through online storefronts. From music festivals and webinars to conferences and fan expos, 2025 is proving to be the year where selling tickets is just the beginning.

Digital Sales Meet Merch Mania: How Online Storefronts Are Reshaping Events

With the help of event registration software and online ticketing platforms, event planners have found it easier than ever to manage entry logistics. But as digital infrastructure has improved, many organisers have noticed a missed opportunity—merchandise sales. The simple addition of an online store before, during, and after the event can significantly boost profits while enhancing audience engagement.

In 2025, it’s no longer just about providing a great live experience. Attendees, both virtual and in-person, are craving memorabilia, digital content, and other products that deepen their connection with the event. Whether it’s branded apparel, exclusive backstage content, or VIP add-ons, selling through an online storefront provides flexibility and scale. Not to mention, it eliminates the need for on-site stockpiles and long queues at merch booths.

Why Hybrid Monetisation Works: A Win-Win for Organisers and Attendees

The hybrid monetisation model works because it caters to the entire lifecycle of the event. Before the event, pre-orders for merchandise can build hype while supporting cash flow. During the event, attendees can use QR codes to shop online and avoid crowding at physical stands. And long after the event ends, post-show sales can continue through on-demand printing and exclusive digital content drops.

For organisers, this model opens up new income streams that were previously underutilised. A well-curated storefront can offer everything from t-shirts and hoodies to eBooks, workbooks, NFT collectibles, and downloadable replays. For attendees, it delivers convenience, personalisation, and extended engagement.

With robust integrations now available in most leading event platforms, adding a shop is as simple as enabling a plugin or API. Some platforms even offer real-time inventory tracking, customer analytics, and custom storefront branding—allowing even small organisers to compete with major players.

The Post-Pandemic Push for Digital Diversification

The pandemic was a wake-up call for the events industry. Forced to go virtual, many organisers discovered the potential of digital assets and online communities. Now, even as in-person gatherings return, these learnings are shaping the future.

Online storefronts are part of a broader trend toward diversification and resilience. By not relying solely on ticket sales, organisers can protect themselves against cancellations, capacity restrictions, and fluctuating attendance. Plus, merchandise and digital goods can reach global audiences, not just those in the room.

Events have become brands, and like any strong brand, they need a digital presence that sells. A well-run online store extends the brand experience and turns one-time ticket buyers into long-term fans and customers.

From Swag to Sustainability: The Future of Event Commerce

Looking ahead, the next phase of event monetisation may include sustainable merchandise, AI-curated product recommendations, and even dynamic pricing based on demand. What’s clear is that online storefronts are no longer a nice-to-have—they’re a core strategy for any serious event planner in 2025.

As technology continues to blur the lines between online and offline, event organisers who embrace hybrid monetisation will not only maximise profits but also deliver a richer, more memorable experience for their audiences.