B2B matchmaking platform for a trade show: cost and features

The verdict in three sentences

For a trade show with 400 exhibitors and 6,000 visitors, a market matchmaking licence costs roughly USD 9,000 to 28,000 (GBP 7,000 to 22,000) per edition, paid again every year. A custom platform of medium complexity, between 4,000,000 and 7,000,000 FCFA (6,100 to 10,670 EUR), belongs to you and is reused from one edition to the next with simple maintenance. From the second edition on, custom almost always costs less, provided you start 3 to 4 months before the doors open.

What an event organiser in Dubai or London really needs

Whether your show runs at the Dubai World Trade Centre, ExCeL London or Olympia, you sell exhibitors one core promise: meeting qualified buyers. Pre-booked meetings are the sales argument that justifies the stand price. Targeting 3,000 meetings over two days means 7.5 meetings per exhibitor on average, which requires a tool that suggests the right people, manages slots and sends reminders.

The must-have features are well known: exhibitor and visitor profiles with interests, a suggestion algorithm weighted by sector, company size and stated need, a slot-based agenda of 20 or 30 minutes, table or stand allocation, requests and acceptances, email and SMS reminders, a visitor app (installable PWA) with a QR badge, and an organiser dashboard. The post-show report, meetings held and attendance rate, is what you will show exhibitors to sell the next edition.

Per-edition licence or reusable platform: 2026 figures

Event matchmaking tools usually charge per edition, based on participant numbers and modules. For a show of this size, the 2026 order of magnitude is USD 9,000 to 28,000 in Dubai, or GBP 7,000 to 22,000 in London, from a basic package to a branded app with SMS reminders and analytics. That cost returns every edition, and your matchmaking data stays in the vendor's tool.

A custom build follows the Kolonell application grid: a medium application sits between 4,000,000 and 7,000,000 FCFA (6,100 to 10,670 EUR). Monthly maintenance is 35,000, 75,000 or 120,000 FCFA (53, 114 or 183 EUR). Changes between editions, such as a video meeting module or a conference programme, are quoted on request.

The timeline to hold before opening day

A 3 to 4 month project breaks down as follows: 2 weeks of scoping (suggestion rules, meeting formats, floor plan), 8 to 10 weeks of development with demos every two weeks, 2 weeks of testing with a panel of 20 exhibitors, then meeting booking opens 6 weeks before the show. If your show is in March, the decision must be made by October at the latest. For a first edition that is closer, a licence remains the safe choice, and the custom platform is prepared for the following year.

Compliance matters too. In London, visitor data falls under UK GDPR; in Dubai, the UAE federal data protection law applies, and DIFC rules if you operate there. In both cases you need explicit consent to share a profile with exhibitors and a defined retention period.

Mini case study

Omar, managing director of a food and beverage trade show in Dubai, paid USD 20,000 per edition for a licence. At 2026 exchange rates, that licence is roughly 18,500 EUR. He orders a custom platform at the top of the medium range, 7,000,000 FCFA (10,670 EUR), with maintenance at 75,000 FCFA per month, or 1,368 EUR per year.

• Three editions with a licence: 3 x 18,500 = about 55,500 EUR (USD 60,000).
• Three editions custom: 10,670 + 3 x 1,368 = 14,774 EUR, plus changes quoted on request.
• Estimated saving: around 40,700 EUR over three years.

With 3,000 booked meetings and an 80% attendance rate, he shows exhibitors 2,400 meetings held, an argument that lets him raise the stand price by 5% for the next edition.

FAQ

How long does it take to launch a custom matchmaking platform?

Allow 3 to 4 months from scoping to opening meeting bookings. Ideally, booking opens 6 weeks before the show so you can reach the 3,000 meeting target.

Is the suggestion algorithm really useful?

Yes, because no visitor browses 400 exhibitor profiles. A list of 10 to 15 suggestions weighted by sector and stated need clearly increases the number of requests sent per participant.

Can the platform be reused for another show?

Yes, that is the main benefit. A new edition usually takes 2 to 4 weeks of setup, and a second show under another brand is quoted on request.

Which maintenance level should we choose?

For use concentrated on a few weeks a year, the 75,000 FCFA per month level is often enough. The 120,000 FCFA level makes sense if you run several events or need on-call support during the show.

Do visitors have to install an app?

No, a PWA opens from a link and installs in one tap on the home screen. The QR badge and agenda stay available even when the hall network is saturated.

Let's scope your project. Tell us about your show, the number of exhibitors and the opening date, and we will propose a realistic scope and timeline. Detailed quote within 48 h. WhatsApp +221 77 596 93 33.