The most effective way to use e-commerce events is to decide on your single most important goal before you go. This focuses your energy and ensures you get a real return on your time and money, whether the event is virtual or in person.
Your goal changes how you approach the entire event. Chloë Thomas on eCommerce MasterPlan consistently makes the point that you need to be strategic. If your goal is learning, you should map out every session ahead of time. But as Amit Das on Ecommerce Conversations explained, a virtual event requires a different approach to engagement and lead nurturing to get a return. If you're there for networking, then your main job is to make connections. Phil Leahy on The EcomCrew Ecommerce Podcast really drove home that conferences are key for community building, and the focused conversations are where the value is, not just the presentations you watch.
For example, if you're struggling with a specific metric, you might attend an event to find actionable tips on something like conversion rate optimization. The goal isn't just to watch the talks, but to come away with three specific things you can test on your site. If your goal is to meet potential partners, you'll spend your time in breakout rooms or at networking sessions, not in a lecture hall. Your first step is to write down one or two business challenges you're facing right now. Then, search for an upcoming event with sessions or speakers that directly address those problems.