In the rapidly evolving landscape of Russian entrepreneurship, one event has emerged as a true nexus of innovation, collaboration, and opportunity: VERSOUS – Business Market & Forum for Entrepreneurs. This ambitious project has quickly established itself as one of the most significant platforms for business development in Russia and Eastern Europe, bringing together thousands of entrepreneurs, investors, and industry leaders under one roof to shape the future of commerce and technology.
The Birth of a New Business Ecosystem
VERSOUS was born from a strategic vision to adapt to changing economic realities. The event represents the fusion of two highly successful trade exhibition projects: VendExpo, the long-standing exhibition of vending and self-service technologies, and BUYBRAND Franchise Market, which ranks among the top three global events in the franchising sector. This merger created something entirely new—a comprehensive entrepreneurial hub spanning multiple industries and business formats.
As Ekaterina Soyak, General Director of EMTG (the organizing company behind VERSOUS), explained at the inaugural event: “We wanted to create a communication platform where entrepreneurs could do something together, buy from each other, find new suppliers, and improve their skills”. This philosophy of collaboration and community lies at the heart of the VERSOUS experience.
A Multi-Format Event for a Multi-Faceted Business World
What makes VERSOUS unique is its comprehensive approach to the entrepreneurial journey. The event is structured around multiple thematic tracks that reflect the diverse interests and needs of modern business owners:
Key Business Tracks
| Track | Focus Areas |
|---|---|
| Franchising | Franchisors from HoReCa, retail, services, and production sectors seeking expansion partners |
| Vending Tech | Automated vending machines, ingredient suppliers, telemetry systems, and self-service solution developers |
| E-com Tech | Technologies, tools, and services for working with marketplaces and online stores |
| Marketing Tech | Modern marketing approaches, customer acquisition strategies, and brand development |
| Future Tech | Payment solutions, banking services, legal consulting, and IT innovations |
This multi-track structure ensures that whether an attendee is a seasoned retail chain owner, a startup founder with a disruptive idea, or an investor scouting for the next big opportunity, VERSOUS offers relevant content and meaningful connections.
By the Numbers: The Scale of VERSOUS
The numbers tell a compelling story of growth and significance. The 2025 edition of VERSOUS attracted:
- 4,489 entrepreneurs and business professionals
- 115 exhibiting companies from 21 regions of Russia
- 125 expert speakers sharing insights across four thematic stages
- 97 companies from 16 Russian regions and China participating in the autumn exhibition
The event generated 1.2 billion rubles in signed agreements, with the largest single transaction being an order for 500 vending machines placed by a Russian operator with a Chinese supply chain partner. The “Forest Garden” unmanned children’s play area project received the “Most Investment-Attractive Project” award, demonstrating the innovative spirit on display.
International participation continues to grow, with attendees from over 25 countries representing more than 500 startups and established businesses. This global dimension transforms VERSOUS into an international gateway for companies seeking to enter the Russian market.
Autumn Edition: September 29 – October 1, 2026
- Location: Timiryazev Center Exhibition Complex, Moscow
- Focus: Expanded business forum format with comprehensive exhibition sections
The spring edition emphasizes technology and automation, making it ideal for entrepreneurs in retail, vending, and smart city solutions. The autumn edition offers a broader business forum experience suitable for franchisors, service providers, and cross-industry networking.
Technology at the Core: Self-Service and Automation
One of VERSOUS’s defining characteristics is its deep focus on self-service technologies and business automation. The exhibition showcases cutting-edge solutions that are transforming how businesses operate:
Exhibition Highlights
Vending Technologies: From smart vending machines for coffee, snacks, fresh food, and even luxury items to micromarkets and automated food courts, the vending section covers the entire ecosystem. Notable past exhibitors include Russian A∫P VENDING (comprehensive vending solutions), Chinese brand “Good Tea” (tea vending machines), and Italian ARISTOCRAT (high-end coffee equipment).
Self-Service Solutions: The exhibition features self-checkout terminals, Scan & Go systems, electronic queue management, RFID tracking, service robots, and unmanned store technologies. These solutions enable businesses to reduce labor costs and operate 24/7 with minimal staff.
Payment Innovations: Biometric payment systems (fingerprint and facial recognition), aggregated payment terminals, cash register software, and blockchain settlement technologies demonstrate the cutting edge of financial technology.
The International Dimension: A Gateway to Russian Markets
For international entrepreneurs, VERSOUS represents a strategic entry point into the Russian market. The event has particular significance for Turkish, Chinese, and CIS country businesses seeking expansion opportunities.
Opportunities for Turkish Entrepreneurs
Turkish businesspeople have identified VERSOUS as a critical bridge to Russian markets. With over 500 Turkish companies already operating in Russia, the event offers:
- Franchising expansion opportunities, with Turkish franchise brands experiencing growing demand in the Russian market, particularly in food, retail, and service sectors
- Startup-investor meetings connecting Turkish technology startups with Russian angel investors, especially in digital solutions and fintech
- Supply chain partnerships enabling direct connections between Turkish manufacturers and Russian retail networks
The event features dedicated Turkish-Russian business forums and success story sessions where Turkish entrepreneurs who have successfully established themselves in Russia share their experiences.
Opportunities for Chinese Entrepreneurs
Chinese companies have been prominent exhibitors at VERSOUS, leveraging the event to showcase vending technology, payment solutions, and franchising concepts. The “Good Tea” tea vending machine concept represents a successful example of Chinese innovation finding a home in the Russian market.
Why Attend VERSOUS?
For Exhibitors
- Direct access to decision-makers: Meet with investors, top managers of major companies, and fellow entrepreneurs face-to-face
- Maximum product exposure: Launch new products and concepts to a targeted, professional audience
- Market intelligence: Gain insights into current trends, consumer preferences, and competitor activities
- Brand building: Enhance company visibility and establish credibility in the Russian market
- Cross-industry networking: Connect with partners across multiple sectors including franchising, retail, e-commerce, and technology
For Visitors
- Discover new business opportunities: Explore hundreds of exhibitors offering franchising concepts, technologies, and partnership opportunities
- Learn from experts: Attend sessions featuring practitioners including Boris Agatov (retail innovation expert), Alexey Klots (Cofix trade marketing), Boris Belotserkovsky (President of Uvenco Group), and Anna Ryzhkova (Forbes contributor)
- Find investors: Connect with angel investors and venture funds actively seeking new projects
- Peer networking: Share experiences and insights with thousands of fellow entrepreneurs facing similar challenges
Venue and Practical Information
Venue
VERSOUS will be held at the Timiryazev Center Exhibition Complex, located at 6 Verkhnyaya Alleya St., Building 1, Moscow. This modern facility offers excellent amenities and easy access for both Russian and international attendees.
Registration and Participation
Interested entrepreneurs can register through the official event website at versous.ru. Early registration is recommended, as the event consistently attracts thousands of attendees and participation slots for exhibitors fill quickly.
For international participants, the organizers recommend:
- Arranging visas well in advance
- Booking accommodation early, as Moscow hotels fill quickly during major events
- Preparing translated marketing materials in Russian for maximum impact
The Future of VERSOUS
As VERSOUS continues to evolve, its organizers envision an expanding role in the Russian and international business landscape. The event is positioned to become an annual gathering point for entrepreneurs seeking to navigate the complexities of modern business, embrace digital transformation, and forge meaningful partnerships across borders.
The 2026 editions promise to be the most comprehensive yet, with enhanced programming, expanded exhibition space, and even greater international participation. Whether you are a seasoned entrepreneur looking to scale your business, a startup founder seeking funding and mentorship, or an investor scouting for promising opportunities, VERSOUS offers a uniquely valuable platform.
Conclusion: Where Business Happens
In the words of Ekaterina Soyak: “When a large number of entrepreneurs gather in one place, something joint, something bigger, something better is always born there”. This spirit of collaborative creation defines VERSOUS. It is more than an exhibition—it is a living, breathing business ecosystem where connections are forged, deals are signed, and the future of entrepreneurship is shaped.
For anyone serious about succeeding in the Russian market or expanding their business into Eastern Europe, VERSOUS – Business Market & Forum for Entrepreneurs is not just an event to attend; it is an essential destination.
