Juan Cruz Bonina

Critic
DISC Type : C

CEO & Partner at LATECH

Buenos Aires, Buenos Aires Province, Argentina

Overview

Juan Cruz Bonina is the CEO and Partner at LATECH, where he specializes in creating digital e-commerce products using platforms like Shopify and Magento. A graduate of Universidad Torcuato Di Tella, he is a certified Shopify Plus Partner, focusing on building high-growth technology solutions for clients.

He has a strong entrepreneurial background, having co-founded Intach, a communication system for private neighborhoods, which he developed from concept to launch. His interests include major technology companies like IBM and Globant.

Unique fact: He actively shares insights on social media, debunking common e-commerce myths and discussing advanced tactics in conversion optimization and AI.

Personality Overview

ROI Driven

Precise

Negotiator

It is very likely that they will negotiate pricing or other important terms.  They prefer to do logical analysis and value evidence over emotions. Unless the value is proven by data, they are unlikely to value fancy features.

Topics They Care About

E-commerce Growth
He consistently shares actionable strategies for increasing revenue, emphasizing the proper execution of up-selling, cross-selling, and leveraging platforms like Shopify for business growth.
AI in Commerce
He follows and discusses emerging AI tools for e-commerce, such as OpenAI's Product Feed Spec, highlighting their potential to automate and enhance the sales process.
Conversion Optimization
He believes that beyond design, a focus on conversion is what truly drives sales, often highlighting technical errors like expired shopping carts that hurt performance.

Media Appearances

Juan has no verified media appearances

Work History

6-2025
CEO & Partner at LATECH
11-2023 - 6-2025
COO & Partner at LATECH
1-2021 - 11-2023
Leader Web & E-commerce at LATECH
3-2015 - 12-2019
Co-Founder at Intach

Education

2016 - 2019
Licenciatura from Universidad Torcuato Di Tella
2019 - 2019
Grado en Administración y Dirección de Empresas from Norwegian School of Economics (NHH)

More Information

Social Presence :

Prographics :

Exp : 9 Location : Buenos Aires, Buenos Aires Province, Argentina Job Level : Leadership Designation : CEO & Partner at LATECH
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Insights For Selling To Juan Cruz

During A Call Or A Meeting

DO's

  • Leverage facts and figures wherever possible; use percentages, numbers etc.
  • Keep some extra margin while sharing pricing, they are likely to negotiate later
  • Be formal and objective, they will appreciate it more

DONT's

  • Make extra effort to not seem pushy or confrontational
  • Don’t try to give too many examples of other users, they like to make their own decisions
  • Do not use very emotional or colorful language

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Juan Cruz is

  • Strong evidence of ROI, effective pricing, and proven data points matter the most to them.
  • Will you ever get a clear answer from Juan Cruz

  • It is not very hard for them to say no if they are not convinced about the decision.

Insights For Deal Planning

    How fast (or slow) will Juan Cruz move?

  • Their decision-making is neither very fast nor very slow, they are somewhere in between.
  • Can Juan Cruz take some risk or not?

  • They can take risks if their analysis shows that it would be worth it.

You And Juan Cruz

Personality Compatibility


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