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Portrait of Matías Poso Alonso
Author

Matías Poso Alonso

CEO and co-founder, Balloon Group

Matías Poso Alonso is CEO and co-founder of Balloon Group, the digital commerce and AI agency that has worked with consumer brands and retailers across LATAM and the US since 2013. Together with a team of more than 50 specialists in seven countries, he drives how Balloon measures and wins the digital shelf and the AI shelf, combining research, data, technology and agents built with Claude. His articles summarize what the team learns working with brands every day.

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Articles
Agentic commerce · Nov 13, 2026Agentic commerce in 2027: what happened with ACP, UCP and Instant Checkout, and what to do in LATAMAI agents · Nov 13, 20266 AI agents a consumer brand can put to work in its eCommerce in 30 daysBrand Protection · Nov 13, 2026Brand Protection on marketplaces: unauthorized sellers, minimum price and suspected counterfeitsDigital Shelf · Nov 13, 2026Digital Shelf: the 8 metrics your eCommerce team should review every weekAI Shelf · Nov 13, 2026GEO for consumer brands: 9 actions to get AI to cite your brandMarketplaces · Nov 13, 2026Retail media and conquesting: who's buying your brand on Mercado Libre, Amazon and WalmartOwn store · Nov 13, 2026Run & Grow: why your eCommerce team shouldn't be paid for as "support"Own store · Nov 13, 2026VTEX vs Shopify Plus vs Adobe Commerce: how to choose a platform for your brand in LATAM (2027)AI Shelf · Nov 13, 2026AI Shelf: what it is and how to measure whether ChatGPT recommends your brandDigital Shelf · May 14, 2025eCommerce Intelligence: How to Use Market, Competitor and Consumer Data to Make Better DecisionsOwn store · Apr 30, 2025The 7 KPIs Every eCommerce Agency Should Report to Its Clients (and How to Interpret Them)Own store · Apr 16, 2025How to Build an eCommerce Operating System: The Methodology We Use to Scale 100+ Brands in LATAMMarketplaces · Apr 2, 2025D2C vs Marketplace: How to Define Your Sales Channel Mix Without Cannibalizing Your Margin in LATAMMarketplaces · Mar 19, 2025Buy Box on MercadoLibre and Amazon: The Definitive Guide to Winning and Keeping It in 2025Marketplaces · Mar 5, 2025The Complete Map of LATAM Marketplaces 2025: Where to Sell, What Fees to Pay, and How to Prioritize Your ExpansionMarketplaces · Feb 5, 2025AI-Powered Product Content Automation: How to Scale Product Listings Across 20+ Marketplaces SimultaneouslyAI agents · Jan 8, 2025AI Agents in eCommerce: What They Are, How They Work, and Why Your Operation Needs Them Today