At XChange LATAM 2026, Partners Weigh Changing Manufacturer-Channel Dynamics

XChange LATAM 2026 put the spotlight on evolving manufacturer-channel dynamics, as partners weighed new opportunities alongside mounting structural challenges.

A major theme of XChange LATAM Southern Cone 2026, held last week in Mendoza, Argentina, was a clear signal to the regional IT market: The relationship model between manufacturers and the channel is changing. At the event, organized by The Channel Company alongside ITSitio Group, partners explored how to adapt to a more competitive and dynamic landscape.

From the channel perspective, the current environment combines growth opportunities with structural challenges that require a rethinking of strategy. That message was underscored by Maximiliano Schlez (pictured above), president of IT-COM LA, who is attending the event for the second consecutive year.

“We are participating in XChange for the second year in a row and are happy to be here,” Schlez said. “Our company focuses on service integration, with a specialization in audio and video. Some of our partners are present, which allows us to continue strengthening those relationships. At the same time, we have the opportunity to meet new partners, which will help us expand our business and analyze how we can deliver greater added value to our customers.”

Networking and added value key to the business

A strong focus on added value has emerged as one of the central pillars of the next phase of the ecosystem. As entry barriers diminish and manufacturers find more direct paths to end customers, integrators are under pressure to strengthen their differentiation.

For Schlez, the shift is already underway.

“I believe the commercial model is undergoing a transformation,” he said. “For years, we operated within a clear framework, but times are changing. Today, manufacturers can reach end customers directly, as can some distributors or wholesalers. That presents new challenges for us as integrators in this evolving landscape.”

Customer relationships at the center of the debate

The change in commercial dynamics revives a long-standing debate in the IT business: Who owns the customer relationship? On that point, Schlez was unequivocal about the role of the channel.

“The partner always owns the relationship with the customer,” he said. “The brand supports and backs the partner, but it is the partner who truly understands the customer — not only in terms of the manufacturer’s products, but also the customer’s full environment — and is therefore best positioned to advise them and effectively position the brand.”

That view reinforced a key idea repeated throughout XChange: In an era of heightened competition, understanding a customer’s business is often more valuable than the product itself. That understanding is where the channel finds differentiation, even as manufacturers and wholesalers test disintermediation strategies.

Economic uncertainty and operational challenges

The outlook, however, is not without uncertainty. Alongside structural change, short-term pressures are affecting daily operations.

“There are several short-term concerns,” Schlez said. “Being in Argentina, the economic situation is always a factor. We are also navigating global crises. Component availability is being affected for various reasons, and these are issues that could hinder operations in the near future.”

The combination of local and global variables has created a complex environment in which resilience is essential. Schlez pointed to the Argentine channel’s long experience navigating volatility.

“Some of these issues will likely be resolved over time,” he said. “In Argentina, we have experience dealing with different crises. These remain challenges that we must address on a daily basis.”

A channel evolving to stay relevant

The tone of the event — at least on opening day — reflected that dual reality: optimism around new business opportunities driven by networking and partnerships, balanced by a pragmatic assessment of current challenges.

“We are very excited to be part of this event,” Schlez said.

Ultimately, XChange LATAM Southern Cone 2026 reinforced that the channel remains a critical player in the IT value chain, even as its role continues to evolve. The focus is shifting beyond product sales to the ability to integrate technology, apply context and deliver meaningful business outcomes for customers. How successfully the ecosystem balances adaptation and specialization will shape its future.

Desirée Jaimovich is Editorial Director of ITSitio.