Dataflex
Dataflex is a Guatemalan technology retailer and value-added reseller founded in 1994 that distributes branded IT hardware (Dell, HP, RICOH, EPSON) and its own UNNO TEKNO accessory brand to consumers, SMBs, and educational institutions via an e-commerce storefront and physical service center in Guatemala City.
- Company typePrivate
- Founded1994
- HeadquartersGuatemala City, Guatemala
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What Dataflex does
Dataflex, S.A. (operating as DATAFLEX) is a Guatemala City-based technology retailer and value-added reseller founded in 1994, serving both individual consumers and small-to-medium businesses in the domestic Guatemalan market. The company distributes branded IT hardware and peripherals from multiple international manufacturers — primarily Dell and HP across laptops, desktops, monitors, and printers, supplemented by RICOH (multifunction printers and interactive whiteboards), EPSON (EcoTank inkjet printers), Lenovo, ViewSonic, and BenQ — alongside its own UNNO TEKNO private-label line of approximately 40 accessory SKUs covering speakers, chargers, cables, and surveillance cameras. Its catalog spans over 361 SKUs across laptops, desktops, printers, PC components (RAM, storage, video cards), peripherals, monitors, projectors, tablets, scanners, and software licenses (notably Microsoft 365).
Dataflex operates a direct-to-consumer and direct-to-business go-to-market through its Shopify-based e-commerce storefront at dataflexstore.com, complemented by phone-based sales and support (3566-3420) and a physical service center offering equipment maintenance, repair, and parts installation. The revenue model is unit-priced hardware sales denominated in Guatemalan Quetzal (GTQ), with consumer laptops ranging Q3,350–Q14,100, desktops Q3,650–Q10,500, accessories from Q8 upward, and enterprise equipment such as RICOH interactive whiteboards reaching Q27,990. Periodic promotions, clearance sales, and bundled configurations (e.g., CPU + Monitor combos) supplement the core transactional model. Warranties of 1–3 years are provided on most hardware.
The company is privately held with no disclosed external funding, parent company, or public listing, and operates with an 11–50 person headcount. Customer segments are horizontal — general consumers, SMBs, and educational institutions — with no named enterprise anchors and pricing calibrated for transactional rather than contracted purchasing. The business is a bootstrapped, domestic-scale hardware distribution and light-services operation.
Dataflex firmographics
Firmographics- Name
- Dataflex
- Legal name
- Dataflex Guatemala
- Website
- https://dataflexstore.com
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Dataflex is a Guatemalan technology retailer and value-added reseller founded in 1994 that distributes branded IT hardware (Dell, HP, RICOH, EPSON) and its own UNNO TEKNO accessory brand to consumers, SMBs, and educational institutions via an e-commerce storefront and physical service center in Guatemala City.
- Ownership category
- akta.pro rank
Where Dataflex is headquartered
LocationHeadquarters
- HQ city
- Guatemala City
- HQ country
- Guatemala
- HQ region
- Latin America
Offices1 record
Markets served
Dataflex business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Hardware Product Sales: Dataflex generates revenue primarily through the sale of technology hardware products including laptops, desktop computers, printers, monitors, accessories, and peripheral components. Products are sold at fixed unit prices with warranties typically ranging from 1 to 3 years. The company acts as an authorized reseller for major brands including Dell, HP, RICOH, EPSON, and others.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Unit Pricing for Consumer and Business Technology Products |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels2 records
Dataflex product offering
Product offeringCore offering
Dataflex, S.A. supplies computers, accessories, and IT solutions for businesses and individuals in Guatemala through the dataflexstore.com e-commerce platform. The company is an authorized reseller of Dell, HP, RICOH, and EPSON products, and also distributes its own UNNO TEKNO brand. Additional services include in-store technical maintenance and warranty support.
Product overview
Dataflex is a Guatemalan technology solutions company operating an e-commerce retail platform for technology products. The company resells branded technology hardware from major manufacturers including Dell, HP, RICOH, EPSON, Lenovo, ViewSonic, and BenQ, alongside its own private-label UNNO TEKNO brand of accessories and peripherals. The product portfolio spans laptops and portable computers, desktop computers and all-in-one solutions, printing solutions, computer components (RAM, storage), peripherals (cables, adapters, keyboards, mice, audio devices), displays and projectors, tablets, and software licenses. The company also offers technical services including equipment maintenance and repair. Dataflex positions itself as a one-stop technology solutions provider for both consumer and business customers in Guatemala, with offerings ranging from individual product purchases to bundled solutions like CPU + monitor combos.
Differentiator
Problem solved
Functional benefit
Products and services
- Laptops
Companies that use Dataflex
Customer profileSegments3 records
Ideal customer profiles3 records
Dataflex technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Dataflex partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- DellcoreDataflex operates as an authorized reseller of Dell products in Guatemala, offering Dell Latitude laptops, Dell OptiPlex desktops, Dell Inspiron computers, Dell monitors, Dell docking stations, and Dell adapters. Dell products represent a significant portion of the product catalog with approximately 20+ Dell SKUs available.
- HP (Hewlett-Packard)coreDataflex distributes HP products including HP laptops (ProBook, 240, 250 series), HP desktop computers, HP monitors, HP printers, HP storage solutions, HP RAM memory modules, and HP external SSDs. HP is a major partner with extensive product coverage across multiple categories.
- RICOHminorDataflex offers RICOH laser printers, multifunction printers, and interactive whiteboards. High-value products such as the RICOH IM 550F and RICOH C501 color multifunction printers are distributed.
- EPSONminorDataflex distributes EPSON EcoTank multifunction printers and EPSON ink cartridges, providing inkjet printing solutions to the Guatemalan market.
- UNNO TEKNOminorDataflex distributes UNNO TEKNO branded accessories including speakers, chargers, cables, keyboards, computer bags, and surveillance cameras. Approximately 40 UNNO TEKNO products are available through the store.
- ArgomTechminorDataflex offers ArgomTech branded adapters, cables, webcams, speakers, laptop bags, and laptop cooling pads as part of their accessory offerings.
- AgilerminorDataflex distributes Agiler branded cables, chargers, adapters, audio equipment, and network cables as part of their accessory product range.
- ADATAminorDataflex offers ADATA external hard drives including the ADATA 1TB external hard drive model.
Scale indicators3 records
Recent moves5 records
Expansion highlights3 records
Dataflex competitors and assessment
Company assessmentBroad incumbents
- Amazon: Global e-commerce platform selling laptops, printers, accessories, and software directly to Guatemalan buyers. The structural disintermediation threat against which local authorized resellers like Dataflex must differentiate on service and warranty.
- Ingram Micro: Global IT distributor carrying Dell, HP, RICOH, EPSON and similar brands. Represents the large-distributor pathway that competes with Dataflex for SMB and enterprise orders and which OEMs may favor in channel consolidation.
- Tech Data (TD SYNNEX): Worldwide IT distribution and reseller platform for PCs, peripherals, printers, and software. Same vendor relationships as Dataflex at vastly larger scale, illustrating the structural threat of distribution consolidation.
- CDW: Large US/UK-focused B2B technology reseller offering laptops, desktops, printers, and managed services. Comparable mix of hardware distribution + value-added services, scaled far beyond Dataflex.
- Office Depot Mexico / Office Depot Guatemala: Office-supply and IT retail chain present across Latin America including Guatemala. Overlaps Dataflex on printer, accessory, and SMB-PC demand with a much larger footprint.
Emerging players
- Mercado Libre: Dominant Latin American e-commerce marketplace reaching Guatemalan consumers and businesses. Represents the platform-based competitive threat: third-party sellers offering the same Dell/HP SKUs with national reach and fulfillment scale.
Regional players
- Grupo Decme / Decme.mx: Mexican IT distribution and retail group selling branded technology to consumers and businesses. Comparable authorized-reseller model at slightly larger scale, useful as a regional benchmark for Central American resellers.
Direct peers
- PC Factory: Authorized multi-brand IT retailer in Latin America (Chile) selling laptops, desktops, peripherals, and components with similar Dell/HP/Lenovo reseller economics. Highly comparable business model: e-commerce-first authorized reseller with broad SKU catalogue.
- Cyberpuerta: Mexico-based e-commerce retailer of computers, peripherals, components, and consumer electronics. Same direct-to-consumer and SMB authorized-reseller motion, with a similar wide catalogue and price-comparison positioning that Dataflex occupies in Guatemala.
- Compuplace: Mexican authorized retailer of PCs, laptops, printers, and IT accessories from Dell, HP, Lenovo, and similar OEMs. Directly comparable mid-sized LatAm IT reseller targeting both consumers and SMBs.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Dataflex social profiles
Digital presenceDataflex financial estimates
Financial estimateRevenue estimate
Valuation estimate
Dataflex leadership team
Management profileNumber of profiles
Dataflex funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Dataflex M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Dataflex
What does Dataflex do?
Dataflex, S.A. supplies computers, accessories, and IT solutions for businesses and individuals in Guatemala through the dataflexstore.com e-commerce platform. The company is an authorized reseller of Dell, HP, RICOH, and EPSON products, and also distributes its own UNNO TEKNO brand. Additional services include in-store technical maintenance and warranty support.
Is Dataflex a public or private company?
Dataflex is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Dataflex founded?
Dataflex was founded in 1994. It employs 11 to 50 people.
Where is Dataflex based?
Dataflex is headquartered in Guatemala City, Guatemala, in the Latin America region.
How does Dataflex make money?
One revenue line is on record: hardware Product Sales.
Who are Dataflex's main competitors?
Broad incumbents on record are Amazon, Ingram Micro, Tech Data (TD SYNNEX), CDW and Office Depot Mexico / Office Depot Guatemala. Mercado Libre is listed as an emerging player. Grupo Decme / Decme.mx is listed as a regional player. Direct peers are PC Factory, Cyberpuerta and Compuplace.
Does Dataflex have an API?
No public API is recorded for Dataflex.