Converted acquires Egypt’s Mitcha to expand AI-driven e-commerce ecosystem

• US-based AI-powered advertising tech company Converted has acquired Mitcha, an Egyptian e-commerce platform supporting local designers, in a move aimed at expanding its data-driven digital commerce ecosystem.
• Founded in 2024 by Mohamed Fergany, Converted's platform manages marketing data, ad payments, and campaign execution across Google, Meta, Tiktok and more. The platform is specifically designed to assist businesses, agencies, and media buyers in navigating various markets.
• Mitcha, founded in 2018, is an online fashion retail platform.
• As part of the acquisition, Hilda Louca, founder of Mitcha and a Shark Tank Egypt investor, will join Converted as a partner and executive director to lead strategic partnerships and regional expansion.
• The acquisition will accelerate the launch of Converted Orders, a platform designed to connect digital advertising directly to verified orders and revenue, allowing campaigns to optimise based on real sales data rather than clicks.

Press release:

Converted, a company specialising in AI-powered advertising technology for emerging markets, has announced the acquisition of Mitcha, one of Egypt’s leading e-commerce platforms dedicated to supporting local designers.

The acquisition marks a strategic step toward expanding a data-driven digital commerce ecosystem focused on measurable outcomes and real conversions. By integrating Mitcha’s network of designers and customers, Converted aims to strengthen its ability to build advertising products that translate marketing spending into verified sales.

As part of the transaction, Mitcha’s founder and Shark Tank Egypt investor Hilda Louca will join Converted as Partner and Executive Director. In her new role, she will lead strategic partnerships and drive regional expansion efforts, particularly across Egypt and the wider region.

The integration of Mitcha will support the launch and expansion of Converted Orders, a product designed to power highly targeted advertising campaigns focused on generating actual purchases. The platform combines digital advertising, payment processing, and order verification within a unified system, allowing campaigns to learn from real transaction data instead of relying solely on click-based metrics.

Converted’s platform integrates advertising, payments, and order management through proprietary data and AI technologies, helping merchants optimise targeting strategies and achieve measurable returns on marketing investments. The company currently serves thousands of merchants across Egypt and Saudi Arabia.

By incorporating Mitcha’s community of designers into its ecosystem, Converted aims to create new opportunities for merchants and designers while expanding its AI-powered commerce infrastructure across the region.