AI-driven advertising technology company Converted has acquired Mitcha, one of Egypt’s leading e-commerce platforms focused on supporting local fashion designers. The deal represents a strategic move to expand Converted’s data-driven digital commerce ecosystem across the region.
By integrating Mitcha’s network of designers, brands, and customers, Converted aims to enhance its ability to build advertising products that convert marketing spend directly into verified sales. The acquisition aligns with the company’s broader vision of creating a commerce infrastructure where advertising performance is measured by real transactions rather than clicks or impressions.
As part of the transaction, Hilda Louca, founder of Mitcha and an investor on Shark Tank Egypt, will join Converted as Partner and Executive Director. In this role, she will oversee strategic partnerships and help accelerate the company’s regional expansion, with a particular focus on Egypt and neighboring markets.
The integration will also support the development and scaling of Converted Orders, a product designed to enable highly targeted advertising campaigns that optimise for actual purchases. The platform combines advertising technology, payment processing, and order verification into a single system, allowing campaigns to learn directly from transaction data rather than relying solely on engagement metrics.
Converted’s technology platform connects advertising, payments, and order management through proprietary data and AI capabilities, enabling merchants to refine targeting strategies and achieve measurable returns on marketing investments. The company already serves thousands of merchants across Egypt and Saudi Arabia.
With Mitcha’s community of designers joining the ecosystem, Converted plans to unlock new growth opportunities for regional brands while further expanding its AI-powered commerce infrastructure throughout the Middle East.
