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

On March 10, 2026, Converted, a US-based company specializing in AI-powered advertising technology, announced its acquisition of Mitcha, an Egyptian e-commerce platform dedicated to supporting local designers. This strategic move aims to enhance Converted’s data-driven digital commerce ecosystem, focusing on measurable outcomes and real conversions in the e-commerce landscape.

About Converted

Founded in 2024 by Mohamed Fergany, Converted has developed a platform that manages marketing data, ad payments, and campaign execution across various digital channels, including Google, Meta, and TikTok. The platform is designed to assist businesses, agencies, and media buyers in navigating the complexities of different markets.

About Mitcha

Mitcha, established in 2018, is an online fashion retail platform that connects local designers with consumers. The platform has gained recognition for its commitment to promoting local talent and providing a marketplace for unique fashion items. The acquisition by Converted is expected to significantly enhance Mitcha’s capabilities and reach.

The Acquisition

The acquisition of Mitcha marks a significant step for Converted in expanding its digital commerce ecosystem. Hilda Louca, the founder of Mitcha and a prominent investor on Shark Tank Egypt, will join Converted as a Partner and Executive Director. In her new role, Louca will lead strategic partnerships and regional expansion efforts, particularly in Egypt and the surrounding areas.

Strategic Goals

One of the primary goals of this acquisition is to accelerate the launch of Converted Orders, a new platform designed to connect digital advertising directly to verified orders and revenue. This innovative approach allows advertising campaigns to optimize based on actual sales data rather than relying solely on click-based metrics.

Integration of Technologies

Converted’s platform integrates advertising, payments, and order management through proprietary data and AI technologies. This integration will help merchants optimize their targeting strategies and achieve measurable returns on their marketing investments. By incorporating Mitcha’s community of designers into its ecosystem, Converted aims to create new opportunities for both merchants and designers.

Benefits of the Acquisition

• Enhanced Advertising Products: The acquisition will enable Converted to build more effective advertising products that translate marketing spending into verified sales.
• Support for Local Designers: Mitcha’s network of designers will be integrated into Converted’s ecosystem, providing them with greater exposure and opportunities.
• Regional Expansion: With Louca at the helm of strategic partnerships, Converted aims to strengthen its presence in Egypt and the wider region.
• Data-Driven Campaigns: The launch of Converted Orders will empower businesses to run highly targeted advertising campaigns focused on generating actual purchases.

Market Impact

Converted currently serves thousands of merchants across Egypt and Saudi Arabia. The integration of Mitcha into its operations is expected to bolster its AI-powered commerce infrastructure, further enhancing its capabilities in the region. This acquisition not only strengthens Converted’s market position but also supports the growth of the local e-commerce ecosystem.

Future Outlook

The future looks promising for Converted and Mitcha as they work together to create a more robust e-commerce platform. The focus on data-driven strategies and the integration of local designers into the marketplace are likely to yield positive results for both companies. As the e-commerce landscape continues to evolve, this partnership positions Converted to be at the forefront of innovation in the industry.

Frequently Asked Questions

Note: This article provides an overview of the acquisition of Mitcha by Converted and its implications for the e-commerce landscape in Egypt and beyond.