In a significant move within Egypt’s tech ecosystem, Converted, a company specializing in AI-driven advertising technology for emerging markets, has announced its acquisition of Mitcha, a prominent e-commerce platform dedicated to supporting local fashion designers. The deal aims to create a more integrated, data-driven digital commerce ecosystem focused on tangible business results.
A Strategic Move Beyond Clicks and Impressions
The acquisition marks a strategic shift away from traditional advertising metrics like clicks and impressions. By integrating Mitcha’s extensive network of designers and customers, Converted plans to enhance its ability to develop advertising solutions that generate measurable commercial outcomes.
As part of the agreement, Mitcha’s founder and renowned Shark Tank Egypt investor, Hilda Louca, will join Converted as Partner and Executive Director. In her new role, Louca will leverage her extensive experience in entrepreneurship and digital commerce to forge strategic partnerships and spearhead Converted’s expansion across Egypt and the wider region.
Mohamed Fergany, Founder and CEO of Converted, stated that the acquisition strengthens the company’s vision of building an integrated commerce ecosystem. “Incorporating Mitcha into the Converted platform will significantly enhance the capabilities of Converted Orders, as well as our broader product suite, enabling merchants to scale their businesses more efficiently while achieving transparent and verifiable results from their advertising investments,” he commented.
Introducing Converted Orders
This acquisition is set to accelerate the rollout of Converted Orders, a new product designed to link advertising expenditure directly to confirmed sales and revenue. The platform operates through a unified system that combines digital advertising, payment processing, and order verification.
By analyzing actual transaction data rather than just engagement metrics, Converted Orders allows advertising campaigns to continuously learn from completed sales, thereby improving targeting accuracy and overall performance. This provides merchants with clearer visibility into the return on their marketing investments and a more efficient path to scale.
New Leadership to Drive Regional Expansion
Hilda Louca expressed her enthusiasm for the partnership, viewing it as a pivotal milestone for Mitcha. “Combining Mitcha’s deep understanding of the fashion and designer community with Converted’s capabilities in data analytics and product development could help transform relationships between designers, merchants, and consumers into measurable commercial outcomes,” Louca said.
She added, “I look forward to working with partners across Egypt and the wider region to launch intelligent, AI-powered marketing campaigns capable of generating tangible sales for designers and merchants.”
About Converted
Converted develops AI-powered advertising technologies tailored to emerging markets. Its platform integrates digital advertising tools with payment processing and order management systems, using proprietary data and advanced AI models to optimize targeting, bidding strategies, and creative performance. The company currently serves thousands of merchants across Egypt and Saudi Arabia.
About Mitcha
Founded by Hilda Louca, Mitcha is one of Egypt’s leading digital platforms supporting local fashion designers. It has cultivated a strong community of creative talent and a loyal customer base, empowering local designers to reach wider audiences. The integration of this community into the Converted ecosystem is expected to create new growth opportunities for designers and brands across the region.
Source: Zawya
