Converted, a company specializing in AI-driven advertising technology for emerging markets, has announced its acquisition of Mitcha, an Egyptian e-commerce platform supporting local fashion designers. The move represents a strategic step toward building an integrated, data-driven digital commerce ecosystem focused on measurable business outcomes. Mitcha's founder and Shark Tank Egypt investor, Hilda Louca, will join Converted as Partner and Executive Director.
Converted has acquired Mitcha in a move aimed at enhancing its capabilities in developing advertising solutions that prioritize tangible commercial results over traditional metrics like clicks or impressions. Mitcha's network of designers and customers will be integrated into Converted's platform, boosting the ability to create targeted campaigns focused on actual sales.
The agreement accelerates the rollout of Converted Orders, a new product that links advertising spend to confirmed orders and revenue, providing merchants with clearer visibility into their marketing return on investment. The system combines digital advertising, payment processing, and order verification, using real transaction data to refine targeting accuracy and campaign performance.
In her new role, Louca will focus on forging strategic partnerships and expanding Converted's footprint in Egypt and regional markets, leveraging her expertise in entrepreneurship and digital commerce. She founded Mitcha to empower local designers in reaching broader audiences and has been recognized by Forbes Middle East while serving as a jury member on the Egyptian Shark Tank.
Louca commented: 'Joining Converted represents an important milestone in Mitcha's growth journey.' She added that blending Mitcha's insights into the fashion community with Converted's data analytics could transform relationships among designers, merchants, and consumers into measurable outcomes.
Mohamed Fergany, Founder and CEO of Converted, stated: 'The acquisition strengthens our strategy of building an integrated commerce ecosystem that unites creative talent, audience data, and payment infrastructure.' Converted serves thousands of merchants in Egypt and Saudi Arabia, while Mitcha stands as a key digital platform for Egyptian fashion designers, opening new growth avenues across the region.