In a strategic move to redefine digital commerce in emerging markets, Converted, an AI-driven advertising technology firm, has announced the acquisition of Mitcha, a prominent Egyptian e-commerce platform dedicated to local fashion designers. As part of the agreement, Mitcha’s founder and Shark Tank Egypt investor Hilda Louca will join Converted as Partner and Executive Director, focusing on regional partnerships and market expansion across Egypt and Saudi Arabia.
The acquisition is designed to bridge the gap between creative talent and measurable commercial outcomes. By integrating Mitcha’s extensive network of designers and consumer data into Converted’s infrastructure, the company aims to move beyond traditional advertising metrics like clicks or impressions. Instead, the focus will shift to “Converted Orders,” a new product that utilizes a unified system of digital advertising, payment processing, and order verification to link marketing spend directly to confirmed revenue and actual sales.
Converted currently serves thousands of merchants by using proprietary AI models to optimize bidding strategies and creative performance based on real transaction data. The integration of Mitcha is expected to significantly enhance these capabilities, allowing local designers to scale more efficiently through transparent, verifiable marketing investments. This partnership marks a significant milestone in building an integrated commerce ecosystem that combines audience insights with fintech infrastructure to drive tangible growth for brands in the region.
