US-based adtech firm Converted has officially acquired Mitcha, Egypt’s premier e-commerce platform for local designers, in a strategic move to bridge the gap between digital marketing and physical sales. Announced on March 10, 2026, the deal integrates Mitcha’s extensive network of over 300 designers into Converted’s AI-powered advertising infrastructure, which currently serves thousands of merchants across Egypt and Saudi Arabia.
The acquisition is a catalyst for the launch of “Converted Orders,” a new platform designed to bypass traditional click-based metrics. By linking ad spend directly to verified transaction data from Mitcha’s marketplace, Converted enables AI campaigns to optimize for actual revenue rather than just engagement. As part of the transition, Mitcha founder and Shark Tank Egypt investor Hilda Louca joins Converted as Partner and Executive Director, where she will spearhead regional expansion and strategic partnerships. This merger signals a significant shift in the MENA region toward a “closed-loop” digital commerce ecosystem where advertising, payments, and order fulfillment are unified under a single AI-driven framework.
