Converted, the Egyptian AI-powered advertising technology company formerly known as Convertedin, has acquired Mitcha, one of Egypt's most prominent e-commerce platforms for local fashion designers, in a deal that brings Mitcha founder Hilda Louca into the company as Partner and Executive Director to lead strategic partnerships and regional expansion. Financial terms were not disclosed.
The acquisition is designed to accelerate the rollout of Converted Orders, a new product that connects digital advertising campaigns directly to verified orders and revenue rather than optimising for clicks and impressions, effectively creating a closed loop between ad spend and actual sales.
Converted's platform already integrates advertising tools across Google, Meta, and TikTok with payment processing and order management, using proprietary AI to optimise targeting, bidding, and creative performance, and the addition of Mitcha's live marketplace of more than 300 Egyptian fashion brands and designers gives the company a real commercial environment in which to train and refine those systems.
Founded in 2019 by Mohamed Fergany, Converted (then Convertedin) raised a $3 million seed round led by Merak Capital in 2022 and now serves thousands of merchants across Egypt and Saudi Arabia.
Louca, who founded Mitcha in 2018 to help independent Egyptian designers reach wider audiences, has been recognised by Forbes Middle East and serves as a judge on Shark Tank Egypt, and in her new role will focus on building partnerships across Egypt and the broader MENA region.
"The integration of Mitcha adds significant value to our Converted Orders product and our broader ecosystem, enabling merchants to scale efficiently and achieve clear, verifiable results from their advertising investments," Fergany said.
