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UAE-based ecommerce startup Keep Converting has raised $2 million in a pre-seed round led by Nuwa Capital and COTU Ventures as it emerges from stealth.
Founded in 2025 by Mohammad El Mougi and Manuel Prinz, the company uses AI to generate different versions of an ecommerce product page based on signals including where a shopper came from, their behaviour and location, before continuously testing which version is most likely to convert.
A customer arriving through a product recommendation on ChatGPT, for example, could see different imagery, copy and reviews from someone arriving through a TikTok campaign for the same product. Keep Converting integrates with platforms including Shopify, WooCommerce, Adobe Commerce, as well as regional platforms like Zid and Salla.
The company says its software has generated an average 64% increase in conversion rates across active customer deployments in the US, Europe and the Gulf, measured against merchants' original conversion rates. It has not disclosed the number of customers or the underlying conversion rates used to calculate that figure.
Its website currently names brands including Swiss Arabian, Clara, Blu, Ribal, Luriax and Scooper Energy among customers. Keep Converting charges through subscriptions or a performance-based model under which it takes a share of incremental revenue rather than an upfront fee.
El Mougi previously served as chief product officer at regional healthtech company Vezeeta and earlier worked at Vodafone, while Prinz was head of product at TikTok Shop in the US after working in product at Walmart.
Prinz said his experience at the two retailers had exposed the limitations of existing ecommerce personalisation tools, which typically optimise individual recommendations or components rather than changing the product page itself.
“Keep Converting is the first platform that rebuilds the actual experience per shopper,” he said.
The funding is Keep Converting's first disclosed external round and will be used to add merchants and expand its engineering team, including work on what the company calls cross-client intelligence, where learnings from activity across its network are used to improve conversion performance elsewhere.
The bet is that merchant websites retain their role in the purchasing journey even as AI changes how consumers discover products.
“Everyone says AI will kill the merchant website. We bet the opposite,” El Mougi said.
Nuwa and COTU are both existing investors in ecommerce and software companies across the region. Nuwa's portfolio includes retail technology companies such as GoWit alongside Saudi commerce and SaaS startups, while Keep Converting is its latest disclosed early-stage AI investment.
The company said the new capital will support merchant onboarding and engineering hires as it expands across the US, Europe and Gulf.
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