Converted Acquires Fashion Platform Mitcha to Expand AI Advertising

Egypt- and Saudi Arabia-based artificial intelligence advertising technology company Converted has acquired Egyptian fashion e-commerce platform Mitcha, bringing the platform’s designers and customer base into its data-driven digital commerce ecosystem. Financial terms of the transaction were not disclosed.

Converted said the acquisition is intended to support the launch of “Converted Orders,” a product designed to run targeted campaigns focused on generating measurable sales outcomes. The system links advertising spend directly to orders and revenue, integrating digital advertising, payment processing, and order verification within a single platform.

According to the company, this operating model enables campaigns to learn from verified sales data rather than relying only on clicks or impressions. Founder and chief executive officer Mohamed Fergany said the acquisition will combine creative talent, audience insights, and payment infrastructure within one integrated digital commerce framework to help merchants scale through measurable performance.

As part of the transaction, Hilda Louca, founder and chief executive officer of Mitcha and an investor on Shark Tank Egypt, will join Converted as partner and executive director. In the new role, she will lead strategic partnerships and support the company’s regional expansion.

Converted, founded in 2018, provides marketing technology tools that allow advertisers to manage campaign data, advertising payments, and execution across platforms including Google, Meta, and TikTok. The company serves thousands of clients across Egypt and Saudi Arabia.

Mitcha, also founded in 2018, operates an online marketplace that connects independent designers with consumers seeking locally produced fashion. Louca has previously been recognised by Forbes Middle East for her work supporting regional designers and building the platform’s fashion ecosystem.