Converted, a US-based AI-powered advertising tech company, has purchased the Egyptian e-commerce platform Mitcha.
Mohamed Fergany founded Converted in 2024. Its platform handles campaign execution, ad payments, and marketing data for Google, Meta, Tiktok, and other platforms. The platform was created especially to help companies, agencies, and media buyers navigate different markets.
Mitcha is an online fashion retail platform that was established in 2018.
Hilda Louca, the founder of Mitcha and an investor in Shark Tank Egypt, will join Converted as an executive director and partner as part of the acquisition to oversee strategic alliances and regional growth.
Through the acquisition, Converted Orders—a platform that links digital advertising to verified orders and revenue—will launch more quickly. This will enable campaigns to optimize based on actual sales data rather than clicks.
