Egyptian e-commerce platform Mitcha has been acquired by US-based AI-powered advertising tech company Converted.
Founded in 2024 by Mohamed Fergany, Converted’s platform manages marketing data, ad payments, and campaign execution across Google, Meta, Tiktok and more. The platform is specifically designed to assist businesses, agencies, and media buyers in navigating various markets.
Mitcha, founded in 2018, is an online fashion retail platform.
As part of the acquisition, Hilda Louca, founder of Mitcha and a Shark Tank Egypt investor, will join Converted as a partner and executive director to lead strategic partnerships and regional expansion.
The acquisition will accelerate the launch of Converted Orders, a platform designed to connect digital advertising directly to verified orders and revenue, allowing campaigns to optimise based on real sales data rather than clicks.
