Converted and Mitcha Announce Acquisition to Strengthen AI-Powered Advertising Ecosystem
CAIRO, Egypt – March 10, 2026 — Converted announced its acquisition of Egyptian e-commerce platform Mitcha to bolster its AI-powered advertising ecosystem across Egypt and the wider region. The deal integrates Mitcha’s network of local fashion designers, accelerating Converted Orders rollout for sales-focused campaigns. Converted serves thousands of merchants in Egypt and Saudi Arabia.
Announcement Specifics
The acquisition was announced March 10, 2026, with undisclosed financial terms. Mitcha founder Hilda Louca joins Converted as Partner and Executive Director to drive partnerships. Converted’s platform combines AI ad optimization with payment processing and order management for emerging markets. The company previously raised $3 million in 2022 for MENA expansion under its former name Convertedin.
Stakeholder Perspectives
“the acquisition strengthens the company’s strategy of building an integrated commerce ecosystem that brings together creative talent, audience data, and payment infrastructure.”
— Mohamed Fergany, Founder and CEO at Converted
Why it matters: This reveals a fintech-adtech synergy prioritizing verifiable revenue through integrated transaction data.
“joining Converted represents an important milestone in Mitcha’s growth journey.”
— Hilda Louca, Partner and Executive Director at Converted
Why it matters: Her fashion industry insights will enhance AI targeting capabilities for creative sectors.
Industry Context
MENA adtech is evolving with AI-powered solutions for precise, outcome-based advertising. Converted differentiates by verifying sales via real transaction data, moving beyond traditional click-based metrics. The acquisition targets Egypt’s fashion community while expanding Saudi presence, supporting merchant scaling amid the regional e-commerce boom. With offices in Egypt and Saudi Arabia, Converted positions itself at the intersection of advertising technology and fintech infrastructure.
The deal underscores a broader shift in regional digital advertising toward verifiable performance metrics, particularly important as e-commerce platforms seek to demonstrate return on ad spend to merchants operating in competitive markets.
Conclusion
The acquisition sets the stage for AI-driven campaigns linking ads to sales, unlocking growth for designers, merchants, and brands in Egypt and beyond. The integration of Mitcha’s designer network with Converted’s advertising and payment infrastructure creates a closed-loop ecosystem for performance-based commerce.
Sources: Zawya, Converted, TechCrunch
