Converted, a US-based advertising technology company that uses AI to run marketing campaigns, acquired Mitcha, an Egyptian online fashion platform for local designers, Wamda reported on 10 March 2026. Converted said the deal would widen its data-driven commerce ecosystem and help it build advertising products that tie marketing spend to verified sales.
Terms were not disclosed. EnterpriseAM, which reported the deal a few days later, described it as a full acquisition and said the value was not made public.
Mitcha's founder, Hilda Louca, joins Converted as partner and executive director. She will lead strategic partnerships and regional expansion, with a focus on Egypt and the wider region. Louca told EnterpriseAM that Mitcha will retire its standalone brand and move its marketplace, customer base and designer network into Converted's digital ecosystem.
What Mitcha built
Mitcha started in 2018 as an online retail platform for fashion, according to Wamda, giving Egyptian designers a place to sell their work online. Louca is also known in Egypt as one of the investors on the local edition of Shark Tank.
The sources did not report Mitcha's sales, the number of designers on the platform, its user numbers or any outside funding. Without those figures, the scale of the business Converted bought is unclear. What Converted is clearly after is the marketplace's customers, its designers and the purchase data that comes with them.
“For me, the decision was about finding the right partner to scale what we built with Mitcha.”
Why Converted is buying
Converted was founded in 2024 by Mohamed Fergany. Its software manages marketing data, advertising payments and campaign execution across channels including Google, Meta and TikTok, and it is built for businesses, agencies and media buyers working across several markets. Wamda reported that the company serves thousands of merchants in Egypt and Saudi Arabia.
The main reason for the deal is a product called Converted Orders. It is designed to link digital advertising directly to verified orders and revenue, so campaigns can be optimised for actual sales rather than clicks. The product combines advertising, payment processing and order verification in one system. Converted said the acquisition should speed up its launch.
An online store with real orders gives an ad-tech company a working test bed: it can see which campaigns led to purchases rather than relying on proxy measures such as clicks. Converted said bringing in Mitcha's designer and customer network would create opportunities for merchants and designers and extend its AI commerce infrastructure across the region.
Louca's new role
Louca presented the sale as a way to grow what Mitcha had started. "For me, the decision was about finding the right partner to scale what we built with Mitcha," she told EnterpriseAM.
She also told the publication that Mitcha's designers and merchants would be able to use Converted's data and AI tools. In her new role she will work on partnerships and on expanding Converted in Egypt and neighbouring markets.
What happens to Mitcha's sellers and shoppers
The Mitcha name is going away. Its marketplace, customers and designers are being merged into Converted's platform rather than run as a separate brand. Neither company gave a timetable for the change or said what will happen to Mitcha's website, and the sources did not say whether any Mitcha staff besides Louca are moving to Converted.
For designers who sold through Mitcha, the pitch is access to Converted's advertising and analytics tools, which are meant to show which marketing spend produced actual orders. Whether that turns out to be useful for small fashion labels will depend on how Converted Orders works once it launches.
Ad tech moves closer to the checkout
The deal reflects a wider shift in digital advertising, where advertisers want to see sales rather than clicks or impressions. Ad-tech companies that can show a link between a campaign and a completed order have an easier case to make to merchants, and owning a marketplace gives Converted its own source of order data.
For Egypt's startup scene, the sale gives a fashion e-commerce platform founded in 2018 an exit, even if the price was not disclosed. It also shows a relatively young company, founded only two years ago, using an acquisition to get customers and data instead of building them itself.
