Converted, an AI-powered advertising technology company focused on emerging markets, announced its acquisition of Mitcha, one of Egypt’s leading e-commerce platforms supporting local fashion designers. The move represents a strategic step aimed at expanding a data-driven digital commerce ecosystem built around measurable business results.
As part of the deal, Hilda Louca, founder of Mitcha, will join Converted as a Partner and Executive Director, where she will lead the company’s strategic partnerships and regional expansion efforts.
Strengthening the Platform
The acquisition marks an important step toward integrating Mitcha’s community of designers and customers into the Converted ecosystem, strengthening the company’s ability to develop advertising products focused on driving real conversions.
The deal will also accelerate the launch of “Converted Orders,” a product designed to run highly targeted advertising campaigns focused on actual sales outcomes by directly linking advertising spending to orders and revenue.
Smarter Digital Advertising
The Converted Orders model integrates digital advertising with payment processing and order verification within a single system. This allows advertising campaigns to learn from real sales data rather than clicks alone, significantly improving advertising efficiency and enabling businesses to measure the true return on marketing investments.
In her new role, Hilda Louca will lead efforts to build strategic partnerships and drive regional expansion, focusing on strengthening alliances with partners across Egypt and the wider region.
Entrepreneurial Experience
Louca brings extensive experience in entrepreneurship and digital commerce. She founded Mitcha to support local designers and has been recognized by Forbes Middle East. She has also served as a jury member on the television program “Shark Tank Egypt.”
Commenting on the move, Hilda Louca, Founder and CEO of Mitcha, said: “Joining the Converted ecosystem represents an important step in Mitcha’s growth journey. By combining our market expertise and strong designer community with Converted’s advanced data capabilities and product development, we can transform relationships between designers and merchants into measurable commercial outcomes.”
AI- Powered Marketing
She added that she looks forward to working with partners across Egypt and the region to launch AI-powered marketing campaigns that deliver real sales for designers and merchants.
For his part, Mohamed Fergany, Founder and CEO of Converted, said the acquisition will strengthen the company’s ability to bring together creative talent, audience data, and payment operations within a unified digital commerce ecosystem.
“The integration of Mitcha adds significant value to our Converted Orders product and our broader product ecosystem, enabling merchants to scale efficiently and achieve clear, verifiable results from their advertising investments,” he added.
