Egypt Fashion E-commerce Platform Mitcha Acquired By US-Based Converted

Egyptian fashion e-commerce platform Mitcha has been acquired by US-based adtech startup Converted, marking a convergence between commerce and performance-driven advertising.

Converted, founded in 2024, builds AI-powered tools that manage marketing data, ad payments, and campaign execution across platforms like Google, Meta, and TikTok. The acquisition of Mitcha adds a direct commerce layer, enabling the company to link ad spend to actual transactions.

As part of the deal, Mitcha founder Hilda Louca will join Converted to lead partnerships and regional expansion.

The move supports the rollout of Converted Orders, a product designed to optimise advertising based on real revenue outcomes.