U.S.-based advertising technology company Converted has acquired Egyptian online fashion platform Mitcha in a move aimed at strengthening the link between digital advertising and physical retail sales.
The acquisition will enable the two companies to develop and launch a new technology platform that allows businesses to directly connect online advertising campaigns with in-store purchasing activity, providing retailers with deeper insights into customer behaviour and marketing effectiveness.
As part of the transaction, Mitcha founder Hilda Louca will join Converted’s executive leadership team, where she will oversee the development and regional rollout of the new technology.
The companies said the initiative will leverage artificial intelligence to help brands better measure the impact of digital advertising on offline sales, an area that has traditionally been difficult for retailers to track accurately.
The acquisition reflects growing investor interest in Africa’s digital commerce and advertising technology sectors, where businesses are increasingly adopting AI-driven tools to improve customer engagement, sales attribution and marketing performance.
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Founded in Egypt, Mitcha has built a reputation as an online marketplace focused on fashion and lifestyle brands, while Converted specialises in AI-powered advertising solutions that help businesses optimise digital marketing campaigns.
Financial details of the transaction were not disclosed.
Industry analysts say the deal highlights the increasing convergence of e-commerce, artificial intelligence and retail technology as companies seek to create more integrated shopping experiences across online and offline channels.
