Egyptian E-Commerce Startup Mitcha Acquired By US Firm Converted

Converted has acquired Mitcha as it expands its data-driven commerce ecosystem in emerging markets.

The deal brings Mitcha’s network of designers and customers into Converted’s platform, which integrates advertising data, payments and campaign execution across channels such as Google, Meta and TikTok. Financial terms of the transaction were not disclosed.

Mitcha, founded in 2018, focuses on fashion retail and supports local designers in Egypt. Its founder, Hilda Louca, will join Converted as…