Keep Converting has exited stealth with $2 million in pre-seed funding, betting that AI can make merchant websites more valuable rather than obsolete.
The round was led by Nuwa Capital and COTU Ventures, two investors active in the region's startup scene. The company builds an AI-native conversion optimization platform for e-commerce, generating personalized website experiences for individual shoppers in real time.
What the platform does
Keep Converting says its technology has produced thousands of product page variants for brands spanning consumer electronics, home appliances, beauty, fragrance, lifestyle and accessories. Rather than relying on generic recommendation widgets or banner tests, the platform rebuilds the product page itself for each visitor.
Across active client deployments in the United States, Europe and the Gulf, the company reports an average 64% lift in conversion rates. It is pre-integrated with major commerce platforms including Shopify, WooCommerce, Adobe Commerce, Zid and Salla, and the company says merchant setup takes about 10 minutes, with most brands seeing measurable conversion gains within two weeks of going live.
Who is behind it
Keep Converting was founded by Mohammad El Mougi, who serves as CEO. He previously held the role of Chief Product Officer at Vezeeta and led marketing at Vodafone. His co-founder, Manuel Prinz, previously served as Head of Product at TikTok Shop US and worked on the product management team at Walmart.
"Everyone says AI will kill the merchant website. We bet the opposite. Shoppers still want to visit the site, see the real product, and connect with it before they buy. So Keep Converting transforms every product page into the form that speaks to each shopper and lets the site win the AI shift instead of just surviving it. We've now proven it works, and the next chapter is bringing it to every merchant," said El Mougi.
Prinz described the gap he saw at his previous employers: "At TikTok Shop and Walmart, I watched the world's best commerce teams ship one personalisation framework after another and still hit the same wall — a recommendation engine here, a banner test there, none of it touching the page itself. Keep Converting is the first platform that rebuilds the actual experience per shopper. That's the unlock."
Where the money goes
The $2 million pre-seed round will go toward onboarding new merchants and growing the company's engineering team, according to Keep Converting. For UAE and Gulf e-commerce brands watching the AI-in-retail space, the funding signals continued investor appetite for tools that promise measurable conversion gains rather than broad automation claims.
Reported by Wamda.
