Keep Converting raises $2 million for AI e-commerce platform

Keep Converting has raised $2 million in pre-seed funding as the UAE startup emerges from stealth with an AI platform that builds and tests personalised product pages for individual shoppers. The round was led by Nuwa Capital and COTU Ventures, with the company planning to use the money to onboard more merchants and expand its engineering team.

Wamda reported the funding, while FWDstart added details on the startup’s model and early deployments. Keep Converting was founded in 2025 by Mohammad El Mougi and Manuel Prinz.

Keep Converting builds a different product page for each shopper

The platform changes a product page according to signals such as where a shopper came from and what they are looking for. Someone arriving through a ChatGPT recommendation for running shoes could see copy focused on comfort and support, while a shopper arriving through a TikTok campaign could see a page built around the creator or trend that brought them there.

The company says its system can generate thousands of product-page variants and run multiple versions at the same time. It then promotes the version most likely to convert and creates new variants as it learns from customer behaviour. The platform integrates with Shopify, WooCommerce, Adobe Commerce, Zid and Salla, with setup taking about 10 minutes, according to the company.

Keep Converting says active deployments across the United States, Europe and the Gulf have delivered an average 64% conversion-rate lift. The company has not disclosed the number of customers or the underlying conversion rates used to calculate that figure.

The funding will expand merchants and engineering

The new capital will support merchant onboarding and work on Keep Converting’s cross-client intelligence system. The company says that system uses learning from activity across its network to improve performance for other merchants.

Prinz, who previously worked at TikTok Shop US and Walmart, said existing personalisation tools often change recommendations or individual page elements without rebuilding the page itself. El Mougi previously served as chief product officer at Vezeeta and worked in marketing at Vodafone.

“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.”

Mohammad El Mougi, founder and chief executive of Keep Converting

Keep Converting is taking the opposite view to the idea that AI discovery will make merchant websites irrelevant. Its platform is built around the assumption that the product page still gets the final say, provided it changes when the visitor does.