Keep Converting secures $2M pre-seed funding with Nuwa Capital and COTU Ventures leading the round

Keep Converting, an e-commerce startup based in the UAE, has successfully raised $2 million in a pre-seed funding round. The investment was co-led by Nuwa Capital and COTU Ventures, coinciding with the company's emergence from stealth mode.

The company, established in 2025, leverages artificial intelligence to create and continuously test customised versions of e-commerce product pages. These pages are tailored based on various signals, including the shopper's origin, behaviour, and geographical location, aiming to optimise conversion rates.

Keep Converting secured $2 million in its initial disclosed external funding round, which was a pre-seed stage investment. The company reports that its software has achieved an average 64% increase in conversion rates across its active customer deployments in the US, Europe, and the Gulf region, when compared to the merchants' original conversion rates. The number of customers or the baseline conversion rates used for this calculation have not been disclosed.

Keep Converting was founded in 2025 by Mohammad El Mougi and Manuel Prinz. Mohammad El Mougi previously held the position of chief product officer at Vezeeta, a regional healthtech firm, and also worked at Vodafone. Manuel Prinz served as head of product for TikTok Shop in the US, following his tenure in product development at Walmart.

Prinz highlighted that his prior experience at major retailers revealed the limitations of existing e-commerce personalisation tools, which typically focus on optimising individual recommendations or components rather rather than the entire product page experience.

Keep Converting differentiates itself by being the first platform to rebuild the entire shopping experience for each individual customer, rather than just optimising parts of it. This approach allows for dynamic adjustments to imagery, copy, and reviews based on how a customer arrives at a product page, for instance, from ChatGPT versus a TikTok campaign.

The company integrates with prominent e-commerce platforms such as Shopify, WooCommerce, and Adobe Commerce, alongside regional platforms like Zid and Salla. Its strategy is built on the belief that merchant websites will continue to play a crucial role in the purchasing journey, even as AI transforms product discovery methods.

The newly acquired capital will be allocated towards expanding the company's merchant base and strengthening its engineering team. A key area of development will be cross-client intelligence, where insights gained from activity across its network will be used to enhance conversion performance across its client portfolio.

Keep Converting plans to expand its operations across the US, Europe, and the Gulf region, focusing on onboarding new merchants and making strategic engineering hires to support its growth.