UAE-based artificial intelligence startup, Keep Converting has raised $2 million in a pre-seed funding round as it seeks to help e-commerce businesses turn more website visitors into paying customers through personalised shopping experiences.
The round was led by Nuwa Capital and COTU Ventures and coincides with the company’s emergence from stealth.
Founded in 2025 by Mohammad El Mougi and Manuel Prinz, Keep Converting has developed an AI-powered conversion optimisation platform that creates personalised product-page experiences for individual shoppers based on factors such as where they came from and what they are looking for.
The company said its technology has delivered an average 64% conversion-rate lift across active client deployments in the United States, Europe and the Gulf.
“Keep Converting transforms every product page into the form that speaks to each shopper,” El Mougi said.
What Keep Converting does
Keep Converting is designed to address one of the biggest challenges facing online retailers: getting visitors who arrive at their websites to actually complete a purchase.
Rather than presenting every shopper with the same product page, the platform uses AI to create different experiences based on each visitor’s journey and potential interests.
For instance, a customer who reaches a running-shoe website through a ChatGPT recommendation about footwear for people with sore feet could be shown information focused on comfort, support and reviews from other runners.
Another customer arriving through a TikTok advertisement could instead see a page highlighting the creator, trend or campaign that influenced their visit.
The company describes this as creating “a fully personalised website experience for every individual visitor,” while allowing the same product and brand to be presented in different ways depending on the shopper.
Targeting the gap between website traffic and actual sales
The startup’s proposition is built around a problem that has persisted despite years of investment in digital marketing.
E-commerce businesses have traditionally focused heavily on attracting traffic through search engine optimisation, paid advertising, influencers and other channels, but bringing shoppers to a website does not guarantee a purchase.
Keep Converting said that 98% of shoppers leave without buying after arriving at a product page, highlighting the difficulty businesses face in converting interest into revenue.
The company believes the rise of AI-powered product discovery is making the challenge even more significant because shoppers can now discover brands through platforms such as ChatGPT and Perplexity rather than through traditional search and advertising channels.
“The channel keeps changing, but one problem hasn’t been solved, when a shopper finally lands on a product page, 98% leave without buying,” the company said, explaining the gap its technology was built to address.
Continuous tests and improves product pages
A key feature of Keep Converting’s technology is its ability to generate and test multiple versions of product pages simultaneously.
The company said it has already produced thousands of product-page variants for businesses operating in sectors including consumer electronics, home appliances, beauty, fragrance, lifestyle and accessories.
Instead of relying on a single version of a page, multiple AI-generated experiences can operate side by side, allowing the system to monitor which versions perform better with different types of shoppers.
The platform then promotes the versions that are more likely to result in a purchase while generating fresh alternatives as it learns from customer behaviour.
Keep Converting is already integrated with major commerce platforms including Shopify, WooCommerce, Adobe Commerce, Zid and Salla.
According to the company, merchants can complete setup in approximately 10 minutes, with most brands seeing measurable conversion improvements within two weeks.
Founders’ experience from Vodafone, TikTok Shop and Walmart
The company’s leadership team brings experience from major technology, telecommunications and e-commerce businesses.
Founder and Chief Executive Officer Mohammad El Mougi previously served as Chief Product Officer at Vezeeta, a major health-tech platform in the Middle East, and earlier worked in marketing at Vodafone.
Co-founder Manuel Prinz previously served as Head of Product at TikTok Shop US and was also part of Walmart’s product management team.
Prinz said his experience at both companies exposed him to the limitations of conventional personalisation tools, including recommendation engines and individual website experiments that did not fundamentally change the shopping experience.
“Keep Converting is the first platform that rebuilds the actual experience per shopper,” he said, describing that capability as the key opportunity the company is pursuing.
Drive to expand merchants and AI capabilities
The newly secured $2 million will be used primarily to bring more merchants onto the platform and expand the engineering team responsible for developing its AI capabilities.
A major area of focus will be the company’s cross-client intelligence system, which is designed to allow insights gathered from activity across its network to improve the platform’s overall performance.
Keep Converting said that “every visit anywhere on the network sharpens performance everywhere”.
This reflects the startup’s ambition to build an AI system that becomes increasingly effective as more merchants and shoppers use it.
The funding also gives the company an opportunity to expand beyond its existing deployments across the United States, Europe and the Gulf.
For El Mougi, the broader objective is to ensure that e-commerce websites remain valuable even as AI increasingly influences how consumers discover products.
“Everyone says AI will kill the merchant website. We bet the opposite,” he said.
This argues that shoppers will continue to visit websites to examine products and make purchasing decisions.
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