A new app, The Mall, is building a universal feed for online shopping

In an era where online shopping has become increasingly fragmented, a startup named "The Mall" is stepping in to streamline the experience. This innovative app allows users to curate their own virtual shopping mall featuring their favorite brands, all while keeping track of sales and promotions in one convenient platform. The concept, while straightforward, arrives at a crucial time. As more young consumers return to physical malls, The Mall aims to replicate that experience digitally. Co-founder and COO Ellie Konsker, who has previously worked with high-profile brands like Tom Ford and Carla Otto, recognized a significant challenge in the shopping landscape. She noted that consumers often juggle multiple tabs and sign up for countless newsletters, making it difficult to stay updated on their preferred brands. "Shopping can be a frustrating process when you're trying to keep everything organized, and that's what we wanted to change," Konsker explained. Joining forces with co-founder and CEO Shreya Halder, who has a background in computer science from Stanford, the duo connected through a female founders circle in Los Angeles. They shared a vision of creating a digital space where all fashion brands are accessible under one roof. "We wanted to build something akin to Spotify but tailored for shopping," Halder remarked. Founded in October 2025, The Mall differentiates itself by utilizing technology to scrape retail websites, compiling full catalogs and monitoring product pricing. This frequent data collection allows users to receive timely alerts about sales, restocks, and drops directly through push notifications. Upon signing up, users can create their personalized mall by selecting their favorite brands, which enables them to track changes immediately. Currently, The Mall boasts a database of over 10,000 brands, but users can expand this by simply sharing the Instagram or TikTok account of any brand they wish to add. The Mall will assess if there's a corresponding e-commerce site and incorporate those items into its offerings. Utilizing large language models and proprietary algorithms, the app labels all the data it gathers, enabling precise searches for specific products. When users are ready to make a purchase, the app opens a browser page directing them to the brand’s e-commerce site, seamlessly facilitating the shopping process. Notably, The Mall does not operate under a traditional affiliate model; instead, it serves primarily as a discovery tool. Users have the option to make their collections public or keep them private, fostering a community where friends and fashion influencers can share insights. The app also empowers users to find budget-friendly alternatives for items they like. Konsker elaborated, "You can compare prices across various brands and see if a piece is available at a lower cost or in different styles." The Mall is currently free for consumers, with plans to monetize through a data tool for brands. This tool will provide insights on consumer behavior and assist brands in strategizing their seasonal assortments. In the future, as the app grows its user base, it aims to develop an advertising platform for brands to showcase sponsored content. Having undergone early beta testing with 4,500 participants, The Mall is now rolling out on an invite-only basis as it gradually expands. By the end of the summer, the app is expected to become widely accessible, and it is already available for free download on the App Store.