The Mall App Centralizes Online Fashion Shopping Feeds
The startup behind “The Mall” is officially launching an application designed to aggregate fragmented online shopping experiences into a single, personalized feed. Founded in October 2025 by Ellie Konsker and Sreya Halder, the platform aims to solve the digital clutter caused by tracking multiple fashion brands across disparate websites and newsletters.
Solving the “20 Tabs” Problem
The concept originated from the founders’ observation that modern fashion consumers struggle with a disjointed retail landscape. “Consumers were shopping across 20 tabs at once, signing up for newsletters, and trying to track brands and piece all that information together in real time,” explained COO Ellie Konsker. “It’s hard, and it makes shopping a very frustrating process.”
CEO Sreya Halder, a computer science graduate from Stanford, noted that while databases exist for music (Spotify) and films (Letterboxd), no equivalent existed for the fashion retail space. The Mall was built to fill this void, acting as a discovery engine rather than a traditional affiliate marketplace.
How the Technology Works
Unlike platforms that rely on formal partnerships or APIs, The Mall uses proprietary scraping technology to monitor retail websites. This allows the app to pull entire product catalogs and track inventory changes, including:
- Restocks and new product drops.
- Real-time price adjustments and sales.
- Automated push notifications for user-followed brands.
Discovery and Monetization
The app currently tracks over 10,000 brands, with the ability for users to add new ones by sharing social media links. Large Language Models (LLMs) are utilized to label and categorize products, enabling granular search capabilities. When a user decides to purchase, the app directs them to the brand’s native site.
While the consumer-facing app is free, the company intends to launch a B2B data analytics platform later this summer. This service will provide brands with anonymized, aggregated insights into consumer behavior and market trends. Eventually, the founders envision a model where brands can purchase sponsored placements within the user feeds.
Following a beta testing phase involving 4,500 users, The Mall is currently available via an invite-only referral system on the App Store, with plans for a broad rollout by the end of the summer.