The Mall app creates universal shopping feed for online brands
Original: A new app, The Mall, is building a universal feed for online shopping
Why This Matters
Addresses growing complexity of online shopping across multiple brand websites and platforms.
The Mall, founded in October 2025 by Ellie Konsker and Shreya Halder, launched an app that aggregates over 10,000 fashion brands into one personalized shopping feed. The app scrapes retail websites to track products, pricing, and sales notifications.
The Mall addresses fragmented online shopping by letting users create virtual malls from favorite brands in one app. Co-founder Konsker, with background at Tom Ford and Carla Otto, identified the problem of consumers managing 20 browser tabs while shopping. CEO Halder, a Stanford computer science graduate, compared their vision to 'Spotify for shopping.' The startup scrapes retail websites rather than using APIs, pulling entire catalogs and tracking pricing changes. Users receive push notifications for sales, restocks, and drops. The database includes over 10,000 brands, with users able to add more by sharing Instagram or TikTok accounts. The company uses LLMs and custom models to categorize scraped products for search functionality.