The Mall app launches universal online shopping feed
Founded by Ellie Konsker and Shreya Halder, the invite-only beta aims to centralise fragmented e-commerce tracking for consumers before launching a B2B analytics tool later this year.
The Mall, a new mobile application founded by Ellie Konsker and Shreya Halder, has launched in an invite-only beta phase to provide a universal feed for online shopping. The platform allows users to create personalised virtual malls by aggregating brands, sales, and product drops from thousands of retailers. The platform utilises web scraping and large language models (LLMs) to pull catalogues and pricing data, rather than relying on traditional affiliate partnerships or APIs. The app is currently free for consumers and is available on the App Store.
The Mall was founded in October 2025, following inspiration drawn from the fragmented nature of online shopping, where consumers often manage multiple tabs and email newsletters. Co-founder Ellie Konsker previously worked at Tom Ford and Carla Otto, and co-founded a sustainable fashion marketplace where she identified consumer frustration with tracking brands. Co-founder Shreya Halder holds a computer science degree from Stanford University. The founders modelled the app’s database structure on creative outlet platforms such as Letterboxd, Goodreads, and Spotify, aiming to create a similar centralised hub for fashion and shopping. The app’s launch coincides with a reported resurgence of younger demographics visiting physical shopping malls in the United States.
The Mall is currently in an invite-only referral beta with 4,500 testers, with broad availability expected by the end of summer 2026. Users can add brands by sharing Instagram or TikTok accounts; the app then identifies matching e-commerce sites and scrapes their catalogues. The company plans to launch a B2B data analytics tool later this summer, allowing brands to analyse anonymous, aggregated click data and seasonal assortments. Future monetisation strategies may include sponsored placements and subscriptions for brands, contingent on user growth. The app does not use a traditional affiliate model for consumer transactions; users are redirected to the brand’s e-commerce site via an in-app browser page to complete purchases.
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