The Mall Launches Universal Shopping Feed To Track Brands, Sales And Drops

A new shopping app called The Mall is trying to make online shopping feel less scattered by giving users one personalized feed to follow brands, discover products, track sales, monitor restocks, and keep up with new drops across retailers.

The app is currently available as a free iPhone download and is rolling out on an invite-only referral basis before a broader launch expected by the end of the summer. Here’s what happened.

TL;DR

• The Mall lets users build a personalized feed of fashion brands, sales, restocks, price changes, and new drops.
• The startup was founded by CEO Sreya Halder and COO Ellie Konsker in October 2025.
• The app tracks over 10,000 brands and lets users add more by sharing a brand’s Instagram or TikTok account.
• The Mall uses scraping technology, LLMs, and custom models instead of brand partnerships or retail APIs.
• It is free for consumers and plans to make money through brand data tools and future ad products.

The Mall Wants To Rebuild Online Shopping

The Mall is looking to bring the idea of a physical shopping mall into the digital world, but with a personalized feed built around the brands users actually care about.

According to TechCrunch, the app allows shoppers to create their own virtual mall by selecting favorite brands and then tracking sales, restocks, drops, price changes, and product updates in one place. The Mall’s App Store listing describes the app as a way to “never miss a restock or sale” from favorite brands and says it helps users follow fashion brands, save products, and receive notifications for new arrivals and price changes.

Source

The company was founded in October 2025 by CEO Sreya Halder and COO Ellie Konsker. Halder studied computer science at Stanford, while Konsker previously worked at fashion and communications companies including Tom Ford and Karla Otto, as per TechCrunch.

“Consumers were shopping across 20 tabs at once, signing up [their] emails for newsletters, and trying to be able to track brands and piece all that information together in real time,” Konsker said. “It’s hard, and it makes shopping a very frustrating process.”

How The Mall Works

At launch, users can add their favorite brands while signing up, which lets the app build a personalized feed of updates. The Mall’s database currently includes more than 10,000 brands, and users can also add brands by sharing the brand’s Instagram or TikTok account. If The Mall finds a matching e-commerce site, it can add that brand’s catalog to its database.

The biggest difference is that The Mall is not relying on traditional partnerships with retailers or APIs. Instead, it scrapes retail websites to pull catalog, pricing, sale, restock, and promotional information into its own app. On the backend, it uses large language models (LLMs) and custom models to label the data it collects, making products and drops searchable.

When users are ready to buy, they are taken to the retailer’s website through an in-app browser to complete checkout. The company told TechCrunch that it does not currently use a traditional affiliate model and is instead positioning the app as a discovery layer for shopping.

“We were both super aligned on creating this world where everyone has access to all of the brands that exist on the internet,” Halder said. She compared the idea to databases built around music, books, and movies, adding that fashion and shopping did not have a comparable product.

A Consumer App With A Brand Data Play

The Mall is free for consumers, but the startup’s longer-term business model is aimed at brands.

The company plans to launch a B2B product later this summer that will help brands analyze clicks, compare assortments, and understand how other brands are planning seasonal collections. The founders said data shared with brands will be anonymous and aggregated, without personal details.

“Over time, we see those two paths crossing, where once we have enough shoppers on our consumer product, then it becomes a really great advertising platform for brands to have sponsored billboards and weekly or monthly subscriptions, where they show up in these recommendations and in your feed,” Halder said.

 

The launch comes as shopping discovery is becoming a bigger battleground for platforms, retailers, AI tools, and creator-led commerce. The Mall’s bet is that shoppers do not want another retailer app. They want one place to track the brands they already follow and discover what they might want next.