The Mall, a new startup, has launched a mobile application designed to consolidate the fragmented online shopping experience into a single, universal feed. The platform allows users to build a personalized digital storefront where they can track specific brands, monitor sales, and discover new products across thousands of retailers in one location.
The company was officially launched in October 2025 by co-founders Ellie Konsker and Shreya Halder. The pair met through a female founders circle in Los Angeles, combining Konsker’s background in the fashion industry—including roles at Tom Ford and Carla Otto—with the technical expertise of Halder, a Stanford computer science graduate.
Konsker, who serves as the company’s COO, identified the need for the platform while managing a sustainable fashion marketplace. She observed that shoppers were struggling to maintain visibility over retail trends and inventory due to the necessity of managing dozens of browser tabs and disparate email newsletters simultaneously. “Consumers were shopping across 20 tabs at once, signing up for newsletters, and trying to be able to track brands and piece all that information together in real-time,” Konsker stated. “It’s hard, and it makes shopping a very frustrating process.”
CEO Shreya Halder describes the platform as a “Spotify for shopping,” noting that while other creative sectors have established centralized databases, retail has historically lacked a similar home. Halder pointed to platforms like Letterboxd, Goodreads, and Spotify as inspirations for the type of consolidated, user-centric database they intend to build for fashion and retail. “As a founder, I was looking at other apps — like Letterboxd, Goodreads, Spotify — and they’ve created these databases for all of those creative outlets — for music, movies, books,” Halder said. “And fashion, and shopping didn’t actually exist, so we started out wanting to build something like a Spotify, but for shopping.”
To populate the feed, the startup utilizes technology that scrapes retail websites to extract full product catalogs and pricing data. By avoiding a reliance on official API partnerships, the company maintains a comprehensive and real-time view of inventory as it fluctuates across the web. This approach is intended to mimic the experience of a traditional physical mall, bringing the discovery and browsing process into a unified digital environment.
