The Mall launches a universal feed for online shopping

The Mall, a new startup founded by Ellie Konsker and Sreya Halder, has launched with the goal of building a universal feed for online shopping. The company aggregates fashion brands into a single, searchable feed by scraping retail websites. Scraping is a process where the company uses technology to extract data from retail websites to pull in catalogs and track product information. Halder, who serves as CEO, is a Stanford alumna, while Konsker, the COO, previously worked at fashion and marketing companies Tom Ford and Karla Otto. The founders established the company in October 2025 with the shared goal of creating a digital space where everyone has access to all of the brands that exist on the internet.

The platform is designed to address the fragmented nature of online retail. Konsker noted that consumers frequently find themselves shopping across 20 tabs at once, signing up for multiple email newsletters, and trying to track brand updates in real time. To solve this, The Mall has built a database that currently includes more than 10,000 brands, allowing users to discover products they might otherwise only see through targeted ads. The startup has been testing its platform with 4,500 early beta testers and is currently scaling through an invite-only referral system. Konsker explained the consumer frustration that drove the project: “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.”

While the consumer app is currently free, the company plans to make money by building a B2B (business-to-business) data tool for brands. This B2B product is expected to launch later this summer and will allow brands to analyze consumer trends and assortments. Halder explained that as the consumer user base grows, the startup plans to introduce advertising opportunities, such as sponsored billboards and weekly or monthly subscriptions for brand recommendations in the feed. The consumer app itself should be broadly available to the public by the end of the summer.

Why it matters

The Mall is attempting to solve the fragmented online shopping experience by aggregating brand catalogs into a single, searchable feed. The startup plans to monetize this consumer-facing app by eventually offering a B2B data analytics tool for brands.