Dive Brief:

• Spring, a mobile shopping app and direct-to-consumer channel, launched Thursday after recently raising $7.5 million in Series A funding. 
• Users "follow" favorite brands on the app, and browse a range of items posted at the brands' discretion. After "loving" an item, which sends it to their profile, users can buy it with one swipe. 
• Around 100 brands, including Alice + Olivia, Warby Parker, and Rebecca Minkoff, are available on the platform, and the company says that 50 more will be added soon. 

Dive Insight:

With a platform void of a shopping cart, Spring might have finally found the answer to the issue of shopping cart abandonment plaguing e-commerce.  

The app may have also found a way to convert browsers into buyers, an issue that social sites, including Wanelo, Twitter, and Facebook, are grappling with. By positioning itself as more of a Tinder-like way of shopping (you either like the offered product or not) rather than a sharing tool, users are already in the purchasing mindset when accessing the app.