When your job title is “shopping editor”, people probably assume you shop for a living. And in some ways, I guess I do. I’m constantly scouring the internet for all things add-to-cart worthy. New products land on my desk weekly, press releases arrive daily and my calendar is dotted with invites to see the latest collections.

But I’m also a consumer. And even on days off, I find my brain buzzing from the grind of online shopping – especially during sale frenzies and peak gifting season.

Does this sound familiar?

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Meet Sortd, a free app launched last year that centralises your scattered wishlists. Goodbye notes. Goodbye Instagram saves. Goodbye tabs.

“There’s a lot of noise out there. But we’re on a mission to simplify the way people shop online,” says Alexis Aaron, who co-founded the app with long-time friend Jodine Wolman. “We built Sortd to help users make more informed and efficient purchase decisions by letting them save items from any online store, compare prices and check out when they’re ready, all in the one place.”

When you download Sortd, you’re greeted with a homepage of icons from popular retailers across fashion and beauty: The Iconic, Ssense, Sir, Mecca and so on. But there’s also a search bar at the top of the screen for browsing specific brands or products through Google (without exiting the app) and adding these items to a consolidated wishlist. Or multiple wishlists, if you prefer to break them down by theme or occasion. Think of it as part Pinterest board, part Instagram “saved” folder.

You can also save items from outside the app. If you’re on Instagram, Tiktok or even a specific retailer’s app, you can use the share button and open the item in Sortd to save it to your list. There’s also no limit to what you can add. It might be sandals one day and coffee machines the next.
“One of our users reached out recently and shared that she lives with ADHD, but Sortd – having everything in one place that she can refer back to – makes it very clear and helps to keep her thoughts separate,” Aaron says.

“We’re really focused on forming relationships with our users and understanding what features they want to see added,” she says. “Hopefully this will help us build our product road map and continue to improve what we can offer.”

The “share list” function is something the team is particularly excited about. Once you’ve gathered your list, you can send it to other people for their opinions. This has proved particularly useful for wedding parties.

“We’re hyper-focused on brides and bridesmaids at the moment. For people who are actively planning an event and trying to decide on a dress or outfit, the opportunity to share a list with friends and get their ideas or opinion in one place makes the process more collaborative, interactive and enjoyable – and efficient,” Aaron says.

As the app evolves, expect to see features like sale alerts and “back in stock” messages added. You can also keep track of current promotions and app-specific discounts. “Sortd is by shoppers, for shoppers,” Aaron says. “Our vision is to one day bring the entire online shopping experience into the platform, so that you can browse, compare, purchase, return, exchange and track all in one place.”

You can also browse a collection of curated lists, made by the Sortd team. From summer dresses to skincare and home decor, these edits make filtering out the noise easier. The team have also created a number of gift guides broken down by price this season: shop under $50, $100, $200 and $300.

Download Sortd here

This article was first published on December 15, 2022 and has since been updated.

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