Shopping for clothes on your phone has always been a fiddly affair; arduously clicking in and out of thumbnails, adding to cart, refining cart, the dreaded checkout; billing address, delivery address, expiry date… It’s a process that desperately needs streamlining.

Spring is a new app that looks a lot like a slick Instagram but lets you buy clothes as easily as liking someone on Tinder. On Spring, users upload their credit card information, sizes, and shipping addresses and the app stores everything so checkout is as simple as swiping left to right for every purchase thereafter. There's also no shopping cart. Products can be quickly scrolled through, enlarged, then swiped away to continue browsing. It's as close to window-shopping as you can get on a smart phone.

Spring has set its sights on becoming the original online mall. The company has already signed up more than 100 partnering brands pre-launch, while 350 more brands have agreed to join Spring and will be unveiled on the app over the next few months.

As the shopping experience becomes easier and more convenient, purse strings will undoubtedly relax, a clever strategy from the marketers but one the consumer should be aware of.