Laura Huddle — Chief Revenue Officer, Seel
Published:
Here’s the P&L reality. The average brand loses 17% of revenue to refunds, and they spend another 8% on non-shipping op-ex to operate their post-purchase services. So that’s a whopping 25% of top line revenue.
What does Laura Huddle say on The Agile Brand with Greg Kihlström?
Laura Huddle, Chief Revenue Officer, Seel, says: Laura Huddle, Chief Revenue Officer at Seel, explains how returns can be reframed from a costly operational headache into a revenue-driving, loyalty-building component of the customer journey. She covers the shifting consumer psychology behind returns, the material P&L impact, tactical moves like underwriting risk to lift conversion and AOV, and the strategic advantages of data and circularity for long-term competitive differentiation.
From: The Agile Brand with Greg Kihlström
Cite as: Laura Huddle. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/laura-huddle-heres-the-pl-reality-the-average-brand-loses-17-of-reven