The Tacet blog.
Short notes on returns, repeat purchase and where the margin goes, for Shopify brands on Klaviyo.
Featured.
RSSJuly 4, 2026 · 2 min read
Returns are a forward-value problem, not a shipping cost
Most reporting treats returns as an operations line. Priced customer by customer, they redraw who your best customers actually are.
Read articleJuly 8, 2026 · 3 min read
The returns-fraud number can’t hold still
Retail’s most-cited fraud figure was published two ways in the same year, from bases $205 billion apart, and its own publisher says the years are not comparable. The only returns number you can trust is your own.
Read articleJune 2, 2026 · 2 min read
Most of your customers will never buy again
Up to four in five customers buy exactly once, and a second purchase multiplies a customer’s value several times over. The lever is enormous. So is the waste of pulling it blind.
Read article
All posts.
Jul 4, 2026
Read articleReturns are a forward-value problem, not a shipping cost
Most reporting treats returns as an operations line. Priced customer by customer, they redraw who your best customers actually are.
Jul 8, 2026
Read articleThe returns-fraud number can’t hold still
Retail’s most-cited fraud figure was published two ways in the same year, from bases $205 billion apart, and its own publisher says the years are not comparable. The only returns number you can trust is your own.
Jun 2, 2026
Read articleMost of your customers will never buy again
Up to four in five customers buy exactly once, and a second purchase multiplies a customer’s value several times over. The lever is enormous. So is the waste of pulling it blind.
Jul 21, 2026
Read articleNobody knows when a customer churns
Cutoffs of 30, 60 or 90 days guess at the one event no store can see. The chance each customer is still active, read beside Forward CLV, gives every quiet customer a next step.
Know which customers pay you back, before you spend.
Your customer P&L, free, the morning after you connect Shopify.