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Co-Founder & CPO
Joel is a co-founder and Chief Product Officer at Refundid. Before Refundid he ran his own ecommerce store, so he's lived the returns problem from the retailer's side of the counter, an experience that shapes how he builds product today. He studied commerce at the University of Sydney and took Refundid through the INCUBATE startup accelerator in its earliest days.
From 19 June 2026, stores selling to EU customers need a working withdrawal button. Here is what the rule actually says, what most posts get wrong, and how to comply.
Refundid was featured on Channel 7’s Sunrise, where Co-Founder & CTO Ilan Kessler shared how instant refunds are transforming the way Australians shop and return online orders.
What ecommerce returns analytics should track: return rates by product, return reasons, exchange rates and repurchase data, and how to use them to cut returns.
How the returns experience drives customer satisfaction, loyalty and repeat purchases, and the tools that turn returns into exchanges and second orders.
How to reduce returns without a stricter policy: track return reasons, fix fit and product pages, use return rules for the exceptions, and steer refunds toward exchanges.
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