Three things changed this week. Tally wrote these from your orders, refunds and checkout logs.
LDC-K-OAT, the oat linen duvet cover in King, had 14 refunds on Tuesday against 5 the Tuesday before. 11 of the 14 say "colour not as pictured". Every other SKU held at 44.
Repeat revenue went from £15.8k to £20.1k over eight weeks while new-buyer revenue stayed between £26.7k and £28.3k. The step up starts the week the reorder reminder email went live, 27 September.
Of 3,912 mobile sessions that reached shipping, 1,275 left before payment. The postcode lookup took a median 4.1 s on mobile and 1.2 s on desktop this week.