Seel

Table of Contents

  1. Social handles and URLs
  2. Key Features of the Platform
  3. Brief history of the product
  4. Executive team
  5. Competitors
  6. Reference links

Seel is an e-commerce technology platform that provides a suite of AI-powered solutions designed to boost merchant revenue and build customer trust through guarantees. Its key differentiators are its focus on pre-purchase “assurance” products, like paid return guarantees for final-sale items, and its use of dynamic pricing to optimize conversion for these add-on services.

https://www.seel.com

Social handles and URLs

  • LinkedIn: https://www.linkedin.com/company/seelcommerce/
  • X (formerly Twitter): @seelcommerce | https://twitter.com/seelcommerce
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Key Features of the Platform

  • Return Assurance: Allows customers to purchase the option to return otherwise non-returnable items (such as final-sale or custom products) for a full refund, with Seel handling the financial risk.
  • Product Protection: Offers merchants the ability to sell extended warranties and accident protection plans on their products, which are managed and fulfilled by Seel.
  • Shipping Protection: Provides customers with order protection against loss, theft, or damage during transit, creating a better post-purchase experience and reducing merchant liability.
  • AI-Powered Dynamic Pricing: Utilizes machine learning algorithms to analyze product attributes, customer behavior, and historical data to determine the optimal price for its protection products, maximizing both take rate and merchant profit.
  • Seel Resolution Center: A centralized portal for both customers and merchants to easily file and manage claims for any of Seel’s protection products, streamlining the resolution process.
  • Platform Integrations: Offers seamless integrations with major e-commerce platforms like Shopify, BigCommerce, and Adobe Commerce, allowing for quick and easy implementation.
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Brief history of the product

Seel was founded in 2021 by Zack Peng and Sa Shen, who previously worked together at the financial technology company Affirm. They identified a gap in the e-commerce market for proactive, pre-purchase guarantees that could increase conversion rates, contrasting with the more common post-purchase warranty services. The company launched with its flagship product, Return Assurance, and quickly gained traction, raising a $17 million Series A funding round in 2022 led by Lightspeed Venture Partners to expand its product offerings and market presence.

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Executive team

  • Zack Peng: Co-Founder & Chief Executive Officer
  • Mo Chen: Co-Founder & Chief Technology Officer
  • Laura Huddle: Chief Revenue Officer
  • Nathaniel Faggioli: Chief Operating Officer
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Competitors

Seel competes with different companies across its various product lines:

  • Product Protection / Extended Warranty: Extend, Clyde, Mulberry
  • Shipping Protection: Route, AfterShip Protection
  • Returns Management (Indirect): While not a direct competitor, companies like Loop Returns and Happy Returns operate in the adjacent space of returns logistics and management. Seel’s Return Assurance is a financial product, whereas these are primarily software and logistics platforms.
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  • Seel Official Website: https://www.seel.com/
  • Seel LinkedIn Company Page: https://www.linkedin.com/company/seelcommerce/
  • “Seel raises $17M to give e-commerce merchants a way to offer shoppers return guarantees” (TechCrunch): https://techcrunch.com/2022/04/13/seel-raises-17m-to-give-e-commerce-merchants-a-way-to-offer-shoppers-return-guarantees/
  • “Seel launches shipping protection for e-commerce merchants” (MarTech Series): https://martechseries.com/sales-tech/e-commerce/seel-launches-shipping-protection-e-commerce-merchants
  • Seel Crunchbase Profile: https://www.crunchbase.com/organization/seel-483e

Last Updated: November 25, 2025

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