Traffic to Meghan Markle’s online store, As Ever, decreased by 46% in the first half of 2026. Monthly visits dropped by approximately 124,000, according to data from a digital intelligence platform. The Duchess of Sussex sells a variety of products including jams, honey, flower sprinkles, wine, and candles through this shop, launched alongside her Netflix series, ‘With Love, Meghan’ in 2025.
In January, the store recorded 268,000 visits, which fell to 145,000 by June, as stated by Similarweb data accessed by Newsweek. Around 45% of these June visits were from the United States, the only country she ships to, translating to about 66,000 visits from the U.S., down from 89,000 in January.
Significance of Traffic Decline
After the initial product release in April 2025, the store quickly sold out, garnering extensive media coverage. During this time, potential sales may have been lost due to high demand. Consistent supply was established by August 2025. Website visits have become an important measure of As Ever’s performance, as no official data regarding revenue, profit, or stock sold has been released publicly.
As Ever’s Website Traffic Trends in 2026
The store started 2026 with the highest monthly total of 268,200 visits in January. A sharp decline was noted in February, with visits dropping to 213,030—a 20.6% month-on-month decrease.
March showed a slight improvement with 226,330 visits, illustrating a 6.2% increase from February. However, traffic in March was still 15.6% below January’s peak. April saw the largest decrease, with visits falling to 178,143, representing a 21.3% drop. The downward trend continued in May, with a slower decline, as visits reached 171,327, down 3.8%. June recorded the lowest figure of 144,577 visits, with a reduction of 15.6% month-on-month.
Challenges Facing As Ever
After Prince Harry and Meghan Markle stepped back from royal duties and moved to California in 2020, several commercial partnerships initially thrived. They secured major deals with Netflix and Spotify, gaining a foothold in the entertainment sector. But challenges arose later. Spotify ended its partnership with Archewell Audio in 2023, following the release of only one show, Archetypes. Despite the success of their Netflix documentary ‘Harry & Meghan’, subsequent projects, including ‘With Love, Meghan’, struggled to replicate that achievement.
Netflix was initially involved with As Ever. However, it eventually stepped back, which led to speculation about the partnership’s stability. A representative for As Ever expressed gratitude for Netflix’s initial support but affirmed the business’s readiness to operate independently.
Brand and culture expert Nick Ede commented on the situation, suggesting that Netflix’s withdrawal indicated financial losses, hinting at possible concerns about As Ever’s long-term viability.
If As Ever doesn’t establish itself commercially, it could further fuel criticism of the Sussexes’ efforts to build sustainable success in the U.S. Conversely, a successful turnaround would counteract claims that Harry and Meghan’s appeal has waned since their royal departure.
‘With Love, Meghan’ Earns Emmy Nomination
Meghan Markle gained positive recognition when ‘With Love, Meghan’ received a Daytime Emmy nomination for Outstanding Lifestyle Program on July 14. It was nominated alongside other programs like ‘A Different Breed’ and ‘The Wizard of Paws’.
While the nomination highlights industry acknowledgment, questions linger due to Netflix’s engagement data showing several episodes outside the top 1,000 titles. Meghan marked the occasion with an Instagram post celebrating the nomination and paying tribute to the crew and producers involved.
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