Declining Traffic to Meghan Markle’s As Ever Shop Raises Questions

Traffic to Meghan Markle’s As Ever online shop saw a 46% decline during the first half of 2026. Monthly visits dropped by about 124,000, according to data from a digital intelligence platform. The Duchess of Sussex sells a variety of items through the website, including jams, honey, florals, wine, and consumer goods like candles. She launched this site in 2025 alongside her Netflix series, With Love, Meghan.

In January 2026, the As Ever website received 268,000 visits. By June, this number had fallen to 145,000, as per data from Similarweb accessed by Newsweek. Roughly 45% of June’s visits came from the United States, the only country to which she currently ships. This translates to around 66,000 U.S. visits in June, down from 89,000 in January.

Why It Matters

When the first product launch occurred in April 2025, items sold out swiftly due to extensive media coverage. This high demand likely led to missed sales opportunities. Full supply chain stability was not achieved until August that year.

In recent months, website visits dropped. No official revenue, profit, or sales figures have been released, making website traffic a key public indicator of As Ever’s performance.

As Ever’s Website Traffic in 2026

The year began with As Ever’s site receiving 268,200 visits in January. This was the highest monthly total in the first half of the year. February saw a sharp decline to 213,030 visits, a drop of about 20.6% month-on-month. March showed growth, with visits increasing to 226,330, which was a 6.2% rise over February.

However, March’s recovery did not fully restore January’s peak traffic levels, remaining 15.6% below. April’s visits fell to 178,143, a 21.3% decrease from March. Traffic kept decreasing in May to 171,327, down 3.8% from April. June recorded the period’s lowest figure at 144,577 visits, a 15.6% month-on-month drop.

The Pressure for As Ever to Succeed

After stepping back from royal duties in 2020, Prince Harry and Meghan’s move to California initially seemed commercially promising. They secured major deals with Netflix and Spotify within months, positioning themselves as entertainment industry influencers.

However, complexities arose over time. Spotify ended its partnership with Archewell Audio in 2023 after releasing just one show, Archetypes, with Meghan. Their first Netflix project, Harry & Meghan, was a global hit, while following endeavors struggled to replicate that success.

With Love, Meghan, a lifestyle and cooking show, followed this trajectory. The first season ranked 383rd in early 2025, with Season 2 and a holiday special ranking outside Netflix’s top 1,000 titles.

Originally, Netflix was also an equity partner in As Ever. Meghan announced this partnership in a February 2025 Instagram video, saying Netflix partnered with her on the show and in her business. Netflix has since stepped back, prompting questions regarding the partnership’s strength. A spokesperson for As Ever expressed gratitude for Netflix’s initial support, stating the brand is ready to stand alone.

Commentators implied Netflix’s withdrawal would not occur if the business were thriving. Nick Ede, a UK-based brand expert, pointed to potential losses for the streamer.

If As Ever fails to establish itself, critics may view it as further evidence of the Sussexes’ U.S. commercial struggles. However, success in creating a thriving consumer brand would counter claims that their appeal has waned.

‘With Love, Meghan’ Nominated for an Emmy

Meghan received positive news when With Love, Meghan earned a Daytime Emmy nomination for Outstanding Lifestyle Program on July 14. The show was nominated alongside others such as A Different Breed, George to the Rescue, The Motherhood, and The Wizard of Paws.

Meghan celebrated the nomination on Instagram, congratulating the team behind the series for the Emmy nod.

While the nomination does not resolve questions about Netflix’s viewer engagement data, which showed later shows outside the top 1,000 titles, it provides Meghan with industry validation amid scrutiny of her post-royal ventures.