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Traffic to Meghan Markle’s As Ever online shop fell 46 percent during the first six months of 2026, with monthly visits dropping by about 124,000, according to data from a digital intelligence platform.
The Duchess of Sussex sells jams, honey and flower sprinkles as well as wine and consumer goods like candles through the website, which she launched in 2025 alongside her Netflix series With Love, Meghan.
In January, there were 268,000 visits to the As Ever website, while in June this had fallen to 145,000, according to data from Similarweb accessed by Newsweek.
Around 45 percent of the June visits were from the United States, the only country she currently ships to. That amounts to around 66,000 visits from the U.S., down from 89,000 in January.
Why It Matters
After the first product drop in April 2025, her store sold out in minutes as the site’s launch was reported by many media outlets; she likely missed out on potential sales when demand was high. It was not until August that year that her supply chain could consistently meet demand.
In more recent months, website visits have declined. No official figures have ever been released for her revenue, profit, or how many units of stock have been sold. That makes website visits the primary publicly available means of assessing As Ever’s performance.
As Ever’s Website Traffic in 2026
The As Ever website began 2026 with 268,200 visits in January, the highest monthly total recorded during the first half of the year.
Traffic then fell sharply in February to 213,030 visits, a decline of approximately 20.6 percent month-on-month. March was the only month in the first half of the year to show growth. Visits increased to 226,330, a 6.2 percent rise from February.
However, this rebound was relatively modest and did not return traffic to January levels. March traffic remained about 15.6 percent below January’s peak.
The largest decline occurred in April, when visits fell to 178,143, a 21.3 percent month-on-month decrease. The March recovery proved short-lived, as traffic resumed its overall downward trajectory in the spring.
Traffic continued to soften in May, albeit at a slower pace. Visits slipped to 171,327, down 3.8 percent from April. The decline accelerated again in June, with 144,577 visits recorded, down 15.6 percent month-on-month and the lowest figure of the six-month period.
The Pressure for As Ever to Succeed
When Prince Harry and Meghan stepped back from royal duties and relocated to California in 2020, the move initially appeared to be a major commercial success. Within months, the couple had secured lucrative multiyear agreements with Netflix and Spotify, positioning themselves as significant players in the entertainment industry.
However, the years that followed proved more complicated. Spotify ended its partnership with Archewell Audio in 2023, bringing one of the Sussexes’ biggest deals to an abrupt close after just one show, Archetypes, hosted by Meghan.
Their first Netflix project, Harry & Meghan, was a global hit, becoming one of the platform’s most-watched documentaries and generating headlines worldwide. Subsequent projects have struggled to match that breakthrough success.
With Love, Meghan, the duchess’ lifestyle and cooking show, followed a similar trajectory. The first season ranked 383rd during the first half of 2025 while Season 2 and the holiday special Holiday Celebration both finished outside Netflix’s top 1,000 titles.
Netflix was initially an equity partner in As Ever, which she announced in a February 2025 Instagram video, saying: “Netflix came on, not just as my partner in the show, but as my partner in my business, which was huge.”
Netflix has since stepped back from that role, leading to questions about the strength of the partnership. A spokesperson for As Ever said in a statement it was “grateful for Netflix’s partnership through launch and our first year,” and it was “now ready to stand on its own.”
Commentators suggested the streamer would not have pulled out if the business was thriving. Nick Ede, a United Kingdom-based brand and culture expert, told Newsweek at the time that Netflix “spent all the money; it wants to recoup it. It will have made a loss.”
If the brand were ultimately unable to establish itself as a sustainable commercial business, critics would likely point to it as further evidence that Harry and Meghan have struggled to build long-term success in America.
On the other hand, if Meghan succeeds in turning As Ever into a thriving consumer brand, it would undermine one of the most persistent criticisms directed at the Sussexes: that their appeal in America has diminished since the early post-royal years.
‘With Love, Meghan’ Nominated for an Emmy
Meghan received a boost when With Love, Meghan earned a Daytime Emmy nomination for Outstanding Lifestyle Program on July 14. The show was nominated alongside A Different Breed, George to the Rescue, The Motherhood and The Wizard of Paws.
Meghan celebrated the news on Instagram on Wednesday, writing: “A huge congratulations to the amazing crew, producers, and team who worked on ‘With Love, Meghan’ on @netflix. We are nominated for an Emmy for Outstanding Lifestyle Series!”
The nomination does not erase questions raised by Netflix’s own engagement data, which showed later installments of the show outside the platform’s top 1,000 titles, but it does give Meghan a measure of industry recognition at a moment when her post-royal commercial trajectory is under scrutiny.
Contact Newsweek editors on the story: Daniel Orton and Sam Wilson.
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