Meghan Markle’s As Ever Faces Decline Amid Commercial Challenges

Traffic to Meghan Markle’s online shop, As Ever, decreased by 46 percent in the first six months of 2026. The monthly visits dropped by about 124,000 according to data from Similarweb accessed by Newsweek. The Duchess of Sussex sells a range of products such as jams, honey, flower sprinkles, wine, and consumer goods like candles. The shop was launched in 2025 in conjunction with her Netflix series, With Love, Meghan.

In January, As Ever’s website recorded 268,000 visits. By June, this number had decreased to 145,000. Nearly 45 percent of visits in June originated from the United States, the only country the site currently ships to. This equates to around 66,000 visits from the U.S., down from 89,000 in January.

After its initial product launch in April 2025, the store quickly sold out. Media coverage led to high demand, though supply constraints persisted until August of that year. Declines in website visits have become more prominent over the years. Without official financial data, visit numbers offer a primary measure of As Ever’s performance.

Website Traffic Analysis in 2026

As Ever started 2026 with 268,200 visits in January, marking the highest monthly total for the first half of the year. However, February saw a drop to 213,030 visits, a 20.6 percent reduction. March visits rose to 226,330—a 6.2 percent increase—but did not reach January’s levels, remaining 15.6 percent lower than the peak.

The most significant drop occurred in April, with visits at 178,143, a 21.3 percent decrease. Despite some recovery in March, traffic continued to decline into the spring months. May visits were 171,327, a 3.8 percent decrease from April. By June, visits had fallen to 144,577, a 15.6 percent reduction, the lowest of the six-month period.

Pressure for Success

Following Prince Harry and Meghan’s move to California in 2020, they appeared to achieve commercial success quickly, securing deals with Netflix and Spotify. However, challenges followed. Spotify ended its deal with Archewell Audio in 2023 after only one show hosted by Meghan.

Their first Netflix project Harry & Meghan performed well, becoming one of the platform’s most-watched documentaries. However, subsequent projects struggled to replicate its success. The lifestyle and cooking show With Love, Meghan faced a similar trend, with early interest waning in later seasons.

Initially, Netflix was an equity partner in As Ever, as announced in a February 2025 Instagram video by Meghan. Netflix has since withdrawn, raising questions about the partnership’s strength. A statement from As Ever expressed gratitude for Netflix’s early involvement, emphasizing that the business is now ready to proceed independently.

Commentators, like UK-based brand expert Nick Ede, suggested Netflix would not have exited if the venture thrived. He noted the company’s understanding of financial losses. Some critics believe if As Ever cannot establish itself successfully, it would reinforce narratives about Harry and Meghan’s challenges in achieving lasting success in America. Alternatively, if Meghan manages to turn As Ever into a successful brand, it would counter criticisms that their appeal has waned.

‘With Love, Meghan’ and an Emmy Nomination

Meghan received a morale boost with With Love, Meghan earning a Daytime Emmy nomination for Outstanding Lifestyle Program. This acknowledgment comes alongside several other nominated shows. On Instagram, Meghan congratulated the team, expressing pride in the nomination.

While the nomination provides industry recognition, questions remain about Netflix’s engagement data for the show. Later series installments did not perform as well, but the Emmy nod offers a positive moment during a period of scrutiny.