Decline in Traffic for Meghan Markle’s ‘As Ever’ Online Shop

Traffic Drop for As Ever Shop

Traffic to Meghan Markle’s As Ever online shop saw a significant decrease of 46 percent in the first six months of 2026. Monthly visits reduced by about 124,000, according to a digital intelligence platform.

The shop offers products like jams, honey, flower sprinkles, wine, and consumer goods such as candles. It launched in 2025 alongside the Netflix series With Love, Meghan.

In January 2026, the website had 268,000 visits, dropping to 145,000 in June, as per data from Similarweb accessed by Newsweek. Around 45 percent of the June traffic, approximately 66,000 visits, came from the United States, which is the only country where shipping is available.

Significance of Traffic Trends

After its first product release in April 2025, As Ever quickly sold out as media heavily covered the launch. However, there were supply chain delays, and it took until August 2025 to meet demand regularly.

Due to the lack of official figures for revenue or sales, website visits remain the main public measure of the shop’s performance.

2026 Traffic Analysis

The As Ever website began 2026 with 268,200 visits in January, the highest recorded in the first half of the year. In February, visits fell to 213,030, showing a 20.6 percent decline. March saw a slight growth to 226,330 visits, a 6.2 percent increase from February, but still 15.6 percent below January’s figures.

April witnessed the largest drop to 178,143 visits, a 21.3 percent decrease. Despite a recovery attempt in March, traffic fell further in May to 171,327, a 3.8 percent drop. By June, visits declined further to 144,577, a 15.6 percent decrease, marking the lowest in the six-month period.

Pressure for Success

Prince Harry and Meghan’s transition from royal duties in 2020 seemed commercially favorable initially. They landed significant deals with Netflix and Spotify. But, Spotify ended their agreement with Archewell Audio in 2023 after only one show, Archetypes, hosted by Meghan.

While their first Netflix documentary, Harry & Meghan, was a global hit, subsequent efforts haven’t matched its success. With Love, Meghan followed a similar pattern, with its first season ranking 383rd and later installments falling outside Netflix’s top 1,000.

Netflix initially held an equity stake in As Ever. In a February 2025 Instagram video, Meghan announced, “Netflix came on, not as my partner in the show, but as my partner in my business, which was huge.” However, Netflix has since scaled back its involvement.

Commentators have speculated that Netflix’s withdrawal indicates less-than-anticipated business success. Nick Ede, a UK-based brand expert, told Newsweek, “Netflix spent all the money; it wants to recoup it. It will have made a loss.”

Success for As Ever as a sustainable business would challenge criticisms that the Sussexes’ appeal in America has waned.

Emmy Nomination for ‘With Love, Meghan’

Meghan received positive news when With Love, Meghan earned a Daytime Emmy nomination for Outstanding Lifestyle Program on July 14. It was considered alongside shows like A Different Breed and George to the Rescue.

Despite the nomination, questions remain about Netflix’s own engagement data, which showed later installments outside the platform’s top 1,000 titles. However, the nomination provides industry recognition during a period of scrutiny regarding Meghan’s commercial ventures.