In the first half of 2026, Meghan Markle’s online shop, As Ever, experienced a significant decrease in web traffic. According to a digital intelligence platform, there was a 46 percent drop in visits, with the monthly average decreasing by approximately 124,000 visits. The shop, which sells products like jams, honey, flowers, wine, and consumer goods such as candles, was launched in 2025 alongside Meghan’s Netflix series, With Love, Meghan.
Data from Similarweb, accessed by Newsweek, indicated that the site began the year with 268,000 visits in January but dropped to 145,000 by June. In June, about 45 percent of the visits came from the United States, the only country where products are currently shipped. This translates to around 66,000 visits from the U.S., a decrease from 89,000 in January.
Understanding Traffic Trends
As Ever’s website saw its highest traffic in January, with 268,200 visits. February witnessed a sharp decline to 213,030 visits, representing a 20.6 percent drop. March provided a brief, modest recovery, with a 6.2 percent increase to 226,330 visits, but this was still 15.6 percent below January levels.
April marked a large downturn, with visits dipping to 178,143—a 21.3 percent reduction from March. May’s visits further decreased to 171,327, down by 3.8 percent. June concluded the period with 144,577 visits, a 15.6 percent decrease from May, marking the lowest monthly traffic in the six months.
The initial launch in April 2025 saw sales quickly reach a sell-out stage due to media coverage and high demand. However, supply chain challenges delayed consistent supply until August that year, impacting potential revenue.
Business Dynamics and Celebrity Ventures
The Sussexes’ departure from royal duties initially seemed beneficial commercially. They quickly secured significant deals with Netflix and Spotify. Yet, their Spotify partnership ended in 2023 after only one show, Archetypes, aired.
Their Netflix documentary, Harry & Meghan, achieved global success, becoming one of Netflix’s top documentaries. However, later projects didn’t replicate such success. Meghan’s show, With Love, Meghan, had mixed performance metrics, ranking 383rd initially in the first season and dropping further in subsequent releases.
Initially, Netflix was an equity partner in As Ever, as announced by Meghan in 2025 on Instagram. Netflix later withdrew, raising questions about the business’s vitality. As Ever expressed gratitude for Netflix’s early partnership and readiness to operate independently. Critics suggested Netflix’s retreat highlighted financial dissatisfaction, and Nick Ede commented on how Netflix might have incurred losses.
Failure to establish As Ever as a robust commercial entity could intensify perceptions that Harry and Meghan struggled to cement long-term U.S. business success. Conversely, success might counter claims about waning public appeal.
Recognition Despite Challenges
With Love, Meghan gained positive recognition with a Daytime Emmy nomination for Outstanding Lifestyle Program on July 14, alongside other notable programs. Meghan acknowledged the nomination on Instagram, praising her team’s efforts.
While the Emmy nomination does not negate Netflix’s engagement concerns—where later episodes fell outside the top 1,000 titles—it does offer industry acknowledgment when Meghan’s commercial trajectory faces scrutiny.