Meghan Markle's Online Shop Has Year on Year Drop at Crucial Time

Meghan Markle's lifestyle website, As Ever, experienced a decrease in online traffic during October 2026 compared to the same period in 2025. The decline occurred at a critical time leading up to major shopping holidays such as Thanksgiving and Christmas. Although the website tracks website visits rather than sales data, the traffic figures serve as a proxy for customer interest.

The Duchess of Sussex launched the online shop in April 2025, and it quickly gained popularity with limited-edition products selling out rapidly. However, supply issues plagued the business until August 2025 when a stable inventory was established, allowing the site to remain open continuously for the first time. Despite the downward traffic trend in October, As Ever's October visits still outnumbered those seen in September.

The site's growth trajectory remains uncertain due to the lack of publicly available sales or profit data. Meghan has discussed the possibility of expanding the business internationally and securing additional funding, but the current decline in online traffic raises concerns about the brand's long-term viability.