Traffic Trends and Commercial Performance
Traffic to Meghan Markle’s online lifestyle shop, As Ever, experienced a significant decline during the first six months of 2026. According to data provided by the digital intelligence platform Similarweb, the website recorded a 46 percent drop in monthly visits between January and June. In January, the site saw 268,000 visits, a figure that fell to 145,000 by the end of June, representing a loss of approximately 124,000 monthly visits.
The As Ever brand, which launched in 2025 alongside the Duchess’s Netflix series With Love, Meghan, retails a variety of consumer goods, including jams, honey, flower sprinkles, and wine. Currently, the store limits its shipping exclusively to the United States, which accounted for approximately 45 percent of all traffic in June—translating to roughly 66,000 U.S.-based visits, down from 89,000 in January.
The Evolution of the Netflix Partnership
The commercial trajectory of As Ever has been closely linked to the Sussexes’ broader media strategy in the United States. Following their departure from royal duties in 2020, the couple secured high-profile deals with major streaming platforms. However, the business landscape has proven volatile. While Netflix was initially an equity partner in As Ever, the streamer has since stepped back from that role. A spokesperson for the brand stated that the company is “grateful for Netflix’s partnership through launch and our first year” and is “now ready to stand on its own.”
Industry observers have interpreted this withdrawal as a sign of commercial recalibration. Nick Ede, a brand and culture expert, suggested that the streamer’s exit indicates a focus on recouping initial investments, noting that Netflix likely aimed to mitigate losses. The performance of the associated Netflix content has also been mixed; while the Harry & Meghan documentary became a global success, subsequent lifestyle titles, including seasons of With Love, Meghan, have struggled to maintain high engagement rankings on the platform.
Industry Recognition Amid Scrutiny
Despite the cooling web traffic, the project received a notable boost on July 14, 2026, when With Love, Meghan was nominated for a Daytime Emmy for Outstanding Lifestyle Program. The Duchess publicly celebrated the nomination, thanking the production team and crew. Analysts note that while this industry recognition provides a measure of professional validation, it does not directly offset the challenges reflected in the engagement data, which saw later installments of the series finish outside Netflix’s top 1,000 titles.
The sustainability of As Ever serves as a focal point for critics and supporters alike. For the Sussexes, transforming the brand into a thriving consumer entity would counteract narratives regarding their long-term commercial viability in the U.S. market. Conversely, continued declines in digital reach may further fuel questions about the couple’s ability to maintain the momentum established during their initial post-royal transition.