Meghan Markle's As Ever sees sharp decline in web traffic

In July 2026, Meghan Markle's online shop, As Ever, experienced a significant drop in web traffic, recording only 126,655 visits, a decline of approximately 53 percent from January's 268,200 visits. This decline raised questions about the health of the business, despite sources indicating that it was performing strongly over the past year. The six-month average for As Ever was 176,677 visits, with a notable increase in returning visitors in July, reaching 46 percent compared to a six-month average of 31 percent.

In contrast, the official royal website received 730,628 visits in July, with a six-month average of 696,867 visits, showcasing a much larger audience interested in royal activities. Gwyneth Paltrow's Goop also outperformed As Ever with 749,179 visits in July, although it primarily serves as an information hub rather than a retail site. The Sussex website, which is separate from As Ever, had 71,184 visits in July, indicating a smaller audience compared to both As Ever and the royal website.

An As Ever spokesperson commented on the comparison of their website traffic to royal websites, suggesting that such comparisons may not be meaningful due to the natural fluctuations in traffic around product launches. They emphasized the importance of building a sustainable brand and loyal customer base rather than focusing solely on page views. The spokesperson's remarks highlight the challenges faced by new brands in establishing themselves in a competitive market.

Overall, the decline in web traffic for As Ever raises concerns about its long-term viability, especially in light of the contrasting performance of established royal and celebrity brands. The data suggests that while there is initial curiosity about new ventures, sustaining that interest over time is crucial for success in the online retail space.