Meghan Markle's lifestyle empire may be facing its biggest reality check yet.
New data suggests that traffic to the Duchess of Sussex's As Ever online store has been steadily declining throughout 2026, raising fresh questions about whether the excitement surrounding her much-hyped lifestyle brand is beginning to fade.
According to digital intelligence platform Similarweb, monthly visits to the As Ever website dropped by 46% during the first half of the year. The site reportedly attracted 268,000 visits in January, but that number had fallen to just 145,000 by June-a decline of roughly 124,000 monthly visitors.
The slowdown is particularly significant because the U.S. remains the only country where As Ever products are currently available. Around 45% of June's traffic came from the United States, equating to approximately 66,000 visits, down from about 89,000 at the beginning of the year.
The figures paint a very different picture from the brand's explosive debut. When Meghan launched As Ever alongside her Netflix series With Love, Meghan in 2025, products-including artisan jams, honey, flower sprinkles, candles and other lifestyle items-sold out within minutes, generating headlines around the world and fueling speculation that the Duchess had another runaway success on her hands.
However, the initial frenzy also exposed supply-chain problems, with many customers unable to purchase products before they disappeared. It reportedly took months before inventory could consistently keep up with demand.
Now, more than a year later, the challenge appears to have shifted from keeping products in stock to keeping shoppers engaged.
While fluctuating web traffic is common for celebrity brands-particularly after a splashy launch-the latest numbers are likely to fuel ongoing debate over whether As Ever can sustain long-term consumer interest without frequent product launches, major media appearances, or new seasons of Meghan's Netflix projects.
Neither Meghan Markle nor the As Ever brand has publicly commented on the reported traffic figures.
