Meghan Markle's shop is slowly growing as pressure looms
Meghan Markle’s As Ever online shop has been slowly building traffic month by month, but digital footfall remains substantially below where it was when she first launched.
The Duchess of Sussex sells jams, flower sprinkles, wine and other produce through asever.com, a partnership with Netflix that was promoted through her TV show With Love, Meghan.
No sales data has been made public, but website traffic has been growing month-on-month, which will come as good news to the duchess after a website glitch in January revealed that she had $21.8 million worth of stock.
Why It Matters
There have long been debates about how well the business is doing, with Newsweek’s sources indicating her team has been happy with the progress she has made.
Meanwhile, critics argue she has more stock than she can sell, after asever.com accidentally revealed Meghan’s full stock totals in January, when she had 650,190 products worth $21.8 million at sale price. This included more than 80,000 tubs of edible flower sprinkles, worth a total of $1.2 million.
Meghan Markle at the National Centre for Rehabilitation of Addicts in Amman, Jordan, on February 26, 2026.
Meghan’s As Ever Website Number
Meghan’s website recorded 196,831 visits in October and has since risen to 268,200 in January, a growth of 71,369 or 36 percent, according to data from SimilarWeb. In the months between, the growth was steady, with December recording 245,982 visits.
Interestingly, though, only a third of visitors to As Ever were from the United States, and Meghan does not currently ship internationally, meaning many of her potential customers may have left empty-handed.
Meghan has previously spoken about wanting to take the brand global, but there has been no confirmation of a date for when that would happen. She told the Aspire with Emma Grede podcast in June: “Compliance is different globally when we get into that market, which we will.”
When Grede said, “You’re going global,” Meghan replied, “How can we not?”
As Newsweek previously reported, Meghan’s As Ever website had half a million page views in the week of her second product drop in June, when her stock sold out quickly.
The growth in her website audience is due to growth since the summer of 2025, when she has consistently had stock for sale.
As Ever’s History
As Ever began life in March 2024 as American Riviera Orchard. The name was a nod to Santa Barbara, where Harry and Meghan live, which is sometimes referred to as the American Riviera.
Trademark roadblocks pushed a rebrand, and Meghan unveiled As Ever early in 2025. Meghan later recalled in her Confessions of a Female Founder podcast that the name had become “this word salad,” so she simplified it.
The rebrand was announced in February 2025, accompanied by an Instagram video teasing a more expansive, lifestyle‑driven vision. Meghan described As Ever as meaning “as it’s always been,” a return to the success she enjoyed with her former lifestyle blog, The Tig, before joining the royal family.
When As Ever finally launched its debut drop on April 2, 2025, the initial collection, featuring raspberry spread, flower sprinkles, teas, and baking mixes, sold out in less than an hour.
But the duchess later acknowledged the challenges of managing such rapid demand. On Grede’s podcast, Meghan addressed the difficulty of balancing excitement with customer frustration: “Well, we can restock what we had at those same quantities, but then I’ll have another sell out, and I don’t want that for people.
I think scarcity is great if it happens organically at the onset, but at a certain point, even being consumer‑minded, I would be fatigued if that kept happening and I was going to a website.”
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