Meghan Markle lifestyle brand 'As Evers' traffic falls 46%

Meghan Markle's lifestyle brand As Ever experienced a 46% decline in website traffic during the first six months of 2026. Data gathered by digital intelligence platform Similarweb showed that monthly visits to the online-only store dropped from approximately 268,000 in January to 145,000 in June.

Radar Online reported the analytics figures as the brand faced criticism over its promotional strategy. The sharp drop in visitor numbers comes while Markle has yet to release major new products for the venture.

Recent marketing efforts for the brand have relied primarily on lifestyle-oriented social media posts. The official Instagram account for As Ever shared imagery depicting breakfast spreads, tea, and garden settings instead of revealing upcoming commercial releases. One featured caption stated, "Berry season calls for fruit spreads, slow mornings, and something homemade."

The promotional content generated mixed responses online, with several social media commentators expressing frustration over the lack of new offerings. Users on X criticised the posts as repetitive and questioned the overall trajectory of the venture. One individual wrote, "Tell me you’ve given up without telling me." Another user questioned whether Markle intended to continuously publish images of food spreads, whilst a third commenter noted, "It’s really bad when you hide the label of the spread. This ridiculousness needs to be put to bed. Meghan Markle has officially failed at everything she touches."

The Duchess of Sussex originally launched As Ever as an online retail platform offering lifestyle items. However, the absence of fresh product drops has coincided with diminishing online engagement across the brand's primary digital platform throughout 2026.