The majority of visitors to Meghan Markle's brand leave the website empty-handed, according to new research.
The Duchess of Sussex's online lifestyle venture, As Ever, has seen steady growth in visitor numbers over recent months, with traffic climbing 36 per cent between October and January.
According to SimilarWeb data, the website attracted 196,831 visits in October, rising to 268,200 by January—an increase of more than 71,000 visitors.
December saw 245,982 visits, demonstrating consistent month-on-month improvement.
Meghan Markle brand faces huge hurdle as majority ‘cannot complete purchase’
|REUTERS
However, a significant challenge facing the business is its geographical reach, with approximately two-thirds of As Ever's visitors originating from countries outside the United States, according to research by Newsweek.
Since the duchess does not currently offer international shipping, many of these visitors would be unable to complete a purchase under the brand’s current shipping policy.
Meghan has previously indicated her intention to expand the brand worldwide. Speaking on the Aspire with Emma Grede podcast in June 2025, she acknowledged the complexities involved: "Compliance is different globally when we get into that market, which we will."
When Ms Grede asked: "You're going global?" the duchess responded: "How can we not?"
A product available to buy on the As Ever website for $48
|AS EVER
No timeline for international expansion has been confirmed.
The most successful period for Meghan's brand occurred during a single week in June 2025, when the Duchess of Sussex's second product release rapidly sold out, and the As Ever website recorded half a million page views.
The Netflix-partnered shop offers jams, wine, flower sprinkles and other lifestyle products.
Despite no official sales figures being released, questions about inventory levels emerged after a technical error on the As Ever website in January inadvertently disclosed the full extent of Meghan's stock holdings.
The checkout page on the As Ever website only allows customers to ship to the US
|AS EVER
The glitch revealed the duchess had 650,190 products valued at £17.4million at retail prices.
Among the items exposed were more than 80,000 containers of edible flower sprinkles, representing approximately £960,000 in potential revenue.
Critics have suggested this substantial stockpile indicates the business may struggle to shift its inventory, though sources close to Meghan's team have expressed satisfaction with the brand's progress.
The brand underwent a significant transformation before reaching its current form, having originally launched in March 2024 under the name American Riviera Orchard—a reference to Santa Barbara's nickname, where the Sussexes reside.
Since stepping back as a working royal, Meghan has focued on her lifestyle brand
|INSTAGRAM: @MEGHAN
Trademark complications necessitated a rebrand, with As Ever unveiled in early 2025.
Meghan later explained on the Confessions of a Female Founder podcast that the original name had become "this word salad," prompting the simplification.
When the revamped shop debuted on April 2, 2025, its inaugural collection of raspberry spread, teas and baking mixes sold out within 60 minutes.
The duchess subsequently acknowledged the difficulties of managing such intense demand whilst avoiding customer frustration.