Meghan Markle’s As Ever Website Traffic Falls 9% in 2026

Key Points

• Website Traffic Decline: As reported by journalist Rhealene Fernando of Newsweek, web traffic to Meghan Markle’s lifestyle brand, As Ever, experienced a 9% year-on-year decline in October 2026, dropping to approximately 179,000 visits compared to 197,000 visits during the same period in 2025.
• Conflicting Unverified Sales Claims: Despite the dip in digital visitors, an unnamed source close to the lifestyle brand asserted to Newsweek that overall sales figures actually rose year on year, though the company has not published official financial reports or order counts to independently verify the claim.
• Monthly Traffic Fluctuation: Web analytical estimates from Similarweb highlighted a recovery in October 2026 from September’s low of 141,000 visits, representing a 27% monthly rebound, though figures remained well below January 2026’s peak of approximately 268,000 visits.
• Corporate Structure and Partnership Transition: The digital metrics arrived following the formal conclusion of As Ever’s business partnership with Netflix in March 2026, after which Meghan Markle assumed full independent operation of the brand.
• Holiday Product Rollout and Regional Interest: The brand launched its 2026 holiday collection featuring an Advent calendar developed in collaboration with Los Angeles chocolatier Compartés. Similarweb audience geolocation data indicated that nearly 60% of October traffic originated from US IP addresses, with Britain accounting for 20%, Canada 6%, and Australia 4%.

Landon (Britain Post News) November 15, 2026 – Digital traffic metrics for Meghan Markle’s lifestyle e-commerce enterprise, As Ever, reveal nuanced trends as the brand approaches the high-demand holiday shopping season. According to Similarweb estimates analyzed and reported by journalist Rhealene Fernando of Newsweek, the site recorded roughly 179,000 visits in October 2026, marking a 9% decrease from the 197,000 visits registered in October 2025. While external web analysis points to a minor contraction in digital visibility year on year, an unverified source close to the enterprise maintained that commercial sales experienced an upward trajectory over the same timeframe, illustrating the complex relationship between web traffic and retail performance for celebrity-led consumer brands.

Why Did As Ever Website Traffic Fall in October 2026 Despite a Monthly Rebound?

As reported by Newsweek journalist Rhealene Fernando, the year-on-year comparison showed a drop of approximately 18,000 visits—representing a 9.1% contraction between October 2025 and October 2026. Industry analysts note that traffic metrics gauge overall site visitors rather than unique individual buyers, completed e-commerce checkouts, or total net revenue.

Despite the annual dip, October figures marked a notable recovery from September 2026, during which Similarweb estimated traffic at approximately 141,000 visits. The subsequent bounce to 179,000 visits represented a month-on-month increase of nearly 27%. However, engagement remained below earlier milestones in 2026, which included an estimated January high of 268,000 visits and a summer low of roughly 127,000 visits recorded in July.

Addressing historical fluctuations in consumer interest, an As Ever spokesperson previously told Newsweek that variations in web activity reflect the standard operational rhythm of a modern e-commerce brand. As stated by the brand representative to Newsweek: “Product drops and PR create predictable spikes in engagement, so I wouldn’t read too much into a single period.” Because management has not disclosed audited financial statements, profit margins, or conversion rates, external observers remain divided on whether visitor fluctuations correlate directly with commercial output.

How Do Unverified Sales Claims Relate to E-Commerce Conversion Rates?

According to reporting by Newsweek, an anonymous source familiar with company operations claimed that actual retail sales increased year on year, directly contrasting the downward trend observed in third-party web traffic estimates.

Retail economists emphasize that fewer website visitors do not automatically equate to lower revenue; a higher conversion rate, larger average order values, or targeted marketing campaigns can generate stronger sales from a smaller pool of prospective buyers. However, without official inventory turnover data or verified sales disclosures from As Ever, determining the precise commercial health of the enterprise remains challenging.

Furthermore, retail analysts reviewing the data pointed out structural differences between the comparative periods. As Ever’s inaugural product line debuted in April 2025 to rapid sell-outs, followed by inventory stabilization by August 2025. Newsweek noted that October 2025 represented only the second full operational month in which inventory remained consistently stocked following initial post-launch shortages, introducing complexities into year-on-year performance evaluations.

What Impact Did the Netflix Separation Have on As Ever’s Independent Operations?

The brand’s commercial evolution has also unfolded alongside significant structural shifts in media partnerships. On March 6, 2026, Netflix and As Ever mutually announced the conclusion of their formal business collaboration. At the time of the separation, Netflix representatives stated that Meghan Markle’s transition to managing the lifestyle enterprise completely independently had always been the intended trajectory. The announcement did not attribute the operational realignment to website traffic fluctuations or sales metrics.

Earlier, during a June 17, 2025 interview on Emma Grede’s Aspire podcast, Meghan Markle discussed the foundational support provided by Netflix, characterizing the collaborative arrangement as a means of “doubling down in the growth of me as an entrepreneur.” During the same appearance, she raised the prospect of expanding retail operations into international markets.

Subsequent filing activity indicated that As Ever pursued trademark protections across international jurisdictions, including Britain, Canada, and Australia, though official regulatory filings do not confirm specific commercial launch dates abroad. Current shipping policies restrict direct e-commerce fulfillment primarily to domestic US addresses, with international delivery remaining unavailable.

Where Is Online Consumer Interest Located Geographically?

Similarweb geographical analytics cited by Newsweek shed light on the global footprint of consumer curiosity surrounding the lifestyle brand. During October 2026, nearly 60% of all incoming web traffic originated from United States Internet Protocol (IP) addresses.

UK-based users accounted for approximately 20% of total visits, reflecting sustained international fascination driven by media coverage. Meanwhile, Canada accounted for roughly 6% of traffic, and Australia represented 4%. E-commerce experts caution that regional IP data measures online interest and brand visibility rather than confirmed retail transactions or international shipping demand.

To maintain momentum heading into the winter retail period, As Ever centered its fourth-quarter marketing strategy around a curated holiday collection. The seasonal assortment features gift baskets, specialty chocolates, and a 2026 Advent calendar developed in partnership with Los Angeles-based artisanal chocolatier Compartés. Despite widespread social media exposure surrounding the product drop, the company has not released specific sales figures or inventory run totals for the holiday offerings.

Background of Celebrity Lifestyle Brands and Digital Commerce

The intersection of celebrity branding and digital retail has evolved rapidly over the past decade, driven by direct-to-consumer platforms and social media engagement. When high-profile figures launch lifestyle ventures, initial public interest frequently generates massive spikes in web traffic, followed by normalization phases as novelty gives way to sustained brand loyalty. E-commerce enterprises operating in this space rely heavily on consistent product drops, strategic media partnerships, and efficient supply chain management to convert organic curiosity into repeat customers. Evaluating the long-term viability of such brands typically requires looking beyond public web analytics to examine customer retention rates, profit margins, and inventory turnover.

Prediction: How Independent Brand Scaling Will Affect Direct-to-Consumer Competitors

For independent celebrity-founded lifestyle brands operating in competitive digital markets, navigating post-partnership transitions without major studio backing will test the sustainability of their customer acquisition models. If As Ever successfully secures international shipping infrastructure and capitalizes on its strong UK and North American digital interest, it could expand its market share among premium consumer demographics. However, in an increasingly crowded retail sector where consumers face cost-of-living pressures, maintaining high conversion rates without relying on constant viral publicity cycles will remain a central challenge for independent lifestyle enterprises