Meghan Markle's lifestyle brand As Ever has drawn approximately 400,000 American visitors to its website from January to May, according to Similarweb data, while global traffic surpassed one million. This follows a January website glitch that exposed over 650,000 unsold units, leading to online speculation about sales. Despite the scrutiny, a source claims the brand is on track to double in size. In a marketing shift, Meghan partnered with micro-influencer Olivia McDowell for an Instagram Reel, sparking discussion about her absence from the campaign.
Meghan Markle's lifestyle brand As Ever has attracted just under 400,000 American visitors to its website since the start of the year, according to data from digital intelligence platform Similarweb.
The figures, covering January through May, show 392,114 US visitors, while total global traffic exceeded one million. These numbers emerge after a website glitch in January inadvertently revealed vast amounts of unsold inventory, with internet sleuths discovering over 650,000 units of products like jams and flower sprinkles.
For instance, the Signature Fruit Spread Box showed 137,465 units available, which some Reddit users interpreted as a sign of poor sales. However, a source clarified that this represented leftover stock from an initial order of one million jars, stating the jam was actually flying off the shelf. A source familiar with As Ever told Newsweek that the brand is poised to double in size, calling the performance a clear success for any startup.
The Daily Mail has sought comment from the Sussexes' representatives. The brand's marketing approach recently shifted as Meghan collaborated with an American influencer, marking a new strategy after Netflix ended its partnership that helped launch As Ever last year. While the Duchess of Sussex usually appears in promotional campaigns for her jams, teas, and candles, the latest Instagram advert featured New York-based Olivia McDowell, who has under 250,000 followers.
The Reel, posted on Monday, showed Olivia preparing cucumber sandwiches and decorating pastries with edible flowers while sharing summer hosting tips. She brewed hibiscus tea from As Ever, praised the raspberry jam as a favorite, and highlighted the floral candle inspired by Princess Lilibet, saying it turns her home into a garden.
Although Meghan did not appear in the video, some X users noted that Olivia's advice echoed Meghan's tips from her Netflix show, questioning why the Duchess was outsourcing content. Olivia reshared the video on her Instagram Stories, calling the collaboration a dream and showcasing the products in separate posts. This partnership follows Olivia's earlier video where she gifted As Ever items during a birthday lunch.
The brand's inventory levels were exposed earlier this year when Reddit users exploited a website glitch by attempting to add extremely large quantities of items to their cart, causing the site to display maximum stock numbers. User InfiniteSky55 discovered the bug by trying to add 200,000 of each item, revealing over 572,000 lifestyle items and more than 77,000 bottles of wine in stock
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