Meghan Markle’s As Ever website has had ‘less than 400,000 US visitors’ since January – as Duchess launches collaboration with a lifestyle influencer to plug her products

Meghan Markle had ‘just under 400,000 American visitors’ to her As Ever website since the beginning of the year, after a website glitch in January ‘inadvertently revealed’ vast amounts of unsold inventory. 

While no sales data for the brand has been published since its launch in 2025, internet sleuths exploited the glitch earlier this year to discover over 650,000 units of products like jams and flower sprinkles. 

For example, her Signature Fruit Spread Box had a total of 137,465 units available, which many Reddit users initially gleefully pounced upon as a sign of flagging sales.

However, a source at the time said that was the amount left over from an initial order of one million jars, adding Meghan’s jam was ‘flying off the shelf’. 

Now, data from the digital intelligence platform Similarweb put the number of US website visitors at 392,114 between January and May, while total global traffic was over one million.

Commenting on the figures, a source with knowledge of As Ever told Newsweek that the brand is set to ‘double in size’, adding: ‘By any measure, for any startup, you can’t deny that is anything but a success.’ 

The Daily Mail has reached out to the Sussexes’ representatives for comment.  

Shortly after, Meghan, 44, teamed up with an American influencer in a marketing first to promote her lifestyle brand, after Netflix ended the partnership that helped launch As Ever last year. 

While the Duchess of Sussex typically fronts promotional campaigns for her range of jams, teas, and candles, the latest Instagram advert featured New York-based Olivia McDowell, who has under 250,000 followers

It comes after a report revealed Meghan had ‘just under 400,000 US visitors’ to her As Ever website since January

While the Duchess typically fronts promotional campaigns for her range of jams, teas, and candles, the latest Instagram advert featured New York-based Olivia McDowell, who has under 250,000 followers. 

Posted on Monday, the Reel showed Olivia making dainty cucumber sandwiches, using edible flowers to decorate a platter of croissants before spooning some raspberry jam onto the pastry as she shared her top three ‘summer hosting tips’. 

In a voiceover, Olivia – dressed in a grey t-shirt and cream trousers – her advice for spontaneous plans included keeping the menu simple and ‘engaging all of the senses’ as X users suggested they ‘echoed’ Meghan’s advice for her Netflix show. 

At one point, Olivia brewed a pot of hibiscus tea from As Ever, while saying: ‘The best gatherings linger a little longer when the guests leave with something connected to the gathering, like this bright and beautiful tea.’ 

She also praised Meghan’s raspberry spread, adding ‘it’s one of my favourites’, and the floral candle inspired by the Duchess’s daughter, Princess Lilibet, adding that it ‘turns my home into a garden’. 

‘These treasures from As Ever truly elevate any moment,’ Olivia – who called the collaboration a ‘dream’ – concluded. 

Even though Meghan does not feature in the Reel, X users suggested Olivia’s tips sounded ‘like the brand’s talking points’. 

‘Why is Meghan outsourcing her content?’ another wrote, while a third said: This is ridiculous. Meghan, the duchess, couldn’t do a similar video herself since starting her own brand?!’ 

Resharing the video on her Instagram Stories, Olivia wrote: ‘Crossing a collab with As Ever off of my dream partnership list. Thank you, Meghan.’ 

Olivia also shared a photograph of the candle, the tea, and the spread in a separate post on her Stories, writing: ‘Whether I need a pick me up or just want to start my day with a little luxury – it’s always one of these three items I reach for!’

Olivia was seemingly roped in to create content for As Ever after she revealed she gifted Meghan’s jam and other goodies from As Ever to her friends during ‘the most special birthday lunch’ in a video posted two weeks ago. 

Olivia’s birthday Reel was reposted on As Ever’s account after the collaboration was unveiled at the start of the week. 

Earlier this year, the inventory levels for Meghan’s brand, including wine, candles, and honey, were ‘inadvertently’ revealed when Reddit users discovered a glitch on the website. 

The sleuths said they were given the figures after trying to add an abnormally large number of items to their online shopping basket – prompting the website to reveal the maximum stock it actually had to ship. 

The bug was identified by Reddit user InfiniteSky55, who said they had tried to add 200,000 of each item to their shopping basket on As Ever.

It prompted a flurry of activity as users rushed to the website to verify the seemingly huge number of items kept in stock.

In total, there were more than 572,000 lifestyle items such as spreads and teas for sale, and over 77,000 bottles of wine for sale.

The stock, seen in alleged screenshots of the website, included more than 220,000 jars of spread; 30,000 jars of honey, 30,000 mulling kits, almost 90,000 candles; over 110,000 jars of tea; and 80,000 jars of edible flower sprinkles.

A similar exploit for her wine venture revealed more than 70,000 bottles were sitting unsold, including almost 7,000 Bruts, 46,000 bottles of Sauvignon Blanc and nearly 24,000 bottles of Rose.

Shortly after the post went viral, the As Ever website was amended to remove the exploit, with purchase limits put in place for goods.

However, the duchess herself has said she has been ramping up stock levels as she prepares to launch As Ever in other countries, and suggested in a recent interview she had put in a purchase order for a million jars to meet demand.

‘It’s an incredible thing for any small business and any start-up,’ she told Bloomberg’s The Circuit in August of the first sell-out run.

‘We prepped for the second seasonal drop and ten-exed (multiplied by a factor of 10) our inventory. We thought for sure it would at least last for a couple of weeks – that sold out in a couple of hours.

‘The conversation goes from at the start of this year talking about a few thousand jars and lids to, “we need to do a purchase order of a million”.’

It comes after PR and brand experts told the Daily Mail that there has been a ‘noticeable shift in Meghan’s approach to featuring her children on public social media’ over the last year, adding it ‘reinforces the idea that As Ever is an extension of her life as a mother and homemaker’.

Commenting on the increasing frequency with which Lilibet, who appeared in As Ever’s Mother’s Day campaign, is seen on Meghan’s Instagram, Meghan Dooley said:

‘From a brand standpoint, motherhood is one of the Duchess’s strongest credibility anchors within lifestyle,’ according to the head of London-based TAL Agency. 

This is because As Ever’s target consumers ‘engage more with real family moments’ than product features, according to content marketing expert, Aidan van Vuuren.

‘As Ever operates in domestic lifestyle territory – jam, honey, homeware. Those products only make sense if Meghan is credible as someone who genuinely lives that life,’ he said.

‘Featuring Lilibet [and Archie] is not sentiment padding; it tells the audience this is a family story, not a celebrity vehicle. That narrative coherence is what makes the brand feel real.’

Megan agreed that audiences connect more strongly with online personalities – and brand founders – who feel emotionally accessible.

‘By subtly incorporating more family imagery, Meghan’s image will be more humanised, and the distance between celebrity and customer softened,’ she added.

The risk the Duchess runs is keeping her family-related social media content feeling ‘effortless, not engineered’.

‘The risk, as with any founder-led lifestyle brand, is that audiences are increasingly sharp at spotting family content that serves the brand first,’ Aidan added.

‘Meghan’s challenge is keeping it feeling effortless rather than engineered.’