Meghan Markle insists she isn’t an influencer – so why is she using Instagram to flog clothes?

Meghan Markle is now selling clothes through affiliate links on her online shop – despite claiming she’s ‘not an influencer’. 

The Duchess of Sussex, 43, is reportedly set to ‘make millions’ from the ShopMy link, which she launched yesterday via her Instagram account @meghan. 

The links mean Meghan will be paid a commission for promoting clothes from other companies if her followers purchase an item through them.

The tool is one commonly used by influencers, who can make thousands on social media platforms such as Instagram and TikTok by wearing and promoting clothes – and providing a link for shoppers to get their own. 

The products so far being promoted by Meghan include a sleeveless gown costing more than £1,000, £600 Saint Laurent sandals and earrings which will set buyers back £200 – while other handpicked pieces included brands such as Heidi Merrick, Reformation and J Crew. 

In a recent interview with People Magazine to promote her Netflix show, Meghan insisted she’s ‘not an influencer’ and instead views herself as a ‘female founder’ and ‘entrepreneur’. 

She also recently launched her new podcast called Confessions Of A Female Founder and released a trailer for it on Tuesday morning.  

But, speaking to FEMAIL, PR and branding expert Hayley Knight warned that her latest venture means it’s ‘difficult to deny’ that the Duchess is increasingly adopting ‘standard influencer behaviour’. 

In the past, Meghan and her husband Prince Harry have emphasised the importance of ‘activism and philanthropy’ in their work via their Archewell Foundation – but Hayley warns that the addition of affiliate links could now ‘cheapen’ her overall brand. 

‘The Duchess of Sussex has long positioned herself as an advocate, humanitarian, and media entrepreneur, distancing herself from traditional influencer culture,’ Hayley explained. 

‘Yet, with this latest move, she is embracing a model that is predominantly about monetising and sales.

‘Meghan’s new shop directly contradicts her claim that she’s not an influencer because affiliate marketing is one of the most common revenue streams for influencers. 

‘Meghan is also showcasing standard influencer behaviour by curating selections of products in order to drive sales, so it is not surprising that she has received backlash for there being a disconnect between her comments and her actions.’ 

Speaking to People magazine at the start of this month, the Duchess of Sussex insisted she didn’t see herself as a social media star.

‘I see myself as an entrepreneur and a female founder and if the brand ends up influential, then that’s great,’ she told the outlet.

However, after launching her brand-new Instagram account, a podcast, a lifestyle brand, a Netflix cookery show and now an online shop – all in less than three months – Meghan appears to have fully embraced the typical influencer model. 

The Duchess could be set to earn millions from introducing affiliate links into her brand, which Hayley praised as ‘a smart move from a business perspective’. 

However, she added: ‘It allows her to monetise her brand, but it seems to cheapen her overall brand, reducing her status. She has put so much emphasis on activism and philanthropy, this diminishes her to a simple lifestyle influencer. 

‘This means that her challenge will be maintaining credibility and engagement. If she continues to combine being a serious thought leader with influencer marketing, her messaging will become unaligned and contradictory and she’ll struggle to find her audience.

‘Meghan’s recent moves – relaunching a new Instagram account, teasing a lifestyle brand, and maintaining a media presence through her podcast – all represent influencer culture, so we can definitely argue that she is moving towards establishing herself as such.

‘It seems that this recent move is all about driving sales and making money, rather than an impact, making it her most overtly commercial influencer move yet.’

As she launched her shop yesterday, Meghan claimed ‘many’ of her followers had asked about her outfits, prompting confusion due to her Instagram comments being turned off. 

Hayley pointed out that Meghan could be managing engagement through other means, such as PR inquiries and emails – or else the comment could be a ‘way to justify the shop’s existence’.  

By comparison, the Princess of Wales has instead opted for ‘invisible fashion’, letting her work take centre stage instead after her cancer journey gave her a ‘new perspective’, according to a palace source. 

Since her wedding to Prince William in 2011, Kensington Palace had released details of garments she wears to public events to select members of the press. 

Her outfits are consistently popular and often sell out after being worn by the princess – a phenomenon that has been dubbed ‘the Kate effect’.  

But Kate now intends her fashionable looks to take a back seat and focus solely on her work and activism. 

By contrast, a disclaimer on Meghan’s new on ShopMy website reads: ‘Please note, some products may contain commissionable links.’ 

‘She could potentially earn millions from this and is probably earning a commission on every sale she makes,’ money and business coach Maddy Alexander-Grout told MailOnline.

She added: ‘If you take on average how many followers she has (2.6 million) and how much engagement she has, I would imagine based on her following that she will have thousands and thousands of people buying these things and she will be making a fair amount of that.

‘She is going to make a fair amount based on what the clothes are worth. If she gets say 15% off a shirt that’s £128, she will be making £19.20. She will be selling thousands of those and could be making at least £19k from one linen shirt.’

‘Looking like Meghan and being like Meghan – she’s going to make a killing off people,’ Alexander-Grout said. 

One of the reasons Meghan and Prince Harry parted ways with the Royal Family was the monarchy’s refusal to accept commercial endorsements by the couple. 

The Duchess, 43, who stepped back from frontline royal duties alongside her husband in 2020, wrote over a screen-recorded video of her new online store: ‘Many of you have asked, so here you go! A little shopping to start the week.’ 

The link opens to a ShopMy storefront and Meghan’s first drop includes a £148 white linen shirt, Heidi Merrick’s ‘Windsor’ gown for an eye-watering £1,068, and a Maya Brenner necklace called ‘The Happiness Retreat’ priced at almost £400. 

The Duchess’s latest online activity comes after she faced a critical backlash over her recent new Netflix series.

Shortly after the storefront went live, some of the third-party websites – including of Neiman Marcus – went down as the Duchess’ fans rushed to get their hands on a pair of tan-coloured Saint Laurent mules that she has been spotted in on several occasions. 

The Duchess – whose Netflix lifestyle show ‘With Love, Meghan’ was renewed for a second season despite negative reviews – is likely to earn a commission or cut on the sale of some of the clothes and accessories she promotes.

The wardrobe comprises mostly elevated basics, including linen shirts, crewneck sweaters, sunglasses, and handbags, in neutral shades like beige, brown, white, black, and navy blue. 

Meghan teased there is ‘more to come’ ahead of the launch of her lifestyle company As Ever, following a significant rebrand and name change from American Riviera Orchard. 

But Meghan’s merchandise website has been met with criticism online, with one social media user accusing the Duchess of Sussex of ‘getting away with monetising the monarchy’.

Another comment read: ‘There you have it folks… All she ever dreamed of doing since she got notoriety: cash in like any 2-bit influencer, via affiliate links. The second hand embarrassment is real.’

‘Once a grifter, always a grifter,’ a third accused, adding: ‘Of course she wanted to monetise everything.’ 

‘Are they short on money or something?,’ one person asked, while another questioned whether ‘the Duchess of Sussex is an affiliate marketer now’.

Affiliate marketers earn money via commissionable links leading to shop websites, which pay out a small percentage of the profit to the influencer if their followers purchase an item. 

Meghan and Harry were said to have an estimated £34million private fortune to fund their new life after quitting as senior royals in January 2020 – but with the prospect of making more with various business ventures such as book deals, TV deals, public speaking and fashion and brand partnerships.

In their online statement announcing their departure back then, the couple said they had been ‘prohibited from earning any income in any form’, as they revealed they would give up their income from the Sovereign Grant – the money taxpayers give to the monarch each year.

Today’s launch of the new website came less than an hour after Meghan shared an adorable photo of herself with her two children, Prince Archie and Princess Lilibet, while promoting As Ever. 

The photograph was posted on the company’s Instagram account in collaboration with Meghan’s own page, as it showed the trio picking fruit in the Sussexes’ garden in Montecito, California. 

In the snap, which is the most intimate glimpse of Lilibet that Meghan and Prince Harry have shared of their three-year-old daughter for years, the Duchess can be seen carrying her youngest child in her arms. 

Meanwhile five-year-old Archie is nuzzled into his mother’s waist as she puts her arm around him – while both Meghan and her daughter are donning California-style straw hats as they stroll through the garden of their $14million Montecito mansion.

As the Sussexes bid to keep their children more private than when they were working royals, both Archie and Lili are photographed from behind – however some of Lili’s face is visible through her adorable red locks which hang down her face.

The Duchess captioned the photo, ‘Every day is a love story’, accompanied by a dove emoji.

As Meghan builds anticipation for the launch of As Ever following the release of her Netflix series With Love, Meghan, she has leant into the California chic style she has championed with her brand.

She is also using her Instagram account to connect with fans for the first time since leaving the UK and stepping down as a working royal – including gradually offering more glimpses of the couple’s children. 

Just a few months ago, a picture of Prince Harry and Meghan’s adorable children was deemed a rarity. 

When the California based couple dropped their Christmas card in December, royal fans were delighted at their first glimpse of a Sussex family photo in three years.

But since, the pair have been sharing more and more insights into their home life – as the Duchess relaunched her Instagram account on New Year’s Eve and has since announced both her new Netflix series and a lifestyle brand.

The reveals have been firmly marked by an increased social media presence from Meghan, who has made seven posts in the last two months.

And alongside promotional clips for her upcoming show, ‘With Love, Meghan’ and As Ever – the revamp of the American Riviera Orchard project which last year saw her sending out jams to celebs – are more earnest and intimate snaps.

Many offer followers a glance at their life in Montecito, including never before seen snaps of Archie, five, and Lilibet, three.

Some posts even include footage where you can hear their voices, in sweet home videos.

During the festive season, many wellwishers were touched at the couple’s seasonal card, which saw Archie and Lilibet running into the open arms of their parents.

The pair’s red-haired five-year-old son, sixth in line to the British throne, could easily be mistaken for his father at the same age.

Lilibet, who had at that point last been seen in a portrait taken in the garden of Frogmore Cottage to mark her first birthday in June 2022, was almost as tall as her brother.

Her British-style summer dress and auburn hair has seen her compared to older cousin Princess Charlotte.

The candid photo of a proud mother and father hugging their children delighted millions of excited royal fans who have waited so patiently for a new picture of the Sussexes all together. 

The eight episodes of Meghan’s cookery show were released on Netflix on March 4 – a series which the Duchess said had helped her to ‘find herself’ again, only for it to garner withering reviews from critics and viewers worldwide.

The instalments, each 33 minutes long, see Meghan inviting famous friends to a California estate while sharing cooking, gardening and hosting tips.

The 43-year-old former actress has also recently renamed her lifestyle brand As Ever, switching from the name American Riviera Orchard just weeks before the launch following trademarking setbacks – with Netflix now a partner in her business.

But the Duchess has meanwhile run into a potential conflict with another A-list lifestyle guru, Gwyneth Paltrow – with the Goop founder and Oscar winner seemingly taking aim at Meghan in an Instagram clip just yesterday.

Gwynnie, 52, posted a clip of herself making scones, bacon and eggs.

She went free of make-up while sporting casual striped pyjamas for her video, and used a soundtrack of This Will Be (An Everlasting Love) by Natalie Cole – which has also been used in promos for Markle’s own Netflix project.

Fans jumped to X to share their thoughts, with one penning: ‘Gwyneth Paltrow continues to throw shade & I’m here for it! No makeup in her actual kitchen!’ 

A fan also wrote, ‘Even the music… that’s Natalie Cole ‘this will be (an EVER lasting love)’!!!!!’.

And another posted on social media: ‘Lol isn’t it this the song they keep using in the Meghan Markle promo?’

Another remarked: ‘And being as relatable as she can be, in her PJs, hair not styled, no make up sipping coffee. No one praising her. Just her phone filming. Simple and easy.’

And a further viewer added: ‘Go Gwyneth. And she has a real dog in her own real kitchen on her own real property.’

Meghan notably did not film the Netflix series at her own Montecito residence – but instead shot the episodes at an $8million farmhouse in the same area.

‘Freaking dying. She doesn’t even need to say a WORD. Authentic, better in every single way in her pj’s no makeup & SO elevated,’ one poster commented, while another shared: ‘In her PJs, top trolling.’

In the episodes of the star’s Netflix series, Meghan notably opted for classical makeup and stylish ensembles as she gave her own advice when it came to cooking, gardening and also hosting parties.

‘Pinstripe jammies? Check. Dog? Check. Eggs? Check. Monogrammed mug? Check. Lemons? Check? Her kitchen? Check. Jar of preserves? Check. High kick? Check,’ one typed.

However, despite some fans pitting themselves on Team Goop in the battle of the lifestyle brands, anticipation is building for the official launch of As Ever – particularly after With Love, Meghan was renewed for a second season on Netflix.

Meghan has faced more criticism today, with a former editor of Vanity Fair magazine today describing her as a person ‘adrift on facts and reality’.

Canadian journalist and author Graydon Carter, 75, who ran the society bible for 25 years, revealed that the Duchess of Sussex made a baffling complaint when he made her the magazine’s cover star in October 2017.

Meghan, who had recently started dating Prince Harry and was still playing Rachel Zane on Suits, thought Vanity Fair should be more interested in her ‘charity work and philanthropy’.

‘This woman is slightly adrift on the facts and reality’, Mr Carter has said.

Meghan was the star of one of Mr Carter’s final editions as editor of Vanity Fair, in October 2017, which was entitled: ‘She’s just wild about Harry’.

He has admitted that he initially had ‘no idea’ who Meghan was when one of his team suggested her for the cover, asking them initially: ‘Why should we do a story on her?’. His colleague swiftly replied: ‘Because she’s going to marry Prince Harry’.

But when a Vanity Fair reporter interviewed Meghan she apparently snapped: ‘Excuse me, is this going to all be about Prince Harry? Because I thought we were going to be talking about my charities and my philanthropy’.

Weeks after the interview was published, in November 2017, Meghan’s engagement to Prince Harry was announced in a statement released by his father. By early 2020 the couple had stepped down as working royals and emigrated to California.

Mr Carter, who was friendly with Princess Diana, has claimed that Harry’s mother ‘would feel great sorrow’ that her youngest son is estranged from Prince William and King Charles.

‘Anytime someone comes between siblings that’s a disaster – horrible for a family’, he said.

Meanwhile, Meghan’s husband Prince Harry found out last week that the US federal government does not believe he received any special treatment when he applied for a visa in the country.

In heavily-redacted documents, a lawyer from the Department of Homeland Security (DHS) said his application followed all the ‘applicable rules and regulations’.

The ruling came after a lawsuit was brought by the right-wing Heritage Foundation against the federal agency to prove Harry lied in his application – which led to speculation that President Donald Trump may deport the Prince.

The case was brought after concerns were raised Harry had been given a pass despite having spoken publicly about using cannabis, cocaine and magic mushrooms in his memoir – behaviour that would usually see someone barred entry.