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 has seen ‘just under 400,000 American visitors’ visit her As Ever website since the start of the year, after a website glitch in January ‘accidentally revealed’ large amounts of unsold inventory.

While no sales data has been released since the brand’s launch in 2025, internet sleuths exploited the glitch earlier this year to discover more than 650,000 products such as jams and flower spreads.

For example, the Signature Fruit Spread Box had a total of 137,465 units available, and many Reddit users initially gleefully attacked this as a sign of weakening sales.

But a source said at the time that this was the leftover quantity from an initial order of one million jars, adding that Meghan’s jam was ‘flying off the shelf’.

Data from digital intelligence platform Zirveweb shows that the number of website visitors in the US between January and May was 392,114, while total global traffic was over one million.

Commenting on the figures, a source with knowledge of As Ever news week The brand is set to ‘double in size’, he said, adding: ‘For any startup, no matter what, you can’t deny that it’s nothing short of a success.’

The Daily Mail has reached out to Sussex’s representatives for comment.

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

This follows a report revealing that Meghan has had ‘just under 400,000 US visitors’ to her As Ever website since January.

While the duchess often launches promotional campaigns for her range of jams, teas and candles, her latest Instagram ad featured New York-based Olivia McDowell, who has just under 250,000 followers.

The Reel, which aired on Monday, showed Olivia making delicious cucumber sandwiches, using edible flowers to decorate a plate of croissants and then smearing some raspberry jam on the pastry, and sharing her top three ‘summer hosting tips’.

Dressed in a gray T-shirt and cream trousers, Olivia’s advice for spontaneous plans included keeping the menu simple and “engaging all the senses,” she said in a voiceover. X users noted that they “repeated” Meghan’s recommendation for the Netflix show.

At one point Olivia brewed a pot of hibiscus tea from As Ever and said: ‘The best meetings last just that little bit longer when guests leave with something connected to the meeting, like this bright and beautiful tea.’

She also praised Meghan’s raspberry cream, adding that it was “one of my favourites” and that the floral candle, inspired by the Duchess’s daughter Princess Lilibet, “turned my house into a garden”.

Describing the collaboration as a ‘dream’, Olivia said: ‘These treasures of As Ever truly elevate every moment.’

Although Meghan wasn’t featured on the Reel, X users suggested Olivia’s tips ‘sound like the brand’s talking points.’

‘Why is Meghan outsourcing her content?’ another wrote, and a third said: This is ridiculous. Hasn’t Duchess Meghan been able to make a similar video since she started her own brand?!’

Resharing the video to her Instagram Stories, Olivia wrote: ‘I’ve crossed my collab with As Ever off my dream partnership list. Thank you, Meghan.’

Olivia also shared a photo of the candle, tea and bread in a separate post on her Stories, writing: ‘Whether I need a pick me up or just want to start the day with a bit of luxury – this is one of the three items I’m always looking for!’

Olivia looks set to create content for As Ever after revealing she gifted Meghan’s jam and other goodies from As Ever to friends during her ‘most special birthday dinner’ in a video released two weeks ago.

Olivia’s birthday Reel was reposted on As Ever’s account following the collaboration’s announcement earlier in the week.

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

Detectives said the figures were given to them after they tried to add an abnormally large number of items to online shopping carts, which revealed the maximum amount of stock the website was actually supposed to ship.

The bug was spotted by Reddit user InfiniteSky55, who said they were trying to add 200,000 of each item to their shopping cart on As Ever.

This has sparked a flurry of activity as users flock to the website to verify the multitude of items kept in stock.

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

There were more than 220,000 jugs in stock seen in the website’s alleged screenshots; 30,000 jars of honey, 30,000 mold sets, almost 90,000 candles; More than 110,000 jars of tea; and 80,000 jars of edible flower sprinkles.

A similar initiative for the wine venture found that more than 70,000 bottles were unsold, including around 7,000 Brut, 46,000 bottles of Sauvignon Blanc and around 24,000 bottles of Rose.

Shortly after the post went viral, the As Ever website was modified to eliminate the abuse and purchasing limits were introduced for the products.

But the duchess said she was increasing stock levels as she prepared to launch As Ever in other countries, and suggested in a recent interview that she had placed a purchase order for one million jars to meet demand.

“This is an incredible thing for any small business and startup,” he told Bloomberg’s The Circuit in August about his initial sales effort.

‘We prepared for the second seasonal drop and increased our inventory tenfold (multiplying by 10). We thought it would last at least a few weeks, but it sold out in a few hours.

‘The conversation goes from talking about a few thousand jars and lids earlier this year to ‘we need to place a purchase order for a million’.’

This comes after PR and branding experts told the Daily Mail over the past year there has been a ‘visible change in Meghan’s approach to featuring her children on public social media’, adding that it ‘reinforces the idea that As Ever is an extension of her life as a mother and housewife’.

Commenting on how Lilibet, which featured in As Ever’s Mother’s Day campaign, has been seen with increasing frequency on Meghan’s Instagram, Meghan Dooley said:

‘From a brand perspective, motherhood is one of the strongest pillars of credibility in the Duchess’ lifestyle,’ according to the head of London-based TAL Agency.

That’s because As Ever’s target consumers are “more engaged with real family moments” rather than product features, according to content marketing expert Aidan van Vuuren.

‘As Ever operates in the domestic lifestyle space; jam, honey, household items. “These products will only make sense if Meghan is trustworthy as someone who actually lives this life,” he said.

Features of ‘Lilibet’ [and Archie] not emotional filler; tells the audience that this is a family story, not a celebrity vehicle. It’s this narrative consistency that makes the brand feel real.’

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

“By skillfully incorporating more family images, Meghan’s image will be more humanized and the distance between celebrity and customer will be softened,” he added.

The risk the Duchess faces is that social media content about her family feels ‘unpremeditated, effortless’.

“The risk, as with all founder-led lifestyle brands, is that audiences will become increasingly keen on spotting family content that primarily serves the brand,” Aidan added.

‘Meghan’s problem is making it feel effortless rather than designed.’