Was Meghan Markle’s As Ever Brand Doomed From the Start? Alleged Website Data Is ‘Eye Opening’

Meghan Markle’s lifestyle brand may have been off to a very rocky start.

As Star previously reported, there seemed to be a recent glitch on the Duchess of Sussex’s As Ever website that appeared to show the remaining inventory for every item available to purchase — and there were hundreds of thousands of unsold products.

Prior to the headline-making snafu, a Reddit thread titled “Organic Traffic • As Ever dot com” showed a screenshot of organic traffic allegedly coming into AsEver.com shortly after its February 2025 launch, and the numbers were underwhelming.

“According to recent data, As Ever dot com has attracted only about 21,400 organic visits in total since February,” the Reddit user claimed. “Considering the headlines and the partnership with a powerhouse like Netflix, this level of interest is surprisingly low.”

While the numbers weren’t verified and another user pointed out that the analytics should be taken with a “huge grain of salt,” a rough estimate still appeared to show that the 44-year-old’s lifestyle brand was not as successful as other celebrity endeavors.

For comparison, another user posted a screenshot of alleged organic traffic coming into Gwyneth Paltrow’s Goop.com website. It was bringing in a total of 225.9K visits and had a significantly higher traffic value.

In response to the early As Ever numbers, posted last year, one Reddit user said, “This is an eye opening data point, thank you so much for posting it. As the saying goes, numbers don’t lie. Knowing her we suspected there is no way she was selling hundreds of items, and lo and behold we were right again.”

Another wrote, “That report looks crushingly pathetic for all the noise she has made.”

Late last week, a Reddit thread titled “Actual remaining inventory of As Ever products” poked fun at all of the remaining inventory on the site.

When users recently placed online orders, “it often tells you how many are left in stock,” the Reddit thread stated. As Ever at one point allegedly displayed more than 220,000 jars of jam left in stock as well approximately 32,000 available jars of honey, nearly 90,000 available candles, about 80,000 tins of flower sprinkles and roughly 79,200 bottles of wine.

While the extra inventory seemed massive, sources with knowledge of the business told People the numbers were misinterpreted and that the “large stock order was obviously part of the international expansion plans the Duchess has spoken about for the brand.”