Meghan Markle's lifestyle brand As Ever attracted just under 400,000 American visitors to its website between January and May, according to digital intelligence platform Similarweb, while global traffic exceeded one million. The numbers emerrge after a January website glitch inadvertently revealed more than 650,000 unsold units of jams, flower sprinkles, and wine, sparking online speculation about slow sales. In a recent marketing shift, the Duchess partnered with New York-based micro-influencer Olivia McDowell for an Instagram Reel, marking her absence from a campaign that previously featured her directly.

392,114 US Visitors in Five Months: A Tempered Triumph

Similarweb data cited by Newsweek shows 392,114 unique US visitors to Asever.com from January through May, with global visitors passing one million. For a startup launching a luxury product line, these figures are modest—comparable to small-to-mid-sized e-commerce brands, but far from the viral reach of Meghan's own social media following. The data does not break down conversion rates or repeat visitors, so the actual sales impact remains opaque. as Ever's source told Newsweek the brand is "on track to double in size," but without revenue figures, that claim is hard to verify.

The 650,000-Unit Inventory Glitch: Bug, Leak, or Both?

In January, Reddit users discovered a website glitch by attempting to add extreme quantities to their carts,which exposed inventory counts the site was not meant to show. one item—the Signature Fruit Spread Box—displayed 137 ,465 units available, and total exposed inventory exceeded 572,000 lifestyle items plus 77,000 bottles of wine, per the source article.. A source familiar with the brand told Newsweek that figure represented leftover stock from an initial order of one million jars, not unsold inventory, and that the jam was "flying off the shelf." The glitch raises questions about the brand's technical setup and whether the true sell-through rate is as strong as claimed.

Why Meghan Stepped Aside for Micro-Influencer Olivia McDowell

The latest promotional video for As Ever features Olivia McDowell—an influencer with under 250,000 followers—preparing cucumber sandwiches and brewing hibiscus tea while calling the raspberry jam her favorite. Meghan, who typically appears in her own campaigns, was absent from the Reel, prompting speculation on X about why the Duchess is now outsourcing content. The partnership comes after Netflix ended its collaboration that helped launch As Ever last year,forcing the brand to seek new marketing channels. McDowell reshared the video calling the collab "a dream," but the strategic move from celebrity-led to micro-influencer marketing is a notable pivot.

What Similarweb's Visitors Count Doesn't Tell Us

While 392,114 US visitors is a concrete figure, Similarweb's estimate is based on panel data and may not capture complete behavior—especially if many users visited once and bounced. The source article does not speify average session duration, pages per visit, or conversion rate. without those metrics, it is impossible to judge whether the traffic is translating into repeat buyers or merely curiosity-driven clicks. The inventory glitch may also have inflated visits from sleuths and journalists, distorting the organic customer base. as the brand moves forward, its ability to convert this traffic into sales—especially under a new influencer strategy—will be the real test.