Meghan Markle's As Ever online store had a quarter of the traffic of Gwyneth Paltrow's Goop in October, according to a brand intelligence platform.

The Duchess of Sussex relaunched herself as a lifestyle guru in 2025 through her Netflix cooking show, With Love, Meghan , and her associated shop, As Ever.

In the early days, the shop repeatedly sold out minutes after each stock release, a teething problem that was seemingly fixed over the summer.

Why It Matters

It meant, though, that there have long been debates about how much she is actually selling. It is not possible to definitively answer that question; however, the comparison to Goop gives a general indication of demand compared to another, similar business.

Of course, traffic does not equal sales in either case, and Paltrow has a

See Full Page