In the United States, Meghan Markle's As Ever online shop has seen significant growth since October 2025, culminating in a substantial increase in website traffic by January 2026. During this time, the site recorded 268,200 visits, reflecting a 36 percent rise from October's 196,831 visits. This upward trend in traffic is promising for Markle's brand, especially following a challenging period earlier when a website glitch disclosed $21.8 million worth of stock, raising questions about the shop's performance. Despite no public sales data, sources indicate satisfaction within Markle's team regarding the brand's progress. The development of As Ever, which began under the name American Riviera Orchard in March 2024, faced trademark challenges that led to a rebranding in February 2025. During the transition, Markle emphasized a vision for a wider lifestyle-driven market, expressing desires to take the brand global. On the Aspire with Emma Grede podcast, she highlighted the complexities of expanding into the global market, acknowledging varied compliance needs across regions while maintaining a confident outlook on the brand's future. Markle has reflected on her previous success with her former lifestyle blog, The Tig, and her goal with As Ever is to capture that essence, catering to a wider audience interested in lifestyle products. However, she has also recognized the difficulties in managing demand as the business gains traction. She articulated her desire to keep customers happy and her strategies for restocking products, which have sometimes led to sell-outs due to high demand. The continued growth of website traffic suggests that despite the challenges, As Ever's online presence is becoming increasingly strong. This recent increase in visits and engagement is encouraging for the Duchess of Sussex, who aims to build on this momentum and attract a more global audience while dealing with the dynamics of retail and online marketing. It remains to be seen how effectively her team will balance stock, customer expectations, and future international expansion efforts.