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 also had far longer to build brand loyalty. It is also worth noting that Sussex sources say they believe the company is doing well.
What to Know
Asever.com had 196,831 monthly visits in October while Goop.com had 812,462, according to data collected by brand intelligence platform Similarweb. And that meant 746,592 page views for As Ever compared to Goop’s 2.3 million.
Meghan had a lower “bounce rate” than Paltrow, meaning visitors to Asever.com were more likely to look at multiple pages on the site, rather than leaving straight after the first page they viewed.
And interestingly, 20 percent of visitors to As Ever were referred by People—suggesting the magazine may be a valuable source of customers for the duchess.
A Sussex source recently told Newsweek there was a spike in sales on As Ever in November leading up to Thanksgiving, and this week there has been a site-wide 20 percent off discount online, which may have brought in extra business. That compares to a 40 percent off discount for Goop.
Meghan Markle and Gwyneth Paltrow’s Friendship
In the early days of As Ever, some news organizations suggested Meghan was copying Goop, but the two celebrities made light of the drama in a post on Paltrow’s Instagram in March.
During an Ask Me Anything segment, Paltrow addressed a question from a fan who asked: “Are you comprehending the Meghan Markle beef that social media says you two have?”
“I genuinely do not understand this at all, whatsoever,” Paltrow said before turning the camera to reveal that Meghan was sitting in her kitchen. “Do you understand this?” she asked the duchess. Meghan gave a theatrical, bemused shrug before returning to eating a piece of pie.
Needless to say, Newsweek is not suggesting the two women consider themselves in competition with each other. Simply that Goop is an interesting point of comparison as a similar, established business.
What People Are Saying
A Sussex source told Newsweek: “Everybody’s really pleased that some of the gremlins that were there at the start—that are inevitable with any new business—seem to have been ironed out now… as it related to things like supply chain, production, scalability, that sort of thing.
“It all seems to be in a pretty good place but it’s still a young business. There’s still and always will be room for improvement, but it’s going really, really well. It’s starting to find its stride now.”
Meanwhile, Nick Ede, a U.K. brand and culture expert, told Newsweek the holiday period was a crucial time of year for consumer businesses: “Obviously this is the most important time for brands. In the U.S. you have Christmastime but also Thanksgiving and you’ve got Black Friday as well, which is worldwide. And it’s all about giving your customers the best possible prices.”
What Happens Next
With Love, Meghan: Holiday Celebration drops on Netflix on December 3, 2025.
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