Declining Approval and E-commerce Slump for Duchess of Sussex
Six years after stepping back from royal duties, Meghan Markle’s life in Los Angeles appears to be facing significant challenges. Recent data suggests a notable decline in her popularity among Americans, coinciding with a substantial drop in traffic to her lifestyle brand’s online store.
Business Setbacks and Accusations of Hypocrisy
The Duchess of Sussex has experienced several business setbacks this year. Her relationship with streaming giant Netflix has reportedly been scaled back, impacting the lucrative deal she and Prince Harry signed in 2020. Furthermore, her lifestyle firm, As Ever, has ended its partnership with Netflix, leaving its product lines, including scented candles and jams, to operate independently.
Markle has also faced accusations of hypocrisy. Footage from 2016 resurfaced showing her criticizing the sale of expensive candles as “obnoxious,” a stark contrast to her current venture where As Ever sells a set of four candles and matches for $256. Another instance involves her public stance against online trolling and social media hate, juxtaposed with reports of sending a gifted hamper valued at £300 to an individual who had reportedly trolled members of the Royal Family.
Additional criticism has been directed at her involvement with the OneOff app. This platform allows users to purchase clothing similar to that worn by celebrities, with a portion of the proceeds going to the stars. Markle is both a client and an investor in the app, suggesting that increased media attention around her public appearances can directly translate into financial gain. This focus on her attire for commercial purposes has drawn scrutiny, particularly given the couple’s past emphasis on privacy.
Reports also indicate a cooling of relationships with influential figures in California’s fashion and celebrity circles, including Vogue editor Dame Anna Wintour.
New Data Reveals Significant Dip in US Approval
Analysis of recent polling and web traffic data reveals a concerning trend for the Duchess. Polling conducted by YouGov America during the first three months of 2026 surveyed approximately 1,300 Americans. The results showed that 29 percent of respondents liked Markle, while 27 percent disliked her, yielding a net approval rating of +2.
This figure represents a considerable decrease from the third quarter of 2025. At that time, Markle garnered approval from 37 percent of respondents, with only 22 percent ing dislike, resulting in a net approval rating of +15.
E-commerce Traffic Declines Sharply
Concurrent with the drop in public approval, visits to the As Ever online shop have also seen a significant decline. In December 2025, the website recorded approximately 246,000 total visits, with about 108,000 originating from the United States. By April of the following year, total visits had fallen to 178,000, with only around 61,500 US users.
This decline in American consumers is particularly critical, as the United States is currently the sole market to which As Ever ships its products. The viability of a business centered on items such as artisanal jams and scented candles, readily available in broader markets, is being questioned in light of these figures.
