Following on from the launch of her Netflix show, With Love, Meghan, the Duchess of Sussex has announced a number of new ventures, including an online shop. Taking to her Instagram stories to post a ShopMy link featuring a collection of clothes and accessories, Meghan wrote: "Many of you have asked, so here you go! A little shopping to start the week. More to come". The website allows users to create "custom collections of your favourite products and gift guides".

As the Duchess is expected to make revenue off the commission she earns through fans' purchases, a PR expert has explained why this latest move shows Meghan wants to "have direct control over her brand narrative."

Speaking to the Mirror, a PR expert explained why Meghan's decision to launch an online shop is not just about the money. Mayah Riaz, who also works in personal branding, explained: "Meghan creating a ShopMy account aligns with the trend we see among high-profile personalities who are diversifying their income streams.

"While this is a common move for Instagram influencers, Meghan isn't positioning herself as just another influencer. In fact, she is leveraging her brand to tap into an audience that's already highly engaged with her style and lifestyle choices.

"Some may see this as being a step down from the high-profile deals such as Netflix and Spotify, but I believe it's more of a pivot. Of course, those deals positioned her within traditional media, whereas this shift allows her to have direct control over her brand narrative as well as engagement."

The expert continued: "We know that the influencer economy is booming, and Meghan is smart to capitalise on it rather than solely relying on the big corporate deals." News of the online shop comes in a month when Meghan's lifestyle show With Love, Meghan hit Netflix, her new podcast was announced and her brand As Ever began to ramp up promotion.

While the move could certainly prove lucrative, Mayah adds that the Duchess is walking a fine line between staying relevant and becoming overexposed. "We have seen Meghan stepping back from the spotlight, and her recent surge on Instagram is very much a strategic re-entry into public consciousness," she says.

"The key to long-term success will be ensuring that her content feels authentic and valuable to her audience rather than becoming overly commercialised. If she maintains a strong, intentional strategy, this would solidify her personal brand rather than dilute it."

The news of Meghan's online shop came just before the trailer of her new podcast, Confessions of a Female Founder, which will launch on 8 April.

In the two-minute preview, she says: "I'm Meghan, and this is Confessions of a Female Founder, a show where I chat with female entrepreneurs and friends about the sleepless nights, the lessons learned, and the laser focus that got them to where they are today.

"We're diving into the highs — and the lows – and the kind of advice that turns small ideas into billion-dollar businesses. And of course, we're going to get some girl talk!"