The Rise of Online Shopping: How Established Golf Businesses Stand to Capitalize from this Trend

In the past decade, top retail brands around the world have increasingly turned to omni-channel retailing to meet customer expectations and drive business growth.

We’re not only talking about e-commerce giants, such as Amazon and Ebay, which were built from the ground up to specialize in online retail. Even brands traditionally renowned for their in-store experiences, such as Zara, Decathlon, and Nike - just to give a few examples - have adopted similar business models in recent years and invested millions of dollars to come ahead of their competition.

As consumer behavior evolves, the need for a cohesive shopping experience across multiple platforms has never been greater, and brands that successfully implemented omni-channel strategies are now seeing unbelievable results and coming out on top of their competitors.

The golf industry is no exception. National Golf Foundation consumer surveys show that a growing percentage of golfers are buying golf-related goods and services online. Last year alone, we observed a 38% increase in online sales for golf purchases when compared to pre-pandemic levels.

More to the point, according to the NGF, the majority of golfers (54%) have purchased golf merchandise online in the past 12 months. This dedicated group of golfers also spends 50% more online than the average American shopper.

These numbers clearly suggest, along with the recent surge in golf participation in post-pandemic years, that the golf industry is following a broader societal trend when it comes to online shopping behavior, even if its adoption is happening at a much slower pace.

But given that golf is a more traditional sport with most equipment still being purchased in-store, it raises a few important questions:

How successful would omni-channel sales be for established brick-and-mortar golf businesses?

Is the investment in such a model worthwhile for every business? Who stands to benefit from this hybrid approach, and who might not?

Why Online Shopping is Here to Stay

Despite younger generations being quicker to embrace online shopping, it is the 35-49 age group that continues to represent the most lucrative demographic for online sales in the golf industry. This cohort is particularly appealing as it encompasses golfers in their prime earning years, those with well-established golfing habits, and parents contributing to the surge in family participation.

It is also noteworthy that golfers tend to diversify their purchasing behavior: on average, they engage with at least two different sources or channels when shopping online. On a broader scale, the National Retail Federation (NRF) anticipates that non-store golf sales, including online shopping, will experience a 9% increase in the coming months, potentially reaching as high as $298 billion.

As golf continues to expand beyond the course and more consumers turn to social media for engaging, fun golf-related content, businesses have a unique opportunity to reshape the sport’s image and attract a new, loyal following with a stronger online presence.

This shift in how people perceive and engage with the sport — centered on authentic, shared experiences—opens up valuable opportunities for established brands to drive sales, build loyalty, and extend their reach to both golfers and non-golfers alike.

Who benefits from an omnichannel sales strategy? And who doesn’t?

There are clear opportunities for specific segments within the golf industry to reap the benefits. Those that stand to benefit the most include retail, club memberships, and golf travel packages.

In the case of retail, consumers expect their favorite store to offer a seamless, cross-channel shopping experience, whether they're browsing and researching products online before making in-store purchases or opting for online orders with in-store pickup. To remain competitive, businesses must be present wherever their customers are—both online and offline. This shift is just as prevalent in the golf industry as it is in any other market today.

The same concept extends to golf club membership and travel packages, which have also benefited greatly from online customer engagement. The data reveals that consumers favor golf courses with a robust online presence, preferring to purchase club memberships and book tee-times online. In fact, golf courses with a stronger online presence tend to experience greater success in driving engagement, sales, and bookings.

While online shopping continues to rise, the tactile nature of the sport ensures that golf clubs are still predominantly purchased in physical stores where they can be tested. Retailers and clubfitters are responding rapidly by enhancing their in-store experience with cutting-edge technology - from putting greens to simulators or screens with high-tech launch monitors - while simultaneously strengthening their online offerings for a seamless shopping experience.

As Amazon continues to dominate online sales in specific segments, it has not made much of a dent in golf club sales. The ideal experience to purchase a golf club is to physically feel it, hold it, and get fitted to ensure it’s perfectly suited to your game. At this point, that experience simply can’t be replicated by Amazon.

This presents a major opportunity for established golf retailers, which can differentiate themselves by focusing on customization and experiential offerings. Businesses like Golfballs.com, for example, have capitalized on this by offering personalized golf balls and custom gear, and building customer loyalty through tailored products that Amazon can’t replicate.

Custom fitting services are another way for golf businesses to differentiate themselves from the competition. Stores like Club Champion and GOLFTEC specialize in fitting clubs to individual players - a service that online retailers cannot compete with. The fact that their products are fully customizable, prevents them from competing with anyone else on price and allows them to put the focus on back on quality and expertise. For instance, Club Champion has grown rapidly, opening 31 locations in the last year alone, thanks to its focus on custom clubfitting.

Similarly, PGA TOUR Superstore opted to enhance its in-store experience with services like golf lessons, custom club fittings, and launch monitors, all of which creates an immersive shopping environment that keeps customers coming back. By focusing on customization and highly personalized products & services, golf retailers can create a niche that sets them apart from online stores and other competitors.

Wrapping It Up

While much attention has been given to the influx of younger, more diverse audiences—such as junior golfers, women, and people of color—who bring fresh demand for products that emphasize sleek design and style, it is core golfers who remain by far the industry's financial backbone. With nearly 13 million dedicated participants accounting for over 90% of golf-related spending, these seasoned players prioritize quality, expertise, and the trust built over many years by some of these legacy brands.

For established golf businesses, the challenge lies in staying relevant and finding new ways to connect with this loyal customer base in an ever-evolving market. Blending innovative in-store experiences with a robust online presence could be the key in cultivating meaningful connections with this demographic. One thing is for certain: brands that excel at creating a cohesive, cross-channel buying experience will have a distinct competitive advantage over their more traditional, risk-averse counterparts.