Record Month For E-Commerce Sales On Golfmonthly.com Reveals Online Purchase Habits Of Golfers

Golf Monthly design with golf equipment
(Image credit: Future)

Record online traffic and e-commerce transactions during the month of May saw golfmonthly.com deliver over $880,000 of direct sales to retail partners with data revealing a wealth of information around online research and purchase habits of golfers.

Golf Monthly’s Content Director, Mike Harris says, “We have seen a site-wide surge in traffic during May with visits to pages around Buying Advice and Review content increasing by 111% on the same period last year (source Google Analytics May 2022), helping fuel a huge growth in e-commerce revenues which are up 219% versus May 2021.”

“The wealth of user data we are amassing from Google Analytics and our proprietary e-commerce platform, ‘Hawk’ offers exceptional insight into the types of products golfers are not only researching, but also buying online,” adds Harris.

Content focused on product categories such as drivers, irons, footwear, and package sets saw very high levels of engagement (as measured by page views) with package sets, footwear, push carts, and distance measuring devices enjoying the highest rates of conversion to purchase (as measured by click through rates) and proving the key drivers for the increased year-on-year spend by US golfers.

Another noteworthy metric that underlines how engaged the golfers who visit the Buying Advice pages of golfmonthly.com are, is that they spent a combined total 1.56 million minutes (source Parse.ly May 2022) reading this content during the month of May.

“When Future Plc acquired Golf Monthly in May 2020, we set out a vision to become the global number one for golf buying advice and the latest figures show our progress towards that goal,” Harris adds.

A major strategic focus for Golf Monthly is to drive more qualified buyers to its site through a combination of high quality buying advice and SEO expertise. This approach has allowed golfmonthly.com to rank highly in search engines for the most popular golf-buying terms and use its proprietary e-commerce platform, ‘Hawk’, to drive direct sales to merchant sites. 

“This high-intent audience we generate around buying advice provides our commercial partners with a multitude of opportunities to engage with avid golfers who are actively looking to purchase new products as part of their desire to improve their game,” says Harris. 

Golf Monthly is targeting further US growth in 2022 and has ramped up its content creation output, hiring additional staff, including a US-based staff writer, and engaging more expert contributors with the focus on expanding Buying Advice and Reviews content to ensure the site continues to deliver the information golfers are searching for. 

Elliott Heath
News Editor

Elliott Heath is our News Editor and has been with Golf Monthly since early 2016 after graduating with a degree in Sports Journalism. He manages the Golf Monthly news team as well as our large Facebook, Twitter and Instagram pages. He covered the 2022 Masters from Augusta National as well as five Open Championships on-site including the 150th at St Andrews. His first Open was in 2017 at Royal Birkdale, when he walked inside the ropes with Jordan Spieth during the Texan's memorable Claret Jug triumph. He has played 35 of our Top 100 golf courses, with his favourites being both Sunningdales, Woodhall Spa, Western Gailes, Old Head and Turnberry. He has been obsessed with the sport since the age of 8 and currently plays off of a six handicap. His golfing highlights are making albatross on the 9th hole on the Hotchkin Course at Woodhall Spa, shooting an under-par round, playing in the Aramco Team Series on the Ladies European Tour and making his one and only hole-in-one at the age of 15 - a long time ago now!


Elliott is currently playing:


Driver: Titleist TSR4

3 wood: Titleist TSi2

Hybrids: Titleist 816 H1

Irons: Mizuno MP5 5-PW

Wedges: Cleveland RTX ZipCore 50, 54, 58

Putter: Odyssey White Hot OG #5

Ball: Srixon Z Star XV