From SAP Hybris to Shopify: Callaway Golf owened TravisMathew wraps online project
Golf apparel retailer TravisMathew reports completion of a major digital project.
Over the past few months, its global and European teams have partnered to deliver what is labelled "a complex but critical replatform" - transitioning from SAP Hybris to Shopify while maintaining direct SAP integration.
In a LinkedIn post, Dylan van der Walt, Head of E-commerce at TravisMathew owner Callaway Golf Europe, said: "No small feat. For anyone who’s operated in these ecosystems, you’ll understand the challenges intimately: Legacy environments weighed down by technical debt; Limited agility for local market execution; Slow, resource heavy development lifecycles; Barriers to experimentation and optimisation; High operating costs and constrained technical capacity."
He added: "Real constraints that can hold back subsidiaries within larger global organisations - and we’ve felt them, as have our customers. This launch marks our first major step in rewriting that narrative."
Dudes acquire a quarter zip and matcha and it becomes their whole personality. 🍵 pic.twitter.com/JESbePShiO
— TravisMathew (@TRAVISMATHEW) November 19, 2025
With the new platform, TravisMathew says that it has:
• A modern, performance driven customer experience
• Faster, more frictionless checkout flows
• Front-end flexibility and velocity without compromising SAP stability
• Local autonomy to scale, adapt and trade at the pace our customers expect
• A strong foundation to support meaningful expansion across EMEA
van der Walt concluded: "Huge appreciation to the incredible teams and stakeholders across the many time zones, our partners at RunDTC, and our powerhouse local team who brought this to life - you’re all absolute legends and incredible at what you do. Thank you for your collaboration, patience, and proble solving that’s made this possible."
2025 RTIH INNOVATION AWARDS
E-commerce was a key focus area at the 2025 RTIH Innovation Awards.
We received a record number of entries and many fantastic examples of the continued resilience and dynamism of the retail space during hugely challenging times.
For a full rundown of all of the shortlisted entries, click here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC in Central London on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
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