The Urban Freight Lab is pleased to announce the publication of a new study, “Does Proximity Matter in Shopping Behavior?“, in Transportation Research Part A: Policy and Practice authored by Rishi Verma, Giacomo Dalla Chiara, and Anne Goodchild that examines how the proximity of commercial establishments impacts consumer shopping choices and travel behavior.
Despite rapid growth in e-commerce—now representing nearly 15% of U.S. retail sales—personal vehicle trips for shopping still account for more than 40% of all vehicle travel. At the same time, the concept of the “15-minute city,” which promotes walkability and access to essential services within a short distance, is gaining momentum as a strategy to improve urban livability and sustainability.
This research investigates whether living near commercial establishments influences shoppers’ decisions to make purchases online or in person, and how it affects their choice of travel mode when shopping in person. Using data from a 2022 consumer survey that includes recent shopping events and home locations, the study models these behaviors in relation to nearby shopping options.
Key findings include:
- Proximity to commercial establishments does not significantly affect the likelihood of shopping online.
- Greater availability of shops within approximately half a mile increases the likelihood of walking for groceries and prepared meals by 23% and 17%, respectively.
- Clothing purchases remain predominantly online (62%) and are less influenced by proximity or travel mode.
- For in-person shopping, average travel times were about 10 minutes whether by walking or driving, indicating comparable convenience across modes.
- 81% of in-person shopping trips involve driving.
These results suggest that while proximity to stores does not reduce online shopping, it encourages more short walking trips for certain goods. This supports the role of local retail within a diverse shopping ecosystem, aligning with urban goals of reducing vehicle dependence, lowering emissions, and improving accessibility.