New research from the Urban Freight Lab examines how living near retail storefronts influences whether people shop online (with home delivery or pickup) or in person (at local stores, markets, or malls) — and how they travel to shop (walking, driving, biking, or transit).
The study, “Does Proximity Matter in Shopping Behavior?“, published in Transportation Research Part A: Policy and Practice, and authored by Rishi Verma, Giacomo Dalla Chiara, and Anne Goodchild, explores consumer shopping choices and travel behavior, with a focus on how proximity shapes these patterns.
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 easy access to essential services, is gaining momentum as a strategy to improve urban livability and sustainability.
Using data from a 2022 consumer survey that includes recent shopping events and home locations, the study models decisions about online versus in-person shopping, as well as their travel mode when shopping in person.
Key findings include:
- Proximity to commercial establishments does not significantly affect the likelihood of shopping online.
- Greater availability of shops within about 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.
- Average travel times for in-person shopping were about 10 minutes whether walking or driving, indicating comparable convenience across modes.
- 81% of in-person shopping trips involve driving.
These results highlight how local retail fits within a diverse shopping landscape. While ecommerce continues to grow, local retail encourages short walking trips for essentials like groceries and meals. This combination of shopping options reduces vehicle dependance, supports local business, and contributes to more sustainable, accessible cities.