Purpose – The authors seek to propose the notion of ubiquitous proximity e-service for exploring collective wisdom in the ubiquitous environment. Ubiquitous proximity e-service highlights the collective effort focused on collecting the user group's power as the reference for ubiquitous trust decisions. Design/methodology/approach – This paper provides some theoretical utility support for ubiquitous proximity e-service. The “homophily” describes the tendency of individuals to associate and bond with similar others. By highlighting the “homophily” of e-service participants, these isolated individuals can be treated as a group with proximity. The main value of ubiquitous proximity e-service utilizes the network effect from the collective effort of interpersonal social network. Findings – In order to leap the trust barrier for users to embrace these ubiquitous e-services, ubiquitous proximity e-service makes it possible for users to collaborate with their nearby user groups to establish a reliable and trustworthy interaction environment. The simulation outcomes for trust decision quality enhancement show a significant improvement in a variety of environment settings. Practical implications – A significant value of ubiquitous proximity e-service lies in the increased possibility of establishing innovative social network relationships. From the interpersonal perspective, unfamiliar strangers can make connections with individuals who are proximal and homoplastic to them. The strength of proximity gives people better chances to make interpersonal connections, including both weak ties and strong ties. By combining those interpersonal tie relationships, ubiquitous proximity e-service can easily cause information diffusion and effectively encourage collective wisdom. Originality/value – The paper advocates the utility of ubiquitous proximity e-service that can be realized in the e-commerce environment and which enables information diffusion effectively.