User Interface and User Experience Optimization in E-commerce: Exploring Factors to Increase Purchase Intention

In today’s digital era, e-commerce has become a crucial part of global retail, changing how consumers shop, and businesses operate. The convenience and accessibility of online shopping have made e-commerce platforms the preferred choice for millions of consumers worldwide. However, the success of these platforms depends on more than just product availability; it is deeply tied to the seamless integration of user interface (UI) and user experience (UX) design. Nearly 60% of e-commerce users abandon their shopping carts without completing their purchases, a problem caused by various factors, including user experience. Previous research has indicated that positive user experiences can increase society’s willingness to make purchases. This article, which employs a qualitative descriptive approach along with a systematic literature review (SLR) methodology, aims to identify the key factors influencing UI and UX in e-commerce and their impact on consumers’ purchase intentions. The information extracted from each study includes the researcher’s background, problem, research gap, the purpose of the study, methodologies, research sector, country of publication, interviewee size, research model, framework, data analysis methods, variables tested, hypothesis test findings, research limitations, suggestions for future research, and recommended measures. The findings from this SLR highlight the complex nature of optimizing UI and UX in e-commerce to boost purchase intention. Ergonomics ensures the platform is user-friendly and intuitive, quality builds trust by maintaining high service and information standards, and user preference creates a personalized and engaging experience.