From E-Commerce to Spatial Commerce: An Integrative Review of Consumer Experience

Abstract

Spatial Commerce represents the next stage in the evolution of digital commerce, integrating Extended Reality (XR), Artificial Intelligence (AI), spatial computing, digital twins, and related technologies to create immersive, intelligent, and interactive consumer experiences. Despite growing scholarly interest, research remains fragmented across marketing, information systems, and human–computer interaction, limiting a comprehensive understanding of its theoretical foundations and consumer implications. This review synthesizes multidisciplinary literature published primarily between 2019 and 2026, drawing on more than 130 Scopus-indexed studies. The review makes three primary contributions. First, it conceptualizes the evolution of commerce through a five-stage framework culminating in Spatial Commerce. Second, it integrates the technological foundations of Spatial Commerce into a unified ecosystem. Third, it proposes a Spatial Commerce Consumer Experience Framework, demonstrating how immersion, presence, embodiment, flow, and trust mediate the relationship between spatial technologies and consumer outcomes, including purchase intention, loyalty, and brand advocacy. The review also identifies key challenges related to interoperability, privacy, AI-driven personalization, and governance, while outlining future research priorities and managerial implications. Overall, the paper positions Spatial Commerce as a strategic transformation that requires trustworthy, human-centered, and interoperable digital ecosystems.