Systematic Review of Adaptive User Interfaces in E-Commerce for MSMEs: Gaps and User-Centric Indicators
DOI:
https://doi.org/10.52436/1.jutif.2026.7.3.5529Keywords:
E-Commerce, Adaptive User Interface, MSMEs, FrameworkAbstract
Objective – Observations of research results related to adaptive user interfaces in e-commerce have been widely conducted; however, there is a need for evaluation and assessment of indicators based on user requirements. This study aims to conduct a systematic literature review and bibliometric analysis on adaptive user interfaces for MSMEs, based on existing empirical research.
Methodology – The methodology applied is a Systematic Literature Review, using the term “adaptive user interface for MSMEs” in “Article Titles, Abstracts, and Keywords” within the Sciencedirect database, resulting in 5,622 publications from 1998 to 2025. The evaluation was carried out on November 21, 2025. The collected articles were analyzed using bibliometric analysis with VOSviewer software, based on fields of study including computer science, decision science, engineering, social sciences, business, management, accounting, and materials science.
Findings – Research on adaptive user interfaces for MSMEs has been extensively conducted in line with the digitalization of the e-commerce sector. The observations sought gaps and indicators in each article. Gaps were identified; however, further research is still needed to provide more specific, comprehensive, and well-founded recommendations. Indicators focus on how to provide ease and comfort for users, as well as offering recommendations to them.
Research Limitations – This study used the Sciencedirect database for articles related to adaptive user interfaces for MSMEs. Future research could enhance generalizability by integrating other databases such as the Web of Science.
Downloads
References
V. Juita, V. Pujani, R. Rahim, and R. Rahayu, “Dataset on online impulsive buying behavior of buy now pay later users and non-buy now pay later users in Indonesia using the stimulus-organism-response model,” Data Br., vol. 54, p. 110500, 2024, doi: 10.1016/j.dib.2024.110500.
L. I. Wijaya, Z. Zunairoh, M. Izharuddin, and A. Rianawati, “Journal of Open Innovation : Technology , Market , and Complexity Scope of E-Commerce use , innovation capability , and performance : Food sector MSMEs in Indonesia,” J. Open Innov. Technol. Mark. Complex., vol. 11, no. 1, p. 100459, 2025, doi: 10.1016/j.joitmc.2024.100459.
M. Chandraa, D. W. Sukmaningsih, and E. Sriwardiningsih, “ScienceDirect ScienceDirect ScienceDirect,” Procedia Comput. Sci., vol. 234, no. 2023, pp. 987–995, 2024, doi: 10.1016/j.procs.2024.03.088.
S. Barykin, N. Baydukova, I. Kapustina, and S. Alexander, “ScienceDirect ScienceDirect The complexity of digital marketing methodology implementation The complexity of digital marketing methodology implementation in air passenger transportation : the case of Russia in air passenger transportation : the case of Russia,” Transp. Res. Procedia, vol. 63, pp. 695–702, 2022, doi: 10.1016/j.trpro.2022.06.064.
Y. Ichimura, D. Dalaklis, M. Kitada, and A. Christodoulou, “Shipping in the era of digitalization : Mapping the future strategic plans of major maritime commercial actors,” Digit. Bus., vol. 2, no. 1, p. 100022, 2022, doi: 10.1016/j.digbus.2022.100022.
A. Abdurrahman, “Extending the IBCDE framework to explore barriers and drivers in Indonesia ’ s digital economy,” J. Digit. Econ., vol. 4, no. August, pp. 123–143, 2025, doi: 10.1016/j.jdec.2025.08.003.
N. Chhillar, K. Sharma, and S. Arora, “Acta Psychologica Exploring the role of digital financial literacy and personal financial behavior in shaping financial stress and well-being in the digital age,” Acta Psychol. (Amst)., vol. 259, no. July, p. 105308, 2025, doi: 10.1016/j.actpsy.2025.105308.
D. Paredes-corvalan, C. Pezoa-fuentes, and G. Silva-rojas, “Heliyon Engagement of the e-commerce industry in the US , according to Twitter in the period of the COVID-19 pandemic,” vol. 9, no. November 2022, pp. 1–30, 2023, doi: 10.1016/j.heliyon.2023.e16881.
A. Meier, R. Eller, and M. Peters, “Creating competitiveness in incumbent small- and medium-sized enterprises : A revised perspective on digital transformation,” J. Bus. Res., vol. 186, no. June 2022, p. 115028, 2025, doi: 10.1016/j.jbusres.2024.115028.
M. A. Raji, H. B. Olodo, T. T. Oke, and W. A. Addy, “E-commerce and consumer behavior : A review of AI-powered personalization and market trends,” 2024.
C. Märtin, B. C. Bissinger, and P. Asta, “Optimizing the digital customer journey — Improving user experience by exploiting emotions , personas and situations for individualized user interface adaptations,” no. November 2020, pp. 1–12, 2021, doi: 10.1002/cb.1964.
M. U. Rahman, “Determinants of SMEs ’ strategic entrepreneurial innovative digitalization : examining the mediation role of human capital,” vol. 28, no. 7, pp. 2733–2760, 2025, doi: 10.1108/EJIM-02-2024-0176.
L. Miguel, G. Gallastegui, and R. Reier, “Journal of Open Innovation : Technology , Market , and Complexity FASECO : A Framework for Advanced Support of E-Commerce and digital transformation in SMEs with natural language processing-enhanced analysis,” J. Open Innov. Technol. Mark. Complex., vol. 10, no. 4, p. 100412, 2024, doi: 10.1016/j.joitmc.2024.100412.
X. Gong et al., “Heliyon Unveiling the enigma of blind box impulse buying curiosity : The moderating role of price consciousness,” Heliyon, vol. 10, no. 24, p. e40564, 2025, doi: 10.1016/j.heliyon.2024.e40564.
A. Febriani, B. Maya, and M. Arif, “Journal of Open Innovation : Technology , Market , and Complexity Dynamic capabilities for omnichannel transformation in MSMEs : A comparative case study of fashion and furniture sectors,” J. Open Innov. Technol. Mark. Complex., vol. 11, no. 1, p. 100498, 2025, doi: 10.1016/j.joitmc.2025.100498.
L. Marinelli, A. Crupi, N. Del, and D. Lepore, “Technovation Unveiling knowledge ecosystem dimensions for MSMEs ’ digital transformation , toward a location-based brokerage,” Technovation, vol. 136, no. June, p. 103086, 2024, doi: 10.1016/j.technovation.2024.103086.
P. C. Verhoef et al., “Digital transformation : A multidisciplinary re fl ection and research agenda ☆,” vol. 122, no. November 2019, pp. 889–901, 2021, doi: 10.1016/j.jbusres.2019.09.022.
O. Yeroshkin and J. Sobecki, “ScienceDirect Recommendations user interface in web-based e-commerce systems Recommendations user interface in a web-based e-commerce systems,” Procedia Comput. Sci., vol. 246, pp. 2874–2881, 2024, doi: 10.1016/j.procs.2024.09.384.
J. Brandenburger and M. Janneck, “Consideration of people ’ s design preferences for,” vol. 23, no. 3, pp. 321–334, 2024.
C. Märtin and C. Herdin, “ScienceDirect Evaluating situation-aware user interface adaptations for e-commerce applications,” Procedia Comput. Sci., vol. 256, pp. 276–283, 2025, doi: 10.1016/j.procs.2025.02.121.
S. K. Mukhiya, J. O. D. Wake, Y. Inal, and Y. Lamo, “Adaptive Systems for Internet-Delivered Psychological Treatments,” 2020, doi: 10.1109/ACCESS.2020.3002793.
K. G. Gatziolis, N. D. Tselikas, and I. D. Moscholios, “Adaptive User Profiling in E-Commerce and Administration of Public Services,” 2022.
S. Zuliarni, D. Kartikasari, B. Hendrawan, S. Sri, and W. Siregar, “Heliyon The impact of buying intention of global fashion on local substitute : The role of product design and price,” Heliyon, vol. 9, no. 11, p. e22160, 2023, doi: 10.1016/j.heliyon.2023.e22160.
T. Thuy, A. Ngo, H. Lan, T. Nguyen, H. Truc, and A. Mai, “Acta Psychologica Key determinants of online impulse buying behavior : A study from TikTok Shop users in Vietnam,” Acta Psychol. (Amst)., vol. 260, no. March, p. 105593, 2025, doi: 10.1016/j.actpsy.2025.105593.
M. Orzoł and K. Szopik-depczyńska, “ScienceDirect ScienceDirect E-commerce and the development of communication infrastructure E-commerce and the development of communication infrastructure in Poland in Poland,” Procedia Comput. Sci., vol. 207, no. Kes, pp. 3957–3968, 2022, doi: 10.1016/j.procs.2022.09.458.
R. Liu, N. Duan, and J. Liu, “Research on the impact of social media advertisement placement on enterprises ’ economic benefits,” Int. Rev. Econ. Financ., vol. 102, no. July, p. 104377, 2025, doi: 10.1016/j.iref.2025.104377.
R. Das et al., “Towards the development of an explainable e-commerce fake review index : An attribute analytics approach,” Eur. J. Oper. Res., vol. 317, no. 2, pp. 382–400, 2024, doi: 10.1016/j.ejor.2024.03.008.
K. Mili, I. Bengana, and M. Soufiane, “Computers in Human Behavior Reports Integrating intercultural communication into E-commerce theory : The DCEM framework for online shopping behavior,” Comput. Hum. Behav. Reports, vol. 20, no. August, p. 100810, 2025, doi: 10.1016/j.chbr.2025.100810.
D. Ye, F. Liu, D. Cho, and Z. Jia, “Heliyon Investigating switching intention of e-commerce live streaming users,” Heliyon, vol. 8, no. 10, p. e11145, 2022, doi: 10.1016/j.heliyon.2022.e11145.
A. D. K. Silalahi, D. Thi, T. Phuong, A. P. Tedjakusuma, and I. J. Eunike, “Jo ur l P re r f,” J. Digit. Econ., 2025, doi: 10.1016/j.jdec.2025.07.001.
F. Herzallah, A. J. Abosamaha, S. Mohammad, and M. Alhayek, “Journal of Open Innovation : Technology , Market , and Complexity Social commerce attributes , customer engagement and repurchase intention in social commerce platforms : A stimulus – organism – response approach,” J. Open Innov. Technol. Mark. Complex., vol. 11, no. 4, p. 100635, 2025, doi: 10.1016/j.joitmc.2025.100635.
I. S. Engineering, “An innovative e-commerce platform incorporating metaverse to live commerce,” vol. 18, no. 1, pp. 221–229, 2022, doi: 10.24507/ijicic.18.01.221.
T. Isnina and C. Irene, “ScienceDirect ScienceDirect UI / UX Design Impact on E-Commerce Attracting Users UI / UX Design Impact on E-Commerce Attracting Users,” Procedia Comput. Sci., vol. 245, pp. 1075–1082, 2024, doi: 10.1016/j.procs.2024.10.336.
E. Kwint, M. Marsman, A. Van Veen, H. Hauptmann, and S. Brinkkemper, “ScienceDirect ScienceDirect Design Principles for the Interface of an Automated Medical Reporting System : a User Study in Preoperative Screening,” Procedia Comput. Sci., vol. 239, no. 2023, pp. 1736–1744, 2024, doi: 10.1016/j.procs.2024.06.352.
B. S. Programme, “The Impact of Sales Promotion , User Interface and User Experience Design on Shopee App Users ’ Repurchase Intentions,” vol. 8, no. 3, pp. 90–104, 2023, doi: 10.21791/IJEMS.2023.027.
D. Wahyu, J. E. Fortunata, H. D. Nanda, and A. Oktavia, “ScienceDirect ScienceDirect Empowering MSMEs Through a UI / UX-Centered IP Management Website : A Digital Approach to Economic Growth,” Procedia Comput. Sci., vol. 269, pp. 541–550, 2025, doi: 10.1016/j.procs.2025.08.306.
E. Krisnanik and T. Rahayu, “Ui/ux integrated holistic monitoring of paud using the tcsd method,” Bull. Electr. Eng. Informatics, vol. 10, no. 4, pp. 2273–2284, 2021, doi: 10.11591/EEI.V10I4.3108.
B. Nistal-Nuño, “Medication recommendation system for online pharmacy using an adaptive user interface,” Comput. Methods Programs Biomed. Updat., vol. 2, 2022, doi: 10.1016/j.cmpbup.2022.100077.
A. Khamaj and A. M. Ali, “Adapting user experience with reinforcement learning : Personalizing interfaces based on user behavior analysis in real-time,” Alexandria Eng. J., vol. 95, no. January, pp. 164–173, 2024, doi: 10.1016/j.aej.2024.03.045.
A. Carrera-Rivera, F. Larrinaga, G. Lasa, G. Martínez-Arellano, and G. Unamuno, “AdaptUI: A Framework for the development of Adaptive User Interfaces in Smart Product-Service Systems,” User Model. User-adapt. Interact., vol. 34, no. 5, pp. 1929–1980, 2024, doi: 10.1007/s11257-024-09414-0.
S. Alam, K. Aminul, R. Miah, and S. Afrin, “Heliyon Key success factors of knowledge management systems for optimizing organizational performance : A PRISMA-based systematic literature review,” Heliyon, vol. 11, no. 16, p. e44097, 2025, doi: 10.1016/j.heliyon.2025.e44097.
T. Phuthong, R. Thonglor, and N. Srisuksa, “HighTech and Innovation Content Automation in Marketing Research : A Bibliometric Analysis using VOSviewer,” vol. 5, no. 3, pp. 828–853, 2024.
N. Karimi, “Unveiling trends in optimizing sustainable agri-food supply chains : A bibliometric analysis and review,” Sustain. Futur., vol. 10, no. October 2024, p. 101483, 2025, doi: 10.1016/j.sftr.2025.101483.
M. A. Fischer, L. M. Waugh, and A. Axworthy, “IT support of single project , multi-project and industry-wide integration,” pp. 31–45, 1998.
C. Märtin and C. Herdin, “ScienceDirect ScienceDirect Enabling real-time adaptations for individualized customer Enabling adaptations for individualized customer experience in user-centered applications experience in user-centered,” Procedia Comput. Sci., vol. 239, no. 2023, pp. 1425–1432, 2024, doi: 10.1016/j.procs.2024.06.315.
A. Costa, F. Silva, J. J. Moreira, A. Costa, F. Silva, and J. Joaquim, “ScienceDirect ScienceDirect Towards an AI-Driven User Interface Design Towards an AI-Driven User Interface Design for Web Applications for Web Applications,” Procedia Comput. Sci., vol. 237, pp. 179–186, 2024, doi: 10.1016/j.procs.2024.05.094.
S. Brdnik and B. Šumak, “Adaptive and intelligent user interfaces and how they adapt to users : A systematic mapping study 2 Adaptive and Intelligent User In-,” pp. 327–335, 2022.
S. Kim and S. Nordhoff, “Transportation Research Part F : Psychology and Behaviour The impact of visual user interfaces on drivers ’ understanding of driving control mode and hands-on steering wheel requirement in Level 2 automated vehicles,” vol. 109, no. May 2024, pp. 255–271, 2025, doi: 10.1016/j.trf.2024.12.006.
C. Gamber, “Human Interactions With Holocaust Survivor AIs : Current and Future Applications of Visitors ’ Interactions With Holocaust Survivor ‘ Holograms ,’” vol. 161, pp. 162–172, 2025.
Y. Baghdadi and S. Pulparambil, “Telematics and Informatics Reports Comprehensive classification and analysis of s-commerce design research,” Telemat. Informatics Reports, vol. 19, no. July, p. 100229, 2025, doi: 10.1016/j.teler.2025.100229.
J. Kong, W. Y. Zhang, N. Yu, and X. J. Xia, “Design of human-centric adaptive multimodal interfaces,” vol. 69, pp. 854–869, 2011, doi: 10.1016/j.ijhcs.2011.07.006.
J. Brandenburger and M. Janneck, “Consideration of people’s design preferences for the development of adaptive user interfaces,” i-com, vol. 23, no. 3, pp. 321–334, 2024, doi: 10.1515/icom-2024-0029.
L. Van Velsen, T. Van Der Geest, R. Klaassen, and M. Steehouder, “User-centered evaluation of adaptive and adaptable systems: A literature review,” Knowl. Eng. Rev., vol. 23, no. 3, pp. 261–281, 2008, doi: 10.1017/S0269888908001379.
M. Eslami, M. Firoozabadi, and E. Homayounvala, “User preferences for adaptive user interfaces in health information systems,” Univers. Access Inf. Soc., vol. 17, no. 4, pp. 875–883, 2018, doi: 10.1007/s10209-017-0569-1.
A. C. Felix, L. Ganix, and G. M. G. Unamuno, AdaptUI : A Framework for the development of Adaptive User Interfaces in Smart Product-Service Systems. 2024.
M. W. Iqbal, N. A. Ahmad, S. K. Shahzad, M. R. Naqvi, B. A. Khan, and Z. Ali, “User Context Ontology for Adaptive Mobile-Phone Interfaces,” IEEE Access, vol. 9, pp. 96751–96762, 2021, doi: 10.1109/ACCESS.2021.3095300.
M. Khan and S. Khusro, “Towards the design of personalized adaptive user interfaces for smart TV viewers,” J. King Saud Univ. - Comput. Inf. Sci., vol. 35, no. 9, 2023, doi: 10.1016/j.jksuci.2023.101777.
F. Grandi, G. Contini, M. Peruzzini, and R. Raffaeli, “A human-centric methodology for the co-evolution of operators’ skills, digital tools and user interfaces to support the Operator 4.0,” Robot. Comput. Integr. Manuf., vol. 91, 2025, doi: 10.1016/j.rcim.2024.102854.
V. Y. Han, H. Cho, K. Maeda, A. Ion, and D. Lindlbauer, “BlendMR: A Computational Method to Create Ambient Mixed Reality Interfaces,” Proc. ACM Human-Computer Interact., vol. 7, no. ISS, 2023, doi: 10.1145/3626472.
T. М. Zubkova, L. F. Tagirova, and V. K. Tagirov, “PROTOTYPING OF ADAPTIVE USERS’ APPLICATION PROGRAMMING INTERFACES BY ARTIFICIAL INTELLIGENCE METHODS,” Sci. Tech. J. Inf. Technol. Mech. Opt., vol. 19, no. 4, pp. 680–688, 2019, doi: 10.17586/2226-1494-2019-19-4-680-688.
D. Gaspar-Figueiredo, J. Vanderdonckt, S. Abrahão, and E. Insfran, “User experience with adaptive user interfaces: Comparing performance and preferences,” J. Syst. Softw., vol. 231, 2026, doi: 10.1016/j.jss.2025.112598.
Z. Stefanidi, G. Margetis, S. Ntoa, and G. Papagiannakis, “Real-Time Adaptation of Con-Aware Intelligent User Interfaces, for Enhanced Situational Awareness,” IEEE Access, vol. 10, pp. 23367–23393, 2022, doi: 10.1109/ACCESS.2022.3152743.
M. H. Miraz, M. Ali, and P. S. Excell, “Cross-cultural usability evaluation of AI-based adaptive user interface for mobile applications,” Acta Sci. - Technol., vol. 44, 2022, doi: 10.4025/actascitechnol.v44i1.61112.
I. Hussain, I. A. Khan, W. Jadoon, R. N. Nawaz, A. N. Khan, and M. Shafi, “Touch or click friendly: Towards adaptive user interfaces for complex applications,” PLoS One, vol. 19, no. 2 February, 2024, doi: 10.1371/journal.pone.0297056.
Additional Files
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Solehatin, Sri Ngudi Wahyuni, Alva Hendi Muhammad, M. Hanafi
This work is licensed under a Creative Commons Attribution 4.0 International License.
