User experience is essential to any gamified domain, which indicates how a person feels when interacting with the system and it produces some definite consequences. In ecommerce, gamification is increasingly applied as a design strategy while improving various behavioral outcomes. This study explores the consequences of user experience and its role in a gamified e-commerce platform. Hence, a conceptual model of user experience in a gamified e-commerce platform is proposed. The Model aims at

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... ing the effects of gamification on user experience and the consequences that arise. It was statistically tested and validated through a quantitative research approach. An online survey questionnaire acted as the main instrument for data collection and subsequently, the PLS-SEM method was utilized for analyses. The results indicated that in ecommerce, gamification affects user experience positively. This gamified user experience creates satisfied users and enhances their purchasing attitude. Users thus developed a love for a particular brand and become loyal customers of the products. They will also contribute to business growth by spreading positive word of mouth. Finally, the intention of users to engage with a platform is also improved.