The invention provides a three-dimensional shopping mall system used for an electronic transaction. The system comprises an automatic 3D website framework generating module, a scene and commodity 3D simulation modeling module, a virtual shopping mall interactive 3D roaming module, a merchant and commodity displaying module, an information broadcasting and interacting module, a commodity inquiring module, a dynamic management module, an online payment module and polymorphic simulation advertisements. The system is a comprehensive network stereo shopping mall with online shopping, commerce displaying, electronic payment, information publishing and promotion and the like integrated. According to the system, three-dimensional environment simulation, a stereo visual spatial structure, 'real' counter arrangement and 'real person' selling are achieved, and a three-dimensional online salesperson can be set in a shop by a merchant so that a shopper can trigger the online salesperson to directly interact with the merchant online. Meanwhile, the system is convenient to operate and use, and the merchant can arrange a scene as needed with a liquid crystal writing pen or a mouse and become a merchant in the system to conduct transactions under the guiding of the system.