Thermal energy storage (TES) is an emerging technique to store the surplus energy generated during periods of excess supply and utilise it when demand arises. Phase change material (PCM) stands out as a highly efficient TES system. Enhancing heat transfer during phase change is a major challenge in creating effective PCM-based TES systems. This study focuses on enhancing the melting performance of a shell-and-tube latent heat thermal energy storage (LHTES) system. This improvement is achieved by conducting an extensive parametric study involving various geometric factors including tube position from the bottom, vertical tube spacing, tube diameter, different heat exchanger shell aspect ratios, PCM temperature, tube temperature, and PCM type. A three-dimensional model is simplified to a two-dimensional geometry for numerical simulation. The results indicate that the PCM melting time decreased by 20.6 % and 4.4 % with a 20 mm vertical tube distance compared to 15 mm and 25 mm. Among the considered scenarios, the configuration with a doubled number of tubes in width consistently exhibits a higher melt fraction throughout the entire duration. Regarding the aspect ratio, the square-shaped system demonstrates both quicker melting times and a higher energy storage rate. When comparing PCM types, it is evident that RT 35 exhibits a 3.2 % higher heat storage rate and a 44.7 % shorter melting time compared to RT 35 HC.