In this paper, the impact of inclination on the thermal performance of latent heat storage system (LHSS) based cylindrical shell and tube heat exchanger is investigated. During the simultaneous charging and discharging (SCD) process, a visualized numerical simulation is carried out to demonstrate the melting process of phase change material (PCM). The SCD technique for the LHSS comprises charging of PCM from one side while discharging from the other. To investigate the performance of the LHSS, a transient numerical model based on the enthalpy-porosity method is used. The distribution of temperature, melt fraction, energy stored, and average Nusselt number are analyzed to study the effect of natural convection on the performance of LHSS with inclination angles viz. 90° (vertical) 60°, 30° and 0° (horizontal). Results illustrate that better thermal performance is provided by the horizontal (0°) configuration. The effect of natural convection on the PCM under the SCD melting process has differed with the angle of inclination. The position of cold heat transfer fluid (HTF) showed a considerable influence on the process of melting. With the decrease of inclination angle from 90° to 0°; there is an increase in melt fraction by 38.02 %. The maximum energy stored (231 kJ) obtained at the horizontal (0°) configuration is 26.2 % higher than the vertical position. Also, the steady-state condition is observed earlier in the horizontal position. Further, the flow behavior of PCM with inclination is also illustrated.