In-situ conversion presents a promising technique for exploiting continental oil shale formations, characterized by highly fractured organic-rich rock. A 3D in-situ conversion model, which incorporates a discrete fracture network, is developed using a self-developed thermal-flow-chemical (TFC) simulator. Analysis of the model elucidates the in-situ conversion process in three stages and defines the transformation of fluids into three distinct outcomes according to their end stages. The findings indicate that kerogen decomposition increases fluid pressure, activating fractures and subsequently enhancing permeability. A comprehensive analysis of activated fracture permeability and heating power reveals four distinct production modes, highlighting that increasing heating power correlates with higher cumulative fluid production. Activated fractures, with heightened permeability, facilitate the mobility of heavy oil toward production wells but hinder its cracking, thereby limiting light hydrocarbon production. Additionally, energy efficiency research demonstrates the feasibility of the in-situ conversion in terms of energy utilization, especially when considering the surplus energy from high-fluctuation energy sources such as wind and solar power to provide heating.