The adsorption of coalbed methane alters the pore structure of reservoirs, subsequently affecting the coal seam’s gas adsorption capacity. However, traditional gas adsorption models often neglect this crucial aspect. In this article, we introduce a fractal capillary bundle model that accounts for the expansion of coal seam adsorption. We utilize curvature fractal dimension and capillary fractal dimension to characterize the complexity of the coal seam’s pore structure. By incorporating the concept of fictitious stress, we have described the relationship between gas adsorption, matrix porosity, and permeability changes. We have developed a model that describes the changes in matrix porosity and permeability during the gas adsorption process. After fitting this model to experimental data, it demonstrated high accuracy in predictions. Furthermore, our investigation into how factors such as curvature fractal dimension, capillary fractal dimension, and fictitious stress influence gas adsorption capacity reveals several key findings. Firstly, the specific surface area within the pore structure of coal seams is the primary factor controlling gas adsorption capacity. Secondly, the virtual stress generated during the gas adsorption process alters the coal seam’s maximum gas adsorption capacity, a factor that cannot be overlooked. Lastly, we found that gas adsorption primarily affects the gas migration process, while under high-pressure conditions, gas desorption does not cause significant changes in the matrix porosity and permeability.