  -It has considered almost 30 years since the emergence of e-commerce, but it
is still a global phenomenon to this day. E-commerce is replacing the
traditional way of doing business. Yet, expectations of sustainable development
have been unmet. There are still significant differences between online and
offline shopping. Although many academic studies have conducted on the adoption
of various forms of ecommerce, there are little research topics on East African
countries, The adoption of B2C e-commerce in East African countries has faced
many challenges that have been unaddressed because of the complex nature of
e-commerce in these nations. This study examines the adaptation of B2C in East
Africa using the theory of diffusion of innovation. Data collected from 279
participants in Tanzania were used to test the research model. The results show
that awareness, infrastructure innovation and social media play a significant
role in the adoption of e-commerce. Lack of good e-commerce policy and
awareness discourages the adoption of B2C. We also examine how time influences
the adaptation of B2C e-commerce to the majority. So, unlike previous adoption
studies, which have tended to focus on technology, organizational, and
environmental factors, this study guides the government on how to use social
media to promote B2C e-commerce.
