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.

Keywords : E-Commerce Adaptation, Business To Customer E-Commerce, Infrastructure, Social Media, Awareness, Tanzania.