BROADBAND PENETRATION, MOBILE DATA PRICING, AND E-COMMERCE ADOPTION IN SOUTH AFRICA

South Africa’s digital economy continues to grow, yet the uneven adoption of e-commerce remains a pressing challenge driven by infrastructural gaps and data affordability issues. This study aimed to assess the direct effects of broadband penetration and mobile data pricing on the e-commerce user rate in South Africa. Utilizing monthly secondary data from 2020 to 2024 drawn from ICASA, Statista, World Bank, and UNCTAD, the study applied a quantitative, explanatory research design to evaluate causal relationships. The population comprised national-level e-commerce consumers, while the sample involved 36 observations meeting strict inclusion criteria for quality and relevance. A purposive sampling technique was used, and data was analysed using multiple linear regression via STATA 17. Descriptive statistics, Pearson correlation, and rigorous diagnostic checks (VIF, ADF, Breusch-Pagan) confirmed data robustness and model reliability. Findings revealed that broadband penetration had a significant positive effect on e-commerce adoption, while mobile data pricing exhibited a significant negative impact, affirming theoretical assumptions from the Diffusion of Innovations Theory. These results indicate that both access and affordability are key levers in shaping digital consumer behaviour in South Africa. The study concludes that improved internet infrastructure and affordable data plans are essential for accelerating inclusive e-commerce adoption. It recommends targeted broadband expansion in underserved areas and regulatory reforms to reduce mobile data costs.