How do the key social barriers influence digital adoption in the informal trade?

Abstract

Digital transformation has become a key priority across sectors, yet informal trade in emerging markets continues to show low levels of digital adoption. This research investigates the social barriers that hinder the uptake among informal traders in South African townships. While existing models such as the Technology Acceptance Model (TAM) and Unified Theory of Acceptance and Use of Technology (UTAUT) explain adoption based on perceived usefulness and ease of use, they often fail to account for the lived realities and social dynamics of the informal economy. Using a Qualitative research approach, this study draws on in-depth interviews and thematic analysis to explore the role of trust, community influence, digital literacy and cultural fit in shaping resistance or reluctance to adopt digital tools. The research offers theoretical contributions to digital inclusion literature and provides practical insights for designing culturally.