Modern traceability technologies promise to improve supply chain management by simplifying recalls, increasing visibility, or verifying sustainable supplier practices. Initiatives leading the implementation of traceability technologies must choose the least-costly set of firms - or seed set - to target for early adoption. Choosing this seed set is challenging because firms are part of supply chains interlinked in complex networks, yielding an inherent supply chain effect: benefits obtained from traceability are conditional on technology adoption by a subset of firms in a product's supply chain. We prove that the problem of selecting the least-costly seed set in a supply chain network is hard to solve and even approximate within a polylogarithmic factor. Nevertheless, we provide a novel linear programming-based algorithm to identify the least-costly seed set. The algorithm is fixed-parameter tractable in the supply chain network's treewidth, which we show to be low in real-world supply chain networks. The algorithm also enables us to derive easily-computable bounds on the cost of selecting an optimal seed set. Finally, we leverage our algorithms to conduct large-scale numerical experiments that provide insights into how the supply chain network structure influences diffusion. These insights can help managers optimize their technology diffusion strategy.