Embedded financial services refer to the integration of financial products and services within non-financial platforms or applications. This enables users to access and utilize financial tools seamlessly within their existing digital experiences, without having to navigate to separate financial institutions or apps. Current studies on embedded financial services in e-commerce primarily focus on digital credit behavior, FinTech adoption, and psychological factors. However, these studies often lack a comprehensive consumer perspective, especially in developing markets. While research on embedded finance has mainly concentrated on technical aspects, there is a noticeable deficiency in studies examining consumer perception and adoption of embedded financial services, particularly regarding trust, security, and perceived financial benefits. This research aims to address these gaps by investigating the behavioral, attitudinal, psychological, and financial determinants that influence the adoption of embedded financial services. It explores the relationship between demographic factors, such as age and income, and the adoption of these services in e-commerce, along with consumer attitudes and perceptions, and their impact on trust and security. The data for this study was collected through a questionnaire, which yielded approximately 105 responses. The research utilized statistical software SPSS for analysis. The data was examined using frequency distribution, regression, and chi-square tests. The findings of the study indicated a significant association between demographic factors (age and income) and the adoption of embedded financial services in e-commerce. Additionally, it revealed that consumer attitudes and perceptions, as well as trust and security, had an impact in adoption of embedded financial services.