Background: The fusion of e-commerce and financial services has become a dominant trend in the digital economy and is changing how individuals and firms exchange money. As digital companies incorporate ever more “financial things” such as digital wallets or micro credit into their ecosystems, the traditional borders of the financial sector dissolve. It is an institutional, behavioural, and regulatory as well as technological evolution.

Objectives: The purpose of this paper is to investigate how e-commerce is impacting the structure, the delivery, and the governance of financial services. In particular, it examines the appropriateness and challenges of financial institutions' strategic adjustments, the implications of fintech for financial inclusion, and the dynamism of regulation amid the drive toward digital finance integration. The study is also seeking to uncover systemic risks and ethical implications associated with the convergence.

Methods: A qualitative-descriptive study design was applied, utilizing a thematic analysis approach to integrate findings from peer-reviewed publications, commercial reports, and policy materials published in the past 10 years. Information was gathered through a search of the literature, and deductive-inductive coding was used for analysis to find relevant patterns/themes.

Results: The results indicate five major themes: digitization of financial institutions; embedded finance in e-commerce spaces; broader inclusion in finance; regulatory innovation; and cybersecurity imperatives. Organizations that adopted agile and data-driven approaches showed more resilience as well as engagement with customers. But they face issues of digital exclusion, divided government, and opaque algorithms.

Conclusion: e-commerce plus finance integration brings both unprecedented opportunities as well as daunting responsibilities. Ethical design, inclusive access, and collaborative governance will be key for fair and sustainable outcomes from internet-mediated peer-to-peer systems. This study provides a more nuanced understanding of the digital finance ecosystem and a basis to inform both policy and institutional innovation going forward.