diff --git a/includes/class-woocommerce.php b/includes/class-woocommerce.php
index 1fe2dd3b2c7..276b6c89409 100644
--- a/includes/class-woocommerce.php
+++ b/includes/class-woocommerce.php
@@ -801,6 +801,10 @@ final class WooCommerce {
 	public function activated_plugin( $filename ) {
 		include_once dirname( __FILE__ ) . '/admin/helper/class-wc-helper.php';
 
+		if ( 'woocommerce/woocommerce.php' === $filename ) {
+			set_transient( 'woocommerce_activated_plugin', true );
+		}
+
 		WC_Helper::activated_plugin( $filename );
 	}
 
diff --git a/src/Packages.php b/src/Packages.php
index d3332e9fa75..71e634d8491 100644
--- a/src/Packages.php
+++ b/src/Packages.php
@@ -68,6 +68,16 @@ class Packages {
 			}
 			call_user_func( array( $package_class, 'init' ) );
 		}
+
+		// Proxies "activated_plugin" hook for embedded packages listen on WC plugin activation
+		// https://github.com/woocommerce/woocommerce/issues/28697
+		if ( is_admin() ) {
+			$is_woocommerce_just_activated = get_transient( 'woocommerce_activated_plugin' );
+			if ( $is_woocommerce_just_activated ) {
+				do_action( 'woocommerce_activated_plugin' );
+				delete_transient( 'woocommerce_activated_plugin' );
+			}
+		}
 	}
 
 	/**