Embedded application within a buyer application

A system comprising:

• one or more processors;
• and
• one or more computer-readable media that, when executed by the one or more processors, cause the system to perform operations comprising:
• detecting engagement with a buyer application on a computing device of a buyer;
• triggering a particular, discrete functionality of a merchant application of the merchant to be initialized in response to the engagement;
• accessing, from the buyer application, the merchant application to allow access to the particular, discrete functionality associated with the merchant application;
• and
• receiving an indication of a transaction between the merchant and the buyer, wherein the indication of the transaction is associated with stored activity data of one or more transactions of the buyer, wherein the one or more transactions are associated with the buyer application.

One or more computer-readable media that, when executed by one or more processors, cause the one or more processors to perform operations comprising:

• detecting engagement with a buyer application on a computing device of a buyer;
• triggering a particular, discrete functionality of a merchant application of the merchant to be initialized in response to the engagement;
• transitioning from the buyer application to the merchant application to allow access to the particular, discrete functionality associated with the merchant application;
• and
• receiving an indication of a transaction between the merchant and the buyer, wherein the indication of the transaction is associated with stored activity data of one or more transactions of the buyer, wherein the one or more transactions are associated with the buyer application.