Appmax, a payments platform for e-commerce and digital businesses, chose VTEX Day 2025 to officially launch the new version of the sales recovery tool. Integrated with WhatsApp and native to Appmax, the new feature uses generative artificial intelligence (GenAI) and represents an advancement over the previous version.
In the new version, messages are personalized based on the consumer's profile and behavior, simulating conversations as if conducted by a real salesperson. In a fully automated way, the tool uses data such as browsing behavior, items in the cart, and purchase objection patterns to generate messages that adapt to each customer's profile and moment, significantly increasing conversion chances.
According to the co-founder and Vice President of New Business at Appmax, Betina Wecker, the new development aims to help solve one of the main challenges faced by online sellers. "Cart abandonment is one of the main pain points for digital entrepreneurs. We understand the challenges of entrepreneurship because we live it firsthand. Our proposal with this new tool is precisely to combine the solution to this problem, increasing performance with artificial intelligence and transforming WhatsApp into an even more powerful sales channel," he states.
For her, digital retail requires personalization at scale. The launch hits the market with an initial focus on recovering abandoned carts and already includes integration with major platforms such as VTEX, Shopify, Yampi, Bagy, Uappi, and Nuvemshop. The solution requires no external configuration by retailers and provides visibility of results through reports.
The Risks and Data Director at Appmax, Evelyn Torazone, explains that AI will be trained with customer information and store context to act as a sales specialist. "Artificial intelligence only delivers real value when guided by data and context. Our AI was developed to understand consumption patterns, customer hesitations, and conversion opportunities. It is a system that learns continuously, making each approach more efficient than the previous one," he guarantees.
During the event, Appmax will showcase an interactive demonstration of the new feature at its booth, with live simulations and explanatory videos. The feature will initially be released to selected partners and should be gradually expanded to the entire customer base of the platform.
With this launch, Appmax reinforces its position as a reference in innovation applied to conversion in digital retail, combining technology, data, and a consumer-centric approach. "We develop solutions for those who live the day-to-day of digital entrepreneurship. The innovation we deliver has a purpose: to facilitate, protect, and scale real businesses," emphasizes Betina.
Max and Payments as a Service (PaaS)
During VTEX, Appmax will also promote Max, a digital bank that operates through voice commands, text, or images and is powered by artificial intelligence. Presented last week, the first phase of Max is for Appmax's customer base, with a strong focus on digital entrepreneurs and guests. The second phase foresees a gradual opening to the general public through a waiting list.
With native integration with the payment platform, Max will facilitate the financial management of sellers and entrepreneurs.Additionally, the partners' websites of Appmax will be automatically integrated into the bank's application.
The other highlighted product from Appmax on VTEX is the new vertical: Payments as a Service (PaaS). The business front allows companies and entrepreneurs to create their own payment operation, using proprietary technology, validated infrastructure, and ongoing support. The model allows partners to operate under their own brand, with control over the payment journey and participation in the results of each processed transaction.
Appmax's Chief Operating Officer, Diego Ferla, explains that PaaS is an opportunity for those seeking autonomy and scalability in the payments ecosystem, without sacrificing cutting-edge technology and specialized support. "We are committed to building, together with our partners, solid and profitable operations in the fastest-growing sector in digital," he says. Clients and partners will participate in training sessions for the adoption and implementation of the new solution.
Those interested in Max and PaaS can obtain more information and register their interest at the Appmax booth at the event.
