Appmax, the payment platform for e-commerce and digital businesses, has chosen VTEX Day 2025 to officially launch the new version of its sales recovery tool. Integrated with WhatsApp and native to Appmax, the innovation 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. Fully automated, the tool uses data such as browsing behavior, items in the cart, and purchase objection patterns to generate messages tailored to each customer’s profile and moment, significantly increasing conversion chances.
According to Betina Wecker, co-founder and VP of New Business at Appmax, the innovation aims to help solve one of the main challenges of online sellers. ‘Cart abandonment is one of the biggest pain points for digital entrepreneurs. We understand these challenges because we’ve experienced them firsthand. Our goal with this new tool is to combine AI-powered solutions to boost performance and turn WhatsApp into an even more powerful sales channel,’ she states.
For her, digital retail requires personalization at scale. ‘The launch initially focuses on recovering abandoned carts and already integrates with major platforms like VTEX, Shopify, Yampi, Bagy, Uappi, and Nuvemshop. The solution requires no external setup by merchants and provides visibility through performance reports.
Evelyn Torazone, Appmax’s Director of Risk and Data, explains that the AI will be trained with customer information and store context to act as a sales specialist. ‘AI only delivers real value when guided by data and context. Our AI was developed to understand consumption patterns, customer hesitations, and conversion opportunities. It’s a system that continuously learns, making each approach more efficient than the last,’ she assures.
During the event, Appmax will host interactive demos of the new feature at its booth, with live simulations and explainer videos. The functionality will initially be released to select partners and gradually expanded to the platform’s entire customer base.
With this launch, Appmax reinforces its position as a leader in innovation applied to digital retail conversion, combining technology, data, and a consumer-centric approach. ‘We develop solutions for those living the daily reality of digital entrepreneurship. Our innovations have purpose: to simplify, protect, and scale real businesses,’ emphasizes Betina.
Max and Payments as a Service (PaaS)
During VTEX, Appmax will also promote Max, a digital bank operated by voice, text, or image commands and powered by AI. Launched last week, Max’s first phase targets Appmax’s customer base with a strong focus on digital entrepreneurs and invited guests. The second phase will gradually open to the general public through a waitlist.
With native integration to the payment platform, Max will simplify financial management for sellers and entrepreneurs. Additionally, Appmax’s partner websites will be automatically integrated with the bank’s app.
Appmax’s other highlight at VTEX is its new Payments as a Service (PaaS) vertical. This business arm enables companies and entrepreneurs to create their own payment operations using proprietary technology, validated infrastructure, and ongoing support. The model allows partners to operate under their own brand while controlling the payment journey and sharing in transaction results.
Appmax COO Diego Ferla explains that PaaS offers autonomy and scalability in the payment ecosystem without sacrificing cutting-edge technology or specialized support. ‘We’re committed to building solid, profitable operations with our partners in the fastest-growing digital sector,’ he says. Customers and partners will receive training for adopting the new solution.
Those interested in Max and PaaS can get more information and register their interest at Appmax’s event booth.
