Appmax, a 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 customized 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 Appmax co-founder and VP of New Business, Betina Wecker, this innovation aims to address one of the main challenges for 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 solutions for this issue, boosting performance with artificial intelligence and making WhatsApp an even more powerful sales channel,’ she states.
For her, digital retail requires personalization at scale. ‘The launch focuses initially on recovering abandoned carts and is already integrated with major platforms like VTEX, Shopify, Yampi, Bagy, Uappi, and Nuvemshop. The solution requires no external setup by merchants and provides visibility of results through reports.
Appmax’s Director of Risk and Data, Evelyn Torazone, 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 promote an interactive demo of the new feature at its booth, with live simulations and explanatory videos. The feature 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 benchmark 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 innovation has a 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. Introduced last week, the first phase targets Appmax’s existing customers, with a strong focus on digital entrepreneurs and invited users. The second phase will gradually open to the public through a waitlist.
With native integration to the payment platform, Max will simplify financial management for sellers and entrepreneurs. Additionally, Appmax’s partner sites will be automatically linked to the bank’s app.
The other Appmax highlight at VTEX is its new vertical: Payments as a Service (PaaS). This business line 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, with full control of the payment journey and a share in the results of each processed transaction.
Appmax COO Diego Ferla explains that PaaS offers an opportunity for those seeking autonomy and scalability in the payments ecosystem without sacrificing cutting-edge technology or expert support. ‘We’re committed to building solid, profitable operations alongside our partners in the fastest-growing digital sector,’ he says. Clients and partners will receive training for adopting and implementing the new solution.
Those interested in Max or PaaS can get more details and register their interest at Appmax’s event booth.
