Patent attributes
Techniques described herein are directed to application(s), or parts thereof, that are embedded into a buyer application. In an example, engagement with a buyer application on a computing device of a buyer can be detected. A particular, discrete functionality of a merchant application of the merchant can be triggered to be initialized in response to the engagement and the particular, discrete functionality associated with the merchant application can be accessed. In an example, an indication of a transaction between the merchant and the buyer can be received and the indication of the transaction can be 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.
