Disclosed are examples of systems, apparatus, methods, and computer program products for providing an embedded self-help service for e-commerce applications. A number of enterprise records are maintained within a database. First input data is then processed from a user device connected to an e-commerce environment. The first input data indicates that a user requests assistance from an e-commerce provider associated with the e-commerce environment. A conversational widget is initiated, configurable for display on the user device and embedded within the e-commerce environment. A first request for the user device to provide second input data is processed, as well as the second input data. A user intent for disambiguation of the second input data is then determined in associated with the enterprise records, and a user-actionable application module is initiated corresponding to the user intent, configurable for display on the user device and embedded within the conversational widget.