Technologies are described herein for a payments portal. A payments portal can be configured to support payments by generating and embedding widgets in webpages hosted by merchant sites associated with a marketplace. The widgets can provide specific payment functionality for users, thereby providing consistent payment experiences across merchant sites without updating the merchant sites. The widgets can be dynamic or static. Interactions with the widgets can cause a browser displaying the widgets to access data hosted by the payments portal and/or other systems, devices or services in communication with the payments portal.