A virtual wallet system provides embedded controls to a merchant for association and display with merchant artifacts on a merchant interface. Merchant artifacts may include begin-of-purchase flow items such as coupons, and end-of-purchase flow item such as tickets. When the embedded control displayed on the merchant interface is selected by a user, a save artifact request is communicated to a virtual wallet server allowing the user to instantly save an instance of the merchant artifact to the user's corresponding virtual wallet account.