Techniques for integrated online and offline sales management are described. A merchant application executing on a merchant device can present options for selling an item of a merchant. The options can include (i) a first option wherein an amount for the item is payable using a payment object at a payment object reader coupled to the merchant device and (ii) a second option wherein the amount for the item is payable using a customer application. An input associated with the second option can be received via the merchant application and, responsive to the input, a payment transaction link can be generated. The payment transaction link can be presented for sharing by the merchant with at least one customer, wherein the payment transaction link enables the at least one customer to pay the amount for the item using the customer application.