Abstract: A merchant processing system accesses a user interface of a content delivery service, to identify media content items. In response to merchant inputs, the merchant processing system causes generation of a playlist of media content items in a playlist format of the content delivery service. In response to determining that the user is accessing an application of the merchant, the merchant processing system causes display of the playlist to the user on a device associated with the user, within one or more screen displays of the application. The merchant processing system then receives a playback request representing a selection by the user of a media content item on the playlist, in response to the display of the playlist to the user, and causes transmission of the selected media content item to the device associated with the user, to cause playback of the selected media content item, based on the playback request.