Permission to change only one table column in PostgreSQL

Good evening!

I'm using PostgreSQL and it has a table called Products. When the user visits a product through the site I give an UPDATE on that table to increment the visits column.

The problem is that the database user can only have read permission. So I would like to know how do I give UPDATE permission only in the Visits column of the product table. If not, is there an alternative?

Thank you!