Information related to a privilege is caused to be presented so as to increase the probability that a user purchases a transaction target. An information processing apparatus detects a predetermined operation of a user which is defined as an operation where purchase motivation for a transaction target is higher than that of an operation to display transaction target information related to the transaction target and which is other than an operation of a user which is necessary to purchase in a transaction site where the transaction target can be purchased. When the predetermined operation is detected, the information processing apparatus causes privilege information related to a privilege which is given to the user to be presented on condition that the user purchases the transaction target targeted by the detected operation.