A method and apparatus for transmitting a user's intention using a captured image, the method including: if a signal for selecting an article category is received from a terminal, capturing articles belonging to the article category and transmitting the captured image of the articles to the terminal; receiving from the terminal tag information indicating user's intention generated based on the captured image; and mapping the received tag information to a predetermined position on the captured image and transmitting the captured image with the mapped tag information to the terminal.