In accordance with some embodiments of the present invention, a controller receives information relating to customer activity with a first vendor (e.g., via a Web page that a customer accesses). The controller further receives an indication of items the customer desires to purchase, the items having an associated total price. The controller determines, based on any of various criteria, whether to provide an offer for a subsidy based on the information relating to customer activity. The offer for a subsidy is from a second vendor (a subsidizing vendor), and may define, for example, a reduction in the price charged for the item and an obligation for the customer to fulfill in exchange for the subsidy. If the customer accepts the offer, he is charged a second price for the items. The second price is less than the total price, and may even be zero.