1. A method, comprising: before receiving an indication of at least one item selected by a customer for purchase from a first vendor, receiving, by a controller in communication with at least one subsidizing vendor server via an electronic network, information relating to customer activity of the customer with the first vendor, in which the information indicates interest of the customer in purchasing at least one item from the first vendor; receiving, by the controller from a customer terminal via the electronic network, an indication of at least one item selected by the customer for purchase from the first vendor, the at least one item having an associated total price; after receiving the indication of at least one item selected by the customer for purchase from the first vendor, providing to the customer via the customer terminal, in response to the received information, an indication of an offer for a subsidy from a second vendor, wherein the offer for the subsidy is an offer for a reduction in price relative to a total price of a purchase from the first vendor, wherein the offer for the subsidy from the second vendor requires commitment to a service agreement in order to receive the reduction in price relative to the total price of the purchase from the first vendor; receiving an indication of acceptance by the customer of the offer; and selling to the customer at a second price the at least one item selected for purchase after the offer is accepted, the second price being less than the associated total price.