An information processing apparatus includes an acquisition section that acquires first information indicating whether or not a target person performs a specific behavior on a target object disposed in plural places and second information indicating a behavior of the target person and including a stay time in the plural places, for each target person, a calculation section that calculates an evaluation value indicating a probability of the target person who has not performed the specific behavior performing the specific behavior on the target object, based on the acquired first information, and an estimation section that extracts data on the target object disposed in the place having a stay time which is smaller than a predetermined value, based on the acquired second information, and estimates an opportunity loss for the target object based on the evaluation value calculated for the target object.