An information processing apparatus (2000) detects that a customer (30) takes up a product from a display area (20), using a captured image (12). The information processing apparatus (2000) generates information (customer information) indicating the acquisition count by the customer (30) in a manner that is associated with an identifier of the customer (30). The information processing apparatus 2000 sets the acquisition count, which is indicated by the customer information on the customer (30), in a case where the customer (30) makes payment for the products, to zero.