How to Win Visa 10.4 When Customer Says Item Not Received

Who This Is For

This guide is written for ecommerce merchants, marketplace sellers, and payments teams who sell physical goods and face a Visa 10.4 chargeback where the cardholder claims the item was not received. If you process orders online, ship goods to customers, or manage fraud and chargeback operations for a small or mid-market store, this article gives a practical, step-by-step defense workflow you can execute within Visa’s timelines. If you use a payments or chargeback platform, this guide helps you collect the exact artifacts Visa expects and integrate them into your response.

What This Dispute Means

Visa reason code 10.4 (Other Fraud Card-Absent Environment) is used when the cardholder alleges fraud or non-receipt in a card-not-present transaction. In plain English: the customer is saying they didn’t get the goods. Visa expects merchants to prove the transaction was legitimate and that the goods or services were delivered to the rightful recipient.

Core requirements for a proper Visa 10.4 rebuttal are spelled out by the network. You must provide specific data fields and at least one required exhibit: proofOfDelivery. For full code details, see the official resource on Visa reason code 10.4 evidence requirements and consult your processor’s chargeback hub on codes hub for implementation details.

Timing matters: Visa has an 18-day cutoff for responses to present evidence. Missing that window often means losing the opportunity to contest the claim, so prioritize assembling evidence right away.

Evidence Checklist

When preparing a response to a Visa 10.4 “item not received” dispute, collect and format the following required fields and exhibits exactly as Visa expects.

• Required fields (include in your submission):
  • merchantName
  • orderId
  • orderDate
  • customerName
  • billingAddress
  • ipAddress
  • avs (address verification result)
  • cvv (card verification value result)
• Required exhibit: proofOfDelivery (carrier tracking showing delivered status, delivery confirmation, signature image, or equivalent)
• Recommended supporting exhibits:
  • Shipping manifest and chain-of-custody logs
  • Carrier delivery scans with timestamps and GPS coordinates
  • Signature images or delivery photos showing address/porch placement
  • Order confirmation emails and itemized receipts
  • Customer account logs (order history, account creation date, shipping address changes)
  • IP address geolocation and device fingerprinting evidence
  • AVS/CVV response screens or gateway logs
  • Customer service communications (chat transcripts, emails showing attempted delivery follow-ups)
• For digital goods or services: server access logs, download timestamps, IP addresses, and proof of account access are valid alternatives to physical delivery evidence.
• For a machine-readable specification and sample formatting, refer to Visa reason code 10.4 evidence requirements.

Step-by-Step to Win

1. Act immediately (start within 0–2 days of receiving the chargeback notice)
   1. Identify the Visa 10.4 dispute in your processor dashboard and note the 18-day cutoff.
   2. Lock down the order and prevent refunds or reshipments until you’ve reviewed the evidence.
2. Pull the required fields
   1. Export merchantName, orderId, orderDate, customerName, billingAddress, ipAddress, AVS and CVV results from your gateway and order system.
   2. Ensure values match exactly what’s in your order records — mismatches can cause an evidence rejection.
3. Assemble strong proofOfDelivery
   1. Grab carrier tracking showing a delivered status and copy timestamps, delivery location metadata, and scan events.
   2. Include signature images or delivery photos. If the carrier supplies a GPS coordinate with the delivery scan, include that metadata.
   3. If the carrier has an “attempted delivery” status with specific instructions returned to the customer, include that too.
4. Document authentication signals
   1. Export gateway logs that show AVS and CVV responses (e.g., AVS matched, CVV matched). Note the exact response codes and human-readable results.
   2. Show IP address and geolocation for the order placement session; if it aligns with the billing address region or previous account activity, emphasize that alignment.
5. Build the narrative (use Visa’s sections)
   1. Write a concise transactionOverview describing the purchase, item, amount, and order timeline.
   2. In authentication, list AVS/CVV results and any 3DS or gateway authentication artifacts.
   3. In delivery, summarize delivery evidence: tracking, signature, photos, carrier name, and timestamps.
   4. Include your policies section to show clear shipping, returns, and delivery SLA language that the buyer saw at checkout.
   5. In additionalSignals, add any behavioral signals: previous orders, account age, device fingerprint, or communications proving delivery or receipt.
6. Format exhibits and submit
   1. Label files clearly (e.g., ORDER12345_proofOfDelivery.pdf, ORDER12345_AVS_CVV.txt) and ensure each exhibits maps to the narrative sections.
   2. Upload through your processor’s dispute portal. Confirm the upload and retain a copy of the submission packet.
7. Follow up and monitor
   1. Watch for network or issuer requests for supplemental info and be prepared to provide clarifications quickly.
   2. Record the submission date (to demonstrate you met the 18-day cutoff) and maintain a case log for internal audits.
8. Review and harden processes post-dispute
   1. If a dispute is lost or close-call, document gaps (e.g., missing signature images) and fix shipping or data retention processes to collect better proof next time.

Common Mistakes

• Submitting incomplete required fields: omitting merchantName, orderId, or the AVS/CVV results leads to evidence rejection.
• Providing weak delivery proof: a shipping label or “in transit” scan is not enough — Visa expects proofOfDelivery, such as a delivered status, signature, or delivery photo.
• Missing the 18-day cutoff: waiting to gather exhibits beyond the network deadline reduces the chance to respond effectively.
• Unorganized submissions: uploads with unclear filenames or missing mapping between exhibits and narrative sections make it harder for the reviewer to see the link between your evidence and the claim.
• Relying only on tracking numbers without carrier proof: copy the carrier’s delivery scan page or download the POD (proof of delivery) file; a bare tracking number in your system is thin.
• Failing to capture AVS/CVV at the time of sale: if you don't capture these, you can’t retroactively produce them; make AVS/CVV collection mandatory at checkout.
• Using generic policies: policy pages that aren’t clearly presented at checkout or are ambiguous about delivery responsibilities weaken your policies section.
• Ignoring digital access logs for non-physical goods: when selling digital items, merchants sometimes fail to include download timestamps or IP logs as proof of access.

Example Narrative Outline

Below is a clean, ordered example you can adapt into your dispute response. Keep it factual, concise, and map each paragraph to an exhibit.

1. transactionOverview:

   Order ID ORDER12345 was placed on YYYY-MM-DD at 14:03 UTC for a physical product (SKU 9876). The order was confirmed by email to customername@example.com and shipped via CarrierName with tracking number 1ZEXAMPLE. The cardholder's billing name and address are recorded below (see Exhibit A: Order Receipt).

2. authentication:

   The transaction passed AVS and CVV checks at the time of authorization (AVS: match, CVV: match). Gateway logs show the authorization token and AVS/CVV responses (see Exhibit B: Gateway AVS/CVV Log). IP address 203.0.113.45 geolocates to the same metropolitan area as the billing address and matches the customer's prior order activity (see Exhibit C: IP and Account Activity).

3. delivery:

   The package was marked delivered by CarrierName on YYYY-MM-DD at 11:48 local time. Exhibit D includes the carrier's delivery scan showing a delivered status with GPS coordinates and a timestamp, plus Exhibit E containing the signature image and a delivery photo showing the package at the billing address doorstep.

4. policies:

   Our shipping and delivery policy (visible at checkout and included in the order confirmation email) states that customers must report non-delivery within 7 days and provides instructions for filing missing package claims. Exhibit F includes the checkout screenshot and order confirmation email showing policy links and acceptance.

5. additionalSignals:

   Customer had prior successful orders with the same shipping address (Exhibit G: order history), and two customer service interactions confirmed receipt attempts before submitting this chargeback (Exhibit H: chat transcripts). These signals corroborate the delivery evidence.

End the narrative with a short closing that asks the issuer to dismiss the claim based on the attached proofOfDelivery and authentication artifacts.

Processor/Platform/Industry Specifics

Visa sets the code and evidence expectations, but processors and platforms can have slightly different upload formats or portal flows. Below are platform-agnostic tips and a few industry-specific notes.

• General processor tips:
  • Always double-check your processor’s file size and file type limits before assembling exhibits.
  • Many processors accept a single PDF that contains all exhibits in a clear order (cover page with required fields, followed by exhibit pages). If your processor supports it, that helps reviewers scan quickly.
  • Map each exhibit to one of Visa’s narrative sections when uploading — label them clearly.
• Gateways and AVS/CVV logs:
  • Export raw gateway logs showing the authorization response and AVS/CVV result codes. Some gateways offer a human-readable export that’s acceptable; others need system logs. If unsure, include both.
• Carriers and delivery proof:
  • Use the carrier's official proof-of-delivery PDF or screenshot that includes the tracking number, delivered status, recipient name, timestamp, and, if available, a signature image or photo. If the carrier provides GPS coordinates with the delivered scan, include them.
  • If you used a third-party fulfillment partner, request their POD files and chain-of-custody documents.
• Marketplaces:
  • Marketplaces often control shipping workflows and evidence collection. Retrieve the carrier-provided POD from the marketplace portal and ensure the marketplace’s seller records are included in the narrative.
• Digital goods and subscriptions:
  • For non-physical items, focus on access logs, download timestamps, email delivery of license keys, and user IPs that match billing geography. Explain why these serve the same purpose as a physical proofOfDelivery.
• Reference materials: Consult the Visa reason page for 10.4 for exact required fields: Visa reason code 10.4 evidence requirements. Also see operational details in your platform’s dispute help center, and cross-check with your internal chargeback playbook on the codes hub.

How ProofReturn Helps

ProofReturn automates evidence collection and formats your response to match Visa’s expectations. Key benefits for a Visa 10.4 workflow include:

• Auto-collecting and standardizing required fields (merchantName, orderId, orderDate, customerName, billingAddress, ipAddress, AVS, CVV) so nothing is omitted.
• Pulling carrier delivery artifacts (delivered status, signatures, delivery photos, GPS data) and auto-formatting a clear proofOfDelivery exhibit that maps directly to the delivery narrative section.
• Generating a ready-to-upload dispute packet that mirrors Visa’s narrative structure (transactionOverview, authentication, delivery, policies, additionalSignals) to make reviews faster and clearer for issuers.
• Keeping a timestamped audit trail to prove the submission met the 18-day cutoff for Visa responses.

Using automation reduces manual errors (wrong filenames, missing AVS/CVV logs, incomplete PODs) and improves the clarity of your response, which in turn improves the odds that a reviewer will see the connection between delivery proof and the disputed claim. Learn how this integrates with your workflow for ecommerce disputes in our ecommerce chargeback solution.

FAQ Section

1. What exactly does Visa 10.4 mean when the cardholder says "item not received"?

Visa 10.4 is used for alleged fraud in card-not-present transactions where the cardholder claims they did not receive the goods. Visa expects the merchant to show evidence that the order was shipped and delivered to the rightful recipient. Required fields and a proofOfDelivery exhibit are mandatory parts of the response.

2. What are the absolute required items to include in my Visa 10.4 dispute submission?

You must include the following required fields: merchantName, orderId, orderDate, customerName, billingAddress, ipAddress, AVS, and CVV. You must also include a proofOfDelivery exhibit (carrier delivery confirmation with delivered status, signature, or photo). For specifics, consult the Visa reason page: Visa reason code 10.4 evidence requirements.

3. How soon do I need to respond to a Visa 10.4 chargeback?

Visa has an 18-day cutoff for submitting evidence in response to a 10.4 dispute. Start assembling evidence immediately and submit before this deadline. Proof of submission and timestamps are important for your records.

4. Is a tracking number enough as proofOfDelivery?

No. A tracking number alone that only shows an “in transit” status is usually insufficient. Visa expects proof that the package was delivered (delivered status, signature image, carrier-provided photo of delivery location, or equivalent). Include the carrier’s POD or signed delivery scan where possible.

5. What if the carrier says delivered but the customer claims they didn't get it?

Include the carrier’s delivered status, timestamp, GPS coordinates if available, and signature/photo. Add supporting signals: account history showing deliveries to the same address, customer service transcripts, and any porch-cam footage if the customer provided it. Present these in the delivery and additionalSignals sections of your narrative.

6. How important are AVS and CVV results?

AVS and CVV are part of the required fields for Visa 10.4. Clear AVS and CVV matches strengthen your authentication narrative because they indicate the payment details matched the billing information at the time of sale. Always export and include gateway logs showing these responses.

7. Can I use delivery photos instead of a signature?

Yes. Many carriers now provide delivery photos showing the package at the delivery location. These photos, when timestamped and tied to the tracking number and address, can serve as valid proofOfDelivery alongside or instead of a signature.

8. What if the sale was for a digital product?

For digital products, provide server logs, download timestamps, access IP addresses, and any license activation records. These items serve a similar role to proofOfDelivery by demonstrating the buyer or their account accessed the product or service.

9. What format should I use to submit exhibits to Visa via my processor?

Processors vary, but a clear, single PDF with a cover page listing required fields and a table of exhibits mapped to narrative sections is generally acceptable. If your processor allows multiple files, name them clearly (e.g., ORDER12345_proofOfDelivery.pdf). Confirm file size/type limits with your processor’s portal.

10. How does ProofReturn help in this process?

ProofReturn automates evidence assembly, pulls carrier PODs, standardizes AVS/CVV exports, generates the narrative in Visa’s required sections, and formats the packet for upload — saving time and reducing human errors that lead to rejected submissions.

Related Resources

• Visa reason code 10.4 evidence requirements — Official field and exhibit checklist for Visa 10.4
• Chargeback codes hub — Central reference for dispute reason codes and processor mappings
• Ecommerce chargeback solutions — How to integrate chargeback automation into ecommerce workflows
• How to Win Chargeback Disputes: 2025 Guide — Broader chargeback strategy and evidence best practices
• Visa Chargeback Response Deadlines: 2025 — Timeline details and response windows
• Stripe chargeback evidence requirements — Gateway-specific evidence exports and tips

Final CTA

If you need a ready-to-file Visa 10.4 response packet, generate a tailored submission that auto-populates required fields, organizes delivery proof, and formats the narrative into Visa’s sections. Start now and generate a tailored Visa 10.4 response to save time and reduce errors before the 18-day deadline.