Visa 10.4 (other fraud, online or phone sale) is the most expensive dispute reason (the code on your notice) in most merchants' chargeback ledger. The amounts are higher, and the dispute often arrives late in the customer's bank's 120-day window, when evidence has aged. Without a structured defence under CE 3.0 (Visa's rule that lets you use a customer's past orders as proof), win rates on 10.4 typically sit below 10%.
10.4 is the only Visa dispute reason where Compelling Evidence 3.0 applies. A merchant can overturn a 10.4 dispute by showing two prior undisputed sales on the same payment details, 120 to 365 days before the disputed one. The disputed sale must share at least two of four identifiers with them: the buyer's internet location (IP address), a record of the buyer's device, the customer account and the shipping address.
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Subscription businesses, marketplaces with repeat buyers and DTC brands whose customers reorder will qualify on most 10.4 cases. A merchant who sells mostly to first-time buyers will qualify on almost none.