Visa rules for how merchants must identify their name, type of business, and location are changing to keep up with the growing number of ways merchants interact and conduct transactions with their customers. Visa cites these rules are necessary to help prevent unnecessary cardholder disputes and reduce additional risk to the Visa system. Conversely, failure to comply with the rules could increase merchant risk to lose customer disputes.

“If you are an eCommerce merchant, your website must contain the merchant location on either the checkout screen used to present the final transaction amount or within the sequence of web pages that the cardholder accesses during the checkout process. It must not be a link to a separate page.” Visa Bulletin VBS 02.AUG.16

What is the proper location? It must be the country of your principal place of
business, where your executive officers direct, control, and coordinate your activities — generally, your company’s headquarters. I’d venture that 99% of ecommerce site are not compliant with this rule today, including Amazon.

For complete details, download PDF Official Bulletin by Visa Providing the Proper Location
of Your Merchant Business