Sounds like a key function you want is to convert an IP address to a location. There isn't a finite location for an IP address (they move around), but there are services that provide approximate location. Azure Maps has one such service, but it is currently only accurate to country level (tells you want country an IP address belongs to). There are some other services out there that go down a few city blocks of accuracy, but this level isn't yet available in Azure Maps.
A more accurate alternative is to get the users actual GPS location. Devices/browsers can access the users location (they have to agree to share it). Browsers have a "geolocation" api for this. Here are some sample integrations with Azure Maps: https://azuremapscodesamples.azurewebsites.net/#Device-Sensors
Once you have a location position, you can take the latitude and longitude information can call the nearby point of interest service in Azure Maps. https://azuremapscodesamples.azurewebsites.net/?sample=Search%20for%20points%20of%20interest