Best General Liability Insurance for E-commerce Businesses (2026)

Spot lists a provider only when its published General Liability Insurance information includes a documented claim (verified or company-reported) about eligibility, role, coverage or application that mentions e-commerce businesses. “Named for E-commerce Businesses” marks a provider’s own statement of who it serves; “Related mention” marks a role, coverage or application claim.

Providers with both a Spot Score and a Review Score rank first, then providers with one of the two, then providers with neither. Within each group the order is the equal-weight average of the scores the provider has, as in the industry guides; ties break on fit, then the number of documented claims, then name.

The Spot Score comes from Spot’s reliability assessments and the Review Score from the provider’s rated review sources. Neither measures whether a policy fits your business or what it costs. How Spot Scores work.

Spot, a product of Tools for Enlightenment, publishes this research and works in the commercial insurance market. Editorial policy.

A marketplace can set the requirement. Amazon says a US seller whose sales exceed $10,000 in any month must take out commercial liability insurance within 30 days and keep it, with a deductible no higher than $10,000. A May 2025 post in Amazon's Seller Forums adds a $1 million minimum per occurrence and in aggregate, cover for all products listed, and Amazon.com Services LLC and its affiliates and assignees named as additional insureds. These are Amazon's rules for its US marketplace; read the seller agreement of any other platform you sell on.^1,4

Product injury claims fall under the products-completed operations hazard. In ISO's specimen form (CG 00 01 12 07), that hazard reaches injury or damage that happens away from premises you own or rent and arises out of "your product", which the form defines as goods you manufacture, sell, handle or distribute, including warranties and warnings or instructions you provide. A reseller counts, not only a maker, and a separate aggregate limit applies to the hazard.²

Providers describe e-commerce as a market they serve. One provider's published appetite favors e-commerce sellers, and another names retail and e-commerce among the industries that often require general liability. Those are providers describing their market, not a rule about your business.^3,5

Your listings carry their own exclusions. The ISO form treats material placed on the Internet to attract customers to your goods, including the part of a website about them, as an "advertisement". Its personal and advertising injury coverage excludes injury from the failure of goods to conform to a statement of quality or performance made in your advertisement, and from the wrong description of a price. It also excludes infringement of trademark, patent and trade secret rights, with an exception only for copyright, trade dress and slogan infringement in your advertisement.²

Text and email marketing violations are excluded. The form excludes injury arising from violations or alleged violations of the Telephone Consumer Protection Act, the CAN-SPAM Act or any other statute that prohibits or limits sending or distributing material or information, in both the bodily injury and property damage coverage and the personal and advertising injury coverage. If your store hosts a forum or comment board, the form also excludes injury arising out of an electronic chatroom or bulletin board you host, own or control.²

Lost electronic data is not property damage here. The form excludes damages arising out of the loss of, damage to, corruption of or inability to access electronic data, and defines property damage so that electronic data is not tangible property. If a claim over customer data is your worry, ask the insurer how it would respond and whether you need a separate cyber policy.²

A recall is excluded. The form excludes costs you or others incur to withdraw, recall, inspect, repair, replace or dispose of your product when it is pulled from the market for a known or suspected defect. One provider's property and casualty brochure lists a product recall extension under coverage enhancements for its policy.^2,3

Check the quote against the marketplace's wording, line by line: the limit, the deductible, the insurer rating, whether the policy is occurrence-based and who must be named. Ask for the answers in writing before you bind.⁴

Check where your customers are. The ISO form covers the United States and its territories and possessions, Puerto Rico and Canada. Elsewhere it applies only in set cases, including injury that arises out of goods or products you made or sold in that territory, and personal and advertising injury offenses committed over the Internet. Even then, your responsibility to pay must be decided in a suit on the merits in that territory or in a settlement the insurer agrees to. If you ship abroad, ask how the quote treats claims by overseas buyers.²

Ask for the add-ons that match your exposures. One provider's property and casualty brochure lists product recall and a cyber and privacy extension under coverage enhancements. Ask whether your quote includes recall, cyber and marketing-violation cover, and what each is limited to, rather than assuming the base form answers them.^2,3