Ecommerce insurance

Smart insurance that instantly scales and adjusts based on your actual sales.  

We provide pay-as-you-sell general liability insurance designed specifically for eCommerce. With premiums starting from just $26 per month.

Fully compliant and connected with all major eCommerce platforms

No yearly projections. No guesswork. Get stress-free insurance with Assureful.

Most traditional insurance isn’t designed for eCommerce. Premiums are based on annual forecasts, charged upfront or through high-interest premium financing. This leaves you vulnerable to under-insurance if you surpass your sales projections or eats into your bottom line if you over-insure. Assureful offers accurate online seller insurance based on actual sales, eliminating the guesswork. Our monthly-billed and pay-as-you-sell insurance ensures you maintain the right coverage without the stress. Explore our online seller insurance products today.

Assureful is not a broker. We’re the underwriter.

You’re covered directly by us, with claims handled by our trusted claims administrator. No sharing your data with third-party insurers to find the best quote.

A’-rated insurance from Lloyd’s of London. Underwritten by us.

Designed by eCommerce sellers, for eCommerce Sellers


Traditional Insurance

Fully Compliant with Amazon & Walmart



No Painful Premium Audits
Customer satisfaction is #1 priority
Coverage for imported products (including China)
Coverage in all 50 US states

Integrates with all major eCommerce platforms

Automated, instant quote

Our Blog

Resources for eCommerce Sellers

Stay updated with the latest trends, tips, and insights in product and liability insurance. Learn how to protect your business and succeed in the changing ecommerce landscape. Join our community and empower your online business with Assureful.

Medical Payments Coverage: The Business Owners Guide

Medical Payments Coverage: The Business Owners Guide

What is Medical Payments Coverage? Medical Payments Coverage, also known as MedPay, covers expenses related to injury or damage that happens on the insured's property or as a result of their operations. It applies irrespective of who's at fault. I.e. even if your...

Get the most accurately rated and fairly priced liability insurance for eCommerce


Get a bespoke quote in minutes

Our proprietary machine learning technology assesses your product mix against 28,000+ product categories to give you the best quote tailored to your needs.  Without the need for lengthy application forms.


Pay monthly with no interest or hidden fees

Connect your seller accounts and let our technology automatically adjust your monthly premium based on actual sales, not an annual forecast.


Sell fully assured

With eCommerce insurance that syncs your actual sales and is backed by Lloyd’s of London, you can maintain coverage for exactly what you sell every month without lifting a finger.


Secure the right protection for your eCommerce business

Sign up today to receive your free quote in minutes.

No obligation quote.
Policies can be canceled at any time, with 30 days’ notice.

Hear From
Our Customers

Question: How does the Assureful process compare to traditional insurers?

Answer: “So much easier. Oh, my God. I mean, trying to allocate sales percentages based on the last 12 months for different brands because they don’t specialize in Amazon… It’s like dealing in an analog world”

Founders of Waterglider, 8-Figure Amazon Sellers

Frequently Asked Questions

Is Assureful a broker?

Assureful is not a broker. We’re an underwriter, providing ‘A’ Rated insurance from Lloyd’s of London. That means we’re not sharing your confidential business data with other insurers, nor are we driven by sales incentives to earn a broker’s fee. Your cover comes directly from us, with claims handled by our trusted claims administrator.

What is covered in commercial general liability insurance?

Our general liability insurance for online sellers covers product liability, which protects your business in the event that a defective product results in injury or property damage.

What do you do with my data?

Assureful respects your privacy and abides by laws and regulations related to data protection and privacy, including maintaining SOC 2 compliance. We use your business data to ensure that our rating of your business is accurate so you receive the best possible price. Read our Privacy Policy or blog post on why you need to connect your seller accounts for more.

How does Assureful offer a better value than comparable providers?

Assureful collects sales data in real-time from eCommerce marketplaces across 28,000 product categories and uses this to assess the level of risk facing your business. Our rating engine then rates, prices, and bills this monthly so you don’t over or underpay.

What products do you cover?

Assureful’s commercial general liability insurance covers products in over 28,000 categories. To check whether we cover a specific product, get in touch or apply for a free quote.

Does your general liability insurance cover products made in China?

Yes. Assureful’s eCommerce insurance covers imported products made in China.

What platforms does Assureful integrate with?

Assureful integrates with all major eCommerce platforms to provide your accurate monthly premium. Currently, you can connect the following seller accounts: Amazon, eBay, Etsy, Walmart, Shopify, BigCommerce, WooCommerce, Squarespace, Wix, Gumroad, Shopee, FNAC, Lazada, Magento, Mercado Libre, PrestaShop, Shoper, and more.

Why do I need to connect my seller accounts?

By connecting your seller accounts, our ML engine has access to your sales data to determine the most accurate, fairly priced quote possible – and update your premium automatically, every single month. For more, read our blog on why you need to connect your seller accounts.

Do you cover my non-eCommerce sales?

Yes. All other sales including wholesale and non-eCommerce sales will all be covered under your policy.

Do you provide other insurance coverage?

Assureful is the first insurer totally dedicated to providing eCommerce seller insurance, so we only offer the mandatory commercial general liability insurance that’s required by platforms such as Amazon and Walmart at present. We understand the need for coverage at different stages in your supply chain so are working on providing different coverage options in the future.

Is liability insurance mandatory for Amazon?

Yes. When you generate $10,000 in sales in any given month, Amazon requires you to have commercial general liability insurance. Assureful general liability insurance for Amazon is fully compliant with their requirements.

Is liability insurance mandatory for Walmart?

Yes, Walmart requires all sellers to hold commercial general liability insurance and product liability insurance to sell via their online marketplace. Assureful’s liability insurance is fully compliant with their requirements.

Am I covered if I sell my products abroad?

Yes, you’re covered for all of your global sales.

How do I make a claim?

Notify us that a claim has been made via your online account. You’ll be prompted to tell us a few details and then we’ll handle everything from there.

Can I cancel my policy?

Yes. All policies can be canceled at any time. You’re not tied into a 12-month contract. Just give us 30 days’ notice that you wish to cancel.