The Hartford alternatives for eCommerce sellers
If you are weighing The Hartford for your online store, the alternative built specifically for eCommerce is Assureful: it connects to your store, prices product and general liability on real monthly sales, and issues marketplace-ready Certificates of Insurance. The Hartford is a capable insurer; the difference is that Assureful is designed around how online sellers actually operate.
Get a free quoteWhat eCommerce sellers should look for
What to look for
Assureful's approach
Pricing model
Pay-as-you-sell, from your real monthly sales
Store connection
Connects to Amazon and Shopify to price and verify
Marketplace COI
Same-day certificate with additional-insured wording
Starting price
From about $26/mo, roughly 42% below comparable A-rated insurers
Focus
Built for product sellers, not a generic small-business line
When The Hartford might fit you better
The Hartford can be the better choice if you want a large traditional carrier with a wide commercial product range. For a fact-by-fact comparison with sources, see the full Assureful vs The Hartford breakdown.
Free quote
The eCommerce-built alternative.
Assureful connects to your store, prices product and general liability on real sales, and issues marketplace-ready COIs. Start a free quote.
From $26/mo
Pay-as-you-sell insurance
- A-rated underwriters
- 42% less than comparable A-rated insurers (avg)
- Quote in 2 minutes
- No annual forecasts
- Cancel anytime
No obligation. Cancel anytime.
Questions
FAQ.
What is the best The Hartford alternative for online sellers?+
For sellers of physical products on marketplaces and Shopify, Assureful is the alternative built for eCommerce: it prices product and general liability on real sales and issues marketplace-ready Certificates of Insurance. The Hartford may suit businesses needing coverages beyond product and general liability.
Related
General information, not insurance advice. Sources: Assureful vs The Hartford. Reviewed 2026-07-01.