Business insurance for print-on-demand sellers.
Usually, yes. Print-on-demand sellers combine a product-liability exposure (the base garment or item can be defective) with an advertising and intellectual-property exposure (custom designs). General and product liability coverage handles both sides of that risk for POD businesses.
The exposure
Why print-on-demand sellers carry real risk.
POD is a dual-risk model: physical product defects plus personal-and-advertising-injury exposure from the designs printed on them.
Key risks
- defects or reactions from base garments and materials
- intellectual-property and advertising-injury claims over designs
- no control over the fulfilment partner's production quality
- high SKU counts across many product types
What you need
- Product liability
- General liability (personal and advertising injury)
By the numbers
What one claim can cost.
$10K–$500K
typical pre-trial product-liability settlement range, with jury verdicts running into the millions
Insurance Information Institute — product liability facts~67%
of product-liability cases end in a settlement paid to the plaintiff
Insurance Information Institute — product liability facts48%
of U.S. commercial tort costs are carried by small businesses — about $160 billion a year
U.S. Institute for Legal ReformWhen you need it
What triggers coverage.
Carriers often treat POD as plain apparel retail and miss the advertising-injury and IP exposure baked into custom-design businesses.
01
a marketplace or platform requests proof of insurance
02
you scale a store or launch a large design catalog
03
a design or trademark dispute surfaces
04
you add skin-contact or children's items
Free quote
Coverage built for how print-on-demand sellers actually sell.
Assureful is built for eCommerce sellers: it connects to your store, prices product liability from your real monthly sales instead of an annual guess, and issues a marketplace-ready Certificate of Insurance with the additional-insured wording buyers ask for.
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
Print-on-Demand Sellers insurance FAQ.
What insurance does a print-on-demand business need?+
Product liability for the physical items plus general liability, which includes personal and advertising injury for the design and IP side. One eCommerce liability policy usually covers both.
Other seller types
Business insurance for DTC brands
Read
Business insurance for resellers
Read
Business insurance for online retailers
Read
General information, not insurance advice. Liability context per Insurance Information Institute. Reviewed 2026-07-01.