General liability vs Product liability
General liability is the broad commercial policy covering third-party injury, property damage, and advertising injury from your operations. Product liability is the piece focused on claims that a product you sold caused injury or damage. Online sellers of physical products usually need both, and they are commonly bundled together.
Head to head.
General liability
Product liability
What it covers
Injury, property damage, and advertising injury from your operations
Injury or damage caused by a product you sold
Typical claim
A visitor is hurt at your booth; an ad defames a competitor
A product malfunctions and injures the buyer
Who needs it
Almost every business
Every seller of physical products
For online sellers
Base operations cover
The core product-injury cover
Bought together?
Often bundled with product liability
Usually included alongside general liability
Which do you need?
Straight answer.
If you sell physical products online, you generally want both, and Assureful bundles them into one eCommerce policy.
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
Common questions.
Is product liability included in general liability?+
Sometimes, but not always. Many general liability policies include products-completed operations, but for eCommerce it is important to confirm product liability is explicitly covered rather than assumed.
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General information, not insurance advice. Sources: Insurance Information Institute. Reviewed 2026-07-01.