What is general liability insurance?
General liability insurance (CGL) covers third-party bodily injury, property damage, and personal and advertising injury arising from your business operations, not only your products. For eCommerce sellers it is usually paired with product liability, and the two together are the base of an online store's coverage.
Get a free quoteWhat general liability covers, and what it does not.
Covered
- third-party bodily injury from your operations
- third-party property damage you cause
- personal and advertising injury (libel, slander, some IP)
- legal defense for covered claims
Not covered
- your own property or inventory
- professional advice (needs professional liability)
- employee injuries (needs workers' compensation)
- data breaches (needs cyber liability)
Who needs it
Almost every business. For online sellers it is typically bundled with product liability.
Typical cost
Small eCommerce general liability commonly runs about $30 to $60/mo; Assureful bundles it with product liability priced on real sales.
Where Assureful fits
Coverage priced on your real sales.
Assureful's eCommerce policies pair general liability with product liability. Assureful connects to your store, prices product and general liability from actual monthly sales, and issues a marketplace-ready Certificate of Insurance when a platform or buyer asks.
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
General liability FAQ.
What is the difference between general and product liability?+
General liability is the broad commercial policy covering injury and damage from your operations and advertising. Product liability focuses specifically on claims that a product you sold caused injury or damage. Online sellers usually need both.
Related coverage
General information, not insurance advice. Source: Insurance Information Institute: business liability. Reviewed 2026-07-01.