You're in the right place to choose coverage for your online store, SaaS product, or digital service. We compared editor-reviewed partners so you can match a policy to the risks your business actually faces.
September 28, 2026
Running an online business exposes you to risks a homeowners or renters policy won't cover: a data breach, a defective product you shipped, or a client who says your software cost them money. If you sell on Shopify, Amazon, or your own site, you also carry liability as the seller of record.
The category keeps growing. U.S. retail e-commerce sales reached $340.2 billion in the second quarter of 2026, about 17.1% of all retail sales, according to the U.S. Census Bureau. More sales mean more exposure.
We did the comparison work so you can skip ahead to the rankings. Below, you'll find what each provider is best for, what small businesses typically pay for core coverage, and how to match a policy to your risk.
We assessed six insurance providers on financial strength, coverage relevance to online risk, and digital efficiency. Our top three picks are The Hartford, ERGO | NEXT, and Hiscox, chosen through editor review of partner policies against the methodology below.
That evaluation matters because underinsurance is common. The 2025 Hiscox Underinsurance in Small Business Report found that 77% of U.S. small businesses are underinsured, and that 75% have heightened cyber exposure, such as a website or online payments. Among owners who skipped cyber coverage anyway, 39% said their systems were secure enough, and 30% said they were too small to be targeted. BestMoney's small-business underinsurance study breaks down where those gaps show up, which is exactly what this comparison is built to help you close.
The Hartford: Best Overall
ERGO | NEXT: Best for Fast, Fully Online Coverage
Hiscox: Best for SaaS & Digital Service Providers
Simply Business: Best for Comparing Multiple Quotes
Thimble: Best for Short-Term & Seasonal Online Sellers
Commercial Insurance Center: Best for Bundled Cyber + Liability Packages
Our scoring looked at five areas:
Financial strength: We favored insurers backed by strong ratings so claims get paid when it counts.
Coverage relevance: We weighted policies that address online-specific risk: cyber liability, product liability, professional liability (E&O), and business owner's policies (BOPs).
Digital efficiency: Online quotes, instant certificates of insurance (COIs), and app-based claims scored higher.
Customer and claims reputation: We reviewed how each provider handles service and payouts.
Flexibility: We looked at how far each provider lets you customize or bundle coverage.
Each of the six providers featured is a BestMoney partner that our editors reviewed against these criteria. This is a tested editorial comparison, not a random list.
The Hartford has written insurance since 1810, and AM Best affirmed its A+ (Superior) financial strength rating in July 2026. That staying power matters if you're building an online business you expect to run for years: a cyber or product liability claim can take months to resolve, and you want an insurer with the balance sheet to see it through.
Its biggest advantage for online businesses is breadth. You can keep general liability (which typically includes product liability for the goods you sell), a BOP, cyber and data breach coverage, professional liability, and a commercial umbrella with one carrier instead of stitching policies together. The Hartford also runs a dedicated technology program aimed at software and IT-related negligence, which is relevant if your "online business" is really a SaaS product rather than a storefront.
The main tradeoff is buying speed. General liability and BOP quotes can typically be completed online, but cyber and professional liability often require finishing the purchase with an agent. Customer satisfaction is solid rather than standout, too: The Hartford wasn't among the top-ranked carriers in J.D. Power's 2026 U.S. Small Commercial Insurance Study, where Erie, Chubb, and Allstate took the top three spots.
What's Covered
General liability (typically includes product liability for goods you sell)
Business owner's policy
Cyber and data breach coverage
Professional liability
Commercial umbrella
A dedicated technology program addressing software and IT-related negligence
Pros | Cons |
Broad coverage under one carrier | Cyber and E&O often need an agent to finish the purchase |
A+ (Superior) AM Best rating, affirmed July 2026 | Not among the top-ranked carriers in J.D. Power's 2026 small commercial study |
Dedicated program for software/IT risk | More to configure than a single-product insurer |
Pricing
Quote-based, varying by revenue, coverage, and claims history.
For context, small businesses pay a median of about $45 per month for general liability, according to Insureon; your rate will differ.
Expert Take: The Hartford makes the most sense if you expect your online business to get more complicated over time and you want broader coverage options just in case. It doesn't offer the fastest or most frictionless buying experience, especially if you need cyber or professional liability, but you get to keep more of your coverage under one carrier, which can be worth it for some people.
Read our full The Hartford review
ERGO | NEXT is the new name of Next Insurance, the digital-first small-business insurer founded in 2016. Munich Re's ERGO Group completed its roughly $2.6 billion acquisition of the company in July 2025, and Next rebranded as ERGO NEXT in January 2026. The company says it now serves more than 750,000 small business owners.
Backing from one of the world's largest reinsurers addresses a common worry about newer insurtechs: whether they'll still be solvent and paying claims years down the road. For online sellers, ERGO NEXT is also available through platform partnerships that include Amazon and TikTok, which can make it a convenient option if you need to satisfy a marketplace's insurance requirement quickly.
The caveat is cyber. Rather than selling a standalone cyber policy, ERGO NEXT offers cyber protection as an endorsement on its BOP and general liability policies, in partnership with Tokio Marine HCC, with limits of up to $250,000. That can be enough for a small store, but if you handle a lot of customer data or run a software product, compare it with a standalone policy from a carrier like Hiscox or The Hartford before assuming the fastest quote is the most complete one.
What's Covered
Quote, buy, and download a certificate of insurance in about 10 minutes, entirely online
General liability, BOP, professional liability, workers' comp, and commercial auto
Cyber coverage as an add-on endorsement to BOP and general liability policies (limits up to $250,000)
Multi-policy discount when you bundle coverage lines
Pros | Cons |
Fast, fully online quote and purchase | Less hands-on broker guidance |
Backed by Munich Re's ERGO Group | Cyber is an endorsement with modest limits, not a standalone policy |
Available through marketplace partners like Amazon | Complex tech risks may need a specialist carrier |
Pricing
Quote-based; bundling multiple lines can lower your combined premium.
The company advertises general liability starting at about $19 per month; actual cost depends on your revenue, industry, and coverage mix.
Expert Take: If you don't want to spend days going back and forth with an agent, you might like ERGO | NEXT, since you can get a quote, buy, and get proof of insurance online in minutes. That said, if you run a less straightforward SaaS or tech company, I'd recommend looking into carriers that specialize more heavily in professional and technology-related risks, such as Hiscox.
Read our full ERGO | NEXT review
Hiscox traces back to 1901 in London. Today the group is headquartered in Bermuda and underwrites at Lloyd's of London through Syndicate 33, while its U.S. small-business policies are written by Hiscox Insurance Company Inc., which AM Best rates A (Excellent). Hiscox USA launched in 2010 and has built its business around selling directly to small businesses online.
Its specialty is professional liability (E&O), which fits SaaS founders, consultants, and digital agencies whose main exposure is a client claiming their software or advice caused a financial loss, not a defective physical product. Coverage is tailored to more than 180 professions, and limit options run up to $2 million online, with higher limits considered on request when a client contract requires them. Many technology and design policies also include copyright infringement coverage, a useful extra if you build websites, apps, or marketing content for clients.
Hiscox is a weaker fit for physical-goods sellers. It doesn't underwrite commercial auto or workers' comp itself (both come through partner carriers, with workers' comp placed through The Hartford), and its product liability focus trails its professional liability strength. The most consistent complaint in independent reviews is what happens after you buy: cancellations can't be handled through self-service and typically require a phone call, and some customers report slow claims communication.
What's Covered
Professional liability (E&O) tailored to more than 180 professions
General liability, a BOP, and cyber coverage, all buyable online
Professional liability that can follow work performed outside the U.S., as long as the claim is brought in the U.S. or Canada
Savings of up to 5% when you bundle two or more Hiscox products
Workers' compensation through a partnership with The Hartford if you bring on employees
Pros | Cons |
Built for SaaS, consultants, and digital agencies | Weakest fit for physical-product sellers |
A (Excellent) AM Best rating | No self-service option for cancellations |
E&O can cover work performed abroad | Costs rise with the scope of your services |
Pricing
Quote-based, set by your profession, revenue, and coverage limits.
E&O is often bought alongside general liability for fuller protection.
Expert Take: Hiscox is one of the best options on this list if what you sell is your expertise, software, or a digital service instead of a physical product. I like that its strengths line up with the risks these businesses worry about most, like a client claiming your work or software caused a financial loss. It wouldn't be my top choice for a product-heavy e-commerce business, though, since it doesn't focus as much on product liability for physical-goods sellers.
Simply Business launched in London in 2005 as an online small-business insurance broker and was acquired by Travelers in 2017 for about $490 million. It still operates as a stand-alone marketplace with its own panel of carriers, and its U.S. operation brings that comparison model to American small businesses.
You answer questions about your online business once and get quotes back from partner carriers, such as Hiscox and Travelers, typically in about 10 minutes. Licensed agents are available by phone if you'd rather talk through cyber or product liability options before you buy.
Because it's a marketplace and not the insurer, your ongoing relationship, including claims handling and renewals, sits with whichever underlying carrier you choose. Simply Business also doesn't offer its own portal for filing or tracking a claim, so once you've picked a carrier, day-to-day policy management happens on that carrier's systems.
What's Covered
Quotes from multiple partner carriers across hundreds of business types
One application, with quotes typically back in about 10 minutes
Licensed agents available by phone for cyber or product liability questions
Pros | Cons |
One application compares several carriers at once | You're one step removed from your actual claims handler |
Backed by Travelers, still an independent marketplace | No unified portal; you manage your policy on the carrier's system |
Fast turnaround, with phone agents available | Doesn't replace reading each offer's fine print yourself |
Pricing
Free to compare; each carrier sets its own premium.
Your final rate depends on the carrier and coverage you choose.
Expert Take: I like that with Simply Business, you can fill out one application and compare multiple carriers at the same time instead of spending hours getting quotes from different companies. Just know that Simply Business is a marketplace, which means it's not the company that will ultimately handle your claim. Once you've narrowed down your options, research each carrier's claims reputation and coverage details.
Read our full Simply Business review
Thimble started in 2015 as Verifly, an on-demand drone insurance startup, and adopted the Thimble name in 2019 as it expanded into flexible small-business coverage. Arch Insurance, part of Arch Capital Group, acquired Thimble in April 2023. Thimble acts as the agency, while policies are written by established carriers, including Markel and Employers.
It was built around a different idea than most business insurers: buy coverage only for the hours, days, weeks, or months you actually need it. Based on Thimble's own sales data, the median cost of general liability is about $5 an hour, $16 a day, $32 a week, or $49 a month. If you only sell at a handful of pop-up events or run a holiday-season online shop, you can activate coverage for exactly those windows rather than paying for a year-round policy you mostly don't use.
The tradeoffs show up for full-time online businesses. Thimble's support is largely automated, which suits self-serve buyers but can frustrate anyone who wants to talk through a complex claim. Short-term policies also have firm rules: a policy that lasts less than 24 hours can't be canceled, or its premium refunded, once it starts. And if you need coverage all year, stacking short-term policies can cost more than a standard annual plan.
What's Covered
On-demand general liability, professional liability, a BOP, and cyber coverage
Coverage by the hour, day, week, or month, plus annual options
Instant certificates of insurance, with most additional insureds added at no extra cost
Pros | Cons |
Most flexible coverage terms on this list | Automated support isn't built for complex claims conversations |
Monthly policies can be paused once, for up to 30 days | Policies under 24 hours can't be canceled once they begin |
Backed by Arch and written by established carriers | Costs more than an annual policy if you need year-round coverage |
Pricing
Priced by the length of coverage you select, from hourly to monthly to annual.
Median general liability costs run about $5 per hour, $16 per day, $32 per week, or $49 per month, per Thimble.
Short-term flexibility can mean a higher effective rate over a full year than an annual policy.
Expert Take: I wouldn't make Thimble my first choice for a full-time online company with complex risks, but for flexible businesses like seasonal shops, side hustles, or pop-up stores, I think its model is pretty interesting and can be a great deal.
Commercial Insurance Center (CIC) takes an agent-matching approach rather than a self-serve quote engine. You describe your business to a CIC specialist, who connects you with a licensed agent experienced in your industry. That agent then shops carriers and builds the combination of coverage that fits, instead of leaving you to assemble separate policies yourself.
This model tends to matter most for less-standard online businesses: a subscription box service, a multi-channel seller on Amazon and its own Shopify site, or a small SaaS product with a handful of enterprise clients whose contracts spell out specific insurance requirements. An agent can package general liability, property, and cyber into one coordinated plan and act as your single point of contact.
Be aware that CIC publishes far less about its carrier panel, ownership, and performance than the other providers on this list, so there's less independent detail to verify. Coverage is arranged by phone rather than bought instantly online. Before you sign, confirm which carrier underwrites each piece of your package and exactly what the cyber component covers.
What's Covered
General liability, property, and cyber, packaged by a matched agent
Coverage built around how your business actually operates, not a generic questionnaire
One point of contact for the whole package
Pros | Cons |
Bundles general liability, property, and cyber into one coordinated package | Agent matching adds a step versus buying instantly online |
Agent matching helps less-standard or multi-channel businesses | Bundle contents vary, so confirm exactly what the cyber component covers |
One point of contact instead of separate, disconnected policies | Fewer independently published details than larger carriers on this list |
Pricing
Quote-based; bundling can be more cost-efficient than buying lines separately.
For context, small businesses pay a median of about $129 per month for cyber liability and $83 per month for a BOP; your bundled package will differ.
Expert Take: I'd consider going with Commercial Insurance Center if you aren't confident or comfortable assembling the right coverage mix yourself. You'll have to work with an agent to build the right combination, but that extra step can be useful if your business has overlapping cyber, liability, property, or contractual risks. I think it's especially worth considering for more complex businesses where a generic questionnaire may not capture how the company actually operates.
Read our full Commercial Insurance Center review
Instead of explaining insurance from scratch, here's how to shop for it: match coverage to your risk, check your marketplace's rules, understand what drives price, and weigh digital efficiency.
The U.S. Small Business Administration frames coverage as a match between a risk and a policy line. Use that framework to decide what you actually need:
General liability: Third-party injury and advertising claims.
Product liability: Harm from a defective product you sell, usually bundled inside a general liability policy for small businesses.
Cyber liability: Data breaches, ransomware, and other cyber events.
Professional liability (E&O): A professional error, the core risk for SaaS companies, consultants, and agencies.
Business owner's policy (BOP): Bundles general liability with property coverage.
Professional liability is a frequent blind spot for digital businesses. Hiscox's 2025 underinsurance report found that 83% of U.S. small business owners can't correctly describe what professional liability covers, yet a single alleged mistake in a service or software product can trigger a claim. If you're weighing E&O options, see our professional liability comparison.
A common misread is that product liability is always a separate purchase. For most small businesses, it sits within general liability.
Where you sell changes what you're required to carry:
Amazon: Sellers must obtain commercial general, umbrella, or excess liability insurance of at least $1 million per occurrence and in aggregate within 30 days of exceeding $10,000 in gross proceeds in a month, under Section 9 of Amazon's Business Solutions Agreement.
Etsy: Doesn't require insurance. Its Purchase Protection program for sellers is a refund program, not liability coverage: it covers qualifying orders up to $250 when an item doesn't arrive, arrives late, or is disputed as not matching its listing.
Shopify: Doesn't require insurance either, but you can still be held liable for the products you sell, even if you didn't make them.
I see many business owners underestimate how much revenue sits with third parties they don't control. They also overlook the obligations buried in marketplace agreements, supplier terms, and client contracts. These routinely carry indemnity and additional insured requirements. Contract-driven requirements are the single most common reason a policy turns out to be the wrong one, and online businesses are no exception.
Pricing is set by your revenue, product type, number of employees, claims history, and deductible. Think of these as a starting line, not your final rate. A higher deductible lowers your premium but raises what you pay out of pocket on a claim.
Weigh that monthly cost against what a single lawsuit could cost you. With general liability in place, your insurer typically handles the legal defense and any covered settlement up to your policy limits; without it, that bill lands on your business directly.
For an online business, how fast you can quote, buy, and prove coverage matters as much as price. Instant online quotes, mobile COIs, and app-based claims keep you selling instead of waiting on paperwork.
Use these profiles to find the coverage that fits your situation:
E-commerce and product sellers (Shopify, Amazon, Etsy): Prioritize product and cyber liability.
SaaS and digital service providers or consultants: Prioritize professional liability (E&O) and cyber.
Solo or home-based online businesses: Confirm your home policy won't cover business activity, then consider a BOP.
Seasonal or side-hustle sellers: Consider on-demand coverage you can turn on when you sell.
Yes, in most cases. An online business faces liability, cyber, and product risks that personal policies don't cover, and some marketplaces require coverage.
Most e-commerce sellers start with general liability (which usually includes product liability) and add cyber liability. A BOP bundles liability with property coverage.
Costs aren't published separately for online and offline businesses. Small businesses broadly pay a median of about $45 per month for general liability, according to Insureon.
Amazon requires at least $1 million in commercial liability coverage once you exceed $10,000 in gross proceeds in a month, per its Business Solutions Agreement. Etsy and Shopify don't require it, but you still bear product liability as the seller.
It's worth strong consideration. Ransomware was present in 88% of breaches at small and midsize businesses, according to Verizon's 2025 Data Breach Investigations Report. Yet among small business owners who skipped cyber coverage, 30% said they were too small to be targeted, per Hiscox's 2025 underinsurance report.
Often, yes. The SBA recommends adding a home-based business rider or a BOP to cover business activity a personal policy may not include.
Jamela Adam is a Financial Copywriter for Bestmoney.com, specializing in content for fintechs, finance SaaS companies, and wealth management brands. She earned her BBA from the University of Southern California and is a Certified Financial Education Instructor. With over 4 years of experience writing for Forbes, Investopedia, Yahoo Finance, and U.S. News, Adam is a trusted source for all things banking and finance.
