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Find insurance that meets the needs of online sellers

Prompted is the next generation of insurance comparison. It doesn't just compare on price, it reads the insurance policy wording too, working out what each insurer actually covers and how the needs of online sellers are met. To find the right insurance for online sellers, Prompted crunches claims, business and complaints data to pinpoint the risks that matter most, then reads insurance policy small print to assess how well each insurance policy protects an online seller.

Which insurance policies provide the right cover for online sellers?

We reviewed insurance policies offered for online sellers by leading insurers (Markel, Hiscox, CFC and DirectLine)

For this comparison we assumed a new business selling online within the UK and is set up as a sole-trader with an annual revenue below £85,000, and with no claims in the last 5 years.

Markel logo

Markel | Product and Public Liability

Watch out

We reviewed how effectively Markel's Arts & Crafts Insurance, with public and products liability, would cover an online retailer. The quote assumes every item you sell comes from UK or EU manufacturers, so claims for items made elsewhere can be refused or reduced.

Cover levels

  • •Defaqto rating★★★★★5.0
  • •Public liability£1,000,000 /incident
  • •Product liability (shared limit)£1,000,000 /year, all claims
  • •Public liability excess £0 /claim
  • •Product liability excess£0 /claim
  • •Where you're coveredUK-based sellers

Cover review

  • Goods you sell Excludes children's toys and used electricals; new electricals and cosmetics only if UK or EU made
  • Stock made outside the UK and EU Cover rests on all goods coming from UK or EU makers; claims for other stock can be refused
  • Claims after you stop trading Injury or damage that happened while you were insured is covered, whenever the claim is made
  • Marketplaces you sell through A selling platform is indemnified only where you complete work for it under a contract
  • Product recalls and refunds The cost of recalling, repairing or replacing faulty goods is not paid
  • Sales to the USA and Canada Goods you knowingly export to the USA or Canada are excluded
  • Excess levels £250 on damage to property and £100 on damage to hired premises; no excess on injury claims

Obligations review

  • Report claims in writing Tell Markel in writing as soon as you know of a claim or an incident that could lead to one. If not, claims can be reduced or declined.
  • Describe your business accurately Tell Markel you sell clothing and check it accepts your business. If not, claims can be declined.
£7.50 /monthApproximate price based on recent quotes
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Direct Line

Direct Line | Clothing retail Insurance

Match

We reviewed Direct Line's Clothing retail Insurance, with public and products liability, as an example of how the insurer would cover an online retailer. Injury or damage caused by the clothing you sell is covered on an occurrence basis, including stock you import and sell from the UK.

Cover levels

  • •Defaqto rating★★★★★5.0
  • •Public liability£1,000,000 /incident
  • •Product liability (shared limit)£1,000,000 /year, all claims
  • •Public liability excess£0 /claim
  • •Product liability excess£0 /claim
  • •Where you're coveredUK-based sellers

Cover review

  • Goods you sellInjury or damage caused by any goods you sell or supply, with no restriction on product type
  • Imported stock Goods sold from the UK are covered wherever the harm happens, including stock you import
  • Claims after you stop trading Injury or damage that happened while you were insured is covered, whenever the claim is made
  • Product recalls and refunds The cost of recalling, replacing or refunding faulty goods is not paid
  • Sales to the USA and Canada Goods you knowingly export to the USA or Canada are excluded unless Direct Line agrees
  • Customer data claims Compensation claims covered up to £500,000 in total; claims from lost or stolen data are excluded
  • Excess levels £100 on damage to property; no excess on injury claims

Obligations review

  • Data protection fee Register with the ICO and pay the data protection fee. If not, customer data compensation claims are not paid.
  • Self-employed helpers If a self-employed person works at your premises, keep a copy of their own public liability certificate. If not, claims can be declined.
£5.00 /monthApproximate price based on recent quotes
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CFC logo

CFC | Online Sellers Liability

Match

We reviewed how effectively CFC's Online Sellers Liability, with general (public and products) liability, would cover an online retailer. Injury or damage caused by the clothing you sell is covered on an occurrence basis, including stock you import, at a limit of at least £1,000,000.

Cover levels

  • •Public Liability£1,000,000 /year, all claims
  • •Product liability£1,000,000 /year, all claims
  • •Public liability excessPer policy
  • •Product liability excessPer policy
  • •Where you're coveredUK-based sellers

Cover review

  • Goods you sell Injury or damage caused by goods you sell, apart from products on CFC's excluded list
  • Imported stockInjury or damage caused by any product you sell is covered, including stock you import
  • Claims after you stop trading Injury or damage first occurring while you were insured is covered, whenever the claim is made
  • Marketplaces you sell through A platform you agree in writing to indemnify is covered for claims caused solely by you
  • Product recalls and refunds The cost of recalling, repairing or replacing faulty goods is not paid
  • Customer data and cyber events Claims arising from a cyber event, such as a hacked website or account, are excluded

Obligations review

  • Check the excluded products list Ask CFC for its excluded products list and check nothing you sell is on it. If not, claims for those products are not covered.
  • Agree legal costs first Get the claims managers' written agreement before spending on legal costs. If not, those costs are not paid.
Per policyQuotes bespoke to each business
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Hiscox logo

Hiscox | Public and products liability

Match

We reviewed how effectively Hiscox's Public and products liability (Leisure, education and retail), a public and products liability policy, would cover an online clothing seller. Injury or damage caused by the clothing you sell is covered on an occurrence basis, including stock you import, with a £250 excess.

Cover levels

  • •Public liability£1,000,000 /incident
  • •Product liability (shared limit)£1,000,000 /year, all claims
  • •Public liability excess£250 /claim
  • •Product liability excess£250 /claim
  • •Where you're coveredUK

Cover review

  • Goods you sell Injury or damage caused by any goods you sell or supply, with no restriction on product type
  • Water-repellent and stain-resistant finishes Claims connected with PFAS chemicals, used in some coatings, textiles and cosmetics, are excluded
  • Imported stock Goods you sell are covered with no restriction on where they were made
  • Claims after you stop trading Injury or damage that happened while you were insured is covered, whenever the claim is made
  • Product recalls and refunds The cost of recalling, repairing or replacing faulty goods is not paid
  • Goods that cause harm abroad Cover is for the UK only; injury or damage caused by your goods outside the UK is excluded
  • Customer data claims Claims arising from customers' personal data are excluded

Obligations review

  • Report injuries within seven days Tell Hiscox about any injury claim or incident within seven days. If not, the claim can be declined.
  • Put faulty goods rightTake reasonable steps, at your own cost, to put right any defect in goods you have sold. If not, claims can be declined.
  • Check what you sell is not excluded Drones and aerial devices, powered vehicles such as e-scooters and e-bikes, implanted medical devices, tobacco and vapes are not covered.
£9.00 /monthApproximate price based on recent quotes
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Which types of insurance do online sellers really need?

The range of different insurance types available for online sellers is confusing, especially as most insurers and comparison sites try to 'upsell' as many different types as possible. This is our analysis of the insurance types that are right for online sellers based on the risks they encounter.

  1. 01

    Public and products liability insurance

    Essential

    If you sell physical products, Public and Products Liability (PL) insurance protects you from compensation claims and legal fees if a product you sold injures someone or damages their property, or if a member of the public is injured through your business.

    Product claims are the core risk for a seller. A dye or fabric treatment triggers a serious skin reaction, a loose fastening injures a child, or a faulty item ruins a customer's other belongings in the wash. Claims can arrive long after the sale, and as the seller you can be held liable for goods you did not make, especially imported goods where the manufacturer has no UK presence. Check your policy includes products liability, not just public liability: for an online seller the products element is the part that matters. PL also typically covers the cost of defending prosecutions under consumer protection law. If you sell through marketplaces, check their seller terms too, as some require you to hold liability cover.

  2. 02

    Cyber and data risks insurance

    Helpful

    Your shop lives online. You take card or online payments and hold customers' names, addresses and order histories, so a cyber incident hits both your systems and your customers' data. Cyber insurance covers the cost of investigating and fixing your systems, restoring data, notifying affected customers, and defending claims if their data is exposed.

    It can also cover cyber crime that targets sellers directly: fraudulent payment redirection, hacked storefront accounts, and ransomware that locks you out of your own shop. Because your revenue depends on your online presence, look for cover that replaces income lost while your store is down. For an online seller, downtime is closure.

  3. 03

    Business interruption insurance

    Helpful

    If you hold stock at home or in storage, a fire, flood or theft does not just cost you the stock itself. It costs you the weeks of income while you replace it and get orders moving again. Business Interruption (BI) insurance replaces the income you lose after an insured event damages your stock, equipment or workspace.

    Timing makes this bite for sellers: losing your stock in November costs you the Christmas season, not just the goods. Check the indemnity period is long enough to restock and rebuild sales, and note that BI pays lost income; the stock and equipment themselves need their own contents or stock cover.

  4. 04

    Personal accident and income protection insurance

    Helpful

    As a sole trader your business stops when you do, and there is no employer sick pay behind you. Personal Accident (PA) cover pays a weekly benefit or lump sum if an injury stops you photographing, packing and dispatching orders. Income protection goes further and replaces income if illness, not only accident, keeps you from working.

    If selling is your primary income, a few weeks unable to work means missed orders, refunds and a shop that stalls. This cover keeps money coming in while you recover.

  5. 05

    Legal expenses insurance

    Helpful

    Selling means contracts, suppliers and tax paperwork, and any of them can turn into a dispute. Legal Expenses (LE) insurance covers legal costs for the disputes an online seller is most likely to meet: a supplier who delivers faulty or late stock, a customer chargeback dispute that escalates, chasing money you are owed, or an HMRC enquiry into your tax or VAT position.

    Legal costs mount quickly even when you are in the right. LE cover means you can defend your position, or pursue one, without the costs deciding it for you. Many policies also include a legal helpline, useful when a dispute is still just a difficult email.

  6. 06

    Others

    Less relevant

    Professional indemnity protects against claims that your advice or professional service caused a client financial loss. If you sell products and do not charge for advice, design or consultancy, it does not apply to you.

    Employers' liability is only a legal requirement once you take on staff or labour-only help. As a sole trader with no staff you do not need it. If you do take someone on, even casually, it becomes a legal requirement with a £5,000,000 minimum limit.

    Directors and officers cover protects company directors from personal liability for management decisions. It becomes relevant if you incorporate as a limited company; as a sole trader it does not apply.