By definition: A commodity is some good for which there is demand, but which is supplied without qualitative differentiation across a market. [from Wikipedia]
What that means is that the good or service you purchase is the same no matter where you buy it. Like milk or note paper... the same everywhere.
Many would have you believe that insurance is like that... the same no matter where you buy it. But most of you know that's not true. The insurance policy you buy over the Internet may look similar and sound good, but do you really know what kind of service you bought? Will they be there for you when you need them? Do you have all the right coverage's for your current situation? Are you fully protected and secure in that protection? Did you consult with a licensed professional when you bought? Do you have to call an 800 number to get service? Do you talk to the same person every time you call? Do they know you? Do they have some vested interest in your purchase or are they merely taking orders?
I get frustrated regularly when prospective clients come in looking for "cheap" insurance without a care as to what kind of actual protection they may need. If you were on a sinking ship would you hope that the lifeboats were the "cheapest" they could build? Do you have the "cheapest" fire extinguisher in your home not knowing whether it will really protect you or a loved one if it was needed?
Insurance is actually a fairly complex service and you need licensed professionals to help you through the many varied products currently on the market. In addition to the many products, there are many companies vying for your business. It isn't an easy choice. Therefore, you should just make ONE choice... choose an agent and put your trust in him/her. Have them explain, but know that they have your best interest at heart. Choose an agent that can offer you insurance from many different companies depending on your needs. Many just offer you one company! Choose an agent with whom you can make an appointment and go and sit in front of them to talk. Check their licensing and credentials (should be hanging on a wall in their office). Ask them questions. It's your money and your protection being guaranteed. You can surely shop over the Internet, but please don't buy there. It's simply not a wise decision.
You may have seen the television commercial where a man is about to perform surgery on himself as he gets instructions from someone on the phone. He says something like: "Shouldn't you be doing this?" And he's right. You may shop for medical advice on the Internet, but when you're really sick, you need a professional that knows you and will help get you better.
The Internet may be a terrific place to shop for commodities, but some things are best left to professionals that are trained to help you.