E-commerce is used as one of the most important aspects of innovation in business processes which performed by organizations and many companies in the world. Insurance industry as one of the major economic function plays a vital role in improving and promoting economic indicators. Therefore by adopting methods and factors and ranking them, an important role will be created in the development of insurance industry. The aims of this study are attempting to analyze e-commerce characteristics (ECC) e-commerce application to identify and rank them in the insurance industry. For this purpose, based on previous research and literature study related to the topic components of competitive dynamic and customer dynamic are intended to adapt as constitute components of research model, and by using of questionnaires that designed to collect insurance industry expert opinions, these factors were evaluated and ranked.