Drivers buying a car over the internet from Autobytel can now simultaneously insure it through Norwich Union (NU).
The insurer has replaced CGU as one of two on-line insurance providers on the site. The other is Eagle Star Direct.
Customers can pay by credit/debit card or set up monthly direct debits and save ten per cent on their premium.
The link with Autobytel follows NU's move into e-commerce on its own site, which is currently providing 13,000 on-line motor quotes per month.
"Buying a car on-line is convenient, straightforward and innovative," said NU spokesman Jon Kirk.
"We are delighted to link up with Autobytel to provide insurance on-line for its customers from the minute the new car arrives."
Autobytel UK has attracted more than 1.1 million unique visitors and more than 90 million hits since its launch in April. To date, the site has generated more than 15,000 individual car purchase requests.