An asset sale is the purchase of individual assets and liabilities, whereas a stock sale is the purchase of the owner's shares of a corporation. Unlike asset sales, stock sales do not require conveyances of each individual asset.Asset sales are more common than stock sales, and they're more complex. In an asset sale, you can maintain ownership of your business's legal entity. The main difference between asset sales vs. Asset Sale lets buyers choose specific assets and liabilities; Stock Sale doesn't. An asset sale is when a company sells assets, such as equipment, customer lists, goodwill, and licenses. In this type of sale, there is no change in ownership.