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. A stock sale is when the owner sells off stock shares.An "asset sale" refers to the acquisition of individual assets and liabilities. As a general rule, sellers prefer stock sales and buyers prefer asset sales. A stock sale takes place between the buyer and the target company's shareholders. Learn the tax implications for each type of sale. A seller often prefers to sell stock, rather than assets, because it avoids the double taxation problem. Generally, a stock sale is better for the seller and an asset sale is better for the buyer.