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.A stock sale takes place between the buyer and the target company's shareholders. 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. 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.