The growth of social media and e-commerce recently has caused the unique phenomenon in Indonesia. That phenomenon is online trading using social media like Facebook, Blackberry messenger, Whatsapp, etc. This phenomenon attracts the researcher to know how to use social media to trade, not using e-commerce marketplace like Lazada, Tokopedia, Bukalapak. The aim of the research is to know the profiling of product and buyer in e-commerce and social media and to do the comparison of that 2 channels based on eight purchase decision factors. Research conducted by taking surveys involving 306 respondents. For product and buyer profiling, this study identifies profile base on sex, education, area, jobs and online trading channel. For e-commerce & social media comparison, this study use 8 factors made based on previous related studies. Finding related purchase decision comparisons are: online trust and usability are the factors influencing people to buy the product via e-commerce. While, marketing mix, and interactivity are the factors why people buy the product via social media.