Organic black rice (OBR) is a healthy food that is environmentally friendly which is better than organic white rice and organic brown rice. However, the demand for OBR in Indonesia is still low. In addition, some people consider OBR as black sticky rice. Meanwhile, black rice has great potential to be developed in Indonesia because it has local varieties that are still rare, have a high selling value, and are suitable for cultivation based on the analysis of their farming. The rapid development of social media users in Indonesia causes organic black rice to be traded online via social commerce (s-commerce). There has been a lot of research on social commerce, but there is still very few social commerce research offering framework design. The purpose of this research is to develop a conceptual model (framework) of the online OBR purchasing decision process via s-commerce, and to identify the factors underlying consumer assessment of the process. As a result, the conceptual model shows consumers recognize the need for OBR through free platforms, namely Search Engine Optimization (SEO), Instagram, blogs, article sites, through friends and through family. The factors underlying consumers' assessment of the online OBR purchasing decision process were security in purchasing decisions, Internet, friends, satisfaction with the results, Instagram and other social media, and family factor. These factors can be used as important considerations in online OBR marketing via s-commerce.