Effectively profiling customer, merchant and service information is critical to today's e-commerce (electronic commerce) environment. The challenge is to build a flexible profiling system to dynamically collect relevant information about consumers according to diverse profiling requirements of different services, so that the services can get provisioned. We present a service hub based two-phase profiling framework equipped with two profiling methods namely Delegated Profiling and Punchout Profiling to address this challenge. Powered by D3Form (Data Driven Dynamic Form) technology, Delegated Profiling is able to cost-effectively collect consumers' information for services in addition to a common base profiling requirement by specifying service-specific delta. Punchout Profiling enables seamless integration between services' profiling systems and the hub by the Profiling Punchout Protocol.