To grasp the rules of different influencing factors, developing and designing the feasible product pricing strategies and profitable coordination mechanism is the significant key, which can promote the product sales and recycling benefits of manufacturers and maintain the efficient operation of the e-commerce platform in the situation where E-closed loop supply chain is dominated by e-commerce platform. To investigate the impact of consumer channel preference and e-commerce platform commission on E-closed loop supply chain pricing dominated by e-commerce platform, this paper establishes a Stackelberg game model based on the analysis of competition and cooperation between manufacturer and e-commerce platform. Then, we present an optimal pricing strategy under centralized and decentralized cases, and analyze the related numerical examples. Finally, designing a price and profit-sharing coordination mechanism to solve the ``double marginalization" problem of e-closed loop supply chain. The results show that a moderate platform commission can not only encourage the cooperation between e-commerce platform and manufacturer, but also ensure that e-commerce platform can obtain higher profits and improve the overall efficiency of e-closed loop supply chain. The enhancement of consumers' preference for direct selling channel has different influences on the profits of e-commerce platform and manufacturer, and damages the incremental profit of e-closed loop supply chain under the coordination mechanism. Therefore, given the different consumers' direct channel preferences, it is a feasible strategy to improve the e-commerce platform and manufacturer's profits by formulating reasonable product price and designing effective coordination mechanism.