ABSTRACTIn the tropics, Okra (Abelmoschus esculentus L. Moench) is an important vegetable crop and its production is a means of income; however, there are challenges in its marketing. Fresh okra marketing in the Ibadan metropolitan area of Oyo State, Nigeria, was examined. Responses were obtained from 96 fresh okra marketers (33 wholesalers, 63 retailers). Data from questionnaires were analyzed with descriptive statistics, marketing margin, and the Herfindahl index. Almost all wholesalers and retailers were women. The majority of wholesalers were 41–50 years old and retailers were 31–40 years old. About a third of wholesalers and slightly more than half of retailers had been in okra marketing for 11–20 years. An average of 40 baskets (each weighs 10 kg) were sold by wholesalers and six baskets were sold by retailers weekly. The farmers’ share of the recovered price was 36.09%, which is considered to be low. Marketing efficiency for wholesalers and retailers were greater than unity (ME>1). The Herfindahl indices for wholesalers and retailers were 0.044 and 0.017, respectively, indicating that the market tends toward perfect competition because no single marketer could influence price or supply of okra. Retail markets were more perfectly competitive and efficient. Major marketing constraints identified by marketers were transportation and finances. Improved credit to marketers could improve market efficiency.