This study was aimed to analysis potato market participation, market surplus and market outlet choice in Lemo woreda of Hadiya zone southern Ethiopia. In this study, primary and secondary data source were employed. Data were obtained from a sample of 202 farm household. To take 202 sample farm household simple random sampling techniques were used. For data analysis, Heckman second stage and multivariate probit models were employed to identify factors that determine potato market participation decision and potato sale volume of the farm households, and potato farmer market outlet choice respectively. The Heckman's first stages (probit) indicates that education level, sex, membership in the cooperative, distance to the nearest market, remittent from family members, own transportation facilities, seed types, frequency of extension contact, lagged market price and amount of credit that farm household used for potato production determine potato market participation. Heckman the second stage (OLS) result shows that education level, cooperative membership, family size, total cropland, oxen owned, types of seed, and lagged market price were significantly determine potato marketed surplus. On the other side; the multivariate probit results showed that the probability of choosing wholesalers, retailers, collectors, and consumers market outlet choice significantly affected by age, educational level, sex, farm experiences, distance to near market, family size, remittance, land size, product supplied to the market, own transport facility and extension service. Based on the findings of the study, we recommend that the government and concerned stakeholders should focus on promoting improved potato seed, encouraging education, promoting farmers’ cooperatives, empowering females, strengthening rural-urban infrastructure, and protecting informal labor trading.