This study investigated the economic analysis of sweet potato (Ipomoea batatas) marketing in Abuja Municipal Area Council (AMAC), Nigeria, with specific emphasis on the socio-economic characteristics of marketers, market structure, marketing efficiency, profitability, and the major constraints affecting performance. Primary data were collected from 200 randomly selected sweet potato marketers using a well-structured questionnaire and analyzed using descriptive statistics, Gini Coefficient, marketing efficiency ratios, and profitability models. The findings showed that 67% of marketers were within the active age group of 30–49 years, predominantly male (60%), and 41% had attained secondary education. Furthermore, 63% operated at the retail level, while 59% were members of cooperative associations, implying a moderately experienced and organized marketing network. The Gini Coefficient for retail traders (0.44) signified a moderately concentrated and imperfectly competitive market, whereas that for wholesalers (0.10) indicated a highly competitive and equitable market structure. Marketing efficiency values stood at 234% for retailers and 196% for wholesalers, reflecting economic efficiency across both scales, with retailing performing slightly better. Profitability assessment revealed wholesalers earned ₦68,400 per truckload, with a Return per Capital Invested (RPCI) of 22% and a marketing margin of 33%, while retailers realized ₦10,100 per 100 kg unit, attaining an RPCI of 55% and a margin of 44%. Key constraints identified included poor road infrastructure (79%), high transportation costs (71%), unstable prices (67.5%), and inadequate credit facilities (64%). The study establishes that sweet potato marketing in AMAC remains profitable and efficient despite prevailing infrastructural and institutional bottlenecks.