Using a cross‐sectional primary dataset collected from a survey of 325 farmers in the seven highest cotton‐producing districts of Punjab Province of Pakistan, the present paper examines cotton farmers' market participation decisions, and the factors driving participation, as well as the impact of participation on net returns. Tobit and censored least absolute deviation models were used to estimate the participation of farmers in markets, and the Heckman two‐stage approach and the propensity score matching method were applied to analyze the impact of participation on net returns, taking into account potential selection bias. The empirical results revealed that households with more education, wealth, and better transport facilities are more likely to participate in the markets. As the distance to market increases, households prefer to sell at the farm gate rather than the market. The results also indicated that households that sell their goods at the market obtain higher net returns than those selling at the farm gate.