Global commodity/value chain approach was used to see challenges and opportunities of the industry in entering into global market. Input supply system of the Ethiopian floriculture chain is not well developed. As an output, floriculture industry produces different varieties of Rose flower and no indigenous varieties of flowers are found on the production and export. This product is targeted to auctions and wholesalers in the European market, which is highly developed and sophisticated in terms of their requirement regarding quality, consistent supply and timely delivery. To meet these requirements, producers in Ethiopia should make high investment on the production, post harvest facilities and logistics. This has shaped the structure of the floriculture industry in the country that only those producers who are capable to make such investment can participate in the chain while small producers are structurally excluded from the chain.