Indonesia experienced a 23% increase in tilapia production, which is the highest production of aquatic products compared to other freshwater fishery commodities. Based on data on the production of superior aquaculture commodities in South Sulawesi Province in 2021, Makassar City produced 210.5 tons of tilapia. However, tilapia (O. niloticus) is a highly perishable food and spoils if not handled and stored properly. Fish freshness is one of the main factors in determining the price of fish. Tilapias sold in the market are generally placed on a container or desk at room temperature. Maintaining the freshness of fish is essential to preserve its economic and nutritional value. This quality deterioration can be determined by physical and chemical testing in the laboratory. Therefore, this study aimed to analyze the quality of tilapia fish marketed in Makassar City, South Sulawesi. The method used in this study was experimental, involving the collection of tilapia (O. niloticus) samples sold in Makassar City. Several test parameters were analyzed, including organoleptic properties, temperature, and chemical factors (pH, TVB, and peroxide number). The results of the TVB test indicated that the fish was not fresh and unsuitable for consumption after 24 hours of storage. However, during the 0–16 hour storage period, the fish remained fresh and suitable for consumption. Tests on pH, peroxide number, organoleptic properties, and temperature, conducted over 24 hours of storage with an ice-to-fish ratio of 2:1 (kg), confirmed that the tilapia marketed at Daya Traditional Market maintained its freshness and good quality.