Commercial use of wildlife is booming. However, knowledge of trade, price structure and benefit distribution mechanisms remain limited for many endemic, threatened and economically valuable species, impeding efforts to develop conservation intervention schemes in line with sustainable objectives. We illustrate the nature of commercialization of the caterpillar fungus Ophiocordyceps sinensis, collected in a high-altitude Tibetan region. Using the value-chain approach, we document how caterpillar fungus is collected in a remote mountainous region and traded across a wide range of middlemen until it finally reaches high-end markets in urban centres. Mapping the caterpillar fungus value chain helps identify the actors involved and the social institutions (i.e. the rules, norms and arrangements that shape people's behaviours) facilitating access to markets and influencing profit distribution and price structure. We present the complex dynamics of this commercialization process, providing a holistic value-chain analysis that encompasses actors, profits and institutions.