Esterification is a fundamental transformation in chemistry. Traditional esterification only largely occurs between carboxylic acid derivatives and alcohols, and often involves multistep processes. Developments in the transition-metal-catalysed and metal-free direct esterification of alcohols under oxidative conditions has opened a door to the efficient, sustainable and environmentally friendly synthesis of esters from readily available materials. This Perspective gives an overview which covers the recent development of this emerging field.