Abstract The etherification reaction between benzoin derivatives and alcohols catalyzed by iron (III) proceeds in moderate to good yields. Other metal complexes showed either low reactivity or low chemoselectivity where oxidation of benzoin to benzil was a competing reaction. The iron source operated as a catalyst where 5 mol% of iron (III) generate the 2- alkoxy-1, 2-diphenylethan-1-one in 50% yield. With an optimum of 25 mol% of catalyst, the ...