This review paper presents an overview of heterogeneous selective ammoxidation and oxidative dehydrogenation (ODH) of light alkanes, particularly of ethane. The conversion of ethane to ethene is in great demand in the domestic and worldwide chemical industry. The review has been voluntarily restricted to metal oxide-type catalysts, as it is devoted to the special issue honouring Edmond Payen and is based on 30 years of experience and discussions with pioneering scientists in the field. The main key factors, designated by Grasselli as the “7 pillars”, have been emphasised: isolation of active sites, M–O bond strength, crystalline structure, redox features, phase cooperation, multifunctionality and the nature of the surface oxygen species. The main features and physical and chemical properties of solid catalysts for selective oxidation compared to total oxidation have also been emphasised. Several case studies have been presented to illustrate the concept and importance of the key factors of catalyst preparation and activation and of the catalytic atmosphere. Based on such analysis and recent discoveries and process developments perspective views are also given.