Metal-catalyzed oxidative cleavage of unsaturated carbon–carbon bond is among the utmost valuable chemical transformations in synthetic organic chemistry. However, the direct transformation of cinnamate to benzoate remains an unsolved task in the series. Herein, we have developed an unprecedented one-pot strategy for the direct transformation of cinnamate esters to aromatic ester using V-catalyst [(L2)VIVO](ClO ) and green oxidant H O in alcohol-reflux condition.