A carbon supported platinum electrode in a bismuth saturated solution at a carefully chosen potential is capable of oxidizing glycerol to dihydroxyacetone with 100% selectivity. In the absence of bismuth, the primary alcohol oxidation is dominant. Using a combination of online HPLC and in situ FTIR, it is shown that Bi blocks the pathway for primary oxidation but also provides a specific Pt–Bi surface site poised for secondary alcohol oxidation.