The direct partial oxidation of methane to methanol is a potentially transformative approach to upgrading methane to higher value molecules. Copper-exchanged zeolites show potential to achieve this aim and have been extensively reported and reviewed in the open literature. This concept paper highlights selected works that point to knowledge gaps in this space, which opens opportunities for further breakthroughs. Specifically, these literature reports highlight the need for 1) additional research exploring how reactor operating conditions (space velocity, feed composition, temperature) can be optimized to improve methanol selectivity, 2) developing a better understanding of how the zeolite topology impacts the reactivity of methane, and 3) how different methods of loading copper into the zeolite impact reactivity.