A process for electrochemically reducing a metal oxide, such as titania, in a solid state in an electrochemical cell that includes a bath of molten electrolyte, a cathode, and an anode, which process includes the steps of: a) applying a cell potential across the anode and the cathode that is capable of electrochemically reducing the metal oxide supplied to the molten electrolyte bath, b) continuously or semi-continuously feeding the metal oxide in powder and/or pellet form into the molten electrolyte bath, c) transporting the powders and/or pellets along a path within the molten electrolyte bath and reducing the metal oxide as the metal oxide powders and/or pellets move along the path, and d) continuously or semi-continuously removing metal from the molten electrolyte bath. Also disclosed and claims is an electrochemical cell for carrying out this process.