The competitive scenario of the market, associated to technological development, has created a new way of doing business: the e-commerce B2C. On this realm, logistics is present not only as the main tool, but also as a major bottleneck. The logistics of e-commerce B2C, besides presenting unique features, requires from the organization that is willing to adopt it an efficiency level far beyond the one necessary to traditional logistics doctrines. Thus, its effectiveness is reflected in the development of advanced control, planning and systems techniques, and new concepts. Based on these aspects, this study suggests the possibility of developing this type of business on the public environment, more specifically, in the Brazilian Navy. It is essential that an institution that takes care of national interests is always ready to act, not only on its peculiar operations, but also on those which, although designed to support, maintain strategic importance, such as logistics operations. For this purpose, to conform to the new trends, techniques, and also to new concepts, increases the possibility of e-commerce B2C implementation to bring an improvement in terms of logistical efficiency and effectiveness for the Navy, as it combines the business environment technologies with the war doctrines. As a result, the Force will have its readiness level increased. The study also contributes to the development of new solutions to the challenges posed by electronic commerce, considering the possibilities raised by the parallels made between the two environments studied: the military and the business one.