The term e-commerce refers to the business model in which commercial transactions of buying and selling are conducted through digital means. This variety of online commerce has significantly increased in Brazil. Recent data reveals a growth of 267% in the sector, with the number of e-commerce users increasing from 31.3 million in 2013 to 83.7 million in 2022. When comparing the number of orders, it increased from 88 million in 2013 to 368 million in 2022. This growth has brought numerous logistical challenges, especially in achieving customer satisfaction and loyalty in e-commerce. Therefore, the quality of logistics services in the last mile distribution process has gained relevance in the Business to Consumer (B2C) distribution process. Meeting satisfactory purchase expectations is a critical factor for e-commerce companies seeking a competitive advantage. With this purpose, logistic distribution improvement plays a significant role; however, it is necessary to precisely define what the customer values and expects from this type of service, as market expectations are high, and many companies are unable to meet this standard. In this context, this case study aims to contribute to a better understanding of the last mile delivery expectations of customers of a Brazilian B2C e-commerce company when making a purchase in the furniture and decoration segment, operating nationwide. The methodology used was a single case study, customers completed a survey that was used as a database for developing the work and improving the operation, with a qualitative approach and using the Net Promoter Score (NPS) method. The clients of the company studied and mentioned in the work participated in this study. Fifteen days after receiving the merchandise, an online questionnaire with two questions was sent to the customer, the answers were analyzed regarding expectations related to the logistics service, the level of loyalty, satisfaction and purchase loyalty. The results obtained in this study point to five critical factors for meeting customer needs. The most relevant expectation for consumers regarding the distribution of products through B2C e-commerce is to have a shorter delivery time offered by the company, followed by damaged products, products with better quality materials, better customer service, and on-time delivery. It is concluded that there is a customer expectation closely linked to an opportunity for improvement in e-commerce distribution logistics. This means that the quality of the logistic delivery service directly impacts a satisfactory experience for e-commerce customers. This study suggests the application of the Framework as a tool for implementing NPS and, consequently, for improving the level of service and operational excellence in logistics activities. This can contribute to customer retention, loyalty, and satisfaction in the shopping experience.