Business has increasingly become more competitive impacted by the development of information technology. The buying and selling process has now expanded to online platforms with the help of the internet. This shift significantly makes e-commerce growth even faster. Due to COVID-19, there is some decrease in sales at offline stores, therefore, e-commerce has the opportunity to continue to grow. But many customers in Indonesia still choose to shop offline for groceries item and only 59% have already tried to shop through e-commerce. The reasons for this include delivery time, shipping prices, quality concerns, unreachable delivery areas, and complicated systems. This paper highlights the importance of e-commerce service quality that reflects on customer satisfaction using NPS (Net Promotor Score). A case study is implemented on an e-commerce fresh product company. Quality criteria were first determined through questionnaires by four experts. There are 14 accepted criteria used for NPS questionnaires to customers as an assessment of the service quality. The NPS score collected from 237 respondents resulting in 6 criteria below the average of the company’s score. From these findings, the company can further develop and prioritized said criteria for improving e-commerce fresh product service quality.