The purpose of this qualitative research study was to explore the roles that transformational leaders played in the success of an E-Commerce organization. The members of the executive leadership team, including the founders, were interviewed. The interviews were guided by a set of scripted questions intended to explore the transformational leadership styles of the participants. Particular emphasis was placed on the relationship between the leadership team and the way customers were approached, and between the ways that the leaders made use of the Internet environment.

It was found that the transformational leadership styles of the executive level leaders played a key rote in the success of the organization. The previous experiences that the executive team brought to the organization provided a formula for transformational leadership that ensured success.

In conclusion, reflecting a transformational leadership trait, the vision of success embodied by the leaders infused throughout the organization. The vision of success was internalized by all team members. The executive leadership appealed to the higher intellectual needs of everyone in the organization to empower them toward success; acquisition by a larger organization.