This paper analyzes the transformational leadership roles in improving employees’ creativity in e-commerce-based firms in Indonesia. Data from the Ministry of Communication and Information showed that the growth of internet retail in Indonesia is relatively high at 36% from 2010 to 2013. The growth rate is doubled that of the Phillipine and Malaysia, even 3.5 times compared to the growth rate in Singapore. Industries in Indonesia are compelled to adopt e-commerce strategies to stay above the competition. Hence, the importance of transformational leadership to increase productivity through creative and innovative methods. This paper argues that employees' creativity could be optimized by implementing principles of transformational leadership dimension: ideal influence, intellectual stimulation, inspirational stimulation, and individual consideration.