With over 300 million users (and growing) Instagram has become bigger than Twitter. It’s also becoming a go-to source for fashion inspiration.

Driving this trend is a small army of “selfie” stylist stars. As The Financial Times reported recently, these self-made style experts snap a selfie on Instagram of their outfits each day and attract thousands (sometimes millions) of followers. New media fashionista Danielle Bernstein (of We Wore What) is able to charge $5,000 to $15,000 to wear sponsored clothes and products in her Instagram feed.

So Instagram is already a continually refreshed newsstand of fashion magazines. Can it become a shopper’s paradise too?

“It’s an ideal platform to shop on as it’s so visual and fashion oriented,” Michele Schuh, Old Navy media director told AdWeek in June.

The only problem has been that Instagram hasn’t let users create links that take users outside the app. But that’s starting to change.

Last month, Instagram finally unveiled a “Shop Now” button that directs users to e-commerce sites to purchase items in photos. But so far that capability is only available to companies that buy a big ($200,000) ad in Instagram feeds. But such links could become more widespread as Instagram develops other sophisticated ad tools.

This could have big ramifications for retailers. As Sheena Sauvaire, global marketing and communications director at Topshop told the FT, “The real holy grail is being able to shop from Instagram.”

Instagram is already pushing its weight around because it knows the influence it’s having. “Selfie fashion” is causing fashion trends to change faster than ever before. But it’s also changing buying habits because anyone with a style presence on Instagram feels pressure to switch up her outfits frequently to stay relevant and interesting.

Brands and retailers are already taking note of the speed change. At London Fashion Week, Topshop monitored Twitter to see what the fashion set was talking about in real time—and then created instant digital billboard ads for related items.

Meanwhile, Gap and Burberry unveiled their own social shopping platforms. That’s right: just as social networks are introduce commerce, e-commerce in now also going social, says Burberry COO John Smith. “The whole thing is blurring.”