Breast cancer is a heterogeneous disease and stratification of tumors is paramount to achieve better clinical outcomes. While it is common to stratify and treat breast tumors as a single entity, insights from studies on intra-tumoral heterogeneity and cancer stem cells raise the possibility that multiple breast cancer subtypes may co-exist within a tumor. A role for plasticity in driving dynamic conversions between breast cancer subtypes is proposed and the clinical implications would be a need for combinatorial therapeutic strategies that account for the discrete disease entities and their plasticity. Accordingly, the advent of single-cell technologies will be crucial in enabling the diagnosis and stratification of distinct disease subtypes down to the cellular level.