Shoppers flee Woolworths supermarket fire

A massive fire has all but gutted a busy supermarket in South Australia.

Almost 100 firefighters tackled the blaze, which broke out at 2pm in Stirling Village Shopping Centre.

The smoke could be seen by motorists on the South Eastern Freeway.

Investigators are now working to determine if children playing with fire lighters inside the shop were to blame.

David Alerdice said he was told that was what had happened.

“One of the staff members said it looks like there were kids playing with fire lighters in one the aisle which has started the fire,” he told 9News.

“All of a sudden a PA assistant comes with ‘evacuate, evacuate, this is not a drill’ and everyone starts pouring out of the building.”

The roof later collapsed and shoppers ran for their cars, he said.

Multiple firefighters attacked the fierce blaze from the ground, from the roof and from above.

Some roads in the area are closed and some power has been cut off.