A 50-year-old Creswick man received minor injuries after his car smashed through the front doors of the BP service station on the corner of Howitt Street and Creswick Road and came to rest inside the store.
Staff members and a customer inside were not hurt in the crash, which happened at 2pm on Saturday.
The sole occupant of the car was treated by paramedics at the scene before speaking to police.
Echuca resident Wally Dennis said he had to jump out of the way of the car when it came hurtling towards him on his way out the front door.
“He’s come straight for me so I’ve run around the corner,” he said.
The car shattered the plate glass doors, hitting stock shelves before coming to rest in front of the ice cream fridge.
Ballarat Police leading senior constable Dave Morton said the driver told police the incident occurred as he was getting out his car to pay for petrol.
Country Fire Authority and State Emergency Service crews attended the scene and helped to clear away the debris.