A witness said the car came straight down the Octagon and into the Antidote pharmacy in George St, and it appeared the driver did not hit the brakes until inside.
The vehicle appeared to be a rental and the occupants seemed to be unhurt.
The incident happened about 8.10pm, when the Octagon was busy on a mild night, but the business had closed for the day.
Senior Sergeant Anthony Bond, of Dunedin, said the 55 year old driver of the rental car became confused with the New Zealand road rules.
She then also mixed up the brake and the accelerator.
The people in the vehicle declined assistance from ambulance services, she said.
A spokesman from Fire and Emergency New Zealand said fire appliances were sent from the Dunedin City and Willowbank stations.
No-one was trapped in the vehicle, he said.
