Eye witnesses told the Eastern Cape publication that the men then went into the Jet Mart store and stole about 10 plasma screen TVs.
The robbery happened on Saturday night near the taxi rank in the city centre.
Red Alert security company operations manager Alistair Bleach said a patrolling officer was sent to the scene when an alarm went off.
“When he got to the store armed suspects started firing shots at him. Seeing that he was outnumbered and with innocent bystanders nearby our officer did not fire back but called for back up,” said Bleach.
No-one was injured.
East London police spokesman Captain Stephen Marais said no arrests had been made. – Sapa