About 20 firefighters are tackling a blaze in Mexborough town centre.
It broke out in a row of shops on Bank Street just before 2pm.
Appliances from Dearne, Rotherham and Canklow stations were called along with an aerial ladder platform to put water on it from above.
The fire affected premises near the Montagu Arcade.
A fire service spokesman said there were no reports of any casualties.