Two men armed with firearms, entered the supermarket about 4pm and demanded cash and cigarettes, police said.

After the men received the items, they left the store.

Business owner Mian Ahmad was alone in the store when he was accosted by the two men.

The incident is the second armed robbery for the family-owned business in a little over a year and has left Mr Ahmad's wife, Ayisha Babar "devastated".

"We are terrified and our children are terrified. Just terrified," Ms Babar said.

After moving from Pakistan two years ago, Ms Babar and Mr Ahmad were excited to be starting a new life in Tasmania as business owners.

Despite the latest setback, the latest armed robbery to hit the small business has not quelled Ms Babar's determination to "keep serving the community".

"We have strong support from the community, so we will keep the shop open" she said

The men are described as being medium build and height, wearing masks, gloves, and caps.

Investigations are ongoing and police are particularly interested in speaking with anyone who saw a white Ford Courier ute with a canopy on the back and black roof racks in the area around the time of the incident.

Anyone who may have witnessed the incident or may have any information is urged to contact the Launceston Criminal Investigation Branch on 6777 3911 or Crime Stoppers on 1800 333 000.