An American man who was among five people killed when a plane crashed into a Melbourne shopping centre was on a "once in a lifetime" trip in Australia, his family says.

The plane crashed and burst into flames at the DFO shopping centre in Essendon, in Melbourne's north-west, just after 9:00am on Tuesday.

In a Facebook post, Denelle Wicht said her brother Greg De Haven had been killed on his way to play golf with friends.

"My handsome athletic big brother was killed today in a plane accident while on his 'once in a lifetime' trip to Australia," she wrote.

"It was a charter flight with two of his friends flying to another island to play golf."

Pilot Max Quartermain had over 38 years of charter experience. ( Corporate and Leisure Aviation )

Family also used social media to pay tribute to another victim of the crash, Texas lawyer Russell Munsch.

Mr Munsch worked at law firm Munsch Hardt in Austin.

The US embassy in Canberra confirmed four people on board the flight were US citizens.

"We extend our deepest condolences to the families and loved ones of those who died in today's tragic crash," a spokeswoman said.

"The US Embassy in Canberra and US Consulate in Melbourne are working closely with local authorities.

"We stand ready to provide all appropriate consular assistance to the families of the victims.

"Out of respect for the privacy of the families, we have no further comment."

The plane's pilot, Max Quartermain, also died in the crash.

He was the co-owner of Corporate and Leisure Aviation, which owned the plane.

The company's website said Mr Quartermain had over 38 years of charter experience and "an impeccable safety record".