I run into all sorts of people that dip their toes into the INet waters but they haven't a clue how fast the waters are moving and no clue how they appear to anyone that might actually visit their website - let alone try to buy from them.
I agree that not all products translate well to web sales. It's also true that many of these could benefit from a bit of creative thinking using the web.
Example: selling a car, or dishwasher, or lumber. Any of these could be promoted via various channels using a website and other online tools but webphobic business owners have tunnel vision and think of straight up eCommerce. I see a shift happening but it will take several years before they get it.