Web sites can be simple online brochures or complete online stores–and everything in between. And who says you can only have one? I know a guy who makes a nice living selling oyster knives to restaurants around the world. He maybe sells one or two a month in his bricks-and-mortar store, but he sells a few boxes every day through his online store.
A web site can be a self-contained business. And with the cost of entry so low, it is now cheaper and faster to just try your business idea online than it is to do all the traditional research and planning. The web provides instant feedback. You just don’t need a year of meetings to start a business these days, you need to listen to customer feedback and remain flexible enough to change your strategy on the run.