In terms of ROI, small business owners, particularly small mom and pop retailers, would be much better off if they wait a few more years before they decide to develop their Web sites.
While thousands upon thousands of small brick-and-mortar businesses now operate Web sites, most of these small businesses, however, are still continuing to incur losses from their Web site operations. The NFIB survey you cited in your article, in fact, shows that more than 70% of the small brick-and-click businesses that NFIB surveyed still aren't generating any profits from their sites.
The Net, as you pointed out, is now being used mostly as an information resource tool, not as a seller-buyer purchasing transactional tool. While lots of people use the Net to "window shop" and price-compare, only 2% to 3% actually buy anything from any of the sites they visit. Those people that do buy online, furthermore, are far more likely to buy from well known brick-and-click merchants than from the Net's small site operators.
This situation has not only financially devastated most of the Net's public Dot.coms, but it's also causing huge financial problems for thousands of small site operators as well. In my view, no small business owner today should assume the risk of developing a Web site until people develop trust in buying goods and services from small site operators.