Customers have come to expect most businesses to have a Web Site. This has been true for all large and medium size businesses and now, it's also a common expectation for small businesses. Even small retailers such a Car Dealers, Service Stations, Clothing Stores, Restaurants, Bars, Bakeries, Lawyers, Accountants and so on can benefit from exposure to the Internet. If a potential customer looks on the Internet for your business and finds a competitor's business instead, you may have lost a customer. Keep the customers you have and add to this base through the use of the Internet.
Many customers use the Internet for comparison shopping.
If your business has a competitive advantage, you should let your customers know it by advertising your products or services. Include the prices as often as possible. The Internet is simply the lowest cost advertising method available today. Owning a Web Site is a sign of an established business with an eye to the future. In a few years, literally all businesses will be online and many of the current retailers will likely go out of business.