Let's say you make the best widget in the world. Unless you can get someone to listen to WHY it's the best, your widget won't sell. By using the internet, you can give customers as much information as possible on your product, and when they want it.
Another example of education is by feeding your audience information that enhances your product. An exclusive wine shop might offer wine reviews, or a gourmet kitchen shop could post recipes or entertaining ideas. This technique brings people back to visit your Web site frequently. It's essential that the information you put up on the internet changes frequently or your customers will stop visiting.