The language of benefits is not perfect for every product sold online, and it never was. Here are some examples where features bring better results.
Note from Pat: As I mentioned in the Comments for this post, Karol raises a great point. Sometimes, your audience doesn't need benefits - but that takes a strong, deep understanding of your audience before making the commitment to write without benefits. (And for his t-shirt example, try to think of a benefit. Soft is a feature. Well made is a feature.)