The main problems that MotherNature.com faces are:
It is selling a trust based product. Selling a trust based product requires building a relationship which is difficult online. Selling such a product through traditional channels can inspire more confidence in a customer because the customer can interact with salespeople, ask questions etc. Selling vitamins and health products online is much more impersonal and could be perceived as risky by customers.
MotherNature.com needs to build a strong brand. But building a brand requires lots of dollars