Retail is in a transformative phase, as more and more consumers are shopping online. According to United States Census data, over 9 percent of this year's first-quarter retail sales were e-commerce transactions — that's more than doubled in less than 10 years. But one brick-and-mortar retailer has a new approach to sales for new, innovative products entering the marketplace.

San Francisco-based b8ta opened its first store in 2015, and now has 13 flagship stores nationwide — in addition to having setups in Lowe's stores across the country. Houston's first and only location opened in October of 2017 in the Galleria.

The store acts as a general marketplace, where companies can rent shelf space at the store to feature their products — everything from home accessories to tech gadgets and even items like electric skateboards. Consumers can come into the store and test products, and the developers can see — in real time — how customers are interacting with their products.

"If you look at our store, nothing's in a box. Everything is out on display," says Jalal Bsaiso, b8ta Houston's general manager. "Everything has a tablet with information on the product, and that data is controlled by the maker — they can swap photos, change pricing, all on the fly. They also can see analytics in real time. They can see how many people walk by their product and how long they are engaging. Sales associates log demos we do with the customer, so the partner can see that too."

Bsaiso says that innovators have trouble entering brick-and-mortar sales because consumers need to take the products out of the box to experience them and have a sales associate educate and demonstrate how to use the product. The company's three founders — Phillip Raub, Vibhu Norby, and William Mintun — worked at Nest, a smart home technology product, prior to launching b8ta. They saw Nest struggle to get into brick-and-mortar stores and started envisioning a concept that would be right for products like Nest.

"Online it's easy to sell something," Bsaiso says. "You post it on your website, you have analytics, and you can see how people got to your website and what they purchased. There's nothing like that in physical retail."

Product makers can apply online to become b8ta partners. Usually, each partner has products in at least half of the 13 stores, and every product has an inventory of six to 10 products in the store.

"Retail is evolving," Bsaiso says. "I think everything is moving toward experience. You don't want to spend $200 online on a product that might not even work for you from a company you're not really familiar with."

The store will stock any types of products in its stores, as long as it fits the bill as an innovative product. Here are 10 that seem like are from the future.