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Virtual To Reality: Startup B8ta Raises $19M To Bring Online Retailers In Stores B8ta is a new store-in-store company trying to make Macy's less square. (Photo by Drew Angerer/Getty Images) If anyone ever doubted that online retailers are increasingly looking at physical stores for growth, there are 19 million more reasons to convince you it's true. Nineteen million — as in $19 million — is what a company called b8ta garnered in new financing this week for its business model that essentially offers a turn-key setup for e-commerce companies looking to go from virtual