ComScore is reporting that Cyber Monday generated $733 million of online revenue. They’re estimating $123 billion of total online revenue for 2008, which implies that Cyber Monday accounts for about 0.6% of annual revenue. That’s a bit of a surprise; apparently Cyber Monday is only 2x the volume of the average online shopping day! Moreover, Cyber Monday doesn’t appear to be increasing its share of overall shopping. According to ComScore, in 2006 Cyber Monday brought in 0.6% of annual revenue too — exactly the same as 2007.

The biggest surprise: during the week of Cyber Monday, each of the following four shopping days brought in over $700 mission in online revenue too.

Bottom line: while Cyber Monday is a big deal, it’s not quite as big as the hype suggests. Cyber Monday better thought of as the “kickoff day” for the online holiday shopping season, rather than as the “biggest day” of the season.

Filed under: cyber monday, ecommerce, online retail