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For e-commerce startups, Cyber Monday may soon take on a second moniker: “Mobile Monday.”

Nearly 13 percent of total web-based purchases on Cyber Monday occurred on mobile devices, almost double the amount of mobile sales last year, according to the IBM [IBM  Loading…      ()   ] Digital Analytics Benchmark.

“Rather than experiment with mobile commerce like we saw last holiday season, companies are now embracing it,” said Marshall Cohen, chief industry analyst at The NPD Group.

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“It’s no longer about how big you are, it’s about how effective you are at reaching your consumers whether that’s through a shopping app, an email, a text message or social networking.”

As it turns out, some e-commerce startups were able to reap the benefits from their mobile efforts this holiday weekend.

Etsy, the online marketplace that allows artists to sell hand-made goods, saw more sales on Cyber Monday than any one day in its 7-year history, according to a blog post by CEO Chad Dickerson. But Dickerson added that almost one in three visitors to Etsy were shopping on mobile devices, compared to one in four on a typical day.

Mobile sales also played a key role during Black Friday weekend sales at the design daily deal site Fab.com. Weekend mobile orders accounted for 30 percent of total mobile orders, while mobile revenue 35 percent of total revenue, according to a Nov. 26 blog post by Fab co-founder and CEO Jason Goldberg.

Meanwhile mobile revenue at flash sales website “Flash sales have more mobile than almost any other type of site because if there’s a deal, you have to get it now,” Ryan said. “It’s perfect for mobile.”

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