Cello
cello.co.uk
Cello is a home fragrance retailer offering a curated selection of ultrasonic diffusers, electric and tealight wax burners, wax melts, reed diffusers, and fragrance oils. The brand features themed collections including gemstone, celestial, and zodiac ranges, along with decorative porcelain wax burner designs.
Performance Needs Attention
This store scores 20/100 on PageSpeed, which is below the recommended threshold of 50. Consider optimizing images, reducing JavaScript, and enabling better caching.
Products
557
Collections
190
Pages
36
Blog Posts
12
CommerceRank Score
Overall store health assessment based on 5 key factors
70/100
Top Recommendations
- Critical: PageSpeed below 50 is hurting conversions
- PageSpeed is 37 points below Candle & Home Fragrance category average (57)
PageSpeed Performance Analysis
Mobile performance from Google PageSpeed • 23 Feb 2026
Overall Ranking
#2 / 16375
Faster than 100% of stores
Candle & Home Fragrance Ranking
#2 / 186
Top 1% in category
Category Avg Performance
57
-37 below avg
Category Avg LCP
1.9s
Faster than avg
Performance
Accessibility
SEO
Core Web Vitals
1.5s
Largest Contentful Paint
0.000
Cumulative Layout Shift
—
Interaction to Next Paint
Additional Metrics
Store Audit
Actionable insights compared to 256 Candle & Home Fragrance stores
#2 in Candle & Home Fragrance
Top 1% of stores
153% above average
557 products vs 220 avg
Faster than 99% of Candle & Home Fragrance stores
PageSpeed score: 20/100
Category Benchmarks
Compared to 256 stores in Candle & Home Fragrance
153% above average
avg
304% above average
avg
33% above average
avg
60% below average
avg
Category Intelligence
How Cello compares to other candle & home fragrance stores
1%
of Candle & Home Fragrance stores use Reviews.io
11%
of Candle & Home Fragrance stores use Zip (Quadpay)
Insights
- 67% of Candle & Home Fragrance stores offer PayPal
Theme & Design
Theme Name
BespokeType
Custom / Bespoke
Tech Stack
Platform
shopify
Reviews Platform
Reviews.io
Payment / Finance
Business Profile
Store maturity and operational indicators
Stable
NaN+ year
Since Invalid Date
Top 10% largest catalog
Top 1% by catalog size
medium
Above-average content investment
Tech Stack Maturity
Mature stack
Business Sophistication
Established
Store Timeline & History
Feb 2026
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About Cello
Cello is a candle & home fragrance ecommerce store built on shopify and operating in US. The store currently offers 557 products organized across 190 collections, making it larger than average for the candle & home fragrance category.
Theme and Design
Cello uses the Bespoke theme, a custom-built solution tailored specifically for this store. This theme choice provides the foundation for their online presence.
Performance Analysis
Based on Google PageSpeed Insights, Cello achieves a performance score of 20/100 on mobile devices. This score indicates significant opportunities for performance optimization, which could improve conversions and search rankings. The store also scores 78/100 for accessibility and 100/100 for SEO optimization.
Tech Stack
Beyond the core Shopify platform, Cello uses Reviews.io for customer reviews and offers Zip (Quadpay) for payment flexibility. Compared to other candle & home fragrance stores, 67% of candle & home fragrance stores offer paypal
Competitive Positioning
Within the Candle & Home Fragrance category, Cello ranks #2 out of 256 stores we track. This places them in the top 1% of candle & home fragrance stores by product catalog size.
Last scanned
Feb 22, 2026
