Morphyrichards
morphyrichards.co.uk
Morphy Richards is a UK-based home and kitchen appliances retailer specializing in innovative kitchen essentials including kettles, toasters, coffee machines, and microwaves across multiple design ranges and collections.
Performance Needs Attention
This store scores 30/100 on PageSpeed, which is below the recommended threshold of 50. Consider optimizing images, reducing JavaScript, and enabling better caching.
Products
756
Collections
103
-1Pages
67
Blog Posts
513
CommerceRank Score
Overall store health assessment based on 5 key factors
70/100
Top Recommendations
- Critical: PageSpeed below 50 is hurting conversions
- PageSpeed is 24 points below Kitchen Appliances category average (54)
PageSpeed Performance Analysis
Mobile performance from Google PageSpeed • 22 Feb 2026
Overall Ranking
#15593 / 16375
Faster than 5% of stores
Kitchen Appliances Ranking
#83 / 86
Top 97% in category
Category Avg Performance
54
-24 below avg
Category Avg LCP
1.9s
Slower than avg
Performance
Accessibility
SEO
Core Web Vitals
2.8s
Largest Contentful Paint
0.170
Cumulative Layout Shift
154ms
Interaction to Next Paint
Additional Metrics
2.6s
First Contentful Paint
816ms
Time to First Byte
12.8s
Speed Index
Store Audit
Actionable insights compared to 125 Kitchen Appliances stores
#19 in Kitchen Appliances
Top 15% of stores
15% above average
756 products vs 656 avg
Slower than 97% of Kitchen Appliances stores
PageSpeed score: 30/100
Category Benchmarks
Compared to 125 stores in Kitchen Appliances
15% above average
avg
129% above average
avg
191% above average
avg
1286% above average
avg
Theme & Design
Tech Stack
Platform
shopify
Reviews Platform
Yotpo
Payment / Finance
Business Profile
Store maturity and operational indicators
Stable
New (< 3 months)
Since Jan 2026
Larger than 75% of category
Top 15% by catalog size
high
Strong content (513 blogs, 67 pages)
Tech Stack Maturity
Advanced stack
Business Sophistication
Mature
Store Timeline & History
Feb 2026
Jan 2026
Similar Kitchen Appliances Stores
Other kitchen appliances stores with similar size
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About Morphyrichards
Morphyrichards is a kitchen appliances ecommerce store built on shopify and operating in GB. The store currently offers 756 products organized across 103 collections, making it larger than average for the kitchen appliances category.
Theme and Design
Morphyrichards uses the Expanse theme from the Shopify Theme Store. This theme choice provides the foundation for their online presence.
Performance Analysis
Based on Google PageSpeed Insights, Morphyrichards achieves a performance score of 30/100 on mobile devices. This score indicates significant opportunities for performance optimization, which could improve conversions and search rankings. The store also scores 93/100 for accessibility and 92/100 for SEO optimization.
Tech Stack
Beyond the core Shopify platform, Morphyrichards uses Yotpo for customer reviews and offers Pipe, PayPal, Klarna, Zip (Quadpay) for payment flexibility.
Competitive Positioning
Within the Kitchen Appliances category, Morphyrichards ranks #19 out of 125 stores we track. This places them in the top 15% of kitchen appliances stores by product catalog size.
Last scanned
Feb 18, 2026
