Small Folk
small-folk.co.uk
SMALL-FOLK is a sustainable fashion and lifestyle retailer specializing in natural clothing, footwear, accessories, toys, and books for babies, children, and women. The brand emphasizes fair production practices and eco-friendly materials, positioning itself as a considered alternative to conventional children's retail, with a physical location in Totnes, Devon, UK.
Performance Needs Attention
This store scores 25/100 on PageSpeed, which is below the recommended threshold of 50. Consider optimizing images, reducing JavaScript, and enabling better caching.
Products
3,151
Collections
402
Pages
11
Blog Posts
126
CommerceRank Score
Overall store health assessment based on 5 key factors
64/100
Top Recommendations
- Critical: PageSpeed below 50 is hurting conversions
- PageSpeed is 31 points below Baby & Kids category average (56)
- Add a reviews platform to build customer trust
PageSpeed Performance Analysis
Mobile performance from Google PageSpeed • 23 Feb 2026
Overall Ranking
#2 / 16375
Faster than 100% of stores
Baby & Kids Ranking
#3 / 402
Top 1% in category
Category Avg Performance
56
-31 below avg
Category Avg LCP
1.7s
Slower than avg
Performance
Accessibility
SEO
Core Web Vitals
2.7s
Largest Contentful Paint
0.010
Cumulative Layout Shift
138ms
Interaction to Next Paint
Additional Metrics
1.2s
First Contentful Paint
—
Time to First Byte
11.8s
Speed Index
Store Audit
Actionable insights compared to 575 Baby & Kids stores
#11 in Baby & Kids
Top 2% of stores
415% above average
3,151 products vs 612 avg
Faster than 99% of Baby & Kids stores
PageSpeed score: 25/100
Category Benchmarks
Compared to 575 stores in Baby & Kids
415% above average
avg
323% above average
avg
42% below average
avg
282% above average
avg
Theme & Design
Tech Stack
Platform
shopify
Payment / Finance
Business Profile
Store maturity and operational indicators
Stable
NaN+ year
Since Invalid Date
Top 10% largest catalog
Top 2% by catalog size
high
Strong content (126 blogs, 11 pages)
Tech Stack Maturity
Mature stack
Business Sophistication
Established
Store Timeline & History
Feb 2026
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About Small Folk
Small Folk is a baby & kids ecommerce store built on shopify and operating in NL. The store currently offers 3,151 products organized across 402 collections, making it larger than average for the baby & kids category.
Theme and Design
Small Folk uses the Capital theme from the Shopify Theme Store. This theme choice provides the foundation for their online presence.
Performance Analysis
Based on Google PageSpeed Insights, Small Folk achieves a performance score of 25/100 on mobile devices. This score indicates significant opportunities for performance optimization, which could improve conversions and search rankings. The store also scores 81/100 for accessibility and 85/100 for SEO optimization.
Tech Stack
Beyond the core Shopify platform, Small Folk has not implemented a third-party review platform and offers PayPal, Klarna, Zip (Quadpay) for payment flexibility.
Competitive Positioning
Within the Baby & Kids category, Small Folk ranks #11 out of 575 stores we track. This places them in the top 2% of baby & kids stores by product catalog size.
Last scanned
Feb 22, 2026
