Thanks for your suggestions, guys. Glad to see this forum is not yet dead.

@LZAntal  I'm aware of these newbie mistakes but it's not this case. 
Debugging mode is disabled, logging is tuned down to INFO level. Even 
reducing to critical makes no difference.

@Mike Hostetler  Great answer, thanks.Nice site, btw. I'd bet Postgres 
server has an optimal setup and there would be only marginal improvement if 
any. I did tested performance even on powerful machine with postgresql 
running locally. On the same hosting is already running pure Django based 
CMS with ten times greater amount of items and is blazingly fast.
Good point is about indexes to tables. I did checked for the most important 
models(Product, Category, ProductImage, Price, Discount ...) that came to 
mind are already created. However if you look into template tags, filters 
and some model's methods, you'll miss optimizations like select_related or 
prefetch_related at places where it would be reasonable and queries are 
needlessly doubled or even quadrupled. I see the only way to rewrite them 
myself, however it looks like a quite consuming task I've currently no 
resources to spend.
As a side note, your linked site has a fair response times, however try to 
add much more details in category templates like basic price, discounted 
price, stock amount, link for direct buy, short description, brand name, 
promotion info etc. and you'll see what I am talking about. I had to reduce 
number of displayed products from 16 to 12 per page to get some so-so 
results. In a database is about 7 500 items only.
See what workarounds like category menu generator were already accomplished 
- manual caching of category tree.
Memcached seems to bring some improvements after extensive requests become 
handled but nothing drastical.

@Arek I need to recheck if our provider does use or allow to use mentioned 
poolers. Thanks for the tips anyway ! 

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