The first written recollection of a cello with an endpin dates from the late 18th century. The advent of the endpin gave rise to something we still contend with today: a slipping instrument. Since then, cellists have been collecting war stories about skidding endpins wreaking havoc. There is no single option that will work for every cellist in every situation.
Straps are useful on a number of surfaces: low-pile carpet, hard floors, even outdoors. Most feature some sort of ring that goes around one or two legs of a chair, a length of adjustable material, and something at the end to house the tip of the endpin. When I polled members of the Internet Cello Society, the Xeros anchor came away with the most recommendations, and for good reason: the circular cradle at the end creates a single point of tension that goes a long way to prevent lateral sliding.
The Xeros bass model offers a V-shaped cradle, which some cellists actually prefer. Both models have rubber on the bottom of the anchor for an extra bit of grip. Another option: viol-shaped single straps with multiple hole shapes to accommodate folks who keep a rubber tip on, as well as those with dull and sharp points.
As with the Xeros, there are multiple similar models, and the differences between them are not immediately obvious, but Moreyes and Artino both have examples. Some prefer this model because it frequently comes with ample strap length, so that it can be looped around two chair legs, which makes for added stability.
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Small enough to fit in a trouser pocket, this stopper gets rave reviews. Rock stops maintain a fraught relationship with real-world conditions. On clean, flat, even-textured floors in a moderately humid setting, they should be as reliable as straps.
