Sales don't mean shit.
There are much better manga than OP and Naruto that have less sales, so who cares about sales, brother?
Anyway, you are right about the talk no jutsu stuff.
But we can't really compare the villains, the quality gap is too big.
Naruto's villains are heavily supported by deep and realistic backstories, each of them having the reason and explanation of how they achieved their evilness.
In One Piece you have some cool and well designed villains, mostly Admirals, but a lot of them lack any real substance, which makes them feel like clowns, we even see this with important villains like Kaido, which I like, but the fact that he lacks any substance, no backstory, nothing, I can't even see any evilness in Kaido, because he hasn't killed anyone important in the current timeline, it's just the usual "Wowwww Kaido is so evil, look what he did", so crappy and badly written.
Naruto's villains kill, Naruto's villains really make you feel like they are fucking monsters.
Where's the Kaido Substance, the Big Mom Substance? There's no substance, it's just empty, like a generic action movie villain.