As you plan your e-commerce expansion, choosing the right marketplace for your business is key. With three major players—Amazon, Walmart Marketplace and Temu—each offering different advantages and challenges, aligning your product strategy, brand goals and operations with platform dynamics will determine your success. Below is a detailed comparison to help you decide which platform fits your business in 2025 – plus when you might use more than one.

Platform comparison overview

1. Amazon – The Established Giant

Why you should consider Amazon

• Amazon remains the go‐to marketplace for many sellers aiming to scale globally with brand recognition, thanks to its mature fulfilment infrastructure (FBA), strong traffic and broad product categories. 

• For sellers offering differentiated products, branded SKUs, high service levels and willing to invest in advertising, Amazon provides strong capabilities.

• If you require strong marketplace account services — e.g., expert listing management, Amazon PPC optimisation, performance monitoring — this is where “Amazon account management services” come into play (your own agency context).

What to be aware of

• The competition is intense. Many seller categories are crowded, price wars are common, and advertising costs can eat margins. 

• Fee structures (referral fees, storage, FBA, removal) are significant. 

• To stand out, you’ll need to focus on brand-building, product quality, great reviews, SEO optimisation, advertising. Sellers who try to compete purely on low cost may struggle.

Best suited for

• Brand-owners or premium product lines

• Sellers ready to invest in advertising and fulfilment

• Businesses that want global reach, premium positioning, or want to treat Amazon as their flagship marketplace

2. Walmart Marketplace – The Growing Alternative

Why it’s attractive

• Walmart Marketplace is gaining traction: for third-party sellers, access to a large customer base, lower entry fees in many cases, and less saturated categories than Amazon give good upside. 

• Particularly for sellers who want to diversify beyond Amazon, reduce dependency on one marketplace, or tap the Walmart audience, this is a smart choice.

• For services offering “Walmart account management services”, this is a key offering for clients who want multi-channel presence.

• The seller fee model is relatively favourable: no monthly fee in many cases, only referral fees when sales happen. 

What to bear in mind

• While growing fast, Walmart still may have lower global reach compared to Amazon (depending on region) and fewer brand-building capabilities.

• 3P sellers need to manage their own logistics and marketing in many cases; fulfillment services exist (WFS) but may not be as globally ubiquitous. 

• Listing quality, branding, price competitiveness, and fulfillment speed remain key to winning visibility.

Best suited for

• Sellers who already have a presence on Amazon and want to diversify

• Businesses targeting value-conscious shoppers, or with products that can stand out on Walmart’s marketplace

• Sellers who prefer lower entry cost and want to test an additional channel

3. Temu – The Disruptor in 2025

Why it’s worth considering

• Temu, backed by PDD Holdings, has grown very rapidly by focusing on extremely competitive pricing and direct‐to‐consumer/shipped-from-China style fulfilment. 

• For sellers aiming for volume, especially in cheaper price-point SKUs, Temu offers one more channel option.

• For agencies offering “Temu Account Management Services”, this platform opens up possibilities for clients who want to capture bargain-hunters or test global expansion with lower brand expectations.

What to watch out for

• Brand control, margin control and quality control are generally more constrained. Many listings compete purely on price, which drives margins down.

• Temu is still less mature than Amazon/Walmart in global seller services, brand tools, and may pose greater challenges in logistics, returns, brand positioning.

• If your product is premium, high margin, or needs strong brand building, this may not be the best core channel — unless you specifically segment for value-volume business.

Best suited for

• Sellers with high volume, low margin, commodity or generic SKUs

• Businesses that can accept thinner margins and aim for scale rather than premium branding

• As an additional channel to diversify risk and tap large value-oriented shopper pools

How to choose the right fit (or combination)

When deciding which platform fits your business best in 2025, ask yourself:

1. What is your product positioning and margin strategy?

• Premium, branded, differentiated ➜ Amazon likely best.

• Mid-tier, value-oriented, wanting lower fees ➜ Walmart Marketplace strong.

• Low margin, high volume, aggressive pricing ➜ Temu might be viable.

2. What is your fulfilment and operations capability?

• Do you have fulfilment, returns, logistics sorted globally (or via FBA/WFS)?

• Are you ready to invest in listing optimisation, advertising, brand building?

• If you rely on low-cost supply chain and can accept longer delivery or less branding control, a channel like Temu may work.

3. Risk and dependency diversification

• Many sellers benefit from not relying on a single marketplace. Using multiple channels (Amazon + Walmart or Amazon + Temu) spreads risk.

• However, multi-channel requires more management, more complexity in inventory, pricing, listing management, account health.

4. Your target markets & growth goals

• If your goal is global expansion quickly, Amazon may offer more mature infrastructure.

• If you are entering new markets (India, SEA, etc) or targeting value-buyer segments, Walmart or Temu could offer opportunities.

• For Indian sellers specifically (like you are in Delhi / India) you should consider how these global marketplaces serve Indian exporters or localised fulfilment, duties, shipping.

5. Your agency / service capability

From your perspective (as an e-commerce agency offering ecommerce account management and specialised services such as Amazon Account Management services, Walmart Account Management services, Temu Account Management Services) you should choose platforms where you can deliver visible ROI for your clients: listing optimisation, advertising management, account health monitoring, marketplace insights.

Recommendations for your client context (Rey Ecom Ops)

Given your agency’s expertise and service offering, here are some tailored recommendations:

• For clients who are brand-focused, high-end, premium or want full control: recommend Amazon as primary channel. Offer your Amazon Account Management Services (listing creation, PPC, brand registry support, global expansion).

• For clients who want to expand presence and diversify beyond Amazon, especially in the U.S. and North America, recommend Walmart Marketplace. Offer your Walmart Account Management Services (onboarding, optimisation, logistics advising, advertising on Walmart Connect, cross‐channel pricing).

• For clients who want to target value/volume play or enter newer channels, include Temu as a strategic add-on. Offer your Temu Account Management Services (onboarding, catalogue upload, volume pricing, managing lower margin/high turnover SKUs, cross-border shipping guidance).

• Emphasise a phased approach: start on one strong channel, optimise, then expand to second. Use the second channel to diversify risk.

• For clients in India (since you are operating from Delhi), consider the nuances of export logistics, duties, shipping from India to global fulfilment, currency conversion, local support for Indian sellers especially when selling on U.S. platforms.

Final verdict

There is no “one size fits all” answer. Each platform has its place:

• Choose Amazon if you’re focused on brand, premium margin, global visibility and have the operations to match.

• Choose Walmart if you want a strong alternative channel with good reach, slightly less saturated, and you want to diversify.

• Choose Temu if your business model supports low margins, high volume, and you’re comfortable with a value-driven pricing approach and lower brand control.

For many businesses in 2025, the smartest strategy often is: start with one platform, excel at it, then expand to a second (or third) to future-proof your business. As an agency specialising in ecommerce account management across marketplaces, you’re well placed to guide clients through the decision, manage multi-channel complexity, and ensure each channel is aligned with their product, operations and growth goals.