Coda, a Singapore-headquartered digital content monetization and distribution company, has reached a partnership with TikTok Gaming to let users move from game content on the platform to purchases on Codashop, Coda’s digital goods store, across Southeast Asia.

In a statement on Friday, Coda said under the partnership, TikTok users in Thailand, Malaysia, Singapore, Indonesia, and the Philippines can link directly to Codashop to buy game top-ups, gift cards, and other digital goods. Creators can feature Codashop-listed content in livestreams and short-form videos. This can let publishers reach consumers where they already discover and engage with games.

Coda said that since its mid-June 2026 launch, creator videos linking to Codashop have drawn 1 billion views. It said click-through rates average above 5 percent. Around 5 percent of clicks convert to purchases, it added. Besides, most buyers are new to Codashop, which it presents as evidence that creator-led commerce can bring publishers new customers as well as transactions.

Zac Liew, chief commercial officer for business-to-business at Coda, said commerce increasingly happens wherever discovery happens. TikTok can give the company a new way to connect those moments, allowing publishers to reach consumers earlier and turn engagement into purchases.

Coda said the partnership reflects a broader shift in digital commerce, in which social platforms, creators, and contents play a growing role in consumer purchase decisions. It said the arrangement extends digital content distribution beyond traditional storefronts. The company said it will continue to explore commerce and distribution models with publishers and platform partners.

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