Society Pass Incorporated (SOPA) shares rallied Monday after the Singapore-based e-commerce company announced it's diving headfirst into Thailand's live commerce scene with a new digital retail advertising platform.

What's the Play?

Society Pass is rolling out TMG Social, banking on it to grab meaningful share of the social commerce market. Think shoppable posts where brands can tag products and drop links directly into the content. The platform will also feature a "Shop Now" button on trending TikTok challenges that showcase relevant products.

The company isn't being shy about its ambitions either. TMG Social has a revenue target of $10 million by 2026.

The platform launches through Society Pass's subsidiary TMG Incorporated, which already handles digital marketing and live selling services across influencer and creator networks. TMGX brings more than 10,000 users in its creator economy to the table, giving the new platform an existing audience to work with.

The Market Opportunity

According to a Bain and Company study, the market TMGX is chasing is worth a hefty $90 billion. They're not exactly pioneers here—companies like TikTok, Shopee, and Lazada already use live-streamed videos to sell products online. If you're in the United States, TikTok Shop is probably the most familiar example.

"TMGX's Live Selling services deliver clear and measurable digital marketing results through real-time conversions," said TMGX CEO Kriangkrai Chaimonglol. "We prioritize performance and transparency by tracking gross merchandise value for every sales campaign."

Stock Movement: Society Pass (SOPA) shares climbed 28.02% to $2.33 at the time of publication.