Hiring coder for parts of publication I'm designing and implementing an algorithm for 3D mesh segmentation. Probably I'll publish the results. However, I'm also interested in using this for commercial means, and to do so I need to hurry with the implementation. For that reason I'll need to hire some coders to implement parts of my algorithm.

In my publication, Do I need to reference this coders? Is this allowed in academia?
You would typically mention this type of help in the acknowledgements section, if at all. It is well understood that developing tooling requires manpower and that there are others on the team aside from the researchers, and it is up to the authors how to acknowledge that assistance. For what its worth, if their contribution was so significant to warrant authorship, that should be a discussion among the research team.

You mention "cite" in your question; this sort of mention would not go in your references, in case that was your thought.