Large companies tend to want very specific features for some of their critical IT software packages. For example a stock-control application or perhaps an accounting system. So they hire a software firm to produce a special software application to their exact requirements.
This is 'bespoke' software.
As you can imagine, bespoke software can be extremely expensive as people are hired specifically to write the code.
Quite often a software company may offer a bespoke service that offers to make changes and additions to their basic version. This helps spread the cost of the basic software amongst many clients, whilst individual clients only pay for the extra bits.
See also 'off the shelf software' in the glossary
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Click on this link: Bespoke