This is something that Steve at Cycle Logic and I talked about doing back in the summer.. "it's going to be cool" we said... and it is. Built to work as either a module of our e-commerce platform or as a standalone web application it is fully user configurable which means it is not limited to just bicycles - it can be used for any product or product family that can be offered with custom configuration options... from sheds to yachts.
In this instance users can build their bikes, selecting from the product catalogue for each category that has been defined. Because some frames come with forks for example the application can handle an unlimited number of exceptions. Once built users can save their bikes, print them, ask questions about them - component choices, sizing etc etc.. and apply for finance online using the V12 Retail Finance API. Builds can also be shared through social media such that people can click through, load the linked build and make it their own.
Cycle Logic are currently looking at going to a full e-commerce solution in which case, in addition to being able to finance the build online, there will also be a button to add the entire build to a cart an checkout with a card in the normal way.