A bundle of communications services: for instance, the Internet, cable TV and a telephone line.
Services are sold as a bundle. Software and software services (SaS, software as a service) can be sold bundled. The meaning is altogether. Bundle in this sense is a business idea or term, not a software idea.
Shops don't usually offer bundles, because as pointed out in the question, these are virtual items, when they are advertised the internet.
Pack is usually some kind of software update. The usual term is service pack. A service pack is a technical term, not a business term.
"A service pack (SP) is a collection of updates and fixes, called patches, for an operating system or a software program. Many of these patches are often released before a larger service pack, but the service pack allows for an easy, single installation."
That said, bundle and pack have non-virtual meanings which I am not addressing here.