If a product you’re expecting to see isn’t showing on your Shopify store and you're getting 404 page not found error, run through these six quick checks.
1. Active
Make sure the product status is set to Active, not Draft or Archived.
2. Online Store
On the product page, confirm it’s published to the Online Store sales channel in the Publishing / Sales channels section.
3. Markets
In Settings → Markets, check the product is included for the market you’re browsing from (for example UK, EU, International).
4. Locations
Ensure the product has inventory available at a location that serves that market and that location is active for Online Store.
5. Apps
Temporarily disable merchandising, search, filter or hiding apps to see if any of them are removing the product from collections or search.
6. Custom theme code
If everything above looks right, the issue is usually in custom theme code: conditional logic in templates, alternate templates, or app blocks that behave differently between preview and live.
Work through these in order and you’ll usually find the missing product before you ever need to contact support.