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My site is running on magento 2.4 CE with elastic search. I've been adding products and checking various features of magento. trying to create a group of customers whom i can give discounts on products. But user from new group cant find any product on website.

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You might have selected an option on the Excluded Website(s) checkbox when creating the customer group

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In the screenshot above if I create the "Sample" group and assign a customer to it they would not be able to see any products on the frontend.

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